¸£ÀûÔÚÏßÃâ·Ñ

13:15 - Q & A session/informal discussion

Abstract:

We are living in an era where consumers have the greatest power in tourism marketing. Indicators of this trend are articulated with specific examples of the shift toward the provision of personal consumer experiences in the realms of tourism. Prof. Morrison contends that destination management organisations are expected to adapt themselves for this dynamic environment. He posits that they have to become more professional to address more than just marketing and branding. Hence, he shares his practical recommendations for their change management. Afterwards he emphasises on the importance of professionalism in destination management as he elaborates on the latest trends, issues and challenges in the tourism context.

During the second part of this session, Prof. Buhalis maintains that the latest advances in technology are revolutionising the tourism industry and are determining the strategy and competitiveness of tourism organisations and destinations. His presentation aims to explore the transformational and disruptive nature of technology for tourism. He argues that technology innovations bring the entire range of stakeholders together in tourism service ecosystems, and that technology-empowered tourism experiences are increasingly supporting travellers to co-create value throughout all stages of travel. In conclusion, he raises awareness on Ambient Intelligence (AmI) Tourism (2020-future). He implies that Aml is driven by a range of disruptive technologies as well as by smart environments that are transforming industry structures, processes and practices, thereby having disruptive impacts for service innovation, strategy, management, marketing and competitiveness, for the benefit of tourism stakeholders. He anticipates that the development of the metaverse in a hybrid mode, shall enhance the tourists’/consumers’ experiences, in the foreseeable future.

Speakers’ profiles:

Professor Alastair M. Morrison is a Research Professor at the University of Greenwich in London, UK and formerly an Associate Dean and Distinguished Professor Emeritus at Purdue University, USA specializing in the area of tourism and hospitality marketing in the School of Hospitality and Tourism Management.

Professor Morrison was placed among the Top 2% of World Scientists by Stanford University in 2022. He has published approximately 350 academic articles and conference proceedings, as well as over 50 research monographs related to marketing and tourism. Around 175 of his full-length academic articles have been in SSCI-listed journals (h-index = 77). He is the author of seven books on tourism marketing and development, Marketing and Managing Tourism Destinations, 3rd edition (Routledge, 2023); Hospitality and Travel Marketing, 5th Edition (Routledge, 2022), Tourism Marketing in the Age of the Consumer (Routledge, 2022), World Tourism Cities (Routledge, 2021); The Tourism System, 8th edition, (Kendall/Hunt Publishing Company, 2018); Global Marketing of China Tourism (China Architectural & Building Press, 2012); and Tourism: Bridges across Continents (McGraw-Hill Australia, 1998). He is the co-editor of the Routledge Handbook of Tourism Cities (Routledge, 2021). In addition to English, his books are now available in Simplified Mandarin, Traditional Mandarin, Korean, Portuguese, Greek, Hungarian, and Slovak. He is the Co-Editor-in-Chief of the International Journal of Tourism Cities.

He was a Visiting Professor at the Scottish Hotel School, University of Strathclyde and was the Queensland Tourist & Travel Corporation Visiting Lecturer at James Cook University in Queensland, Australia.  Prior to joining the Purdue faculty, he worked in Canada as a management consultant in hospitality and tourism, most recently as President of The Economic Planning Group of Canada. In his consulting career, he specialized in tourism and hospitality marketing planning and research, project evaluation and feasibility studies, tourism planning and development.