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Digital Destinations presentation at Zillertal School of Tourism


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Presentation made to tourism teachers from across Austria who were learning about online marketing.

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Digital Destinations presentation at Zillertal School of Tourism

  1. 1. Online  Marke+ng  in  Tourism   Digital  Des+na+ons:  A  Fusion  of  Research,   Educa+on  &  Professional  Prac+ce     Dr  Philip  Alford   Zillertaler  Tourismusschulen   Friday  18th  October  2013   @philipalford  
  2. 2.   Digital  Des+na+ons       LinkedIn  (digital  des+na+ons  group)     hIp://     @PhilipAlford  |  @SchoolofTourism         #DDBU  
  3. 3. Economic  and  Social  Research  Council   Funding  =  £55,000     “We  are  the  UK's  largest  organisaOon  for  funding  research  on   economic  and  social  issues.  We  support  independent,  high   quality  research  which  has  an  impact  on  business,  the  public   sector  and  the  third  sector.”     More  informaOon  at:  hUp://­‐esrc/    
  4. 4. Aims  -­‐  summary     To  create  a  knowledge  network  for  the  creaOon   and  sharing  of  small  business  digital  markeOng   best  pracOce  and  knowledge.     To  idenOfy  the  determinants  of  small  business   engagement  with  digital  markeOng.  
  5. 5. Importance  of  small  businesses   •  In  the  UK  micro  enterprises  account  for  around  87  per  cent  of   hospitality  businesses   •  91.8%  of  businesses  in  the  EU  are  micro  (less  than  10   employees)  (European  Small  Business  Alliance  2013)  
  6. 6. Why  small  businesses  need  help   •  Annual  turnover  rate  of  nearly  a  quarter  for  tourism   businesses   •  Small  businesses  in  general  lag  behind  with  online  markeOng   •  However  despite  the  significance  of  small  businesses  in  the   visitor  economy,  “most  studies  of  tourism  SMEs  have  focused   on  condiOons  of  entry  and  paid  very  limited  aUenOon  to   business  development  and  growth  processes”  (Pearce  and   Butler  2010:  83).     Shaw,  G.,  &  Williams,  A.  M.  (2010).  Tourism  SMEs:  changing  research  agendas  and   missed  opportuniOes.  In  D.  Pearce,  &  Butler.  (Eds.),  Tourism  Research:  A  20:20  vision.   Oxford:  Goodfellow  Publishers.  Chapter  7.  
  7. 7. 60  businesses  joined  program   •  •  •  •  •  •  •  AccommodaOon   Arts  &  Culture   Conference  &  Events   EducaOon  &  Outdoor  Adventure   AUracOons   Retail   DMO  
  8. 8. Criteria  for  selec+ng  applicants   The  criteria  include:   •  Current  level  of  online  markeOng   •  AspiraOons   •  Level  of  commitment   •  Geographic  locaOon   •  Size  of  business   •  Sector  
  9. 9. Applica+on  form   •  Please  tell  us  what  parOcularly  inspired/moOvated  you  to   apply  for  this  programme.   “Having  recognised  the  importance  in  the  fast  growing  nature  of   digital/  online  marke9ng,  a  key  priority  to  us  over  the  next  12   months  is  to  focus  on  online  marke9ng  within  our  marke9ng   strategy  -­‐  making  the  most  of  the  various  online  marke9ng   channels  we  currently  use,  as  well  as  effec9vely  implemen9ng   new  ones.  This  programme  has  come  along  at  the  perfect   9me  to  help  us  make  the  most  of  the  opportunity.”    
  10. 10. First  seminar  –  needs  analysis   1.  2.  3.  4.  5.  6.  Digital  Olympians     Apps  Fab   Online  Crusaders   AppPrenOces   Digital  Dragons   Social  Maniacs  
  11. 11. Second  seminar  -­‐  planning   •  Aim  –  to  start  the  planning  process  and  work   on  specific  campaigns  
  12. 12. Developing  the  strategy     Situa+on:  where  are  we  now?     Objec+ves:  where  do  we  want     to  be?     Strategy:  how  do  we  get  there?     Tac+cs:  how  exactly  do  we  get     there?     Ac+on:  what  is  our  plan?     Control:  did  we  get  there?          
  13. 13. Student-­‐Business  
  14. 14. Student-­‐Business  
  15. 15. Student-­‐Business  
  16. 16. Par+cipant  blogs  
  17. 17. Digital  Marke+ng  ‘unit’   •  60  students  at  ‘Level  H’  (final  year  undergraduate)   •  From  across  the  ‘pathways’  in  the  School  of  Tourism   at  Bournemouth  University   •  Course  ran  from  October  2012  –  April  2013   –  Term  1:  Oct-­‐Dec  2012  course  content  covered  on  Digital   MarkeOng   –  Term  2:  Jan-­‐April  students  worked  with  businesses  on   Digital  MarkeOng  plan   –  Term  3:  April-­‐May:  students  submit  coursework  
  18. 18. Final  student  reports   Paultons  Park  (Georgi  Oliver  working  with  Rob  Lee)    
  19. 19. Measurement in Context Sentiment Re-Tweets Mentions Links Reviews Shared comments Views Visits Volume Search Rankings Brand Buzz Sales Downloads Paid Subscriptions Subscriptions Leads Followers Friends Subscribers Connections “Likes” Referrals Click-Thru’s Open Rates @KarlHavard
  20. 20. Feedback  on  campaign   “To  add  400  new  followers  in  7  days  is  a  great  result  for   us.  When  celebri9es  have  men9oned  us  before  we  have   had  added  around  100-­‐200  new  followers  depending  on   their  following.  Naturally  Paultons  Park  generate   around  20-­‐30  new  followers  per  week”     (Rob  Lee,  Digital  MarkeOng  Manager,  Paultons)  
  21. 21. Business  digital  plans   •  All  plans  uploaded  to  and   being  disseminated  via  social  media   •  Case  example  at   hUp:// highcliffe-­‐castle-­‐case-­‐study    
  22. 22. Results  &  Analysis   •  Rich  dataset  comprising   –  ApplicaOon  form   –  Focus  groups   –  Blog  posts   –  MarkeOng  plans   •  Uploaded  and  analyzed  within  Nvivo   •  Currently  exploring  the  data  to  invesOgate   associaOons  and  build  theory  
  23. 23. Results  &  Analysis   •  MarkeOng  channel  analysis   •  Channels  –  before  and  aser   •  Database  analysis  
  24. 24. Conclusion  -­‐  issues   •  •  •  •  •  •  •  •  Lots  of  informaOon  on  the  ‘why’  but  liUle  on  the  ‘how’   Lack  of  Ome  and  human  resource  (the  owner/manager  syndrome  -­‐  doing   everything)   Inadequate  IT  skills   Lack  of  markeOng  know-­‐how  -­‐  while  small  businesses  have  entrepreneurial  skills   they  lack  the  formal  markeOng  knowledge  required  to  plan  effecOvely   Lack  of  measurable  goals  for  their  digital  markeOng  mainly  due  to  being  unaware   of  the  online  metrics  that  can  be  set  –  focus  on  end  sales   Lack  of  awareness  of  the  customer  engagement  process  and  channels/KPIs  that   apply  at  different  stages  of  that  process   Related  to  point  above,  many  small  businesses  not  completely  convinced  of  the   ROI  on  digital  markeOng   Outsourcing  some  or  most  of  their  digital  markeOng  without  having  a  clear  plan  or   knowledge  thereby  losing  control  and  insight  
  25. 25. Thank  You     Ques+ons?     Dr  Philip  Alford   @philipalford