Here my presentation at today's ESRC event "Social Media: ‘make or break your reputation’" at Bournemouth University.

1. Tourism Online Reputation
and Competitiveness
Dr. Alessandro Inversini
School of Tourism
Bourbemouth University
Dr. Alessandro Inversini
linkedin.com/in/inversini
@beanbol
beanbol.com
ainversini@bournemouth.ac.uk
www.bournemouth.ac.uk

2. …travel & tourism…
..is based on promises & experiences
– “we” sell promises
– “they” buy experiences
www.bournemouth.ac.uk

3. …travel & tourism…
..in a dynamic environment
Brodie,
2009
Consumers
Services
Brand
Employees
www.bournemouth.ac.uk
Company

4. “they” comment on their experiences…often!
www.bournemouth.ac.uk

5. “We” are not very interested…
www.bournemouth.ac.uk

6. We
need
to
work
on
the
actual
experience
www.bournemouth.ac.uk

7. To
gain
compeAAve
advantage
online
www.bournemouth.ac.uk

8. social
media
empowered
the
consumers
www.bournemouth.ac.uk

9. The aggregation of online feedback
mechanisms that use internet bidirectional
communication to share opinions about a
wide range of topics such as: products,
services and events
Dellarocas, 2003
The aggregation of all these online
feedbacks creates the web reputation of
the products service or event (and of the
destination)
Dellarocas, 2001 and 2005;
Bolton et al, 2004
www.bournemouth.ac.uk

10. What is reputation?
Sociology
Psychology
www.bournemouth.ac.uk
Marketing
ReputaAon
Linguistic
Marchiori and Cantoni (2012)
Economics

11. Ok…so what?
www.bournemouth.ac.uk

12. 1
Deal with costumers
www.bournemouth.ac.uk

13. 2
Deal with the experience
www.bournemouth.ac.uk

14. 3
…in
a
ever-­‐changing
environment
www.bournemouth.ac.uk
(Buhalis
&
Inversini,
Forthcoming)

15. So???
www.bournemouth.ac.uk

16. What
is
your
eReputaAon
proxy?
Brodie,
2009
Consumers
How
can
you
gain
compeAAve
advantage?
Services
Brand
Employees
www.bournemouth.ac.uk
Company