1. Accompanying
the
tourist
in
his
360o
journey
John
Fo8s

2. Ray,
Be4y
+kids
The
journey
©
John
Fo(s
2013
2

3. Before trip
During trip
Preparation
DEPARTURE
FROM
HOME
MAJOR
OTHER
BT
PURCHASE
DECISION
n
PURCHASES
BT
DECISION
3
En-­‐route
Decisions
BT
DECISION
1
PROCESS
TRIGGERED
Secondary
Decisions
Travel
S(muli:
Hedonic
/
U(litarian
Conscious
/
Subconscious
Experiences
&
feedback
sharing
EXPERIENCES
COMMUNICATED
Open for ideas
DT
DECISION
2
DT
DECISION
n
DEPARTURE
FROM
DESTINATION
BACK
AT
HOME
Reflection
Inspiration
&
dream
After
trip
©
John
Fo(s
2013
3
Experience
BT
DECISION
2
Core
Decisions
DT
DECISION
1
ARRIVAL
AT
DESTINATION

4. Before trip
I
need
ide
as
s
Preparation
o
to
have
a
nice (me
During trip
Experiences
&
feedback
Travel
S(muli:
sharing
Hedonic
/
U(litarian
PROCESS
Had
a
nic
e
(
me
Conscious
/
Subconscious
TRIGGERED
Look
at
m
I
need
a
e!!!
dream
I
need
to
Searchi
…
tell
them
ng
tra
vel
idea
s
for
fun
I
like
to
receive
ideas
Conscio
us
/
Su
bconsci
Hedoni
ous
c
/
u8lit
arian
se
a
Open for ideas rch
Inspiration & dream
To
help
them
EXPERIENCES
I
-­‐
I
-­‐
I
PCOMMUNICATED
roud
of
my
ch
oices
Show
off
Reflection
After trip
DT
DECISION
n
WelDEPARTURE
l
done
FROM
!!!
It’s
nice
J
/
It’s
bad
L
DESTINATION
R
eward
th
em
Punish
th
em
BACK
AT
HOME
4
Experience
Choices!!
Choices!
!
Choices
DEPARTURE
!!
WhOTHER
MAJOR
BT
at
to
choo
se?
FROM
HOME
PURCHASE
DECISION
n
I
have
que
PURCHASES
s8ons…
What
is
av
Help!!!
ailable?
Where
to
Made
my
I
amDT
De!
go?
To
sta
her ECISION
1
choice!!!
!!
y?
Help
me
e
What
to
d
Was
it
co
njoyARRIVAL
AT
o
th
my
holida
rrect??
Secondary
BT
Dk
ys!!!
Loo ECISION
3
ere?
ing
for
ide
Any
sugDESTINATION
as,
choice
ges8ons?
Decisions
s,
Core
Decisions
opinions,
s
Having
a
n
ugges8on
ice
8me!!!
s,
BT
DECISION
2
recommen
da8ons.
Look
at
me
What
othe
!!!
rs
like
me
The
outsid DECISION
2
DT
En-­‐route
BT
DECISION
1
do?
e
world?
Assurance
s!!
Decisions

5. The
social
media
landscape
Loca(on
based
social
media
Internet
forums
User
Generated
Content
Brand
Generated
Content
Blogs
The
tools
Consumer
review
sites
Content
community
sites
©
John
Fo(s
2013
Social
networking
sites
Microblogs
Wikis
5

6. Social
media
accompany
the
consumer
during
the
whole
360o
journey
N=370
internet
users
18-­‐65
years,
in
12
FSR,
10/2010
©
John
Fo(s
2013
Source:
Fo8s,
Buhalis
,
Rossides
ENTER
2012
6

7. Dream
Inspira8on
Acer
trip
Before
trip
The
strategy
During
trip
The
…holding
hands
strategy:
We
are
next
to
the
consumer,
accompanying
him
during
all
stages
of
his
journey

8. Role
of
social
media
during
the
DREAMING
stage:
Recep(on
of
holidays
s(muli
–
Sources
of
inspira(on
SNS
Blogs
mBlogs
Passive reception of images & messages from friends who are on holidays
Active reception of holiday ideas from brands (Likes)
Active reception of holiday ideas from friends, as well as amateurs
and professional “authors” of travel experiences and from brands
Active / passive reception of holidays ideas from friends with “expertise”
and brands
Wikis
Content
Community
Sites
Review
sites
Active / passive reception of holiday images from friends
Active reception of holiday ideas from brands (via newsletter subscriptions)
Passive reception of images and messages from friends’ holidays
Internet
Forums
Loca8on
Based
SM
Passive reception of check-ins from friends’ holiday trips
©
John
Fo(s
2013
8

9. SAME DESTINATION
SOMEWHERE ELSE
ABOUT THE SPECIFIC
LOCATION
GENERIC TRAVEL
OTHER DESTINATION
TO TRAVEL /
TO GO ON
HOLIDAYS
SEARCH FOR
INFORMATION
TO START
PLANNING
ASK MYSELF
POST A
COMMENT
PROCEED TO
ACTIONS
DEVELOP
WANTS
GET OUT OF
HOME
WHEN I SEE MY
FRIENDS’
HOLIDAY
PHOTOS IN
FACEBOOK…
DESTINATION
NO LONGER
CONSIDERED
HAPPINESS
PROVIDE
INSPIRATION
GENERATE
FEELINGS
IDEAS FOR
FUTURE TRIPS
©
JOHN
FOTIS
2013
BE WITH THEM
JEALOUSY
LOCATION AS A
FUTURE HOLIDAY
DESTINATION
EXCITEMENT

10. Role
of
social
media
during
the
PRE-­‐TRIP
stage:
SNS
Blogs
mBlogs
Wikis
Content
Community
Sites
Review
sites
Internet
Forums
Communication platform among travel group members
Self-expression medium
Seeking recommendations from friends for the forthcoming trip
Seeking holiday proposals / suggestions
Seeking recommendations from “expert” friends
Seeking general information for the destination, the sights, the available
Activities to form an initial overall view of the holiday destination
Seeking amateur and/or professional videos for the destination, the
sights and the activities
Seeking & evaluating accommodation choices, restaurants, and sights
Access to destination “specialists” to provide answers to specific questions
Loca8on
Based
SM
©
John
Fo(s
2013
10

11. Role
of
social
media
DURING
THE
TRIP:
SNS
Maintain communication with friends
Self-expression – show off medium: Images & messages posting
Provision of holiday stimuli to others
Blogs
Holiday diary – Provision of holiday stimuli to others
Self-expression – show off medium: Images & messages posting
mBlogs
Seeking on the spot assistance and advice
Wikis
Content
Community
Sites
Review
sites
Seeking videos and information to evaluate alternative choices for tours
and sightseeing
Seeking reviews for restaurants, excursions, sightseeing
Evaluation of alternative choices
Review writing for accommodation and restaurants
Internet
Forums
Loca8on
Based
SM
©
John
Fo(s
2013
Seeking offers from local businesses
Self-expression, show-off, game / fun
11

12. Role
of
social
media
AFTER
THE
TRIP:
SNS
Self-expression – show off medium: Images & messages posting
Holiday photos digital album
Provision of holiday stimuli to others
Blogs
Holiday diary – Provision of holiday stimuli to others
Self-expression – show off medium: Images & messages posting
mBlogs
Updating followers, Self-expression – show off medium
Short message posting
Provision of holiday stimuli to others
Wikis
Content
Community
Sites
Review
sites
Internet
Forums
Uploading photos / videow
Holiday photos digital album
Reviews for accommodation / restaurants / sights / destination
Altruism, sense of fairness, obligation
Provision of know-how and advice to potential travellers
to the same destination
Loca8on
Based
SM
©
John
Fo(s
2013
12

13. The
tourism
&
hospitality
marketer’s
five
layer
process
to
social
media
management
Stage
of
the
holiday
travel
cycle
Stage
of
the
decision
making
process
Choice
of
media
&
tools
Theme
&
content
strategy
Integra8on
(sm
types
/
trad
media)
Marke8ng
&
Communica8ons
Strategy
©
John
Fo(s
2013
13

14. Steps
in
approaching
social
media
prac(ce
Provide the platforms
to enable interaction
Listen
-­‐
Monitor
Answer
–
Discuss
-­‐
Act
Provide stimuli
for interaction
Provide the content
Establish
trust
-­‐
Engage
Support
-­‐
Consult
-­‐
Advise
Suggest
Measure KPIs
Sell
©
John
Fo(s
2013
14

15. think
out
of
the
box
©
John
Fo(s
2013
15

16. Thank
you
for
your
agen8on
www.johnfo8s.com
ioannis.fo8s@gmail.com