My course of New Media in Tourism Communication at European Humanities University

1. NEW MEDIA IN
TOURISM
COMMUNICATION
Dr. Alessandro Inversini
Webatelier.net, Università della Svizzera italiana
1. Course Overview

2. Dr. Alessandro Inversini – Vilnius November 2010
Who is Who?
• Which belt?

3. Dr. Alessandro Inversini – Vilnius November 2010
Who is Who?
• Dr. Alessandro Inversini
• Università della Svizzera italiana
• webatelier.net
• New Media in Tourism Research Group

4. Dr. Alessandro Inversini – Vilnius November 2010
The Course: goals
• Need assessment
• Proper Management
• Design
• Evaluation

5. Dr. Alessandro Inversini – Vilnius November 2010
The Course
Main Topics
1. Course Introduction and Overview
2. Website Communication Model
3. Promotion, backlinks, search engines and mailing lists
4. Usability & Usages Analysis
5. Web 2.0 & Information competition & web reputation
6. Booking Engines and eCommerce
7. DMO Online Communication
8. eLearning in Tourism

6. Dr. Alessandro Inversini – Vilnius November 2010
Module 1
1. Course Introduction and Overview
The first part of the course (lecture 1 and lecture 2) will be devoted to the
introduction of eTourism and Website Communication Model. eToursim is defined as
the interplay between new media, management and tourism. Website
Communication Model is a model to study, understand and design online
communication in the tourism field.
Literature:
• Cantoni, L. and Tardini,S. (2006) Internet, Routledge, London, (paragraph 2.3;
chapter 4)
Additional Literature:
• Buhalis, D (2003). eTourism: Information technology for strategic tourism
management. Prentice Hall, Harlow.
• Buhalis, D. (2004). eAirlines: Strategic and tactical use of ICTs in the airline
industry. Information & Management, 41(7), 805-825.
• Marcussen, CH. (2008) ‘Trends in European Internet Distribution – of Travel and
Tourism Services’ January 2008 (www.crt.dk/uk/staff/chm/trends.htm)

7. Dr. Alessandro Inversini – Vilnius November 2010
Module 2
2. Website Communication Model
The first part of the course will be devoted to the introduction of eTourism and
Website Communication Model. Website Communication Model is a model to study,
understand and design online communication in the tourism field. Tourism related
contents and services will be described in order to shape the possible needs of
stakeholders. Furthermore, this module will be devoted to the importance of
contents and services within the tourism domain, highlighting the quality issues
related with the topic.
Literature:
• Cantoni, L. and Tardini,S. (2006) Internet, Routledge, London, (chapter 5)
Additional Literature:
• Buhalis, D (2003). eTourism: Information technology for strategic tourism
management. Prentice Hall, Harlow.
• Buhalis, D. (2004). eAirlines: Strategic and tactical use of ICTs in the airline
industry. Information & Management, 41(7), 805-825.
• Marcussen, CH. (2008) ‘Trends in European Internet Distribution – of Travel and
Tourism Services’ January 2008 (www.crt.dk/uk/staff/chm/trends.htm)

8. Dr. Alessandro Inversini – Vilnius November 2010
Module 3
3. Promotion, backlinks, search engines and mailing lists
This lecture will highlight the importance of attracting the correct publics to
the website. Back links campaigns do help tourism websites to be inserted
in the correct info market creating synergies between similar business.
Literature:
• Cantoni, L. and Tardini,S. (2006) Internet, Routledge, London,
(paragraph 2.3; chapter 4)
• Xiang, Z., Wöber, K. and Fesenmaier, D.R. (2008) ‘The representation of
the tourism domain in search engines’, Journal of Travel Research, Vol.
47, pp.137–150
Additional Literature:
• Baggio, R., Antonioli Corigliano, M., & Tallinucci, V. (2007). The websites
of a tourism destination: a network analysis. Information and
Communication Technologies in Tourism 2007 - Proceedings of the
International Conference in Ljubljana, Slovenia (pp. 279-288). Wien:
Springer

9. Dr. Alessandro Inversini – Vilnius November 2010
Module 4
4. Usability & Usages Analysis
Quality and usability are the key issues of each online activity. Students will be
introduced into the usability analysis techniques (expert review and user testing) in
the tourism field also thks to case study. Besides, analytics or the analysis of the
usages of website is among the most important activities to be performed on a
website without having real users involved. Users’ path, along with most relevant
sections might help in re-defining design and strategy issues.
Literature:
• Inversini,A., Cantoni,L., (2009) Cultural Destination Usability: The Case of Visit
Bath. In W. Hopken, U. Gretzel & R. Law (Eds.), Information and Communication
Technologies in Tourism 2009 – Proceedings of the International Conference in
Amsterdam, Netherland (pp. 319-331). Wien: Springer
• Inversini, A., Cantoni, L., Bolchini, D. (2010) Presenting UsERA: User Experience
Risk Assessment Model. In U. Gretzel R. Law, & M. Fuchs (Eds.), Information and
Communication Technologies in Tourism 2010 – Proceedings of the International
Conference in Lugano, Switzerland (pp. 99-110). Wien: Springer.

10. Dr. Alessandro Inversini – Vilnius November 2010
Module 5
5. Web 2.0 & Information competition & web reputation
Web2.0 and social media are nowadays re-shaping the way tourism
goods are communicated and promoted online. The has been a shift
within the paradigm of communication: the end user is not only the
information consumer but also the information player and provider.
Literature:
• Inversini,A., Cantoni, C:, and Buhalis, D. (2009) Destinations’
Information Competition and Web Reputation, Journal of Information
Technology & Tourism, 11 (2009), pp. 221-234
Additional Literature:
• Gretzel, U., Kyung, H.Y., (2008) Use and Impact of Online Travel
Reviews, Information and Communication Technologies in Tourism
2008, Innsbruck, Springer Vienna
• Thevenot, G. (2007). Blogging as a social media. Tourism and
Hospitality Research, 7(3-4), 287-289.

11. Dr. Alessandro Inversini – Vilnius November 2010
Module 6
6. Booking Engines and eCommerce
The advent of new technologies made the tourism market more and
more dynamic. New business model arisen such as the one of OTA
(Online Travel Agents) and Last Minute. This lecture will investigate the
role of eCommerce and Booking Engine within the online toruism chain.
Literature:
• Cantoni L., Passini V., Faré M., Inversini A. (2010 ). White paper:
Booking engines for hotel chains, accessed online from
www.webatelier.net (October 2010)
Additional Literature:
• Chathoth PK. (2007). The impact of information technology on hotel
operations, service management and transaction costs: A conceptual
framework for full-service hotel firms. International Journal of
Hospitality Management 26: 395-408

12. Dr. Alessandro Inversini – Vilnius November 2010
Module 7
7. DMO Online Communication
DMO (Destination Management Organization) are at the edge of tourism promotion.
Thanks to DMS (Destination Management Systems) tourism managers can reach a
high number of visitors. DMS and DMO role within the online sector will be deeply
presented also thanks to case studies.
Literature:
• Inversini,A., Cantoni,L., (2009) Cultural Destination Usability: The Case of Visit
Bath. In W. Hopken, U. Gretzel & R. Law (Eds.), Information and Communication
Technologies in Tourism 2009 – Proceedings of the International Conference in
Amsterdam, Netherland (pp. 319-331). Wien: Springer
• Gretzel, U., Fesenmaier, D.R., O’Leary, J.T. (2006) The Transformation of
consumer behaviour. In Buhalis, D. and Costa, C. 2006. Tourism business
frontiers. Elsevier Butterworth-Heinemann, pp 7-18 (handed out)
Additional Literature:
• Gretzel, U.,Yu-Lan, Y., Fesenmaier, D. (2000). Preparing for the New Economy:
Advertising Strategies and Change in Destination Marketing Organizations,
Journal of Travel Research, Vol. 39, No. 2, 146-156

13. Dr. Alessandro Inversini – Vilnius November 2010
Module 8
8. eLearning in Tourism
e Learning will be presented as one of the most relevant issues within the
tourism chain. Actually new media can really foster the learning of travel agents
or simply tourists dealing with a given destination.
Literature:
• Cantoni, L., Kalbaska, N., Inversini, A. (2009) eLearning in Tourism and
Hospitality: A Map. Journal of Hospitality, Leisure, Sport & Tourism Education,
8-2: 148- 156

14. Dr. Alessandro Inversini – Vilnius November 2010
Course project
• Analysis of the online tourism domain
• Goal
• Understand the Tourism Online Domain and the information competition
• Method
• Content analysis
• DORM classification
• Use of Web2rism

15. Dr. Alessandro Inversini – Vilnius November 2010
Schedule
09:40-11:10 11:20-12:50 13:00-14:30 14:40-16:10 16:20-17:50 ROOM
15.nov INTRO WCM (0)25
16.nov WCM 110
17.nov TOD Web2.0 (0)25
18.nov Project Users (0)25
19.nov Promotion 110
20.nov SE (0)25
22.nov DMO/DMS Tutoring (0)25
23.nov Usability/Usages 202
24.nov eCommerce (0)25
25.nov Reputation Tutoring 213
26.nov Presentation Office 110 - 213

16. Dr. Alessandro Inversini – Vilnius November 2010
Course Method
• Ex cathedra lessons
• Q&A
• Lab & projects
>> http://moodle.ehu.lt/course/view.php?id=1035 <<
• EXAM
• 30% Project Presentation (last day)
• 70% written exam in your normal schedule
• PLEASE NOTE: all test MUST BE SUFFICIENT

17. Dr. Alessandro Inversini – Vilnius November 2010
Bibliography
• Cantoni, L. and Tardini,S. (2006) Internet, Routledge, London, (paragraph 2.3; chapters 4 and 5)
• Inversini,A., Cantoni, C:, and Buhalis, D. (2009) Destinations’ Information Competition and Web
Reputation, Journal of Information Technology & Tourism, 11 (2009), pp. 221-234
• Inversini,A., Cantoni,L., (2009) Cultural Destination Usability: The Case of Visit Bath. In W.
Hopken, U. Gretzel & R. Law (Eds.), Information and Communication Technologies in Tourism 2009
– Proceedings of the International Conference in Amsterdam, Netherland (pp. 319-331). Wien:
Springer
• Inversini, A., Cantoni, L., Bolchini, D. (2010) Presenting UsERA: User Experience Risk
Assessment Model. In U. Gretzel R. Law, & M. Fuchs (Eds.), Information and Communication
Technologies in Tourism 2010 – Proceedings of the International Conference in Lugano, Switzerland
(pp. 99-110). Wien: Springer.
• Gretzel, U., Fesenmaier, D.R., O’Leary, J.T. (2006) The Transformation of consumer behaviour.
In Buhalis, D. and Costa, C. 2006. Tourism business frontiers. Elsevier Butterworth-Heinemann, pp
7-18 (handed out)
• Choi,S. Lehto, XY., O’Leary, JT. (2007). What does the consumer want from a DMO website? A
study of US and Canadian tourists perspectives – International Journal of Tourism Research. 9,
59-72
• Cantoni, L., Kalbaska, N., Inversini, A. (2009) eLearning in Tourism and Hospitality: A Map.
Journal of Hospitality, Leisure, Sport & Tourism Education, 8-2: 148- 156
• Cantoni L., Passini V., Faré M., Inversini A. (2010). White paper. Booking engines for hotel
chains, accessed online from www.webatelier.net (October 2010)
• Xiang, Z., Wöber, K. and Fesenmaier, D.R. (2008) The representation of the tourism domain in
search engines, Journal of Travel Research, Vol. 47, pp.137–150

18. Dr. Alessandro Inversini – Vilnius November 2010
Additional Readings
• Baggio, R., Antonioli Corigliano, M., & Tallinucci, V. (2007). The websites of a tourism
destination: a network analysis. Information and Communication Technologies in Tourism 2007 -
Proceedings of the International Conference in Ljubljana, Slovenia (pp. 279-288). Wien: Springer
• Buhalis, D (2003). eTourism: Information technology for strategic tourism management.
Prentice Hall, Harlow.
• Buhalis, D. (2004). eAirlines: Strategic and tactical use of ICTs in the airline industry.
Information & Management, 41(7), 805-825.
• Chathoth PK. (2007). The impact of information technology on hotel operations, service
management and transaction costs: A conceptual framework for full-service hotel firms.
International Journal of Hospitality Management 26: 395-408
• Gretzel, U., Kyung, H.Y., (2008) Use and Impact of Online Travel Reviews, Information and
Communication Technologies in Tourism 2008, Innsbruck, Springer Vienna
• Gretzel, U.,Yu-Lan, Y., Fesenmaier, D. (2000). Preparing for the New Economy: Advertising
Strategies and Change in Destination Marketing Organizations, Journal of Travel Research,
Vol. 39, No. 2, 146-156
• Marcussen, CH. (2008) ‘Trends in European Internet Distribution – of Travel and Tourism
Services’ January 2008 (www.crt.dk/uk/staff/chm/trends.htm)
• Thevenot, G. (2007). Blogging as a social media. Tourism and Hospitality Research, 7(3-4), 287-
289.