The tourist and the internet

Despite the title of this section, we will not immediately start with the impact the internet and Social Media has had on the tourism industry. The

industry has, after all, changed in itself, just as the world it inhabits has changed.

Earlier we looked at MacCannell, who believed the modern tourist sought some kind of authenticity that he could not find in his everyday life. We also looked at how tourism changed as more people were able to travel for leisure. In fact, much of what we think of as tourism today, began as more and more people were able to take time off from work and go and see other places. It is an escape from daily life, which the modern man or woman see as a much-needed respite.

(Urry and Larsen, 2011, p. 6)

It was the development of trains that first democratized the tourism industry, as more were able to travel. These days planes, cars and cruises have

opened up the world even more to a wider variety of people. Mass tourism became a term, as people who had little experience with journeying to other places, began pouring into new places by the bucket-load. This is perhaps where tourism, and especially mass tourism, acquired its reputation. Yet, this wave of new travellers also laid the foundations for the tourism industry that we see today.

Even if the locals were not always satisfied with having the tourists there, they provided them with a source of income and an ability to grow that they would not have had without them. (Urry and Larsen, 2011, pp. 30-43)

It has now been many years since travel and tourism became a common, global leisure-activity, especially in our part of the world. Tourism is big business and the industry is highly organized, with certain exceptions. It was not just the development of transportation technology that spurred merry travellers on, it was also the countless tour operators, tourist agencies and travel agents that helped them on their way. These businesses were the brokers between the tourists and the destinations and have been instrumental in helping the industry grow. (Kotler, Bowen, Makens and Baloglu, 2017, pp. 352-357)

All-inclusive packages became a convenient product to offer tourists, where everything from food to transportation, hotels and activities, is booked through one platform. Easy and convenient for the tourist. (Kotler, et. al., 2017, pp. 355-356) Yet, even with a range of different packages offered across the board, they are in many ways standardized and the challenge lies in providing the tourist with the feeling that they are not just having a standard experience (Urry and Larsen, 2011, p. 54).

While the physical travel agents were bigger in the past, people are often turning to their online version or simply booking whatever they need themselves online (Kotler, et. al., 2017, pp. 353-354). The internet has given many, especially younger people, the freedom to put together their own travel plan, by booking planes and hotels separately, as well as the range of activities that they want to do while there (Urry and Larsen, 2011, p. 56).

At the same times, it is worth noting that people have different reasons for booking packaged tours and it is not a phenomenon that is necessarily dying out.

Some people may have saved up for many years and choose packages to get as much out of the holiday as possible. It is also not just the beach holiday that is packaged, but more adventurous experiences that might appeal to people who want a more organised way of experiencing the world. (Swarbrooke, Beard, Leckie and Pomfret, 2011, pp. 105-106)

No matter whether tourists are looking for a package-deal or planning out their journey piece by piece, it is more than likely that they are using the internet to make it happen. Less and less happens face-to-face, while the online market is exploding. Those looking for cheap deals on hotels and plane tickets scourge the web looking for the best price, using websites like Hotels.com and

Cheapflights.com. And pages like Expedia.com allows customers to compare everything from the price difference between car rental companies to which hotels are closest to their desired attraction. (Urry and Larsen, 2011, pp. 56-57)

The same way that package-deals are attractive due to the convenience, these kinds of websites are attractive because they offer customers all the

information they need in one place. There is a great deal of flexibility and choice, which allows customers to make their own choices – choose your own adventure, if you wish. (Urry and Larsen, 2011, pp. 58)

It is also possible to access information about a certain experience, place or company almost at any place and any time, due to smartphones, smartwatches, tablets and portable computers. They are able to share their experiences as they are happening, posting pictures and updates on platforms such as Facebook, Instagram and Twitter. (Tribe and Mkono, 2017, p. 106) These websites are where many find the inspiration to travel, whether they searched for specific places or activities on their own or saw their friends doing it. Social media helps customers both share and access information. (Parra-López, E., Bulchand-Gidumal, J., Gutiérrez-Taño, D., & Díaz-Armas, R, 2011, p. 640)

In addition, many websites, both social media and sites like TripAdvisor, allow users to review the different businesses, providing others with information about how it ‘really’ is. Most people trust the recommendations of other people, especially friends and family, over the words of those trying to sell a product or experience. This so-called word-of-mouth information exchange is also taking place on the web, though in a much bigger format. (Kotler, et. al., 2017, pp. 181-182)

Many place a lot more trust in TripAdvisor reviews than they do on the actual tourist business’s website. Even if reviews can be highly individual, they put their trust in the idea that the majority paints a good picture. And it is not just TripAdvisor, but Facebook, Twitter, Travel Blogs, Google Reviews and other places where tourists can share their opinion and experience of a certain company or experience. (Urry and Larsen, 2011, p. 59)

This also has an enormous consequences for the power balance between the tourist businesses and the customers.( Enough) bad reviews can be enough to break a company, while a lot of positive feedback can garner more bookings. The world has in some ways expanded and people sitting on the others side of the world, in Australia, can have an impact on a small business in Norway, just by sharing their opinion. It is a cruel reality, especially when opinions can be extremely personal and what bothers one person may seem insignificant to another. (Urry and Larsen, 2011, pp. 59-60)

What this mean, when it comes down to it, is that satisfying your customers is more important than ever. When your livelihood depends on guest having such a good experience they want to share it with the world, keeping them happy becomes an essential concern. This also goes beyond your actual meeting;

to keep tourists satisfied, companies need to be available whenever the customer needs it. Online communication does not just happen between customers, but also between the customers and the company. Answering emails and comments is a

good way of showing that you care and want to help your guest have as great an experience as possible. (Urry and Larsen, 2011, pp. 58-60)

In the end, it is about tuning into what your customers wants. To deliver at the level your customer expects or – even better – deliver something more

(Hudson, 2008, p.364). To exceed the customer’s expectations and surprise them with the extra attention to detail and leave them feeling fulfilled in a way that they did not expect to feel. That is not only how you get them to return to you, but also help you gain more customers as they talk about their experience with others, both online and in person. (Noe, et. al., 2010, pp. 143-144)

To satisfy your customers, it is important to know what makes them tick.

It is about understanding who they are and what they need. This is something we will explore in depth in the sections below.