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BAHA (Bournemouth Accommodation and Hotel Association ) aims in joining the Digital Destination project were to understand the various ways of adapting marketing and communication strategies, by ...

BAHA (Bournemouth Accommodation and Hotel Association ) aims in joining the Digital Destination project were to understand the various ways of adapting marketing and communication strategies, by using varying social media techniques that would enable the association to increase membership and build better relationships with its members.  Also, take advantage of the programme providing a platform to support local students in a working partnership.

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BAHA Presentation Transcript

  • 1. DIGITAL DESTINATIONS Dr Philip Alford Bournemouth University www.digitalhub.co.uk www.pinterest.com/digitaldest www.slideshare.net/DigitalHub ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU
  • 2. Digital Destinations project is an ESRC funded research project, delivered by Bournemouth University, with an overarching aim to: ‘capture change in the adoption and use of digital technologies and to develop a strong, competitive local tourism economy. Through increased understanding and use of emerging digital technologies, visitor economy businesses will be in a position to increase their marketing and management effectiveness, and develop new products and services that will provide an enhanced experience for visitors to their destinations’
  • 3. The businesses benefited from 4 workshops which covered:  Background to on line marketing  Individual Business objectives  Developing the strategy  Measuring impact  Reporting outcomes via case studies All course material can be found at http://www.slideshare.net/DigitalHub All business outcomes and blogs can be found at http://www.budigitalhub.co.uk/
  • 4. The following presentation is the case study provided by BAHA BAHA (Bournemouth Accommodation and Hotel Association ) aims in joining the Digital Destination project were to understand the various ways of adapting marketing and communication strategies, by using varying social media techniques that would enable the association to increase membership and build better relationships with its members. Also, take advantage of the programme providing a platform to support local students in a working partnership.
  • 5. Overview • BAHA serves businesses in Bournemouth’s hospitality and tourism sector • A chaired committee runs the organisation; this committee votes on all major decisions • There is no allocated marketing budget, instead proposed marketing activities are presented and then voted for by the committee members
  • 6. BAHA’s primary offering to its members is representation Represents the views of members in the town through; • Tourism Management Board • The LGA (Local Government Affairs), • The Coastal and Town Centre Districts BID (Business Improvement Districts) Board • Bournemouth Tourism Marketing Group
  • 7. BAHA Customers • Primary customer is accommodation providers’ from small family run B&B’s to large multi-national hotel chains • Currently serves over 3,000 bed spaces in Bournemouth and surrounding areas • The organisation also has other members from the hospitality sector including restaurants and attractions
  • 8. BAHA Project Objectives • To increase page views per visit and visit duration on the website accessed from Bournemouth • To improve customer retention of trader members by providing an online platform to allow all members to communicate with each other and display their services easily.
  • 9. A summary of BAHA’s website;
  • 10. E-Mail Marketing analysis BAHA use an E-mail marketing service called mailchimp.com to send weekly newsletters
  • 11. The Website
  • 12. Strengths and weakness of the website design, content and layout
  • 13. Objectives
  • 14. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU