WEB 2.0, Social Marketing Strategies and Distribution Channels for City Destinations

2010 ◽  
pp. 1280-1304
Author(s):  
Marianna Sigala

During the last decades, the use of Web 2.0 applications for the generation, dissemination, and sharing of user-generated content (UGC) and the creation of new value added services are enormous. Web 2.0 tools have tremendously changed the way people search, find, read, gather, share, develop, and consume information, as well as on the way people communicate with each other and collaboratively create new knowledge. UGC and Web 2.0 are also having a tremendous impact not only on the behaviour and decision-making of Internet users, but also on the e-business model that organizations need to develop and/or adapt in order to conduct business on the Internet. Organizations responsible to market and promote cities on the Internet are not an exception from these developments. This chapter aims to inform city tourism organizations responsible for the development of city portals about (a) the use of the major Web 2.0 tools in tourism and their impact on the tourism demand and supply; and (b) the ways and practices for integrating the use of Web 2.0 into their e-business model and e-marketing practices.

Author(s):  
Marianna Sigala

During the last decades, the use of Web 2.0 applications for the generation, dissemination, and sharing of user-generated content (UGC) and the creation of new value added services are enormous. Web 2.0 tools have tremendously changed the way people search, find, read, gather, share, develop, and consume information, as well as on the way people communicate with each other and collaboratively create new knowledge. UGC and Web 2.0 are also having a tremendous impact not only on the behaviour and decision- making of Internet users, but also on the e-business model that organizations need to develop and/or adapt in order to conduct business on the Internet. Organizations responsible to market and promote cities on the Internet are not an exception from these developments. This chapter aims to inform city tourism organizations responsible for the development of city portals about (a) the use of the major Web 2.0 tools in tourism and their impact on the tourism demand and supply; and (b) the ways and practices for integrating the use of Web 2.0 into their e-business model and e-marketing practices.


2011 ◽  
pp. 1249-1273 ◽  
Author(s):  
Marianna Sigala

During the last decades, the use of Web 2.0 applications for the generation, dissemination, and sharing of user-generated content (UGC) and the creation of new value added services are enormous. Web 2.0 tools have tremendously changed the way people search, find, read, gather, share, develop, and consume information, as well as on the way people communicate with each other and collaboratively create new knowledge. UGC and Web 2.0 are also having a tremendous impact not only on the behaviour and decision-making of Internet users, but also on the e-business model that organizations need to develop and/or adapt in order to conduct business on the Internet. Organizations responsible to market and promote cities on the Internet are not an exception from these developments. This chapter aims to inform city tourism organizations responsible for the development of city portals about (a) the use of the major Web 2.0 tools in tourism and their impact on the tourism demand and supply; and (b) the ways and practices for integrating the use of Web 2.0 into their e-business model and e-marketing practices.


2012 ◽  
Vol 13 (2) ◽  
Author(s):  
BRENO BARROS TELLES DO CARMO ◽  
RENATA LOPES JAGUARIBE PONTES

The Internet changed the way of learning; it promotes interactivity and autonomy. Through Web 2.0 many tools could be used to plan strategies to motivate students for autonomous learning. This paper presents an analysis of such strategies applied to an industrial engineering course. It discusses an application in an Organizational Productive Arrangement (OPA) course using web tools to promote autonomous learning using an active strategy methodology. Two tools were used: a blog to promote interaction and a wiki to motivate research and collaboration. An information system was used to support an active strategy methodology. A survey of 40 students was conducted; the data is presented and discussed.


2022 ◽  
Author(s):  
Amy S. Bruckman

As we interact online we are creating new kinds of knowledge and community. How are these communities formed? How do we know whether to trust them as sources of information? In other words, Should we believe Wikipedia? This book explores what community is, what knowledge is, how the internet facilitates new kinds of community, and how knowledge is shaped through online collaboration and conversation. Along the way the author tackles issues such as how we represent ourselves online and how this shapes how we interact, why there is so much bad behavior online and what we can do about it. And the most important question of all: What can we as internet users and designers do to help the internet to bring out the best in us all?


Author(s):  
Vedran Podobnik ◽  
Daniel Ackermann ◽  
Tomislav Grubisic ◽  
Ignac Lovrek

In the Web 1.0 era, users were passive consumers of a read-only Web. However, the emergence of Web 2.0 redefined the way people use information and communication services—users evolved into prosumers that actively participate and collaborate in the ecosystem of a read-write Web. Consequently, marketing is one among many areas affected by the advent of the Web 2.0 paradigm. Web 2.0 enabled the global proliferation of social networking, which is the foundation for Social Media Marketing. Social Media Marketing represents a novel Internet marketing paradigm based on spreading brand-related messages directly from one user to another. This is also the reason why Social Media Marketing is often referred to as the viral marketing. This chapter will describe: (1) how social networking became the most popular Web 2.0 service, and (2) how social networking revolutionized Internet marketing. Both issues will be elaborated on two levels—the global and the Croatian level. The chapter will first present the evolution of social networking phenomenon which has fundamentally changed the way Internet users utilize Web services. During the first decade of 21st century, millions of people joined online communities and started using online social platforms, about 1.5 billion members of social networks globally in 2012. Furthermore, the chapter will describe how Internet marketing provided marketers with innovative marketing channels, which offer marketing campaign personalization, low-cost global access to consumers, and simple, cheap, and real-time marketing campaign tracking. Specifically, the chapter will focus on Social Media Marketing, the latest step in the Internet marketing evolution. The three most popular Social Media Marketing platforms (i.e., Facebook, Twitter, and Foursquare) will be described, and examples of successful marketing case studies in Croatia will be presented.


Author(s):  
Tung-Hsiang Chou ◽  
Ching-Chang Lee ◽  
Chin-Wen Lin

The Internet has come a long way over the past twenty years, and many Internet-era enterprises have had to face daunting challenges while trying to create innovative business models. Many types of Internet interactions can facilitate networking (e.g., The Web, Web services). Since the advent of the Internet, service requesters and service providers have generated diverse electronic services (e-services), and since 2003, many experts have proposed the concept of Web 2.0. People rely on Internet e-services to execute activities and meet requirements; however, e-services lack a standardization method for constructing and managing them. The current study presents a framework design and a comprehensive interface for e-service providers and requesters. The study adopts the concept of Web 2.0 by using Web services with related standards for developing the framework design. Specifically, the study uses semantic Web technologies to complete the construction of e-services. After that, Internet users can quickly and conveniently access the framework to obtain suitable e-services.


Author(s):  
Jeff J.S. Huang ◽  
Stephen J.H. Yang ◽  
Jeng C.C Chen ◽  
Irene Y.S. Li ◽  
Indy Y.T. Hsiao

The emergence of Web 2.0 has brought along the trend of community. It is also the trend that contributes to socialization of the Internet. The essence of Web 2.0 is creation and sharing which give rise to social networking communities such as Blog, Wikipedia and Facebook. Through Wikipedia, Blogs, Facebook and other kinds of social networking websites, interactive relationship and bridge of knowledge sharing have been built up successfully. This paper attempts to propose an effective way to locate people with shared interests. By using Internet resources bookmarked by the users, the similarity of interests between them can be analyzed. Based on this relationship, people could build communities. Also, through community activities, the innovation and exchange of collective intelligence are accomplished.


2013 ◽  
pp. 84-102
Author(s):  
Edward Chen

This chapter discusses the Internet phenomenon known as Web 2.0. It explores Internet use, Internet users, and the continuous improvements being made to the Internet. The purpose of this chapter is to explain the impact that social networking has on the modern enterprise; particularly, when it comes to collaboration and knowledge sharing. The growth trajectory of Web 2.0 software such as social networking, blogs, tags, RSS feeds, wikis, YouTube videos, and widgets are presented, and each component is outlined in detail. Each application is also applied to a practical business setting. The benefits and challenges of each application are discussed, and examples of organizations that are implementing Web 2.0 strategies are presented. Some limitations and concerns of Web 2.0 are discussed. The chapter concludes with an examination of the implications of Web 2.0 on companies and their business and marketing strategies.


Author(s):  
Tom Kwanya ◽  
Christine Stilwell

The emergence of Web 2.0, the read/write social web, has prompted a momentous change in the way library users seek information, communicate, and collaborate. This trend is affecting the usability and relevance of libraries as the epicentres of information and knowledge. It is essential, therefore, that libraries adopt this technology to fit their services and products as closely as possible to the emerging lifestyles of the users. The application of Web 2.0 tools to conceptualise and deliver library services in developed countries is widely documented. In Africa, however, literature on this subject remains scanty. The authors conducted a reality check of the current status of the application of Web 2.0 tools in libraries, assessed the current impact of Web 2.0 on library services, identified the challenges African libraries face while adopting Web 2.0, and proposed ways to use Web 2.0 tools effectively in libraries in Africa.


Author(s):  
E. Loukis

Public-private partnerships (PPPs) provide an alternative model for producing and delivering public services, both the traditional public services and the electronic ones (i.e., the ones delivered through electronic channels, such as the Internet or other fixed or mobile network infrastructures; Aichholzer, 2004; Andersen, 2003; Broadbend & Laughlin, 2003; Jamali, 2004; Lutz & Moukabary, 2004; McHenry & Borisov, 2005; Nijkamp, Van der Burch, & Vidigni, 2002; Spackman, 2002; Wettenhall, 2003). The basic concept of the PPP model is that the public and the private sectors have different resources and strengths, so in many cases, by combining them, public services can be produced and delivered more economically and at higher quality. In this direction, a PPP is a medium to a long-term relationship between public organizations and private-sector companies, involving the utilization of resources, skills, expertise, and finance from both the public and the private sectors, and also the sharing of risks and rewards in order to produce some services, infrastructure, or other desired useful outcomes for the citizens and/or the businesses. Information and communication technologies, and in particular the Internet and WWW (World Wide Web) technologies, have opened a new window of opportunity for a new generation of PPPs for offering new electronic public services in various domains, for example, for developing and operating public information portals (Andersen, 2003), electronic transactions services (Lutz & Moukabary, 2004), electronic payment services (McHenry & Borisov, 2005), value-added services based on public-sector information assets (Aichholzer, 2004), and so forth. However, before such a new service is developed, it is of critical importance to design systematically and rationally its business model, which, according to Magretta (2002), incorporates the underlying economic logic that explains how value is delivered to customers at an appropriate cost and how revenues are generated. Vickers (2000) argues that most of the failures of e-ventures (also referred to as dot-coms) are due to the lack of a sound business model or due to a flawed business model. However, most of the research that has been conducted in the area of e-business models is dealing mainly with the description and abstraction of new emerging e-business models, the development of e-business-models classification schemes, and the clarification of the definition and the components of the business model concept, as described in more detail in the next section. On the contrary, quite limited is the research on e-business-models design methods despite its apparent usefulness and significance; moreover, this limited research is focused on private-sector e-business models. No research has been conducted on the design of PPP business models for offering electronic services. In the next section of this article, the background concerning PPPs and e-business-models research is briefly reviewed. Then a new framework for the design of e-business models is presented, which has been customized for the design of PPP business models for offering electronic services. Next, the above framework is applied for the design of a PPP business model for the electronic provision of cultural-heritage education for the project E-Learning Resource Management Service for the Interoperability Network in the European Cultural Heritage Domain (ERMIONE) of the eTEN Programme of the European Union (Grant Agreement C517357/2005). Finally, the future trends and the conclusions are outlined.


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