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A presentation made to a Danish delegation comprising policy makers and practitioners. The theme for their visit was the "learning journey" and "be inspired by best practice" and it focused on Dorset's Jurassic Coast, traditional ports and resorts, and the New Forest National Park. The PI presented on how Digital Destinations contributed to destination development and marketing.
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Digital DestinationsPresentation to Danish delegation
26th September 2013www.budigitalhub.co.uk
LinkedIn (digital destinations group)www.pinterest.com/digitaldest http://www.slideshare.net/DigitalHub
[email protected]@PhilipAlford | @SchoolofTourism
#DDBU
Aims - summary
To create a knowledge network for the creation and sharing of small business digital marketing
best practice and knowledge.
To identify the determinants of small business engagement with digital marketing.
Economic and Social Research Council
“We are the UK's largest organisation 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 information at: http://www.esrc.ac.uk/about-esrc/
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)
• EU FP7 funding program to support research in support of SMEs
• Web-checkers tourism SME LinkedIn group (Fáilte Ireland)• Support programs provided by National and Regional DMO• Federation of Small Businesses
Why small businesses need help• Annual turnover rate of nearly a quarter for tourism
businesses• Small businesses in general lag behind with online marketing• However despite the significance of small businesses in the
visitor economy, “most studies of tourism SMEs have focused on conditions of entry and paid very limited attention to business development and growth processes” (Pearce and Butler 2010: 83).
Pearce, D. G. and R. Butler (2010). Tourism research: a 20-20 vision / edited by Douglas G. Pearce and Richard W. Butler, Oxford: Goodfellow.
Shaw, G., & Williams, A. M. (2010). Tourism SMEs: changing research agendas and missed opportunities. In D. Pearce, & Butler. (Eds.), Tourism Research: A 20:20 vision. Oxford: Goodfellow Publishers. Chapter 7.
60 Organisations
• Accommodation• Arts & Culture• Conference & Events• Education & Outdoor Adventure• Attractions• Retail• DMO
Application form
• Please tell us what particularly inspired/motivated you to apply for this programme.
“Having recognised the importance in the fast growing nature of digital/ online marketing, a key priority to us over the next 12 months is to focus on online marketing within our marketing strategy - making the most of the various online marketing
channels we currently use, as well as effectively implementing new ones. This programme has come along at the perfect
time to help us make the most of the opportunity.”
First seminar – needs analysis
1. Digital Olympians 2. Apps Fab3. Online Crusaders4. AppPrentices5. Digital Dragons6. Social Maniacs
Student-Business
Student-Business
Student-Business
Business digital plans
• All plans uploaded to slideshare.com and being disseminated via social media
• Case example at http://www.slideshare.net/DigitalHub/highcliffe-castle-case-study
Conclusion - issues• Lots of information on the ‘why’ but little on the ‘how’• Lack of time and human resource (the owner/manager syndrome - doing
everything)• Inadequate IT skills• Lack of marketing know-how - while small businesses have entrepreneurial skills
they lack the formal marketing knowledge required to plan effectively• Lack of measurable goals for their digital marketing 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 marketing• Outsourcing some or most of their digital marketing without having a clear plan or
knowledge thereby losing control and insight
Conceptual model – evolving from exploratory analysis
Digital Destinationswww.budigitalhub.co.uk
LinkedIn (digital destinations group)www.pinterest.com/digitaldest http://www.slideshare.net/DigitalHub
@PhilipAlford | @SchoolofTourism#DDBU
