31 August 2009 Vital role for social networks in tourism marketing

The report emphasises that while international tourists exhibit some “locked in” behaviour, such as transport choice, accommodation selection and length of stay, all of which are generally organised prior to arrival in New Zealand, there are many decisions which remain “open”, such as choice of activities and daily purchasing decisions. These “open” decisions are determined “most importantly” through the active seeking of social advice and reassurance/reinforcement for decisions made or contemplated.

The report goes beyond simple “word of mouth” notions and helps to explain the  “serendipity” and “apparent unpredictability” of where tourists go and what they do.

Given the importance of social 'others' on international tourists' decisions, the report recommends that business operators, marketers and planners at all levels should increase their marketing efforts within local, national and internet-based social networks.

The report says that such a focus will allow messages to be “embedded within naturally occurring networks that ... filter through into tourist decision-making”.

“Stakeholders (eg. tourism businesses) may not have control over the content of these networks but participation in them, either directly or indirectly ... will be increasingly essentially”.

Research conducted for the report highlights the “openness” of much of tourists' time, especially once at a particular site or destination. Interviews identified significant uncommitted time in a typical tourist day. Combined with tourists' receptiveness to quality signage and on-site information, this suggests that a “coordinated approach to organising such 'formal' information sources would help tourists engage with local opportunities, says the report.

The report, titled Yield-Relevant Tourist Decision Making, is authored by Dr Kevin Moore (research team leader), Professor Clive Smallman, Dr Jude Wilson and Professor David Simmons and the work was coordinated through Lincoln University's Centre for Land, Environment and People (LEAP).

Data came from five study sites in the Canterbury region based on the role each site might typically occupy in tourists' itineraries. They were  -  Christchurch (gateway); Kaikoura (through route/stopping point); Hanmer Springs (terminal destination/close to through route); Akaroa (terminal destination); and Tekapo (through route).

The objective of the study was to develop an in-depth understanding of international tourist decision-making processes, with emphases on understanding itinerary, activity and expenditure choices. The research it describes is part of a wider study, Enhancing the Spatial Dimensions of Tourism Yield,  led by Professor David Simmons and funded by the Foundation for Research, Science and Technology.