SlideShare une entreprise Scribd logo
1  sur  9
Télécharger pour lire hors ligne
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
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’
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/
The following presentation is the case study provided by Discover Dorset
Discover Dorset; one of our key objectives in committing to the Digital Destination
project was to share real life experiences with other local tourism businesses and
learn from Bournemouth University best practices from the wider tourism
industry. These aims were accomplished through attending the Seminars and hosting
one of the Action Learning Meetings. We also recognised a need to ensure that we
were using the most effective on-going means of social media to engage with
customers using any one of our four parallel services in order that we could cross
refer and secure business for the future sustainability of our Company.
Discover Dorset Tours
Digital Destination Project 2012/13
Case Study
www.discoverdorset.co.uk
Introduction
• Discover Dorset Tours is a Bournemouth based day tour operator. It has a
website, Facebook, Twitter and Trip Advisor presence.
• Our student Harry Corr has conducted a thorough analysis of our current
digital marketing and developed a number of recommendations.
• We are currently in the process of implementing these recommendations.
• Aims and Objectives
• Increase online customer engagement through Facebook
• Create a video marketing campaign to target new and existing markets
Actions
1. Update Facebook page more often and run incentives to encourage ‘likes’ and tagging.
• • Have been adding additional content, mostly images, especially news worthy like the recent landslide at
St Oswald’s Bay
• • Updated follow up email, sent after tour with links to Facebook, Twitter and ‘add a review’ link on Trip
Advisor
• • Have put signs up inside buses with QR code links to Facebook.
• ToDo.
• • Photo competition email to be sent during day, instead going to do as an SMS on certain trips, firstly
Jurassic Coast.
• 2. Commission Video for the Jurassic Coast Experience
• • Have built a new website for the Jurassic Coast Experience and rebranded.
• • Worked with Bmth Uni students to produce video of Jurassic Coast, did not come to anything.
• • Commissioned Tourist Network Ltd to produce video of Jurassic Coast Experience, including getting off the
train, ferry, stripy bus etc..
• ToDo
• Video shoot on Friday 7th of June
• • Edit, and publish on our website, YouTube, and Facebook/Twitter
Summary and Conclusion on Project
In keeping with many other businesses I do not feel that my expectations for
this project have been met, they have in fact been far exceeded through the
work and consideration given to this task by Harry.
As a business faced with the cloud of opportunity and competitive threat
Social Networking and digital marketing present, it is very hard to define
where your efforts and money should be best spent.
Being only one subject within a final year degree course, there is only a
limited amount of time that an undergraduate can spend with a business. As
business owners and managers, many of us think of little else apart from our
businesses, there is therefore and inherent risk of conflict between what is
expected and delivered.
Harry’s biggest contribution has been the helicopter view that he has been
able to bring to bear and teasing out the important factors for us as a business
to focus on. Using some solid marketing concepts and tools Harry has
revealed some useful new ideas and perspectives and reminded us of some
things we have forgotten in the fug of day to day operations.
Whilst the scope of the project was quite rightly narrow and precise, the report
Harry prepared was useful for other parts of our business and act as a good
reference document. A number of other people who work in the business or
who are closely connected with it have also read the report and are impressed
by its contents.
The commitment shown to this project by all the participants clearly illustrates
a rare and happy union of the academic and commercial world. I do think that
this should be developed further and I would welcome the opportunity to work
with another student in 2013/14 to take this project on to the next level.
For more information on DIGITAL DESTINATIONS contact:
Dr Philip Alford, Bournemouth University
ddp@bournemouth.ac.uk
@schooloftourism | @philipalford
#DDBU

Contenu connexe

Plus de The Digital Hub - Bournemouth University

Plus de The Digital Hub - Bournemouth University (20)

Digital Destinations presentation at Zillertal School of Tourism
Digital Destinations presentation at Zillertal School of TourismDigital Destinations presentation at Zillertal School of Tourism
Digital Destinations presentation at Zillertal School of Tourism
 
Introduction to social media
Introduction to social mediaIntroduction to social media
Introduction to social media
 
Google analytics introduction
Google analytics introductionGoogle analytics introduction
Google analytics introduction
 
Digital Destinations - key results and next steps
Digital Destinations - key results and next stepsDigital Destinations - key results and next steps
Digital Destinations - key results and next steps
 
Highcliffe Castle
Highcliffe CastleHighcliffe Castle
Highcliffe Castle
 
Index Communications
Index CommunicationsIndex Communications
Index Communications
 
Julia's House
Julia's House Julia's House
Julia's House
 
Jurassic Jaunts
Jurassic Jaunts Jurassic Jaunts
Jurassic Jaunts
 
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal ParkKingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
 
Land & Wave
Land & WaveLand & Wave
Land & Wave
 
Langtry Manor Hotel
Langtry Manor HotelLangtry Manor Hotel
Langtry Manor Hotel
 
Lulworth Estate
Lulworth EstateLulworth Estate
Lulworth Estate
 
New Forest Activities
New Forest ActivitiesNew Forest Activities
New Forest Activities
 
Pavillion Dance South West
Pavillion Dance South WestPavillion Dance South West
Pavillion Dance South West
 
Pioneer Expeditions
Pioneer Expeditions Pioneer Expeditions
Pioneer Expeditions
 
Remedy Oak Golf Club
Remedy Oak Golf ClubRemedy Oak Golf Club
Remedy Oak Golf Club
 
Snowtrax
Snowtrax Snowtrax
Snowtrax
 
Splashdown
Splashdown Splashdown
Splashdown
 
Surf Steps
Surf Steps Surf Steps
Surf Steps
 
Bournemouth Tourism
Bournemouth TourismBournemouth Tourism
Bournemouth Tourism
 

Dernier

Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXTarek Kalaji
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...DianaGray10
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfJamie (Taka) Wang
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDELiveplex
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintMahmoud Rabie
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesDavid Newbury
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UbiTrack UK
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6DianaGray10
 

Dernier (20)

Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBX
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership Blueprint
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond Ontologies
 
201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6
 

Discover Dorset

  • 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 Discover Dorset Discover Dorset; one of our key objectives in committing to the Digital Destination project was to share real life experiences with other local tourism businesses and learn from Bournemouth University best practices from the wider tourism industry. These aims were accomplished through attending the Seminars and hosting one of the Action Learning Meetings. We also recognised a need to ensure that we were using the most effective on-going means of social media to engage with customers using any one of our four parallel services in order that we could cross refer and secure business for the future sustainability of our Company.
  • 5. Discover Dorset Tours Digital Destination Project 2012/13 Case Study www.discoverdorset.co.uk
  • 6. Introduction • Discover Dorset Tours is a Bournemouth based day tour operator. It has a website, Facebook, Twitter and Trip Advisor presence. • Our student Harry Corr has conducted a thorough analysis of our current digital marketing and developed a number of recommendations. • We are currently in the process of implementing these recommendations. • Aims and Objectives • Increase online customer engagement through Facebook • Create a video marketing campaign to target new and existing markets
  • 7. Actions 1. Update Facebook page more often and run incentives to encourage ‘likes’ and tagging. • • Have been adding additional content, mostly images, especially news worthy like the recent landslide at St Oswald’s Bay • • Updated follow up email, sent after tour with links to Facebook, Twitter and ‘add a review’ link on Trip Advisor • • Have put signs up inside buses with QR code links to Facebook. • ToDo. • • Photo competition email to be sent during day, instead going to do as an SMS on certain trips, firstly Jurassic Coast. • 2. Commission Video for the Jurassic Coast Experience • • Have built a new website for the Jurassic Coast Experience and rebranded. • • Worked with Bmth Uni students to produce video of Jurassic Coast, did not come to anything. • • Commissioned Tourist Network Ltd to produce video of Jurassic Coast Experience, including getting off the train, ferry, stripy bus etc.. • ToDo • Video shoot on Friday 7th of June • • Edit, and publish on our website, YouTube, and Facebook/Twitter
  • 8. Summary and Conclusion on Project In keeping with many other businesses I do not feel that my expectations for this project have been met, they have in fact been far exceeded through the work and consideration given to this task by Harry. As a business faced with the cloud of opportunity and competitive threat Social Networking and digital marketing present, it is very hard to define where your efforts and money should be best spent. Being only one subject within a final year degree course, there is only a limited amount of time that an undergraduate can spend with a business. As business owners and managers, many of us think of little else apart from our businesses, there is therefore and inherent risk of conflict between what is expected and delivered. Harry’s biggest contribution has been the helicopter view that he has been able to bring to bear and teasing out the important factors for us as a business to focus on. Using some solid marketing concepts and tools Harry has revealed some useful new ideas and perspectives and reminded us of some things we have forgotten in the fug of day to day operations. Whilst the scope of the project was quite rightly narrow and precise, the report Harry prepared was useful for other parts of our business and act as a good reference document. A number of other people who work in the business or who are closely connected with it have also read the report and are impressed by its contents. The commitment shown to this project by all the participants clearly illustrates a rare and happy union of the academic and commercial world. I do think that this should be developed further and I would welcome the opportunity to work with another student in 2013/14 to take this project on to the next level.
  • 9. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU