aleksandra kumanska hanna siwiec i. university of gdańsk poland faculty of economics
TRANSCRIPT
Aleksandra KumanskaHanna Siwiec
I. University of GdańskPoland
Faculty of Economics
University of Gdansk
Contents
Poland1
Gdańsk, Gdynia, Sopot2
University of Gdańsk3
Faculty of Economics4
University of Gdansk
Poland
Facts & Figures:1. Population: 38,17 mln
2. Territory: 312,685 km2
3. Capital city: Warsaw
4. Currency: Zloty (PLN)
5. GDP - per capita (PPP): $14,100 (2006)
6. GDP - real growth rate: 5.3% (2006)
University of Gdansk
Poland
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Over 1000-year history
University of Gdansk
What are we proud of?
University of Gdansk
University of Gdansk – where is it?
University of Gdansk
Trójmiasto or Tri-City – Gdańsk, Sopot, Gdynia
urban area, made up from the towns of Gdańsk, Gdynia, and Sopot – 754 000 inhabitants
they are situated next to each other, in a row, on the coast of the Gdańsk Bay, Baltic Sea
Gdańsk – population of 460 000 people – the 6th biggest city of Poland
Gdynia – 254 000 inhabitants Sopot – population of 40 000
people
University of Gdansk
Gdańsk
the city with the largest amount of monuments in baltic Europe,
the birthplace of the independent self-governing labour union "Solidarity“
University of Gdansk
Sopot
a large health-spa and tourist resort,
summer capital of Poland,
nearly 2 million tourists a year,
well known for the longest wooden pier in Europe (515.5 meters)
University of Gdansk
Sopot
University of Gdansk
Gdynia
harbor city situated at the seashore,
great views of the sea and beautiful scenery, long sidewalks, beautiful waterfronts, marinas and yacht clubs,
third largest seaport in Poland
University of Gdansk
University of Gdańsk in figures.
9 faculties3,000 post-graduate students
27 major fields of study
106 specializations
33,000 students
1700 academic staff
University of Gdansk
Faculty of Economics
Specializations: Economy and European Business, International Finance and Banking, International Business,International Business, Maritime Trade and Tourism, Marketing, Economic Policy and Enterprise Strategy, Internet Enterprises, International Market and Global Economy, Theory of Enterprises, Transportation and Logistics.
University of Gdansk
Faculty of Economics - what are we proud of?
fifty years of experience in research and collecting,
documentation connected with European integration, possibility of teaching the students how to conduct a
stock-exchange transaction in real time in the only dealing room of that kind in Poland,
cooperation with foreign research centers, 42 agreements with European high schools concluded
within Erasmus/Socrates programmes; about 120 students studied abroad in 2006/2007,
cooperation with economic practice.
University of Gdansk
Faculty of Economics
Dealing room
Aleksandra KumanskaHanna Siwiec
II. E-marketing in travel and tourism
Case study: E-marketing of Bahama Islands
University of Gdansk
E-travel as a part of e-retailing
Tourism as an information-based industry is one of the natural leading industries on the Internet.
E-travel is the leading and fastest growing category of e-retailing.
University of Gdansk
E-retailing nowadays
Internet shopping is revolutionising the retail environment
local high street => virtual high street
University of Gdansk
Business models used in the tourism and travel industry
1. Brokerage
2. Advertising model
3. Infomediary model
4. E-tailing
University of Gdansk
Brokerage
Brokers - market makers bringing buyers and sellers together and facilitating transactions
Forms of brokerage models:Marketplace Exchange: offers a full range of
services covering the transaction process, from market assessment to negotiation and fulfillment (example: Orbitz)
Demand Collection System:"name-your-price" model; buyer makes a final bid for a specified good or service, and the broker arranges fulfillment; pioneered by www.priceline.com
University of Gdansk
Brokerage
Auction Broker: conducts auctions for sellers; broker charges the seller a listing fee and commission scaled with the value of the transaction (www.skyauction.com)
University of Gdansk
Advertising model
Web-advertising model - Portalusually a search engine that may include varied
content or serviceshigh volume of user traffic makes advertising
profitable and permits further diversification of site services
University of Gdansk
Infomediary model
Infomediaries - information intermediaries assisting buyers and/or sellers understand a given market.
create a convenient platform (Cyber marketplace) on which buyers and sellers can gain information and do business (Travelocity, BargainHolidays)
University of Gdansk
E-tailing
E-tailing - Business operating exclusively in electronic retailing.
Forms of E-tailing:E-store: a single tourism shopE-mall: consisting of many electronic stores E-broker: provides aid to customers searching
for products and business. It gains a commission from the businesses
University of Gdansk
Retail channel
Retail channel - retailers’ use of the Internet as both a communication and a transactional channel in B2C markets
Retailers can adopt different functions of the Internet :
information functions,interactive functions,combination of both.
University of Gdansk
Information functions
Web-site is used to provide stakeholders with :product information - description, prices,
promotional info, web advertisements, images
financial information - company reports, investor information
company information - e.g. company’s history, store location
press releasesrecruitment information
University of Gdansk
Interactive functions
Interactive ways of using the Internet include:marketing communications tool - the Internet as
an advertising chanel
direct communication - e-mail as a means of communication between firm and customer
online communities - e.g. car manufacturers supporting enthusiasts’ sites
marketing research tool - gathering consumer data
sales channel - selling goods and services online
University of Gdansk
Benefits of Internet marketing
increased sales cost reductions (reduced time in
customer service, online sales, reduced printing & distribution costs)
corporate image communication more rapid and responsive marketing
communications improved consumer service better management of marketing
information and costumer information feedback from costumers on product
University of Gdansk
three most important reasons for consumers to buy products and services online
1
convenience
2
lower prices
3
ease of comparative
shopping
University of Gdansk
three most important reasons for consumers not to buy products and services online
1
need to see and feel products
2
preference for a visit to a
‘real’ store
3
lack of personal advice
University of Gdansk
Survey findings
88 percent of consumers who have gone or plan to travel this summer use the Internet to research and purchase their trips,
52 percent report they go directly to the company site because they believe company sites offer the lowest prices,
studies show consumers increasingly compare prices,
low prices will be a primary driver in online travel decisions.
University of Gdansk
Growth in online business
Online shopping spend (million GBP)source:Allegra Strategies Forecasts
4,055
7,124
10,2112,614
15,69218,568
21,444
0
5
10
15
20
25
2000 2001 2002 2003 2004 2005 2006
University of Gdansk
Growth in online business
Online shopping buyers (millions)source: Allegra Strategies Forecasts
5,08,0
11,014,0
17,020,0
23,0
0
5
10
15
20
25
2000 2001 2002 2003 2004 2005 2006
University of Gdansk
Trends in online travel sales
internet sales were 12,6% of the travel market in 2006,
the UK accounted for 35% of the European online travel market in 2005, with Germany in second place at 20%,
concentration in the European online travel agent market is increasing.
University of Gdansk
Trends in online travel sales
Online sales by the type of service
56%16%
16%10% 2% airtravel
hotels
package tours
rail
rental cars
University of Gdansk
Trends in online travel sales
Internet sales in % of market
0,1% 0,3% 1,0%2,0%
3,6%
5,6%
7,9%
10,3%
12,6%
0,00%
2,00%
4,00%
6,00%
8,00%
10,00%
12,00%
14,00%
1998 1999 2000 2001 2002 2003 2004 2005 2006
University of Gdansk
Case study : E-marketing of the Bahamas
University of Gdansk
E-marketing of the Bahamas
Bahamas Ministry of Tourism - implementing new strategies based on the new technology results in delivering more accurate customer information which is used to improve the visitor experience
University of Gdansk
E-marketing of the Bahamas
The Management Information Systems Department:
1. The Website Unit
2. The Information Unit
3. The Research & Statistics Unit
University of Gdansk
The Website Unit
re-developed its travel website Bahamas.com, to promote packages to the Islands of The Bahamas, which can be booked online at the site,
the Expedia-driven booking engine on the site generated US$ 250,000.00 within the first six weeks of launch.
University of Gdansk
www.bahamas.com
The site enables you to: experience the
bahamas – multi media gallery consists of videos, images and 360° views
plan your trip – create trip intinerary, save, edit, share, and print the vacation you plan
book a package, hotel, flight, car, activities
University of Gdansk
The Research & Statistics Unit
exit surveys of more than 10,000 departing tourists are conducted annually to gather information about their rating of their visit and their expenditures while in the Bahamas
collects information about the performance of the local hotel industry, airlines flying into the country and of cruise lines serving the country
University of Gdansk
CATC
the Caribbean Advanced Technology Centre (CATC)
Tourism Decision Support System (TDSS):helps tourism ministries significantly reduce
marketing and advertising budgets through target marketing efforts,
helps the Bahamas Ministry of Tourism make advertising, spending, and even operational decisions,
University of Gdansk
TDSS
allows decision makers to slice and dice their tourism data in hundreds and thousands of different reports, which can be exported in Excel, Access or a PDF document as well as be graphed and plotted,
users can pull reports by Location Stayed, Date of Entry, Origin of Person, Arrival Mode, Accommodation Type, Port of Entry, Travel Agency, Income Level, Sex, Age Range, Trip Purpose, Islands Visited.
University of Gdansk
Visitor Satisfaction System (VSS)
designed to record and track Visitor incidents in order to ensure that the visitor leaves a country satisfied,
capturing the visitors local and permanent contact information in order to follow-up with the visitor before as well as after he leaves the country,
capturing the incident details and monitoring whether the problems have been satisfactorily dealt with,
University of Gdansk
VSS
incidents are assigned a priority and delegated to the organization responsible for solving the incident such as Hotels, Taxi Associations, Restaurants, etc.
Aleksandra KumanskaHanna Siwiec