As an information intensive industry and as one of the most progressive industries in information technology adoption, travel and tourism provides an ideal context in which to investigate how new technologies such as interactive television challenge our understanding of media and media use. This research looks at how interactive television can be used by consumers and how it may be best applied by marketers in international holiday travel.
Using the UK international traveller market to Western Australia as case in point, this research had three main research goals: 1) to understand how travellers use information sources with a focus on interactive television; 2) how an individualÂ’s previous interactive media and travel experiences may pre-dispose them to using interactive television; and 3) to better understand why individuals interact and what impact the interaction has on the promotional effort. A travel ad and a travel show segment were used to explore these with impulse (brochure request) and telescopic (destination video) interactive opportunities. The treatments were deployed over a video-on-demand platform in greater London and participants took part in their homes via their televisions and a self administered questionnaire.
This research has furthered the use of the multi-dimensional grid in understanding information sources in relationship to one another and updated the landscape with modern information sources such as television, teletext, the Internet and interactive television. Findings from this area of investigation suggest that current interactive television offerings cater better to short-haul destinations and although it currently plays a minor role, interactive television has the potential to significantly contribute to travellersÂ’ long-haul holiday planning process.
The finding that individuals understand interactive television through their experience with teletext rather than the Internet and are more likely to use interactive television if they are thorough and experienced planners supports the theory of knowledge transference. However, most importantly, if an individual has a positive experience with interactive television they will interact again in the future. Contributions were also made to a better understanding of the interactive television user and the use of interactive television applications to the travel and tourism industry in particular. Exploration of the differences between the Impulse and Telescopic approaches to interactivity highlighted that while interactivity generally enhances the promotional effort each approach has its own strategic applications.
| Identifer | oai:union.ndltd.org:ADTP/217880 |
| Date | January 2004 |
| Creators | A.Schweda@murdoch.edu.au, Anika Schweda |
| Publisher | Murdoch University |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | http://www.murdoch.edu.au/goto/CopyrightNotice, Copyright Anika Schweda |
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