Despite the emergence of new means of communication, the traditional card sent from its vacation spot remains valid. However, with the arrival of internet, social media is the preferred mode of the travelers while being on vacation to exchange with their friends and family.
Despite the fact that the
postcard is still popular, it needs to be modernized to satisfy the desire of
the customers that are increasingly connected. Postcards play an essential role
in the image of the destination. Indeed, for a destination, postcards, if
properly designed, can help the marketing support of a destination which can
bring desire, interest and even action from the customer part. Having received
a postcard from a given destination may play a role in the assessment of the
advantages and disadvantages of this potential destination. The image of the
destination can be influenced by a wide range of factors, including the images
conveyed by the postcards (Veille Tourisme, 2012).
 |
| Veille Tourisme, 2012 |
According to a survey made
by the website Generator Hotel, more than a quarter of international tourists
(28%) send postcards to their family to maintain the contact. But despite its
strength, postcards remain largely behind Facebook which is used by 73% of
respondents to share their travel stories. Moreover, with the development of Wi-Fi
in the hotels and thanks to the hotel search engine we notice that a third of
respondents (33%) use video conferencing to keep in touch with family or
friends (LaPresse, 2012). Those tools are really popular among young people:
46% of 25-34 years old and 60% of 15-24 years old use them. Preferring social
media rather than postcards is due to the fact that it is instantaneous and it
can be customized by integrating pictures (Veille Tourisme, 2012).
It exists several websites
or applications allowing customers to customize their postcards from travel
photos and send them via mobile device. For example, mTrip is an application
that allows travelers to download travel guides on their smartphones. After
that, they only have to click on any part of the guide (attraction or
restaurant) and click on an icon to create a postcard and send it as soon as
they get an Internet access (mTrip blog, 2011). Some destinations also use those
digital postcards; it is the case of Scotland. Indeed, if you go on the destination’s
website you can choose one of the pictures, click on it, add the email of your
friend and create the message to send it (Visit Scotland). |
| Veille Tourisme, 2012 |
Postcards are also becoming
travel guides. A designer from Singapore has created a new king of guide that
brings together photographs, maps and description of places to see in
Singapore. This includes 60 postcards. Travelers can follow predetermined
routes and send to their friends or family a postcard that represents the place
they were visiting (Veille Tourisme, 2012). Another example is the city of
Colmar that has set 3 terminals information with Wi-Fi to help tourists and
make their life in the city easier. They allow travelers to find last minute
accommodation, choose a restaurant, find a street in the town but especially
send digital postcards (OT Colmar).
Destination and its
representatives such as hotels or restaurants can take advantage of those new
ways of travelling. While visiting a city, travelers always want to share their
experience with their friends and their family. By providing digital postcards
to travelers, it will allow them to make discover a country or a town to their
close relations. Even if the technology is changing the way people consume, the
offer must be adapted to the digital age. Postcards are an essential element in
visitors’ journey even if it is consumed differently and in a different form.
Key words: postcards,
travel, application, internet, destination.
Aline Hartog & Lisa
Viano.
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