ASA 2013 Conference Crowdsourcing

Creating Tourism Value via Crowdsourcing:

A First Attempt

Peter H. Hackbert, Jamar Sullivan and Murtaza Sharifi

Entrepreneurship for the Public Good Program

Berea College, Berea KY

36th Annual Appalachian Studies Conference

March 22-24, 2013

Appalachian State University, Boone, North Carolina

3/23/2013 Peter H. Hackbert, Berea College 1

EPG searches for “real-world”

solutions

• Mission statement -

educating and inspiring

students from Appalachia to

become service-oriented

leaders

• 1,600 liberal arts students

• 150 years

What better way to encourage young Appalachians to start their own businesses than to reach out to them while they’re still

trying to figure out what they should be doing with their lives?

The EPG Program defines

“Entrepreneurial Leadership” as:

"A process when one person or a group of

people in a community originate an idea or

innovation for a needed change and influence

others in that community to commit to

realizing that change, despite the presence of

risk, ambiguity, or uncertainty".

13 States of Appalachia

poverty and unemployment rates

outpace the national average 1 and

1/2 times, and per capita income

falls two-thirds below the national

average.

Appalachian Regional Commission Distressed Counties - 2009

Where we do our service for 6 years

Berea Kentucky

Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’s Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.

“Uneven Ground”

UK Professor of

History: Ronald Eller www.google.com/images

…growing popularity of ecotourism and

heritage tourism…contained the potentialfor building an alternative economy, one that

promised greater monetary returns for local

residents, the preservation of rural traditions,

and the protection of sensitive natural

resources.

- Ronald D. Eller, Uneven Ground, The University of

Kentucky Press, 2008: 256.

Small Rural Appalachian Community

Economic Development (CED)Traditional ED Strategy / Tool

Alternative ED Strategy / Tool

CD Capacity Building Strategy /

Economic Development

Approaches

Economic

Outcomes

Direct, Short-term

Indirect, Long-term

• Industrial development

• Business retention / expansion

• Workforce development

• Tourism

• Entrepreneurship

• Downtown development

• Arts / Creative economy

• Cluster-based development

• Residential development

• Transportation

• Broadband / Internet / Social Media

• ED finance

• Philanthropy

• Strategic planning

• Leadership development

• Organizational development

1. Recruit firms from the outside

2. Strengthen/expand existing firms

3. Promote development of new firms

• jobs

• firms

• prosperity

• wealth

• social

• civic

• environmental

EPG Small Rural Appalachian Community

Economic Development ModelTraditional ED Strategy / Tool

Alternative ED Strategy / Tool

CD Capacity Building Strategy /

Economic Development

Approaches

Economic

Outcomes

Direct, Short-term

Indirect, Long-term

• Tourism

• Entrepreneurship economy

• Cluster-based development

• Local Living Economies• Residential development

• Transportation

• Broadband / Internet /

Social Media

1. Strengthen/expand

existing firms

2. Promote new firms

• jobs

• firms

• social / civic

• environmental

5 Years Research

• Demographic Analysis

• Economic Analysis

• Entrepreneurship

• Community Survey

• Site visits (14x10x6) 840 night stays3/23/2013 Peter H. Hackbert, Berea College 14

Small Town ProgramPopulations

Crowdsourcing

Terms include social media, user-

generated content (UGC), consumer

generated media (CGM), online social

networks (OSN), social networking

sites (SNS), Web 2.0 and Travel 2.0.

TripAdvisor

• 100 million reviews

• 30 countries

• 60 million unique monthly visitors

YELP drive real revenues to small

businesses• A survey of 4,800 business owners to learn the economic

impact Yelp has on small businesses. The results saw an

average of $8,000 in annual revenue from Yelp. categories

doing exceptionally well advertising to purchase-minded

Yelpers:

Home -- $54,000*

Automotive -- $39,000*

Local services -- $36,000*

Hotel and travel -- $36,000*

Shopping -- $24,000*

Health & Medical -- $20,000*

Source: Boston Consulting Group, Unlocking The Digital-Marketing Potential of Small Business, March 19, 2013, retrieved at

https://www.bcgperspectives.com/content/articles/digital_economy_marketing_sales_unlocking_digital_marketing_small_businesses/

Key Question

Can Social Media be a tool to

develop an alternative economy in

Appalachian communities?

We observed and we listened to

the KRADD business owners,

attraction and destination

operators.

Summer 2011

We conducted KRADD social media

workshops

They use

Facebook

Google Search Website3/23/2013 Peter H. Hackbert, Berea College 26

Summer 2012

We researched Kentucky Tourism

Kentucky Visitor Profile Study

Daniel Boone Country RegionSeptember 2010 – August 2011 Visitors

Prepared for:

The Commonwealth of Kentucky

Department of Travel and Tourism

Prepared by:

Tourism is the 3rd largest industry in Kentucky,

providing $3.3 billion in salaries annually

This is despite only 34% of first-time Kentucky

visitors actually recalling seeing any advertisements or

promotions for Kentucky prior to their visit.

The Daniel Boone Country Visitor

Average Income: $68,560

Average Age: 50.8

Average Travel Group Size: 3

69% short pleasure trip

53% use internet

Recommend their visit to others: 96%3/23/2013 Peter H. Hackbert, Berea College 31

115 million Americans live

within a day’s driving distance

Imagine

How would you spend 36 hours in

the KRADD region?

36 Hours in the

KRADD Region

Online consumer recommendations are

the second most trusted source of brand

advertising, second only to

“recommendations from people I know” in

a global 2012 study of 28,000 consumers in

56 countries

Source: Nielson, “Consumer Trust in Online, Social and Mobile Advertising Grows, 2012

"Traveler/tourist persona profile

gives you a chance to truly

empathizewith target market segments,

stepping out of the role as someone who wants

to promote a product and see, through your

travelers' eyes…”

Peter H. Hackbert 3/23/2013 Peter H. Hackbert, Berea College 37

34 Personas created in 2012

1. Traveler and Tourist Personas

Meet the Weston’s

Lifestyle

Limitations

Westons’ Travel Goals & Strategy

• More Spontaneity

• Wide open road with

unplanned stops

• Download apps

• Love of history

• Good foods and

scenic roads

The Weston’s Next Steps

• Once returning home from their rally the

Weston’s…

• Uploaded multiple pictures on facebook

• Wrote reviews on their food and lodging

• Told their friends about their trip and passed

along their brochures

• Planned an annual trip to Hazard for the

Cherokee Rally Tag- A-Long

Joseph Atkins

Images.google.comImages.google.com3/23/2013 Peter H. Hackbert, Berea College 46

45 Years Old

45 years old

Works in Cincinnati

Restaurant Manager

Married

No children

History Buff

Social Media Experience

Wife is in Chicago

$1,100 budget

Travels by car

Visit a buddy at Alice Lloyd collegeImages.google.com

What got him to stop?

Tripadvisor.co

Deals/Discounts

Yelp Review: Hindman Settlement

School

Lunch Special

Appalachian Artisan Center Studio

Yelp.com3/23/2013 Peter H. Hackbert, Berea College 53

Store decals

Joseph Atkins Next Steps

• Returning home from his trip

• Uploaded multiple pictures on Facebook

• Wrote reviews on Yelp, Google+ and

TripAdvisor

• Told his friends about his trip and passed

along his comments

• Planned an annual trip to Perry County, KY

Who is the next DUKE in Joe’s

restaurant?

Use social media to

acknowledge loyal local customers

Cameron Bruce

19 years old 51 years oldSourced: Google images

Patrick Todd

49 years old

Source: Google

images

Lifestyle/ Limitations/Budget

Sourced: Google images

Historic Reenactments

Sourced: Google images

Begley’s General Store: Electronic

Archery Range Techno Hunt

Sourced: Jalissa Hunter3/23/2013 Peter H. Hackbert, Berea College 63

Begley’s General Store Review

Sourced: Yelp

Kentucky School of Bluegrass &

Traditional Music Review – “all

cross the USA”

Sourced: Yelp3/23/2013 Peter H. Hackbert, Berea College 65

Next Steps

4 Actions Happy People Do:

1. Upload Photos

2. Tell others

3. Make comments

4. Comeback

How to Spend a Weekend in Berea as a

TransAmerican Bicyclist

By: Jenna Brooks

Hometown: Alexandria, KY

Class: Rising Junior

Major: Business Administration

Cycling Through Appalachian

Serenity

America’s oldest and most used route.

Reference: America's Bicycle Travel Inspiration & Resource - Adventure Cycling Association."

The Typical TransAmerican Biker

Active, Independent, Adventurous and Driven

Reference: America's Bicycle Travel Inspiration & Resource - Adventure Cycling Association.

3 H’s

Hydration

Hunger

Humanity

Limitations and Considerations

Local Photo taken 6/09/2012

Next Steps

Reference: Google Images

4 Actions Pleased

Customers Do:

1. Upload Photos

2. Tell others

3. Make comments

4. Comeback

Jamar Sullivan

Four Souls, Two Destinations,

One Adventure of a Lifetime

• JT Lockhart

• Cliff Paterson

• Azizz Omar Rahiem

• Markus Hughs

Traveler Personas

JT Lockhart

Cliff Paterson

Azizz Omar Rahiem

Markus Hughes

Travel Strategy

Arrival @ LEX 10:00 a.m

Finally on the road 11:00 a.m.

Stocking up @ 12:30 p.m.

Pitching A tent @ 1:00 p.m.

Must crawl before you walk @ 2:00

Taking a dip or Making a Big Splash

@ 5:00 p.m.

Cooking on Open Flames @ 7:00 p.m.

Catching ZZZ’s in the Night @ 11:00

Rise and Shine @ 7:00 a.m

Flying with Birds @ 9:00 a.m.

Lunch among Climbers @ 12:00 noon

Back on the River @ 2:00 p.m.

Back to Camp @ 6:30 p.m.

Breakfast @ Rockhouse

The Big Day

Next Steps

Reflection Session Framework

Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tools for Critical

Reflection in Service-Learning, Center for Excellence in Learning through Service Campus Christian Center &

Center for Transformative Learning, Berea College, February 3, 2012

“I learned that” …

“I learned this when” ….

“This learning matters because” …

“In light of this learning” …

Joseph and Marry Christian

Picture courtesy; http://www.genuinekentucky.com/wp-content/uploads/2011/01/2011-Kentuckys-Visitor-Guide.jpg

9:00 AM: Boone

Tavern

Picture courtesy: Indigenous innovators facebook group

Video courtesy: Indigenous innovators facebook group

10:30 Berea College

Visitor Center

Fee had written to the

American Missionary about

the need for a higher

school "which would be to

Kentucky what Oberlin is to

Ohio, antislavery, anti-

caste, anti-rum, anti-sin. . .

. Why can we not have

such a school here?"

Picture courtesy: Indigenous innovators, berea.com

Science Building and Fee

Glade Area

Picture courtesy: Indigenous innovators/facebook

12:30 PM Boone Tavern

2:00 PM Book Store on Main street

Picture courtesy: facebook/Indigenous innovators

5:00 PM Dinner at President’s House

• Dr. Larry Shinn,

Current President

New President:

Lyle D. Roelofs

Picture courtesy: berea.com

6:30 AM Seabury Center

Picture courtesy: berea.com

9:00 am Craft Tour to actually see

students weaving, making brooms and

wood working

Video Courtesy: facebook/Indigenous innovators

10:30 AM Meeting with Vice

President, Michelle L. Janssen

• Discussion on how to

donate to college

Picture Courtesy: facebook/Indigenous innovators

12:30 pm Lunch at Papa Leno’s

Picture Courtesy: facebook/Indigenous innovatorshttp://www.flickr.com/photos/twofishblu/4660865414/

Old Town, Eco Village and

Berea Center for Arts

PictureCourtesy: facebook/Indigenous innovators

Berea College’s Convocation Program

• Former Berea College student and today's

successful entrepreneur talks about his experience

and the how Berea Changed his life.

Video Courtesy: facebook/Indigenous innovators, berea.com

Meeting with Convocation

Speaker and EGP Program

and EPG Cohort 9

Dr. Peter Hackbert

Picture Courtesy: facebook/Indigenous innovators,berea.com

Email to College President

Dear Dr. Larry Shinn,

Berea College is doing a noble job. We are amazed by its mission,

vision and student led activities. We congratulate Lyle D. Roelofs

for continuing further this noble cause as you are retiring soon.

We will be back soon with a gift of 5 million dollars.

Very truly yours,

Mr. and Mrs. Christian.

http://stanleyquan.com/the-philanthropic-dollar/philanthropy/

Reflection Session Framework

Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tools for Critical

Reflection in Service-Learning, Center for Excellence in Learning through Service Campus Christian Center &

Center for Transformative Learning, Berea College, February 3, 2012

“I learned that” …

“I learned this when” ….

“This learning matters because” …

“In light of this learning” …

So What?

1,214 Social Media Reviews

250,000 free views

Four Tips for KRADD Leadership

1. Claim your business listings (It’s free!)

2. Encourage multicounty reviews (more =

better)

3. Monitor what’s being said in the Counties

4. Start at SOMOLO campaign

Who Cares?

Now What?

…link ecotourism and heritage

tourism………..contained the potential for

building an alternative

economy, one that promises greater

monetary returns for local residents, the

preservation of rural traditions, and the

protection of sensitive natural resources

to [SOMOLO] social, mobile, local,

economy

KRADD Chamber Actions

1. Recommend KCTC execute social/mobile

certificate program

2. Expand the Tourism Definition

3. Use KY State Park Assets

4. Explore KY Trail Town models

5. Stimulate social media for the local

economy via mobile

6. Collaborate across KRADD county lines 3/23/2013 Peter H. Hackbert, Berea College 134

What If?

Any Questions or Comments??

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