Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Comparison of online brand strength of leading asian tourism destinations

837 visualizaciones

Publicado el

  • Inicia sesión para ver los comentarios

  • Sé el primero en recomendar esto

Comparison of online brand strength of leading asian tourism destinations

  1. 1. 2012Comparison of online brand strength of leading Asian tourism destinations Paritosh Kashyap [Type the company name] 01-Jan-12
  2. 2. Comparison of online brand strength of leading Asian tourism destinationsIntroductionPresent context is marked by the gradual shrinkage of regular and conventional media andrapid rise of digital media. A large amount of media consumptions occur over the digitalchannels. Like various other industries tourism is also not insulated from the rising significanceof the digital media.Digital Media plays a very crucial role in the entire cycle, a traveler undergoes-selection,planning, information gathering, booking, and visit. The following table gives a list of e-marketing activities corresponding to various stages of travel (Nguyen N, 2007).Stage ActivitySelection E-mail, viral promotion, social media, videos and photo sharing sites, SEO, banner adsInformation gathering Travel websitesPlanning Click ads, travel websites,Booking Travel portals, websites, official sitesVisit Dynamic itinerary planner, SMS, emailsTable 1: shows the e-marketing activities corresponding to various stages of travel.In order to up their ante in this transformed tourism landscape, it is essential for touristdestinations to have a strong presence across various web platforms- travel websites, socialmedia, social media, and mobile application etc. The following report will analyze the onlinebrand strength of leading tourist destinations from Asia- Hong Kong, Singapore, Bangkok,Paritosh Kashyap Page 2
  3. 3. Comparison of online brand strength of leading Asian tourism destinationsDubai and Istanbul. It will do a comparative analysis of the online brand presence across thefollowing platforms- search engines (Yahoo and Google), travel websites (Trip Advisor,Frommer, Virtual Tourist, official tourist websites) and social media (Face Book and You Tube)etc.Search EnginesSearch engines play a vital role in any form of marketing. The following part provides a simpleestimate of search results related to the five locations in Google and Yahoo, two of search enginegiants. 1500 Hong Kong 383 1230 Singapore 144 515 Istanbul 243 Google Yahoo 344 Dubai 102 334 Bangkok 76.7 0 500 1000 1500Fig 1: shows the search results in millions on typing the name of the destinations in searchengines.Paritosh Kashyap Page 3
  4. 4. Comparison of online brand strength of leading Asian tourism destinations 190189 200 180 160 140 120 120 100 Yahoo 80 47.6 Google 60 36.9 37.5 32.7 40 8.63 9.81 15.1 20 0 Bangkok Dubai Istanbul Singapore Hong KongFig 2: shows the image search results in millions for the five destination in Yahoo & Google 25 20.1 20 17 14.7 15 Yahoo 10 7.6 Google 7.04 5 0.47 0.3 0.79 1 0.56 0 Bangkok Dubai Istanbul Singapore Hong KongFig 3: shows the video search results in millions for the five destination in Yahoo & GoogleParitosh Kashyap Page 4
  5. 5. Comparison of online brand strength of leading Asian tourism destinations 211 Singapore 43.8 176 Hong Kong 57.5 13.3 Google Bangkok 20.1 Yahoo 12 Dubai 35 7.93 Istanbul 16.5 0 50 100 150 200 250Fig 4: shows the number of search engine results in millions on typing- name of the destinationfollowed by hotels. Exp: Singapore Hotels 4.5 Singapore 56.4 31 Hong Kong 42.1 4.18 Google Bangkok 19.1 Yahoo 1.8 Dubai 31.6 2.19 Istanbul 14.2 0 10 20 30 40 50 60Fig5: shows search results in million in Google and Yahoo on typing <city name> places to visit.For exp: Hong Kong places to visit.Paritosh Kashyap Page 5
  6. 6. Comparison of online brand strength of leading Asian tourism destinationsOfficial tourist websitesWebsites are the representation of the tourist destinations in the web world. Not only do theybuild the brand image of the destination but also guide unaware tourist by providing all therelevant information in detail. It helps traveler make travelling decision. Some of the essentialrequirements of travelers are- direction information/map, visa and policy information, localinformation, photo gallery, multilingual functions, content categorization, multimediafunctions, utility functions etc (Quan Z, Rich D, 2005).All the above mentioned information could be gathered from the websites. Out of all theavailable websites, the role of an official website is always much more significant since itrepresents the official view point. The given part of the report intents to analyze the popularityof official tourist websites of the five destinations both In terms of web analytics as well asqualitative aspects of the website. For web analytics measurement double click ad planner isused.Official Websites of tourist destinationSingapore: ( )Dubai: ( ( ( Kong: ( )Paritosh Kashyap Page 6
  7. 7. Comparison of online brand strength of leading Asian tourism destinations 450000 4500000 400000 4000000 350000 3500000 300000 3000000 250000 2500000 200000 2000000 150000 1500000 100000 1000000 50000 500000 0 0Fig6: shows the total unique visits and page views for the five official sites, over the month ofNovember 2011. The column chart shows unique visits, where as the line graph shows the pageviews. Source: double click ad planner. 11:50 Discover Hong Kong 8:10 DefinitelyDubai 5:30 YourSingapore 5:30 BangkokTourist 4:30 0:00 2:24 4:48 7:12 9:36 12:00Fig7: shows the average time spent by a visitor in minutes: seconds. Source: double click adplanner.Paritosh Kashyap Page 7
  8. 8. Comparison of online brand strength of leading Asian tourism destinations basic info Visa info No. of Info Site map languages categorizationSingapore yes yes 1 yes yesDubai yes no 5 yes yesHong Kong yes yes 14 yes YesIstanbul yes no 2 yes yesBangkok yes no 4 yes yesTable 2: Compares the home page of the five official websites across some of the basicparameters. Search option Social media Multi media packages Geographical pages customizationSingapore yes yes yes yes yesDubai yes no yes yes noHong Kong yes no yes yes yesIstanbul yes yes yes no noBangkok yes yes yes no noTable 3: Compares the home page of the five official websites across some of the advancedparameters.In terms of unique visitors and total page views, discover Hong Kong has an insurmountablelead over others. This is followed by Singapore; others are far behind. Discover Hong Kong isavailable in 14 different languages, a unique feature missing in other websites. The closest tothis is Definitely Dubai which is available in 5 different languages. Other than the multilingualfunction most of the websites provide all the basic function listed in table 1. It is the advancedparameters which seem to be the differentiating factor. Yours Singapore has all the five features,followed by Hong Kong with four. The other three have three each. All the five websites havedesigned very attractive website with lot of multimedia works-videos, photos, flash etc. One ofthe unique features, of the two successful website is availability of geographical customization-provision of custom made packages for different geographies.Paritosh Kashyap Page 8
  9. 9. Comparison of online brand strength of leading Asian tourism destinationsTravel websitesTravel websites play a very significant role in tourism marketing and destination branding. Notonly do they provide booking facilities for a range of tourism activities but also share reviewsfor tourist destination in the form of – comments, articles, videos and photos. These travelwebsites are loved by tourism enthusiast and amateur tourists alike and some of them havehuge fan following all across the globe. A larger presence in such websites will ensure strongerbrand image for destinations. The given part of the report will compare the five destinationsacross three of the most popular tourism websites- Frommer, Trip Advisor and Virtual touristFrommer Destination guides communities photosSingapore 792 638 95Dubai 2847 179 52Hong Kong 822 678 152Istanbul 635 761 57Bangkok 9643 1110 98Table 4: shows the no. of destination guides, communities and photos for the five destinationsin Frommer.Trip advisorParitosh Kashyap Page 9
  10. 10. Comparison of online brand strength of leading Asian tourism destinations reviews forums articlesSingapore 81, 472 45,761 255DUBAI 62,520 36,794 104HONG KONG 66,102 39,119 235Istanbul 93,995 23,149 164Bangkok 118,811 61,955 224Table 5: shows the no. of reviews, forums and articles for the five destinations in Trip Advisor.Virtual Tourist Tips & reviews photos videosSingapore 13,254 25,185 41Dubai 2,580 5,721 34Hong Kong 10,072 18,707 92Istanbul 8,850 17,851 154Bangkok 11,643 20,703 44Table 6: shows the no. of tips and reviews, forums and articles for the five destinations in virtualtourist.With the help of the three tables it could be concluded that none of the destination emerges as atrue winner. There is a lot of variability across the three websites. While Frommer and TripAdvisor are dominated by Bangkok; Singapore has stronghold in Virtual Tourist. Even withinthe sites there are lots of variations. For instance, Istanbul has the 2nd least number of tips &reviews in virtual tourist where as highest number of videos. Another point to be considered isthat if there is no winner, there is no loser as well. All the five destinations have substantialParitosh Kashyap Page 10
  11. 11. Comparison of online brand strength of leading Asian tourism destinationspresence across the three websites in the form of- reviews, photos, videos, forums andcommunities.FacebookDigital media landscape itself is transforming with social media playing a very pivotal role. Oneof the most popular social media site across the globe is Facebook or FB. FB which is available inmore than 70 languages has more than 800 million active users across the world. More than 50percent of active users log on to FB on any given day. On an average every user is connected to130 friends and 80 communities, events etc (Facebook statistics, 2011).Due to its phenomenal popularity and sheer volume across the globe, FB provides a veryvibrant platform for marketers to communicate and interact with their target customers. It alsoplays a very prominent role in building brand image for tourist destinations. The given part ofthe report will compare the brand strength of the five tourist destinations on FB. Since there aremany FB pages related to the destinations and comparing all of them not possible; most popularpage for all the destinations have been selected. The pages are:Dubai: I Love DubaiIstanbul: Istanbul, tours/ sightseeingSingapore: YourSingaporeBangkok: Bangkok, public placesHong Kong: Hong Kong, Attractions, things to doParitosh Kashyap Page 11
  12. 12. Comparison of online brand strength of leading Asian tourism destinations 209,129 Istanbul 9,775 111,311 Dubai 7,386 163,233 Likes Singapore 825 Talking about 32,501 Hong Kong 775 15,375 Bangkok 246 0 100000 200000 300000Fig8: Shows number of likes and people talking about the given destinations on their FB pages.Source: FB pagesMarketing a destination on FB also requires a lot of activities and updates on the group page,besides just having a page. In order to comprehend the level of activities done on each page, aseven day period- 19th Dec to 25th Dec, has been selected under which all the activities- updates,likes, comments and shares have been recorded. Updates Comments Likes (for Shares individual updates)Dubai 14 1214 12,370 3125ISTANBUL 37 848 4,311 778Singapore 3 49 490 27Paritosh Kashyap Page 12
  13. 13. Comparison of online brand strength of leading Asian tourism destinationsHong Kong 40 75 1037 22Bangkok 22 25 232 21Table 7: shows the number of updates, comments, likes and shares during 19th to 25th Dec, forindividual pages of tourist destinations. (Only updates related to tourism has been included)On FB, Dubai seems to have an edge over other destinations. Properly moderated, it comes upwith regular updates of photos and videos, reflecting the grandiose and extravagance of Dubai.The beautiful photo graphs attract a large number user likes comments and shares.Other cities which come close to Dubai could be Istanbul and Singapore (YourSingapore).Istanbul like Dubai is well moderated but is also fraught with lot of irrelevant updates- politicalspoofs, funny pictures etc. Another flaw for page “Istanbul” could be predominant use ofTurkish language, which deprives it of an international appeal. YourSingapore is well managedpage but needs more updates. For the other two lots more is required. Large number of usergenerated updates which include greetings and adieus, contradict with the professional outlookexpected out of such pages.You tubeAnother powerful social media tool is “You Tube”. Over 800 million of unique users visit YouTube every month. Over 100 million of users take social actions such as like, share and commenton You Tube every week ( press statistics, 2011). You tube does not only play apivotal role in branding a tourist destination, but also absorb negative perception by interactingdirectly with the tourists (Sofia R, Brain H, 2010).Paritosh Kashyap Page 13
  14. 14. Comparison of online brand strength of leading Asian tourism destinations 4,500 600,000 4,000 504,000 500,000 3,500 478,000 473,000 3,000 400,000 2,500 300,000 2,000 1,500 212,000 200,000 1,000 107,000 100,000 500 0 0 Istanbul Hong Kong Dubai Singapore BangkokFig9: shows the total number of tourism related searches and total views for top 10 searches forthe five destinations. Column chart shows the no. of searches, whereas line chart with datalabels show the total no. of views. Source: You TubeConclusion and SuggestionsIt could be comprehended from various charts and tables that none of the five destinationsemerges as a clear winner. However, someone close to the numero uno position could HongKong followed by Singapore. Both the city states appear to be comparatively well equipped inbuilding their brand on the web world. Based on the analysis, there are following suggestion,which could help these states further enhance their brand image - Bangkok: With an intake of 10.2 million tourists it is Asia’s most visited city. (, 2011). The city also enjoys a high no of user generated reviews, communities, photos and other user generated contents in travel sites such as trip advisor, virtual tourist etc. However it has comparatively lesser web presence asParitosh Kashyap Page 14
  15. 15. Comparison of online brand strength of leading Asian tourism destinations estimated from the search engine section. In the social media segment it has strong base in You Tube, but needs to use Face Book more aptly. It can also work on its website by adding custom made packages. Istanbul: Is the only city in the globe, stretched across two continents- Asia and Europe. In most of the sections Istanbul has shown a moderate show- neither too good nor too bad. An area where it needs to put some extra efforts could be You Tube. Another could be official tourist page. The English version (the Turkish version is doing good with 2,00,000 visitors over November 2011) which is definitely engaging as reflected from the average time spent, is still not attracting large volume of visitors like its counterpart, Singapore and Hong Kong. One possible measure could be annexing a Russian and German version as Turkey receives quite a good number of tourist arrivals from the two countries. Dubai: like Istanbul, Dubai has also showcased moderate performance across most of the sections. One area where it has been exceptional could be FB page “I love Dubai”. With arsenal of spellbinding photographs of Dubai, the page has been successful in its attempts of engaging and communicating with people. Besides working on platforms like virtual tourists, Dubai can rework on its official tourist site. Adding custom made packages and an Arabic version can help in more traffics. Hong Kong and Singapore: are already strong on the web. A small advice for Hong Kong could be linking social pages with the official tourist website.Paritosh Kashyap Page 15
  16. 16. Comparison of online brand strength of leading Asian tourism destinationsLimitationsThe given report has some fundamental limitations such as: Search engines: Based on the keywords the number of searches, give only an approximate estimation of web content available. More ever the total number of searches keeps on varying with time to time. Reviews: Reviews themselves are not 100 % accurate estimation of the brand presence since it is not just the numbers but quality of reviews that also matters. More over a negative review can be detrimental to the brand value. Google double ad click: he unique visitors, page views and average time spent, calculated by Google double ad click are just estimation rather than the exact data. However out of many website measurement tools available on the internet, it is considered as the most authentic by many web media evangelist.Reference 1> Nguyen N, 2007,tourism trends and the effect of online booking for Vietnam travel market, available <>Paritosh Kashyap Page 16
  17. 17. Comparison of online brand strength of leading Asian tourism destinations 2> Quan Z, Rich D, 2005, Usability issue in city tourism websites: content analysis, p-3, available at 3> Facebook statistics center, 2011, available at 4>, 2011,press statistics, available at <> 5> Sofia r, Brain H, 2010, the use of you tube as tourism marketing tool, available at <> 6>, 2011, top 10 visited cities in the world, available at <>Paritosh Kashyap Page 17