Presentation at Évora Workshop Luís Cunha

3. Europe

4. Tourists

5. SME

6. Why this Project

7. Objectives (specific)
• Develop a Framework to measure “Digital
Transformation” in Tourism SMEs
• Develop a detailed Questionnaire to
benchmark SMEs
• Design interventions to move SMEs up:
– Improve adoption of technology
• Create an online Transformation Hub
– Host “Best Practices” & Case Studies

8. Objectives (generic)
• Create more “Digitally Competent”
Tourism SMEs
• Regional Development
– Enhancing digital capability of SMEs
• Create more satisfied tourists
– Better digital service
– Higher income to industry
– Increased employment

9. Phases
1. Framework
2. Benchmarking Study
3. Case study Materials

10. Findings & Results

11. Key findings Summary
 Median average age of the firms that responded - 3
years
 Website, social media, user reviews, reservation
system and analytics are the most commonly used
technologies
 7 key factors influence the adoption of digital
marketing
 12 factors influence digital marketing capability

18. DM technologies adopted
• Technologies used
above Average (3,5):
– Website
– social media
– customer reviews
– web booking systems
– analytics tools
• Common thread:
– comparatively low or
no cost
– effectiveness can be
monitored at a basic
level with minimal skill
and time
– enhance a two-way
dialog with customers

19. DM Capability
1. Speeds up the delivery of our products and services
2. Offers high value to our customers
3. Creates solutions to address our customer wants and
needs
4. Provides customer feedback to improve our products
and services
5. Enhances customer experience
6. Enhances customer satisfaction

20. DM Capability
7. Improves access to our products and services
8. Enhances after sales service
9. Improves customer communications
10. Personalizes customer communications
11. Attracts customers
12. Increases interactive communication with our
customers