1. Aleksandra Kumanska Hanna Siwiec I. University of Gdańsk Poland Faculty of Economics

2. University of Gdansk Contents Poland 1 Gdańsk, Gdynia, Sopot 2 University of Gdańsk 3 Faculty of Economics 4

3. University of Gdansk Poland Facts & Figures: 1.Population: 38,17 mln 2.Territory: 312,685 km2 3.Capital city: Warsaw 4.Currency: Zloty (PLN) 5.GDP - per capita (PPP): $14,100 (2006) 6.GDP - real growth rate: 5.3% (2006)

4. University of Gdansk Poland Text Over 1000-year history

5. University of Gdansk What are we proud of?

6. University of Gdansk University of Gdansk – where is it?

7. University of Gdansk Trójmiasto or Tri-City – Gdańsk, Sopot, Gdynia  urban area, made up from the towns of Gdańsk, Gdynia, and Sopot – 754 000 inhabitants  they are situated next to each other, in a row, on the coast of the Gdańsk Bay, Baltic Sea  Gdańsk – population of 460 000 people – the 6th biggest city of Poland  Gdynia – 254 000 inhabitants  Sopot – population of 40 000 people

8. University of Gdansk Gdańsk  the city with the largest amount of monuments in baltic Europe,  the birthplace of the independent self- governing labour union "Solidarity“

9. University of Gdansk Sopot  a large health-spa and tourist resort,  summer capital of Poland,  nearly 2 million tourists a year,  well known for the longest wooden pier in Europe (515.5 meters)

10. University of Gdansk Sopot

11. University of Gdansk Gdynia  harbor city situated at the seashore,  great views of the sea and beautiful scenery, long sidewalks, beautiful waterfronts, marinas and yacht clubs,  third largest seaport in Poland

12. University of Gdansk University of Gdańsk in figures. 9 faculties3,000 post-graduate students 27 major fields of study 106 specializations 33,000 students 1700 academic staff

13. University of Gdansk Faculty of Economics Specializations:  Economy and European Business,  International Finance and Banking,  International Business,  Maritime Trade and Tourism,  Marketing,  Economic Policy and Enterprise Strategy,  Internet Enterprises,  International Market and Global Economy,  Theory of Enterprises,  Transportation and Logistics.

14. University of Gdansk Faculty of Economics - what are we proud of?  fifty years of experience in research and collecting, documentation connected with European integration,  possibility of teaching the students how to conduct a stock-exchange transaction in real time in the only dealing room of that kind in Poland,  cooperation with foreign research centers,  42 agreements with European high schools concluded within Erasmus/Socrates programmes; about 120 students studied abroad in 2006/2007,  cooperation with economic practice.

15. University of Gdansk Faculty of Economics Dealing room

16. Aleksandra Kumanska Hanna Siwiec II. E-marketing in travel and tourism Case study: E-marketing of Bahama Islands

17. University of Gdansk E-travel as a part of e-retailing Tourism as an information- based industry is one of the natural leading industries on the Internet. E-travel is the leading and fastest growing category of e-retailing.

18. University of Gdansk E-retailing nowadays  Internet shopping is revolutionising the retail environment  local high street => virtual high street

19. University of Gdansk Business models used in the tourism and travel industry 1.Brokerage 2.Advertising model 3.Infomediary model 4.E-tailing

20. University of Gdansk Brokerage Brokers - market makers bringing buyers and sellers together and facilitating transactions Forms of brokerage models:  Marketplace Exchange: offers a full range of services covering the transaction process, from market assessment to negotiation and fulfillment (example: Orbitz)  Demand Collection System:"name-your-price" model; buyer makes a final bid for a specified good or service, and the broker arranges fulfillment; pioneered by www.priceline.comwww.priceline.com

21. University of Gdansk Brokerage  Auction Broker: conducts auctions for sellers; broker charges the seller a listing fee and commission scaled with the value of the transaction (www.skyauction.com)www.skyauction.com

22. University of Gdansk Advertising model Web-advertising model - Portal  usually a search engine that may include varied content or services  high volume of user traffic makes advertising profitable and permits further diversification of site services

23. University of Gdansk Infomediary model Infomediaries - information intermediaries assisting buyers and/or sellers understand a given market.  create a convenient platform (Cyber marketplace) on which buyers and sellers can gain information and do business (Travelocity, BargainHolidays)

24. University of Gdansk E-tailing E-tailing - Business operating exclusively in electronic retailing. Forms of E-tailing:  E-store: a single tourism shop  E-mall: consisting of many electronic stores  E-broker: provides aid to customers searching for products and business. It gains a commission from the businesses

25. University of Gdansk Retail channel Retail channel - retailers’ use of the Internet as both a communication and a transactional channel in B2C markets Retailers can adopt different functions of the Internet :  information functions,  interactive functions,  combination of both.

26. University of Gdansk Information functions Web-site is used to provide stakeholders with :  product information - description, prices, promotional info, web advertisements, images  financial information - company reports, investor information  company information - e.g. company’s history, store location  press releases  recruitment information

27. University of Gdansk Interactive functions Interactive ways of using the Internet include:  marketing communications tool - the Internet as an advertising chanel  direct communication - e-mail as a means of communication between firm and customer  online communities - e.g. car manufacturers supporting enthusiasts’ sites  marketing research tool - gathering consumer data  sales channel - selling goods and services online

28. University of Gdansk Benefits of Internet marketing  increased sales  cost reductions (reduced time in customer service, online sales, reduced printing & distribution costs)  corporate image communication  more rapid and responsive marketing communications  improved consumer service  better management of marketing information and costumer information  feedback from costumers on product

29. University of Gdansk three most important reasons for consumers to buy products and services online 1 convenience 2 lower prices 3 ease of comparative shopping

30. University of Gdansk three most important reasons for consumers not to buy products and services online 1 need to see and feel products 2 preference for a visit to a ‘real’ store 3 lack of personal advice

31. University of Gdansk Survey findings  88 percent of consumers who have gone or plan to travel this summer use the Internet to research and purchase their trips,  52 percent report they go directly to the company site because they believe company sites offer the lowest prices,  studies show consumers increasingly compare prices,  low prices will be a primary driver in online travel decisions.

32. University of Gdansk Growth in online business

33. University of Gdansk Growth in online business

34. University of Gdansk Trends in online travel sales  internet sales were 12,6% of the travel market in 2006,  the UK accounted for 35% of the European online travel market in 2005, with Germany in second place at 20%,  concentration in the European online travel agent market is increasing.

35. University of Gdansk Trends in online travel sales

36. University of Gdansk Trends in online travel sales

37. University of Gdansk Case study : E-marketing of the Bahamas

38. University of Gdansk E-marketing of the Bahamas Bahamas Ministry of Tourism - implementing new strategies based on the new technology results in delivering more accurate customer information which is used to improve the visitor experience

39. University of Gdansk E-marketing of the Bahamas The Management Information Systems Department: 1.The Website Unit 2.The Information Unit 3.The Research & Statistics Unit

40. University of Gdansk The Website Unit  re-developed its travel website Bahamas.com, to promote packages to the Islands of The Bahamas, which can be booked online at the site,  the Expedia-driven booking engine on the site generated US$ 250,000.00 within the first six weeks of launch.

41. University of Gdansk www.bahamas.com The site enables you to:  experience the bahamas – multi media gallery consists of videos, images and 360° views  plan your trip – create trip intinerary, save, edit, share, and print the vacation you plan  book a package, hotel, flight, car, activities

42. University of Gdansk The Research & Statistics Unit  exit surveys of more than 10,000 departing tourists are conducted annually to gather information about their rating of their visit and their expenditures while in the Bahamas  collects information about the performance of the local hotel industry, airlines flying into the country and of cruise lines serving the country

43. University of Gdansk CATC the Caribbean Advanced Technology Centre (CATC) Tourism Decision Support System (TDSS):  helps tourism ministries significantly reduce marketing and advertising budgets through target marketing efforts,  helps the Bahamas Ministry of Tourism make advertising, spending, and even operational decisions,

44. University of Gdansk TDSS  allows decision makers to slice and dice their tourism data in hundreds and thousands of different reports, which can be exported in Excel, Access or a PDF document as well as be graphed and plotted,  users can pull reports by Location Stayed, Date of Entry, Origin of Person, Arrival Mode, Accommodation Type, Port of Entry, Travel Agency, Income Level, Sex, Age Range, Trip Purpose, Islands Visited.

45. University of Gdansk Visitor Satisfaction System (VSS)  designed to record and track Visitor incidents in order to ensure that the visitor leaves a country satisfied,  capturing the visitors local and permanent contact information in order to follow-up with the visitor before as well as after he leaves the country,  capturing the incident details and monitoring whether the problems have been satisfactorily dealt with,

46. University of Gdansk VSS  incidents are assigned a priority and delegated to the organization responsible for solving the incident such as Hotels, Taxi Associations, Restaurants, etc.

47. Aleksandra Kumanska Hanna Siwiec