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Go digital, be seen

Introducing tools relevant for the tourism industry
Image representing data analytics and tools that might provide data, eg Twitter and Trip Advisor
© Edinburgh Napier University

Today’s business world is digital. The tourism sector has been slightly behind the curve when it comes to adopting new technologies with many businesses still not online bookable. Yet, there are opportunities throughout the customer journey, from researching and booking to sharing experiences, where your business can benefit from technology.

It is crucial, therefore, that your business is visible online and responsive to technological changes. Chances are you already use an online booking system and that you have a social media presence. Online booking systems are great ways to manage your bookings in a centralised way. Social media are great tools to reach a much bigger audience than through traditional print media, but also gather customer data and have their own analytics tools that can help you target your marketing communications more effectively. As most businesses have a website or online presence, it is likely you are already creating data, so collection and analysis will be relatively straightforward.

© Edinburgh Napier University
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Understanding Data in the Tourism Industry

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