Digital Technologies in Visitor Economy

DIGITAL
TECHNOLOGIES IN
VISITOR ECONOMY

Table of Contents
INTRODUCTION-..........................................................................................................................3
LITERATURE REVIEW-..........................................................................................................3
CASE STUDY EVALUATION (FINDINGS)...........................................................................6
DISCUSSION.............................................................................................................................9
NEW SOCIAL MEDIA STRATEGY (RECOMMENDATION)............................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION-
Digital technologies is termed as the electronic devices, tools and resources which are generated
in the form of process and store data. The chosen firm of the report is Utracks that is situated in
united kingdom. The enterprises offer cycling, boat-based and walking tours that are in 450
words and across 50 European countries. The enterprise works on providing the holiday
packages and tours that are made by using travel style and personal interest. Mainly this report is
based on the developments of social media and mobile technology that is of the hospitality
enterprise. The study will explain the social media presence of Utracks by explaining their social
media strategy that is used by them currently along with supporting the arguments by using
literature review. Further the report will also include the development of social media strategy of
the organisation with the help of recommendation. The report will also discuss about the main
parts that are of literature review and case study. Along with this new social media strategy
(recommendation) will be done for the organisation. The study will also highlight the literature
review which will also give the information about the current social media presence.
LITERATURE REVIEW-
Social media strategy is used by the company as a detailed blueprint that is regarding answering
about how, when, what and why that is related to the content that business post on their social
media pages (10 Social-Media Marketing Strategies for Companies. 2021). It is also used by the
companies in the form of their marketing strategy that includes liking, Sharing and posting
photos and tweets of the organisation. On the other hand it can also be said that social media
strategy are the plans that are made to achieve the goal and objective of the enterprise. Social
media is an essential part that is used by the organisations for it success of the business that is of
it digital marketing strategy. The current strategy that is used by the organisation are that they

promote themselves by using the Facebook and twitter which have resulted in attracting large
number of customers. Facebook is very old app that is used by the organisation to promote
themselves to attract the audience. Social media results in good platform that helps the business
to show their creativity and technologies as it will also result in building up the confidence by
empowering or expressing the ideas in creative manner that will make the company good in eyes
of the customers.
According to Anderson, S., (2019) the organisation must start using the chatbots that is a
digital tool that is used by the business which can help them in communicating and resolving the
problems that is regarding its customers and human interruption without any potential needs that
are fulfilled by the company. For Customers this platform which is named as chatbots to make
them feel comfortable at the time of contacting or interacting the business by using the social
media platforms. As it also helps the company to make the directions towards the marketing
strategy that is made to achieve the objectives and goals of the business. Social media willa lso
helps the business in attracting large number of audience, by creating the organic content, will
lead to building up the brand awareness and name, it will also result in evaluating the
performance of the company and can also help the business to have the access that is regarding
the paid advertising services.
The da Costa Liberato, P.M., and et.al., (2018) says that it chatbots is important social
media strategy by on the other hand can be easily used by the organisation as it doesn't require
and coding knowledge and can easily answer the questions of the customers. Further it will help
the business to take the orders directly from the social media by using the sites that is from
comments and Facebook messenger. Lastly it also helps the enterprises to combine its all the
major payment systems. Social media includes various apps that are Instagram, twitter and other
source which also helps the company to make them active thought the day by posting different
posts that are related to their work which will further result in attracting g large numbers of
customers. On the other it also results in disadvantage of the business as this social media works
on only ad's promotion by seeing this again and again individuals gets frustrated. The ads under
the Facebook are also announced as the revolutions.
Discuss that Hervé, A., Schmitt, C. and Baldegger, R., (2020) the use of chatbot is good
but along with this the organisation can also create the personalized experience for their
customers. By this the author want to say that the chatbots is not a good way by which the