Abstract
Research Question
The use of smartphones by tourists has been widely investigated with regard to information search pre- and post-trip as well as when in a destination. However, user experience from the tour provider perspective has not received the same level of scholarly inquiry. For the tour provider, user experience relates to the ease of uploading content to an online platform and then accessing and interpreting the data analytics provided by the platform. The benefits of data analytics have been well documented in terms of modeling tourist movements and effective destination planning and management but the lived experience of tour providers as they make use of analytics dashboards has been somewhat overlooked. The present study aims to address this gap in the literature.
Method and Data
A qualitative approach was taken, comprising a series of interviews with a range of tourism stakeholders including destination marketing and destination management organisations (DMOs), visitor attractions, and a national travel provider. Twenty organisations participated in the study. Staff from a travel tech company provided demonstrations to participants on how to upload content to an online platform hosting digital tourist trails and how to access and use the platform’s analytics dashboard. In the final stage of the study, the author conducted a series of interviews with each of the participants. The interviews took place online via MS Teams. Each interview was recorded and then professionally transcribed.
Findings
Accessing and interpreting the analytics dashboard was judged to be smooth and intuitive in terms of user experience, although most participants reported that larger amounts of data would be required in order to make operational and strategic decisions on the content of the digital tourist trails they uploaded to the platform.
Key Contributions
The overwhelming majority of previous studies have focused on user experience of online platforms from the consumer’s perspective. Our study provides an important contribution by focusing on user experience from the provider perspective and developing an integrative framework to manage the challenges and benefits of accessing and interpreting analytics dashboard data on an online platform on which digital tourist trails are shared by multiple different providers.
The use of smartphones by tourists has been widely investigated with regard to information search pre- and post-trip as well as when in a destination. However, user experience from the tour provider perspective has not received the same level of scholarly inquiry. For the tour provider, user experience relates to the ease of uploading content to an online platform and then accessing and interpreting the data analytics provided by the platform. The benefits of data analytics have been well documented in terms of modeling tourist movements and effective destination planning and management but the lived experience of tour providers as they make use of analytics dashboards has been somewhat overlooked. The present study aims to address this gap in the literature.
Method and Data
A qualitative approach was taken, comprising a series of interviews with a range of tourism stakeholders including destination marketing and destination management organisations (DMOs), visitor attractions, and a national travel provider. Twenty organisations participated in the study. Staff from a travel tech company provided demonstrations to participants on how to upload content to an online platform hosting digital tourist trails and how to access and use the platform’s analytics dashboard. In the final stage of the study, the author conducted a series of interviews with each of the participants. The interviews took place online via MS Teams. Each interview was recorded and then professionally transcribed.
Findings
Accessing and interpreting the analytics dashboard was judged to be smooth and intuitive in terms of user experience, although most participants reported that larger amounts of data would be required in order to make operational and strategic decisions on the content of the digital tourist trails they uploaded to the platform.
Key Contributions
The overwhelming majority of previous studies have focused on user experience of online platforms from the consumer’s perspective. Our study provides an important contribution by focusing on user experience from the provider perspective and developing an integrative framework to manage the challenges and benefits of accessing and interpreting analytics dashboard data on an online platform on which digital tourist trails are shared by multiple different providers.
| Original language | English |
|---|---|
| Publication status | Published - 23 Nov 2024 |
| Event | 2024 International Conference of Asian Marketing Associations: Bridging The Innovative Technologies to Marketing in Asian Markets - Osaka International Convention Center, Osaka, Japan Duration: 22 Nov 2024 → 24 Nov 2024 https://kma.re.kr/homepage/custom/About_ICAMA_2024 |
Conference
| Conference | 2024 International Conference of Asian Marketing Associations |
|---|---|
| Abbreviated title | ICAMA 2024 |
| Country/Territory | Japan |
| City | Osaka |
| Period | 22/11/24 → 24/11/24 |
| Internet address |
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