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© Professor Dimitrios Buhalis 
eTourism Futures : Luxury, Experience, Technology 
1 
eTourism Futures: 
Technology enhanced 
tourism experiences 
through cocreation 
Professor Dimitrios Buhalis 
Bournemouth University 
www.bournemouth.ac.uk/etourismlab 
www.buhalis.com 
www.bournemouth.ac.uk 1 
www.bournemouth.ac.uk/tourism 
www.bournemouth.ac.uk 2 
Tourism and the Business Environment – 
Day 1 
Professor 
Di it i B h li 
Dimitrios Buhalis 
Bournemouth 
University 
www.bournemouth.ac.uk 3 
TUI Travel PLC | Management Trainee TUI Travel PLC | Management Trainee Programme presentation | 2008 | Page 3 
eTourism Lab 
www.bournemouth.ac.uk/etourismlab 
www.bournemouth.ac.uk 4 
www.bournemouth.ac.uk 6 
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab 
www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
© Professor Dimitrios Buhalis 
eTourism Futures : Luxury, Experience, Technology 
2 
© Professor Dimitrios Buhalis © Professor Dimitrios Buhalis 
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng 
http://www.youtube.com/watch?v=QUCfFcchw1w 
www.bournemouth.ac.uk 9 www.bournemouth.ac.uk 10 
1) The connected Tourist 
www.bournemouth.ac.uk 11 www.bournemouth.ac.uk 12 
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab 
www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
© Professor Dimitrios Buhalis 
eTourism Futures : Luxury, Experience, Technology 
3 
www.bournemouth.ac.uk 13 www.bournemouth.ac.uk 14 
© Professor Dimitrios Buhalis © Professor Dimitrios Buhalis 
http://youtu.be/gcuFkiEORsE 
THE FUTURE? 
17 © Professor Dimitrios Buhalis 
www.bournemouth.ac.uk 17 
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab 
www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
© Professor Dimitrios Buhalis 
eTourism Futures : Luxury, Experience, Technology 
4 
www.bournemouth.ac.uk 19 www.bournemouth.ac.uk 20 
THE WEB AT THE SPEED OF 
LIFE… 
…74 MENTIONS IN FACEBOOK STATUS UPDATES EVERY 
SECOND 
…3 MILLION TWEETS DURING THE 3 HOUR CEREMONY 
… SPEED OF TWITTER CONVERSATIONS PEAKED AT 250 
TWEETS p// 
sec. 
…SURPASSED THE WEBCHATTER AROUND EARTHQUAKE IN 
JAPAN OR EGYPTIAN REVOLUTION 
SOCIAL MEDIA MOVES FROM CREATING CONTENT 
TOWARDS SHARING LIVE OPINIONS ABOUT REAL 
WORLD EVENTS AND CHALLENGING 
GOVERNMENTS… 
www.bournemouth.ac.uk 21 
TWITTER PART OF ALL GLOBAL DISCUSSIONS 
www.bournemouth.ac.uk 22 
WWorlod rCldity C-too-Cnintye Ccotinonne cDtioenns sity 
httpw:/w/ww.wbowur.ncehmroisuhtha.arcr.uiskon.net/projects/InternetMap/ 23 httpw:/w/ww.wbowur.ncehmroisuhtha.arcr.iuskon.net/projects/InternetMap/ 24 
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab 
www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
© Professor Dimitrios Buhalis 
eTourism Futures : Luxury, Experience, Technology 
5 
World City-to-City Connections 
httpw:/w/ww.wbowur.ncehmroisuhtha.arcr.uiskon.net/projects/InternetMap/ 25 
World City-to-City Connections 
httpw:/w/ww.wbowur.ncehmroisuhtha.arcr.iuskon.net/projects/InternetMap/ 26 
Political implications 
www.bournemouth.ac.uk 27 
Political implications 
www.bournemouth.ac.uk 28 
www.bournemouth.ac.uk 29 w1w6w..b0o9u.r2ne0m1o4uth.ac.uk Barbara Neuhofer 2012 30 30 
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab 
www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
© Professor Dimitrios Buhalis 
eTourism Futures : Luxury, Experience, Technology 
6 
What are Experiences? 
• Personal occurrences 
with highly emotional 
significance obtained by 
the consumption of 
products and services 
• (Holbrook and Hirschman, 1982) 
http://wikieducator.org/images/thumb/d/d 
b/Books.jpg/200px‐Books.jpg 
What are Tourist Experiences? 
THINK: 
How would you define a tourist experience? 
Experience Co‐Creation 
• Customers are becoming more active, 
powerful and in control (Prahalad and Ramaswamy, 2004) 
• Co‐creation allow consumers to play an active 
part to co‐create their own experiences 
conjointly with the company in quest for 
personal growth (Prahalad and Ramaswamy, 2004) 
Individual human being, rather than the 
company is central element and new starting 
point of the experience creation (Binkhorst and Den 
Dekker, 2009) 
Experience Co‐Creation 
(Prahalad and Ramaswamy, 2004) 
www.bournemouth.ac.uk 35 www.bournemouth.ac.uk 36 
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab 
www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
© Professor Dimitrios Buhalis 
eTourism Futures : Luxury, Experience, Technology 
7 
www.bournemouth.ac.uk 37 www.bournemouth.ac.uk 38 
1) The connected Tourist 
www.bournemouth.ac.uk 39 www.bournemouth.ac.uk 40 
Key eTourism Trends 
Consumer centricity/profile portability 
Real Time / Service of now 
Reputation, social media, brand strategy 
SoCoMo Marketing 
Augmented Reality 
Consumer centricity 
profile portability 
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab 
www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
© Professor Dimitrios Buhalis 
eTourism Futures : Luxury, Experience, Technology 
8 
www.bournemouth.ac.uk 43 www.bournemouth.ac.uk 44 
http://www.youtube.com/watch?v=6Cf7IL_eZ38 
www.bournemouth.ac.uk 45 
Real Time 
Service of now 
The Service of NOW! 
www.bournemouth.ac.uk 47 
http://www.youtube.com/watch?v=pqHWAE8GDEk 
www.bournemouth.ac.uk 48 
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab 
www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
© Professor Dimitrios Buhalis 
eTourism Futures : Luxury, Experience, Technology 
9 
Thhttp:e//ww wS.faceeboork.cvom/ialcbume.php ?oaid=f24 95N28&iOd=273W79551!5772 
www.bournemouth.ac.uk 49 
Reputation 
social media 
Brand strategy 
TECHNOLOGY 
16.09.2014 Barbara Neuhofer 2012 51 
THE CONSUMER (E‐TOURIST) IS THE 
CENTRAL ELEMENT OF THE EXPERIENCE 
TECHNOLOGY ttp://www.youtube.com/watch?v=5YGc4zOqozo&list=PLcghBmL0M2mGBOOvGO8V2FKYECEwYEQ0 
16.09.2014 Barbara Neuhofer 2012 53 
SoCoMo Marketing 
[ Social, Context based, Mobile ] 
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab 
www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
© Professor Dimitrios Buhalis 
eTourism Futures : Luxury, Experience, Technology 
10 
CONTEXT‐AWARE AR FOR TOURISM 
www.bournemouth.ac.uk 
http://www.youtube.com/watch?v sLOxUVvcjwE&list PLcghBmL0M2mGBOOvGO8V2FKYECEwYE 
5 
http://www.youtube.com/watch?v=V2tP‐FAn6u8&list=PLcghBmL0M2mGBOOvGO8V2FKY 
CONTEXT‐AWARE AR FOR TOURISM 
www.bournemouth.ac.uk 
http://www.youtube.com/watch?v=V2tP‐FAn6u8&list=PLcghBmL0M2mGBOOvGO8V2FKY 
CONTEXT‐AWARE AR FOR TOURISM 
www.bournemouth.ac.uk 
Augmented Reality 
www.bournemouth.ac.uk 
AUGMENTED REALITY 
FUTURE OF ETOURISM THE FUTURE? 
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab 
www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
© Professor Dimitrios Buhalis 
eTourism Futures : Luxury, Experience, Technology 
11 
© Professor Dimitrios Buhalis © Professor Dimitrios Buhalis 
© Professor Dimitrios Buhalis 
t 
Topics for Koumelis 
School of Management 
http://www.youtube.com/watch?v=9c6W4CCU9M4 
http://www.youtube.com/watch?v=sTERI1s‐UyA 
WHAT IS AUGMENTED REALITY? 
www.bournemouth.ac.uk 
OUTLOOK 
INVISIBLE 
TECHNOLOGY 
INTELLIGENT 
APPLICATIONS 
AUGMENTING 
ALL SENSES 
NATURAL 
GESTURES 
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab 
www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
© Professor Dimitrios Buhalis 
eTourism Futures : Luxury, Experience, Technology 
12 
The survival of the fittest 
www.bournemouth.ac.uk © Professor Dimitrios Buhalis 
www.bournemouth.ac.uk 69 
T A 
N 
U 
O 
www.bournemouth.ac.uk 70 
Stay in touch with Dimitrios 
Professor Buhalis Dimitrios WWW.BUHALIS.COM 
Director, eTourism Lab 
International Centre for Tourism and Hospitality Research (ICTHR) 
School of Tourism, Bournemouth University, Poole,BH12 5BB, UK 
Tel: +44 1202 961517 
Email: dbuhalis@bournemouth bournemouth.ac ac.uk 
http://www.bournemouth.ac.uk/services-management/ 
http://www.bournemouth.ac.uk/icthr/ and 
http://www.bournemouth.ac.uk/icthr/about_us.pdf 
Dimitrios Blog: http://buhalis.blogspot.com/ 
Live spaces: http://buhalid.spaces.live.com/ 
Facebook: http://www.facebook.com/buhalis 
Twitter: http://twitter.com/buhalis 
YouTube: http://www.youtube.com/buhalid 
Academia http://bournemouth.academia.edu/DimitriosBuhalis 
www.bournemouth.ac.uk 71 
Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab 
www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk

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Buhalis e tourism futures: the future of technology enabled tourism

  • 1. © Professor Dimitrios Buhalis eTourism Futures : Luxury, Experience, Technology 1 eTourism Futures: Technology enhanced tourism experiences through cocreation Professor Dimitrios Buhalis Bournemouth University www.bournemouth.ac.uk/etourismlab www.buhalis.com www.bournemouth.ac.uk 1 www.bournemouth.ac.uk/tourism www.bournemouth.ac.uk 2 Tourism and the Business Environment – Day 1 Professor Di it i B h li Dimitrios Buhalis Bournemouth University www.bournemouth.ac.uk 3 TUI Travel PLC | Management Trainee TUI Travel PLC | Management Trainee Programme presentation | 2008 | Page 3 eTourism Lab www.bournemouth.ac.uk/etourismlab www.bournemouth.ac.uk 4 www.bournemouth.ac.uk 6 Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
  • 2. © Professor Dimitrios Buhalis eTourism Futures : Luxury, Experience, Technology 2 © Professor Dimitrios Buhalis © Professor Dimitrios Buhalis http://www.youtube.com/watch?v=lFZ0z5Fm-Ng http://www.youtube.com/watch?v=QUCfFcchw1w www.bournemouth.ac.uk 9 www.bournemouth.ac.uk 10 1) The connected Tourist www.bournemouth.ac.uk 11 www.bournemouth.ac.uk 12 Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
  • 3. © Professor Dimitrios Buhalis eTourism Futures : Luxury, Experience, Technology 3 www.bournemouth.ac.uk 13 www.bournemouth.ac.uk 14 © Professor Dimitrios Buhalis © Professor Dimitrios Buhalis http://youtu.be/gcuFkiEORsE THE FUTURE? 17 © Professor Dimitrios Buhalis www.bournemouth.ac.uk 17 Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
  • 4. © Professor Dimitrios Buhalis eTourism Futures : Luxury, Experience, Technology 4 www.bournemouth.ac.uk 19 www.bournemouth.ac.uk 20 THE WEB AT THE SPEED OF LIFE… …74 MENTIONS IN FACEBOOK STATUS UPDATES EVERY SECOND …3 MILLION TWEETS DURING THE 3 HOUR CEREMONY … SPEED OF TWITTER CONVERSATIONS PEAKED AT 250 TWEETS p// sec. …SURPASSED THE WEBCHATTER AROUND EARTHQUAKE IN JAPAN OR EGYPTIAN REVOLUTION SOCIAL MEDIA MOVES FROM CREATING CONTENT TOWARDS SHARING LIVE OPINIONS ABOUT REAL WORLD EVENTS AND CHALLENGING GOVERNMENTS… www.bournemouth.ac.uk 21 TWITTER PART OF ALL GLOBAL DISCUSSIONS www.bournemouth.ac.uk 22 WWorlod rCldity C-too-Cnintye Ccotinonne cDtioenns sity httpw:/w/ww.wbowur.ncehmroisuhtha.arcr.uiskon.net/projects/InternetMap/ 23 httpw:/w/ww.wbowur.ncehmroisuhtha.arcr.iuskon.net/projects/InternetMap/ 24 Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
  • 5. © Professor Dimitrios Buhalis eTourism Futures : Luxury, Experience, Technology 5 World City-to-City Connections httpw:/w/ww.wbowur.ncehmroisuhtha.arcr.uiskon.net/projects/InternetMap/ 25 World City-to-City Connections httpw:/w/ww.wbowur.ncehmroisuhtha.arcr.iuskon.net/projects/InternetMap/ 26 Political implications www.bournemouth.ac.uk 27 Political implications www.bournemouth.ac.uk 28 www.bournemouth.ac.uk 29 w1w6w..b0o9u.r2ne0m1o4uth.ac.uk Barbara Neuhofer 2012 30 30 Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
  • 6. © Professor Dimitrios Buhalis eTourism Futures : Luxury, Experience, Technology 6 What are Experiences? • Personal occurrences with highly emotional significance obtained by the consumption of products and services • (Holbrook and Hirschman, 1982) http://wikieducator.org/images/thumb/d/d b/Books.jpg/200px‐Books.jpg What are Tourist Experiences? THINK: How would you define a tourist experience? Experience Co‐Creation • Customers are becoming more active, powerful and in control (Prahalad and Ramaswamy, 2004) • Co‐creation allow consumers to play an active part to co‐create their own experiences conjointly with the company in quest for personal growth (Prahalad and Ramaswamy, 2004) Individual human being, rather than the company is central element and new starting point of the experience creation (Binkhorst and Den Dekker, 2009) Experience Co‐Creation (Prahalad and Ramaswamy, 2004) www.bournemouth.ac.uk 35 www.bournemouth.ac.uk 36 Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
  • 7. © Professor Dimitrios Buhalis eTourism Futures : Luxury, Experience, Technology 7 www.bournemouth.ac.uk 37 www.bournemouth.ac.uk 38 1) The connected Tourist www.bournemouth.ac.uk 39 www.bournemouth.ac.uk 40 Key eTourism Trends Consumer centricity/profile portability Real Time / Service of now Reputation, social media, brand strategy SoCoMo Marketing Augmented Reality Consumer centricity profile portability Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
  • 8. © Professor Dimitrios Buhalis eTourism Futures : Luxury, Experience, Technology 8 www.bournemouth.ac.uk 43 www.bournemouth.ac.uk 44 http://www.youtube.com/watch?v=6Cf7IL_eZ38 www.bournemouth.ac.uk 45 Real Time Service of now The Service of NOW! www.bournemouth.ac.uk 47 http://www.youtube.com/watch?v=pqHWAE8GDEk www.bournemouth.ac.uk 48 Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
  • 9. © Professor Dimitrios Buhalis eTourism Futures : Luxury, Experience, Technology 9 Thhttp:e//ww wS.faceeboork.cvom/ialcbume.php ?oaid=f24 95N28&iOd=273W79551!5772 www.bournemouth.ac.uk 49 Reputation social media Brand strategy TECHNOLOGY 16.09.2014 Barbara Neuhofer 2012 51 THE CONSUMER (E‐TOURIST) IS THE CENTRAL ELEMENT OF THE EXPERIENCE TECHNOLOGY ttp://www.youtube.com/watch?v=5YGc4zOqozo&list=PLcghBmL0M2mGBOOvGO8V2FKYECEwYEQ0 16.09.2014 Barbara Neuhofer 2012 53 SoCoMo Marketing [ Social, Context based, Mobile ] Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
  • 10. © Professor Dimitrios Buhalis eTourism Futures : Luxury, Experience, Technology 10 CONTEXT‐AWARE AR FOR TOURISM www.bournemouth.ac.uk http://www.youtube.com/watch?v sLOxUVvcjwE&list PLcghBmL0M2mGBOOvGO8V2FKYECEwYE 5 http://www.youtube.com/watch?v=V2tP‐FAn6u8&list=PLcghBmL0M2mGBOOvGO8V2FKY CONTEXT‐AWARE AR FOR TOURISM www.bournemouth.ac.uk http://www.youtube.com/watch?v=V2tP‐FAn6u8&list=PLcghBmL0M2mGBOOvGO8V2FKY CONTEXT‐AWARE AR FOR TOURISM www.bournemouth.ac.uk Augmented Reality www.bournemouth.ac.uk AUGMENTED REALITY FUTURE OF ETOURISM THE FUTURE? Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
  • 11. © Professor Dimitrios Buhalis eTourism Futures : Luxury, Experience, Technology 11 © Professor Dimitrios Buhalis © Professor Dimitrios Buhalis © Professor Dimitrios Buhalis t Topics for Koumelis School of Management http://www.youtube.com/watch?v=9c6W4CCU9M4 http://www.youtube.com/watch?v=sTERI1s‐UyA WHAT IS AUGMENTED REALITY? www.bournemouth.ac.uk OUTLOOK INVISIBLE TECHNOLOGY INTELLIGENT APPLICATIONS AUGMENTING ALL SENSES NATURAL GESTURES Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk
  • 12. © Professor Dimitrios Buhalis eTourism Futures : Luxury, Experience, Technology 12 The survival of the fittest www.bournemouth.ac.uk © Professor Dimitrios Buhalis www.bournemouth.ac.uk 69 T A N U O www.bournemouth.ac.uk 70 Stay in touch with Dimitrios Professor Buhalis Dimitrios WWW.BUHALIS.COM Director, eTourism Lab International Centre for Tourism and Hospitality Research (ICTHR) School of Tourism, Bournemouth University, Poole,BH12 5BB, UK Tel: +44 1202 961517 Email: dbuhalis@bournemouth bournemouth.ac ac.uk http://www.bournemouth.ac.uk/services-management/ http://www.bournemouth.ac.uk/icthr/ and http://www.bournemouth.ac.uk/icthr/about_us.pdf Dimitrios Blog: http://buhalis.blogspot.com/ Live spaces: http://buhalid.spaces.live.com/ Facebook: http://www.facebook.com/buhalis Twitter: http://twitter.com/buhalis YouTube: http://www.youtube.com/buhalid Academia http://bournemouth.academia.edu/DimitriosBuhalis www.bournemouth.ac.uk 71 Bournemouth University eTourism Lab www.bournemouth.ac.uk/etourismlab www.buhalis.com IFITT www.ifitt.org Email: dbuhalis@bournemouth.ac.uk