The strong cultural linkage between Ireland and North America now presents a unique opportunity for the Irish tourism sector via social media. There the industry can engage with existing and potential customers around the online presence of items of cultural interest that can influence the decision to visit (and revisit) Ireland and experience a wider range of attractions.
The main objective of this study is to examine the role of social media in marketing Ireland as a destination to the North American market. Various quantitative and qualitative research methods were employed to obtain the perspectives of visitors and of key stakeholders regarding the effectiveness of social media in attracting these North American visitors (NAVs) to Ireland. Methods included online surveys of visitors and semi-structured, in-depth interviews with those responsible for implementing social media strategies in the Irish tourism sector. Furthermore, a Netnographic analysis of the key stakeholders’ social media strategies was carried out using the Nvivo 11(Ncapture) software. This approach generated a large amount of data that had to be analysed and coded so the emerging themes relevant to the main objective could be identified.
This analysis revealed the potential for social media to transform Irish-North American tourism strategies for the various stakeholders. Nevertheless the analysis also particularly provides key insights into the knowledge and resource requirements of the Irish SMEs operating in this sector. One of the conclusions of this study is that the enormous potential of social media to provide a cost-effective strategy for Irish SMEs can only be realised if issues relating to knowledge and resource limitations are properly addressed.
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Thric 2018 slides a proposed framework
1. A Proposed Framework for Measuring the
Effectiveness of Social Media:
Measuring Irish Tourism Performance
Mr. Colm Barcoe
2. Introduction to the Author
2
Colm Barcoe (B.Bus) is
currently a Masters student
in IT Tallaght
3. Presentation Content
• Introduction
• Literature
• Methods
• Initial Findings
• Findings
• Upon Further Analysis
• Analysis of Traditional Marketing Matrices
• Proposed Framework and Best Practices
• Conclusions
3
4. Introduction
• The Aims and Objectives of Research Were to
Examine How Social Media Could be Measured in
Relation to Return on Investment (ROI)
• The Research Began in September 2016 and
Finished in March 2018
• The Analysis Began with an Examination of
Frameworks Suggested by Other Authors Such as
So, King and Sparks (2014)
• The Primary Analysis Explored Tourism Ireland
and Large Scale Operators and their best
Practices
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5. Literature
• Many Authors have Examined and Defined
Social Media ROI by Measuring Levels of
Engagement
• Harrigan et al (2017), So et al (2014) and
Blanchard (2009) use a variety of scales
to align Social Media Activities with ROI
• Durkin et al (2013) Recommend Further
Research into Irish SMEs and How Social
Media can Benefit Their Business Goals
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8. Recommended Best Practice for Social
Media
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Business
Mission
Business Goals
Department Goals
Social media
Goals
Social media
tactics
Social media
metrics
(Hoffman and Fodor 2012)
9. Pike and Pages (2014) Framework for
Destination Marketing
• Based on the Premise of Gaining
Competitive Advantage in Relation to
Destination Marketing
• Authors Propose a Theoretical Model to
Measure Growth, Competitiveness and
Sustainability in Tourism
• Framework has been Adapted as a
Thematic Model to Categorise Various
Marketing Studies such as Creevey (2015)
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10. 10
Methods of the Study
Method Categories
1 Semi-structured in-depth
interviews with the four
categories of stakeholders
Four categories of stakeholders:
a) Tourism Ireland
b) Large scale operators
c) SMEs
d) Intermediaries and Agents
2 Netnographic analysis The Netnographic analysis in two stages:
a) Primary qualitative
b) Secondary data
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11. Initial Approach
• Information was Inputted into Nvivo 11 Software
Programme and this Assisted in the Coding of the
Interviews
• Nvivo 11 (Ncapture) was Used to Examine the
Practices of the Interviewees
• Pike and Page’s (2014) Model was Used to
Categorise the Activities of the Irish Stakeholders
• This Thematic Analysis Led to the Development of
the Adaptation of Theories Such as Scott and
Gibb (1985) and Dewhurst and Burns (1986)
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12. Initial Findings
• Literature was Sparse in Relation to Social Media
in an Irish Context
• Durkin et al (2013) had Explored Irish SMEs and
Recommended Further Research into Best
Practices
• The Four Categories of Stakeholders in this Study
Displayed Different Attitudes to Social Media
• Tourism Ireland and Large Scale Operators use
Key Performance Indicators (KPI’s) such as Likes,
Shares, Comments etc to measure ROI
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13. Upon Further Analysis
• Tourism Ireland and Large Scale Operators
are Using a Variety of Metrics such as KPI’s
• Ansoff Matrix , BCG Matrix and Balance
Scorecards are Adapted to Meet These
Stakeholder Requirements
• Irish SMEs Had Little Knowledge of how to
Measure Social Media Activity
• Facebook and Twitter were the Platforms of
Choice of Tourism Ireland and TripAdvisor
Reviews are Monitored by Irish SMEs
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14. Sustained Destination
Competiveness
Destination Brand Positioning
Destination Brand Identity
Brand Performance and
Measurement
• Using Social Media to
Gain first mover
Advantage
• Using social Analytics to
Gauge brand communication
• Collecting CRM data to
Measure Strength of Social
Media Strategies
• North American Desire to
Travel to Ireland
• Tourism Ireland's Agile
Strategies
• Creating Online content with
visualisations that engage the
NAV
• Using personalised information
to Create Brand Advocates in the
Future
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17. The Advantages of The BCG Matrix in the
Context of Social Media
• This model will Measure Both Market share and
Growth
• Social Media Activity can be viewed as an
Indication of Product Performance and Future
Growth
• A BCG Matrix Identifies Poor Performers More
Quickly in the Presence of Social Media
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20. Dewhurst and Burns’ (1986) Ansoff
Matrix
• Based on the Traditional Model
• Allows for an Intermediary Such as
Social Media in Relation to Market
Penetration
• Can be Adapted for Use with
TripAdvisor Insights
• Offers the User an Opportunity to
Maximise Product Growth When Using
Consumer Engagement
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27. Irish Tourism Sector Benefits of These
Proposed Adaptations
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* SM= Social Media
28. Conclusions
• Proposed KPI Framework is Adaptable for Irish
SMEs
• The Adaptation of Traditional Marketing
Models can Benefit Irish SMEs Greatly
• An Educational Programme on Social Media
Marketing would Benefit Irish SMEs
• Social Media are a Cost-Effective way of
Promoting Irish SMEs to North American
Visitors
36
