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INTERNET SITE PROMOTION FOR TOUR OPERATORS
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In the article Internet site promotion for tour operators are considered only the internet methods of informing and advertisment.

When there is no Internet content SPAM

scheme 1
Optimum quots correlation (by website types) in tourist`s internet information space



Theoretically the Internet is an optimum field for presentation of the tourist services, especially of the specific or intended for a narrow circle of tourists. Search engines and travel directories can easily find tour operators websites. The good help in the internet site promotion for tour operators is internet booking, tourist information sites. Naturally, internet publicity is also an important element of the website promotion.

The set forth above elements provide a stream of tourists to tour operators. This stream can be named the "direct way".

One more stream of tourists is formed from local and international travel agencies. In the main, the tourist stream to their websites is provided with the same sources as for tour operators. The difference is only in the offers structure and ads targeting.

Search engines, directories, tourist information websites are for tour operator either absolutely free-of-charge or relative cheap. Payment for Internet booking services on the specialized websites, as a rule, is made as the sales commission.

The internet-advertisment cost, for example Google AdWord in tourist area, makes usually about 15 cents cost-per-click (CPC). For the tourist agencies, offering a wide tourservices spectrum and for broad enough tourists audience, this cost is comprehensible. For such agencies sales probability can make even 1/100 from number passed (through advertising) website visitors. It is necessary to have in mind, that to such tourist agencies it is easy to adjust parameters of internet advertisiment targeting.

If the tour operator offers specific tour services, without territorial restrictions, then the situation with internet advertisment targeting becomes more complicated. Besides, tourists who wish to order specific tour services, consider more thin nuances, conformity of tour operator spirit and tourist personality. In this way, economic efficiency of the Internet advertising for the tour operators, offering specific tour services, can be lower in 10 or more times (in comparison with mass recreational tourism advertisment).

Real tourist`s internet information space

Actually in the tourist`s internet information space quote of usefull for the tourists internet resourses is much less. Showed on the scheme 1, information noise includes some SEO-frendly sites, that do not contain concrete real usefull information (as a rule, those sites are disguised as something usefull), the main its purport is to "capturing" of the Search engines search results.

scheme 2
Real quots correlation (by website types) in tourist`s internet information space



The commercial sense of internet content SPAM websites is, as a rule, advertisment, redirect, "picking" of tourist's inquiries via non-concrete "forms of the order", kind of "come in" etc.

Internet content SPAM quote in tourist`s internet information space assume menacing size. Because of SPAM from the view point of concrete tourist information search (by usual internet user) Search engines substantially lose sense. In this way, only global booking systems and greater travel agencies can resist to the highest wave of SPAM. (But they objectively can ensure the functioning only with the mass standard tourist.)

Simple illustration: try through Google to find 2-week outdoor vacation, with an opportunity of 2-3 days hiking, bicycle touring and fishing "somewhere in a quiet place of a planet, except Northern America and New Zealand".

Thus, real non-standard tourism offers appears deeply buried under internet content SPAM websites.

It seems, a way out could be the Internet-advertising. But, as it was already mentioned, for non-standard tourism it is rather expensive.

Collective tactics of "non-standart tourism" website promotion

What to do? The answer to this question is in New Zealand and Australia.

New Zealand and Australian niche travel directories have proved theirs efficiency. Participants of directories together with directories organizers more or less successfully appear above the SPAM highest wave. This success is a result of professional and public cooperation of tour operators and directories-associations.

The pledge of tour operator`s success in the tourists stream maintenance in sphere of "non-standart" tourism are combinated efforts of high-quality directories-associations and tourism professional society; and mutual cooperation. The key moment is increasment of internet search efficiency.

Tour operators association in the webdirectories will not lead to absolute reduction of similar to SPAM websites, but will increase probability of exact finding of tour operators websites through internet search engines, and therefore, will virtually increase a share of tour operators`s webspace in tourist`s internet information space.

Adventure-Travel-Vacation.net editorial
November 10, 2006
This article (including the schemes) is only the author's private opinion


 
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