Chapter 8 The Impact Of Technology On Winter Sport Tourism

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Presentation transcript:

Chapter 8 The Impact Of Technology On Winter Sport Tourism Simon Hudson

Topics Covered The impact of technology on marketing communications The new consumer decision journey Social media tools employed by winter sports marketers The new mobile lifestyle The impact of technology on operations The impact of technology on clothing and equipment

Spotlight Powder Matt: Social media maven Everything is social now authentic, be creative, and share Social media takes on the secondary role of guest relations accurate, fun and an authentic voice

The impact of technology on marketing communications The new consumer decision journey a) consider; b) evaluate; c) buy; and d) enjoy, advocate and bond Social media tools employed by winter sports marketer Video; online brand community; Internet Benefits and challenges The new mobile lifestyle

Digital marketing communications options

The new consumer decision journey Stage 1: Consider Top-of-mind consideration set from recent touch point Stage 2: Evaluate Consumers add or subtract brands as they evaluate what they want Stage 3: Buy Consumer selects a brand at point of purchase Stage 4: Enjoy, advocate, and bond After purchasing, consumer builds expectation based on experience to help the next decision journey The Loyalty Loop Active evaluation: information gathering, shopping Post-purchase experience: Ongoing exposure Source: Adapted from Court et al. 2009

U.S. customer-acquisition growth by channel: Percentage of customers acquired Source: Adapted from Aufreiter, Boudet & Weng, 2014

10 most popular social networking sites Estimated unique monthly visitors (1,000s) Facebook 900,000 Twitter 310,000 LinkedIn 255,000 Pinterest 250,000 Google + 120,000 Tumblr 110,000 Instagram 100,000 VK 80,000 Flickr 65,000 Vine 42,000 Source: Adapted from eBiz, 2014

Profile Joe Nevin: From Apple to Aspen Establish market, resort and product Turn attention to marketing and choose the Internet as vehicle Social networking as a tool for business promotion Blogs,video, website, Facebook, YouTube and Twitter

Smartphone and tablet ownership by traveler and skier type Source: Phocuswright, 2013, p. 13

Previous and planned use of mobile services Source: Phocuswright, 2013, p. 15

The impact of technology on operations RFID technology: ski lift Tracking technology: assist safety Mobile applications Snowmaking

The impact of technology on clothing and equipment Ski design innovations: with refinements in materials, size, shape and weight leading to today’s rocker hybrids. The integration use of wearable technologies to monitor and track health and performance.

Case study: Technology woven into the DNA at Vail Resorts Smart card technology: Express Ticketing Epicmix card: hard card media