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.

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.

6. 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

7. 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

8. 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

9. 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.

10. A summary of BAHA’s website;

13. E-Mail Marketing analysis
BAHA use an E-mail marketing service called mailchimp.com to send weekly newsletters

14. The Website

16. Strengths and weakness of the website
design, content and layout

18. Objectives

22. For more information on DIGITAL DESTINATIONS contact:
Dr Philip Alford, Bournemouth University
ddp@bournemouth.ac.uk
@schooloftourism | @philipalford
#DDBU