Social Technology’s Impact on Global Tourism Connectivity:

Dialog to Distribution社交科技对全球旅游跨界融合

之影响David L Jones, PhD

Professor and Department Chair

Department of Hospitality Management

University of San Francisco

旧金山大学酒店管理系教授及主任

钟德伟 博士

Evolution of Communication through Technology 科技通讯的演化

•Information Technology 信息技术- Internet and computers 互联网与电脑- Search engines 搜索引擎

•Social Technology 社交媒体- Social media and smart phone

社交媒体与智能手机

Dialog to Distribution 对话到分销

• Dialog 对话- WeChat/Weixin 微信- Facebook 脸书- TripAdvisor/Daodao 到到- LinkedIn Groups 领英

• Distribution分销- Sharing economy 分享经济

Mainland China Landscape 中国内地状况

Dialog 对话

Friend Radar朋友搜寻雷达

Shangri-la, Singapore 'Share and Win' Campaign Example 新加坡“分享即得”活动举例

•Win a one-night stay in the Garden Wing Pool View Room with breakfast for two获得享受二人早餐的花园池景一晚•Process 过程oFollow Shangri-La Hotel, Singapore on WeChat.

在微信上点赞新加坡香格里拉oShare the hotel's page through the Moments tab and

recommend it through a group chat.

分享酒店网页至朋友圈上并向小组聊天推荐oSend screenshots of the group chat to ShangrilaSG.

给酒店发去小组聊天截屏

Restaurant Promotions餐厅宣传

Shenzhen 深圳

Website Marketing 网络营销

Photos

TripAdvisor Study - 2014到到网之研究 --2014

•Rate of management response for recent reviews vs. Average review

rating 管理人员对近期评价作出回应之比例 vs. 平均评价等级- 0% response rate = 3.81 average review rating

0% 回应率 = 3.81 平均评价等级

- 5% - 40% response rate = 4.04 average review rating

5% - 40% 回应率 = 4.04 average review rating

- 40% - 65% response rate = 4.05 average review rating

40% - 65% 回应率 = 4.04 平均评价等级

- 65%+ response rate = 4.15 average review rating

65%+ 回应率 = 4.15 平均评价等级

•Ranked by level of impact on traveler engagement

根据影响游客参与程度之排名1.Number of photos 照片数量2.Total number of reviews 评论总量3.Management responses in the past year 管理人员在过

去一年的回复率4.Number of reviews in the past year 过去一年的评论总数

TripAdvisor Study - 2014到到网之研究 --2014

The Linden Centre Case StudyXizhou, Yunnan Province

云南大理喜洲喜林苑之案例研究

#3 Small Hotel in Mainland China on

中国内地的第三的小酒店

Dialog with Reviews与评论对话交流

Using a Staff Blog for Dialog将员工之博客用于对话交流

Creating Dialog创造对话

CEO of AirBnB at USF Hospitality Industry SymposiumAirBnB 网执行总裁出席旧金山大学旅游产业论坛

Discussion Group讨论组

Distribution Channels 分销渠道

• Traditional channels 传统渠道 - OTA’s 在线旅游中介网站- Hotel Websites 酒店官网

• Sharing economy channels 分享式经济渠道

Traditional Online Distribution传统网络分销

Sharing Economy in Hospitality酒店行业之分享式经济

$10 Billion Company市值 100 亿之公司

San Francisco and Sharing Economy旧金与分享式经济

• Guest rooms inventory 客房存量- Traditional hotel rooms = 33,000传统酒店房间数 =33,000 - AirBnB listings = 5-10,000AirBnB 上架量 = 5-10,000

• Conflicting interests 冲突的利益

My Personal Experience我的个人经验

Are We Ready for Connectivity?我们有否为跨界联通做好准备？•Need to create dialog with guests/visitors 需要创造与客人 / 游客之对话•Gain recognition through being thought leaders in the field 通过成为该领域之思想领袖以获得认可•Embracing the sharing economy as a distribution channel 接受分享式经济为分销渠道

Thank You谢谢大家