Question

Write a compare contrast paper 1 vs paper 2 analizye, essay please only 600-800 words, 5 pargragh

Conference Topic: “International Conference on Social Media, SEO & Marketing Strategies”

This conference aimed in exploring the future of Advertising and marketing and also to gain the perception on the recent platforms on online marketing, media models, brand marketing etc. This conference was held in Spain in the year 2015. The below are two papers selected to analyze.4

Paper 1: How does technology readiness affect customers when purchasing a travel through mobile phone?

By: Jana Prodanova, Sonia San-Martín and Nadia Jiménez

This paper is focused on the use of technology by customers and its influence on the purchase behavior of customers through a given medium such as mobile or tablet. The paper also outlines the relevance of the subjective marketing through technology which has a positive influence on the customers purchasing pattern. The contributions of the paper also have implications for companies that operate in the online and mobile purchase of travel.

Paper 2: Digital management based on e-business strategies in tourism

By: Javier Casanoves Boix

The author has done a detailed study on the role of e-business in travel and tourism industry. The paper has also identified the variables such as e-branding, website management and e-marketing as a influential factor on the e-business.

The above papers deal with the said conference themes which are SEO, social media, and marketing strategies. On a detailed analysis of papers the student can identify the gaps in the said fields which will provide a greater insight on which papers to take up for research in the given semester. However as given in the paper it is suggested to take a topic related to potentials and influence of digital technology on consumer purchase patterns.

Answer 1

Both the papers discuss the impact of growing technology on the tourism industry. The first paper has focussed its concern on the impact of using the hardware technology like mobiles, tablets in booking hotels, flights, conveniences and other travel-related things. Their aim is to analyze the impact of the contribution of the presence of technology ready things on the buying behaviour of customers and also is the readiness of technology drives the traveler to buy something or not, while the second paper is doing an analysis of 3 key variables E-branding, website and e-marketing towards e-business air operators. They have taken the case of a Spanish air operator, Vueling airlines and results are showing the applicability in tourism business model.

According to the first paper, their hypothesis is that buying behaviour of travellers has changed because of the technology readiness via mobiles, tablets. Like people can now postpone their booking for the accommodation or changes in the way they do the booking of trips, changes in planning of trips and this is because they have ready technology where they can see all the relative options as well and how the presence of technology readiness on the attitude, perceived control, subjective norms which constitute the theory of planned behaviour. Their hypothesis is that technology readiness is having a positive response on the each of the theory of planned behaviour including attitude perceived control, subjective norms and the person's intention to buy a travel thing through mobile phones.

The second paper has taken three factors into account which will drive the e-business of the company which are e-branding, website and e-marketing, they have done a qualitative research based on data given by the airlines as well the data from other internet sources where the company has done the e-branding and marketing and then analyzed each part very carefully for 6 months as how each key variable have impacted the e-business. They used the brand equity model for the understanding of the users' satisfaction and brand reputation with the company. The used the SEO, SEM data from the websites to understand the traffic and ranking of websites and lastly how the marketing bloggers who write about the airlines that viral campaigns and display marketing have helped the company to improve their branding and equity as well.

Taking the conclusions of the first paper, they have said that their hypothesis is true that technology ready customers who are optimistic, energetic and cares more about the positive impact of buying travel related things than seeing the negative impacts of security in an m-purchase. According to them these customers also boast about their advancement in buying through technology readiness and they boast on different social platforms, groups and say to other people offline as well. There are also many contributors which enhance the customer's intention of m-purchase which includes info via the website, social media pages, QR Codes, offers and applications, lots of available promotions, the presence of privacy and security certificates and other things present on digital platforms.

Actually, the contributors which are discussed in the first paper are key variables by the second paper. The second paper concentrates the presence of content on websites, e-marketing and e-branding on the business model of travel operators and they also successed in their hypotheis that how these variables have the positive impact on the e-business. All of these variables have different benefits as e-branding is helping to improve the company image, while website information and responsiveness improving website ranking and e-marketing working on the virality theme of the airlines and this is possible through the technology readiness which is discussed in paper 1. So in nutshell, we can say that first paper is proving its hypothesis along with the contributors of e-presence of second paper while second paper is ensuring its hypothesis and also ensuring contributors of the first paper.