Florida S ummary of Results

Adrián Broz Lofiego Adrián Broz Lofiego

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1. Web 2.0. Definition.

The phenomenon commonly referred to as “Web 2.0” or “Social Media” is affecting the way

people interact with each other, communicate, learn, take decisions, socialize, entertain or even do their shopping.

It is transforming peoples’ individual and group behavior and is also affecting the power structures in the marketplace…

…causing a “substantial migration of market power from producers or towards customers”

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The term Web 2.0 is “associated with web applications that facilitate participatory information

sharing, interoperability, user-centered design, and collaboration on the web.

A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue

as creators (“prosumers”) of user-generated content in a virtual community, in contrast to

websites where users (“consumers”) are limited to the passive viewing of content that was created

for them”

1. Web 2.0. Definition.

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Focused on service-based , simple and open-source solutions in the form of online

applications.

C ontinuous and incremental application development requiring the

participation and interaction of users in new ways: not only ‘ consuming ’ but also contributing,

reviewing and editing content.

New service-based business models and new opportunities for

reaching small individual customers with low-volume products.

2. Web 2.0. Main Principles & S ervices.

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The concept comprises a 2nd generation of Web-based services, including:

Blogs.

Social networks.

Content Communities.

Internet Forums / bulleting boards.

Content aggregators.

Mashups.

2. Web 2.0. Main Principles & S ervices.

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The Web 2.0 concept is becoming an important element in travel planning and buying.

Using diffusion of innovations theory, the results show that enterprises having adopted

websites early also lead in the adoption of Web 2.0 technologies.

Today's’ online consumer has access to a previously unknown reservoir of information and

knowledge as well as unlimited choice, available at the click of the mouse.

3. The Web 2.0 and the Tourist S ector.

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The development of new technologies has changed the way companies operate.

The client has the capacity to determine the reputation of the companies through their comments,

advices, recommendations.

We can talk about the creation of a new form of travel, thanks to Web 2.0 and social networking in

planning the trip (information and feedback) and after having used the services.

4. Tourism 2.0.

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We therefore performed a classification of various Web pages by content, to try to bring order to the

Travel 2.0.

Maps & Directions Pages .

Audio and Video Pages.

Blogs.

Specialty Tourism Pages

Tourist Corporations and Government Agency Pages.

Social Network Pages.

4. Tourism 2.0.

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According to Tourism Institute of Spain (Turespaa) in 2009:ñ

96% of those who traveled in 2009 consulted the Internet before doing so .

67% made a reservation using Internet.

46% of they hire their holidays online.

80% of tourists have prepared their holidays online before going to their destination and do not require

personal assistance.

The use of social media in the organization and for the development of a holiday travel is based on

functional psychological, hedonic and social benefits obtained in the process.

5. Tourism 2.0. in S pain.

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Research shows that in a first instance monetary costs are largely irrelevant.

It also shows that there are a number of incentives such as altruism or trust favor the

predisposition to use web 2.0 technologies

The information that users can get in the sites is considered more reliable than web portals for

selling services.

85% of the Spanish considered friends and the Internet as their main source of inspiration in

preparing for the trip.

5. Tourism 2.0. in S pain.

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A vast majority of interviewed persons when planning their trips, including responsible / sustainable ones:

Consult other people’s opinions before they choose a responsible route on web pages such as TripAdvisor.

Use as a source of information and recommendations:

Search Engines (Google, Yahoo, Safari, etc.) / Map Navigation Systems (Google maps, Yahoo Local)

Images (Google Images, Flickr). / Specific Web Page S ite Reviews.

Consider that Internet is not only worthy to inform people, but is also a useful way of communication, posting opinions

and helping other people in making decisions regarding responsible tourism.

6. Results of the Questionnaires.

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Opinions are more diverse, but in average people agree with:

The use of Web 2.0 (Facebook, Twitter, Myspace) to consult friends and family to be informed about all type of

responsible tourist routes.

The reliability of all the information and opinions a person can reach on the Internet.

Differences in opinions are based mainly on age.

In general, interviewed persons don’t write about their experiences and don’t upload photos on forums, official web-

sites, Facebook, probably due to privacy concerns. However, divergence in answers increased compared to other

responses.

Results are very similar among countries.

6. Results of the Questionnaires.

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Thank you very much!

Florida – Florida – Valencia TeamValencia TeamCristina Gimeno/ S ilvia GarcíaCristina Gimeno/ S ilvia García

Irene Caballero / S andra BartoloméIrene Caballero / S andra Bartolomé

Franziska JautzFranziska Jautz