This document summarizes a research paper that analyzes the effects of online social media on tourism websites. It studied over 19,000 Italian tourism websites over two years to analyze the relationship between total website visits and visits referred from Facebook and Twitter. The results showed a clear correlation, with Facebook responsible for up to 0.329% of visits and its contributions growing remarkably compared to total visits. While social media referrals were still low overall, the study confirms social networks influence tourism website popularity.

1. The effects of online social media on tourism
websites
Department of Computer Science Presented by
DCS Muhammad Kamran
COMSATS Institute of
Information Technology

2. Research Author.
 Authors:
 Roberta Milano
 Rodolfo Baggio
 Robert Piattellib
 Published At:
 University of Genova Italy
 On 2011
Department of Computer Science 2

3. Outline
 Abstract
 Introduction
 Research and methodology
 Results
 Discussion
 Conclusions
Department of Computer Science 3

4. Abstract
 This paper aims at verifying the impact that online social networks (OSN)
have on the popularity of tourism websites.
 Web 2.0 and online social networking websites heavily effect today most
of online activities and their effect on tourism is obviously important.
 Two OSNs have been considered: Facebook and Twitter.
 Pattern of visits to a sample tourism websites was analyzed and
relationship between the total visits and Online SN as referral measures.
 Analysis show a clear correlation and confirm hypothecs.
Department of Computer Science 4

5. Introduction
 At the close of the 20th century.....internet had enormous
diffusion and radically changed most of our economic and
social life.
 Revolution has impact the way communicate, work and
conduct business.
 SN’s change how we can get tourism related information
how we plan for and consume travel.
 Impact of Web 2.0 and Social Media Websites liker wiki,
Flicker, play important role for promote tourism in the
world
 Travel 2.0 and OSN Increase no of visitors to online tourism
websites
Department of Computer Science 5

6. Web 2.0 and Travel 2.0
 Web 2.0  Travel 2.0
 A second generation of services available on  Pre-experience
the W W W that let people collaborate, and built on people stories, before travaling
share information online. In contrast to the  Experience during travel sharing thourg cell
first generation, Web 2.0 gives users an phone
experience closer to desktop applications  Post experience blog, comments
than the traditional static Web pages
 E.g. Trip Advisor, travel blog, sarahotel
Department of Computer Science 6

7. Tools for Travel 2.0
Department of Computer Science 7

8. Tools for Travel 2.0
Department of Computer Science 8

9. Background
 Tourism are important components of online commerce of the
world whose impact has profoundly changed the structure of the
industry.
 SN’ provide informatiom to consumer and industry supplier, hotel ,
transpotaiton,travel agent.
 With the introduction Web 2.0 features and applications, tourism
markets have become real conversations on one of the most
thrilling subject for a human being.
 OSN such as facebook play important role for a growth of tourism
industry in the world. which is largest and widespread SN of the
world.
Department of Computer Science 9

10. Facebook Most widespread OSN.
Collect 67% tourism related info from web.
Department of Computer Science 10

11.  Italy being at 1st places in world usage of facebook.
 17 million Italian people are facebook user. 56% of population.
 Sixth place in country ranking
Department of Computer Science 11

12. Research and methodology
 More than 275,000 italian websites use for analysis.
 Cumulative data were collected concerning the visits to 19,902.
from website.
 The time spanframe spans a two year.
 The data collected consited of the series of total visits to Italian
website(TOT) and contrubutin to these visits having Facebook(FB)
and Twiter as refferals
 Each visit uses 30 minutes time window. all connection to a
website coming from same ip address.
 Gloabal series: a series consisting of linear composition of a
number of different contrubutin.in order to assess the significance
of these contrubution to gloabal series.
Department of Computer Science 12

13. Research and methodology
 Time period is dependable variable and FB and Twiter
contributions are predictors.
Department of Computer Science 13

14. Results
 The tme series for total visits to Italian tourism
websites(TOT) and FB given bellow.
 Max value for the contribution of FB and TW Recored in
the month of August: FB = 0.329% ; TW = 0.002%
Department of Computer Science 14

15. Total visits to Italian tourism websites (TOT) and contribution to the visits
from Facebook (FB). TW contributions are not reported for their very low
values
Department of Computer Science 15

16. Seasonality indices of the visits to websites fortotal visits (TOT) and Facebook (FB)
and Twitter (TW) contributions
Department of Computer Science 16

17. regression analysis
 Condition index (last column)
 when value higher 15 is concern, when higher then 30 is serious problem.
 The regression analysis shows the positive importance and the
significance of the FB contributions to the total number of visits to a
tourism website.
Department of Computer Science 17

18. Discussion /Conclusions
 The main goal of this work to show the effects of web 2.0 features,
specially social network on the popularity of tourism websites.
 Contribution of soical media websites examine are of a low level. higher
proportion would be expected but show limited usage of web 2.0
functionalities by tourism websites in each country.
 Despite that, the growth of the FB and TW components is quite
remarkable, mainly if we compare with the limited increase in total visits.

Department of Computer Science 18

19. THANK YOU FOR
YOUR ATTENTION!
Department of Computer Science 19