Digital Technologies In The Visitor Economy

This report explores the concept of digital technology in the visitor economy, including its impact, benefits, and challenges. It includes a literature review, case study analysis of Liverpool cycling tour, and digital technology strategies for SMEs in the tourism industry. The report also discusses the need for digital technology and the challenges and opportunities of technological developments.

Digital Technologies In The Visitor Economy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Literature review..........................................................................................................................3
Case study analysis .....................................................................................................................6
Digital technologies strategies.....................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
The digital technologies refer to the economic activity that used to results from many of
the online connections with the people, devices, data, businesses and processes. It is very
important for the business to have its presence on the digital sites as this makes the customers to
know about the hospitality or event industries in the market. By having the good digital
technology it has made the travelling easier and cheaper than compare with before. The current
report is based on Liverpool cycling Tour which is the tour operating company used to provide
cycles to the visitors. The concept issue of this essay is to bring deeper understanding about the
use of digital technology in the realm of tourism business. With the inception of modernized
technology there are number of perils are also coming with it. his report will outline the
concepts, theories and issues related to digital economy in the visitor economy. It will include
impact, benefits and challenges faced by visitor economy in SME business. Further this report
will provide the information about the small visitor business by showing evidence on the social
media. Furthermore, this report will outline about the development of the digital technology
strategies and suggestions to the company in order to grow in the market.
Aim:
To evaluate the concept of digital technology in visitor economy, and challenges faced by the
digital technology, opportunities, for technological development.
Objectives:
 To understand the concept of digital technology and theories used with this respect.
 To identify different issues and concepts form different perspective pertaining to the use
of digital technology in the sector.
 To evaluate the impacts and challenges it comes up with along with extended
opportunities of technological development.
 To recommend some good strategies to overcome the issues and ensuring better
performance by the organization.
MAIN BODY
Literature review
Theme 1 Concepts, theories and issues relevant to the digital technology
According to author Hua, Li and Zhang, (2020) digitalisation is known as process of
making use of technology and data driven management for changing economic system. It is one

of the best tool to create innovation and generating economic and environmental efficiency as
well as to increase productivity of firm. In addition to this, concept of digital technology deals
with worldwide economic activities that enables communication. The role of digitalisation in
tourism can be used in planning and making the travelling easier and cheaper. As per the view
of Purnomo, Sari and Aziz, (2020) there are various theories which can be used to describe
learning process of digitalisation so that company can make greater use of it. The R.A.T Model
is developed by Dr. Joan Hughes with aim of helping teacher to analyse the usage of technology
in the classroom. Along with this, connectives are learning model which helps deriving learning
outcomes and forming connection as well as framing ideas for running the business effectively.
The aim of this theory is providing opportunities to learner so that it can solve problem easily
and effectively in scenarios of using technology. Moreover, ADDIE model is related with
instructional design and it is consisting of analysis, design, development, implementation and
evaluation. However, Filimona and Naumova, (2020) contradict and state that digital technology
is difficult as there are various issues related to it. One of the major challenge is lack of change in
management strategy as making use of technology will change the objective and can lead to
failure. Along with this, new processes and technologies present challenges as proper training
need to be given to employees so that it can be more productive and help employees to
understand their values.
Theme 2 Need for digital technology
As per the view of Li and et.al., (2021) every organization wants to improve their
workforce so that it can perform smarter and faster in order to be more productive. Along with
this, making use of digital marketing helps in achieving the goals easier as flow of information is
smooth and collaboration increase. It has been seen that Microsoft office 365 helps employees to
work together and benefit them in achieving aims without wasting time. With the increase in
competition it has become very important for the company to encourage team work within
company so that service can be deliver effectively to customer. Similar view has been given by
Law, Leung and Chan, (2019) that digital technology major advantage is it increase customer
satisfaction and create strong consumer experience as well as their loyalty towards company.
Qatar airlines and Hilton make use of digital marketing so to increase their awareness in the
market area. They also have their website through which customer can directly book their tickets
and book room while paying digitally. Thus, both the organization is trying to increase their

customer experience through being innovative. As per the view point of Filimonau and
Naumova, (2020) the best example is The SEO that is Search engine is the best for Hilton hotel
as which helps in better searching and have more customers in their businesses. This is the most
useful digital marketing way which provide information by displaying sites and meeting the
expectations with providing information to the guest for the hilton hotel.
Theme 3 Challenges and opportunities of technological developments
According to Zsarnoczky, (2018) the visitor economy benefits the small business including the
grocery stores, also preserving the heritage cultures. As the visitors from the tourism sector
mainly benefits the small businesses with allowing earning steady income and helps in providing
large employment opportunities. Also, with growing tourism industry mainly results in growing
the small businesses opportunities to earn high standard in living. By having the use of digital
technology it makes the work easier as there is less use of workers in the company. The use of
machines and robots makes the work to do faster and increases the productivity of the company.
As for example: The another benefit of the visitor economy on the small or medium
business is that it makes diverse communities to involve that help to arise the development of in
economy. Also, it results in growing the small and the street food shops and businesses when
wide range of tourist mainly arrives in the city and adapt the cycling tours to visit the whole city.
Furthermore, it helps in encouraging the street hawker’s small businesses with increasing the
visitor's economy in the UK.
On the other hand, Whitelaw, Mamas and Van Spall, (2020) has stated about challenges of
technological development such as digital inclusion which is one of greater obstacle to
technological innovation as not every person has access to internet and not everyone has good
experience of digital technology. In addition to this, another challenge is critical thinking as
technological innovation provide data quickly and the ability to make judgement is getting poor
as most of the big companies realise on it. One of the biggest challenge is high investment as
small and medium entrepreneur do not have enough budget to implement and train their staff.
On the other hand Adeyinka-Ojo, Abdullah and Teo, (2020) it says that the tourism sector used
to face big problem in the market by using the digital technology. As this make them to get the
bad reviews sometimes on google, Instagram, Facebook, etc. that makes them to have decrease
in the profitability. As for example: The structure of the Hilton hotel with changing the trends
and environment results in highly competitiveness to operate in dynamic market. In this sector it

makes the companies to have more and more use of digital technologies which decreases their
profitability by investing highly in the digitalised market. Economic uncertainty is also one of
the biggest challenge faced by the hospitality industry as this makes them to have continuous
changes in the market. Adopting the new technology on the continuous basis used to have great
impact in the working of hospitality sector.
Case study analysis
In the recent era, it is very important for the tourism sector to have its presence on the
social media. By having the digital technologies and networking sites it supports Liverpool
cycling tour to have better interaction with the customers and make them have better customer
experience. The cited company used to provide the bicycle tours to all the visitors and people
and have eco-friendly cycle tours.
Social media has the huge impact on tourism industry in order to focus on consumer who
can engage with the help of social networking sites and then research trips. Then it is necessary
for make inform on decision which are related to other tours and travels and it can be said that
there are personal experience of particular hotel, airline and restaurant. Liverpool cycling tour
used to have its presence on the social media that helps them to have in which to attract large
number of audience by connecting dots for long experience in new and something that can be
impact on positive side for tourism. Also, the cited company has improved its presence by focus
more on developing the emotional and visual appeal with audience. By this it helps them to have
better focus in this sector Brown and Brown, (2019)
Social media presence at Liverpool cycling tour company-
The organization is located at North west, specifically covering up Liverpool and some
peripheral areas. This gives number of services such as offering different cycles, suggesting safe
routes, maps, books, promotion of government project of promoting cycles, health initiatives etc.
due to wider scope of offered services the organization is more likely to abide with Digital
Technology in order to make its clients highly satisfied (Purnomo, Sari and Aziz,2020)
The entity engaged in visitor economy business so it ensures that maximum number of
digital tools should be instilled in order to get thrive. With the progress of time, the visitor
economy of nation is getting soar. In such predicaments the organization can not afford any
lacuna with this respect. There is hyper of Micro-blogging sites. For instance- Facebook,
Whatsapp, Instagram etc. are being used to the fullest extent. On the other hands, it is using sort

of cloud services too (Gregurec, Tomičić Furjan and Tomičić-Pupek, 2021) As the entity is
offering safe road services so it uses AI, and sort of automation technology in attempt to be
highly affective. The Official Instagram Account can be cited as the best evidence of its
digitalized business.
Current digital technology related strategies-
The organization has a clear perception that with the progress of time the business can
only be operationalized. At present the company has targetted to just work in its per-intended
area. There are no largely prevailing branches, or centres so it becomes inevitable having kind of
localized digital strategy. That's the reason it is using sort of social media platforms so can hike
its sales and diaspora in term of customers. The digital strategies are restricted to social media
platform and some micro-blogging sites (Arachchi, Sandaruwani and Dinusha, 2022)
It would be fair enough that at present the organization is inclined to abide with “Social
Media Marketing Platform” Hua, Li and Zhang, (2020) for its business. It is having its own
website too, where the visitors may go and can spill the all beans. It would be quite inevitable
since in the prevailing predicaments an entity seeking for sky rocketing growth can not keep its
steps back. The website is offering all relevant information so can enhance its ability to make a
strong reach to the potential customers and can make sure their frequent visit for acquisition of
services.
Now it is also serving a new realm, where the cycle consultancy is being provided. For
fulfilment of this aim, there is need to confront with range of digital technology related
challenge. Liverpool is giving hyper attention to its social media depended-strategy so can
augment the value it wants to delver in its perceptual form (Qiu, Lv and Chan, 2022)
Quuu promote which is one of the important advertising tool which help the company to
attract and help of fascinating software. For the cited organization it has be said that it is help for
providing the hand-picked content. By this it helps the influencers to have increase in the
research by having more content on social media. According to Bauloz, (2021) it has been
analysed that there are high quality of well written content which Quuu and it can be review on
the basis of every submission that are allowing for promoted their network. By using the hashtag
on the social media apps makes the customers to have more focus on the advertised products and
services by the company. Further, this also increases the customer engagement wherever
necessary.

This digital technology strategy is having some perilous notions which are somehow
toppling the ability of Liverpool to outstrip its competitors and becoming the word of mouth.
There are some issues such as giving utter attention to the social media platform. There are
number of other platforms such as SEO, Email marketing, Content marketing, Mobile marketing,
Affiliate marketing, Pay per Click(PPC) etc. but the organization it glued to the single set which
is affecting its ability Bauloz, (2021)
It is very important for the cited company to have better use of the social media apps as
this helps them to create awareness. Further it has also seen and analysed that there are different
trends are changed which are necessary to focus by Liverpool as in order to generate better
awareness in the market. On the other hand, (Purnomo, Sari and Aziz,2020) said that traditional
communication channels and societal reliance on bricks and mortar operation which can be
necessary for seeking best practices.
This will helps the company to have better use of the digital and social media marketing
strategies that helps them to have better market share and profitability. In order to make the
social media presence it is necessary to use the different thing which help for charges extra
money and this is difficult to operate business accordingly. For example in order to make more
customers the company has to do the more expenses on the advertising. Further, in this there are
digital technologies that can be used by cited company that supports them to have betterment in
the competitive market.
In context to Liver pool cycling tool it can be said that there are different type of digitalization
activities are performed by company in order to create opportunities for tour sector to have
proper access in the new market. By this it helps the company to have advertisements of the new
services so that it can be beneficial for adapt new business model. Also, chosen organization has
work with the help of upgrading their position in the global tourism value chain which can be
integrated into digital ecosystem (Arachchi, Sandaruwani and Dinusha, 2022). Further, media
played important role in order to focus more on become mediator as well as it help for conveying
message to audience.
Digital technologies strategies
Tourism industry is one of the vast industry in the world, in context to digital technology visitor
economy improves its strategies. Digital technology helps such sector to have wider expansion
and have personalization in the market. After pandemic the trend of digital technology for tour

industry also increases that helps them to provide better attraction of the customers. (Whitelaw,
Mamas and Van Spall, 2020). These all strategies help the company to have better profitability
and have efficient resources management and allocation. Some of the strategies are as described
below:
Cloud services- This is considered as one of the important services that helps the
company to have better recording of the things. By having the better cloud services it can digital
content which are necessarily used by investing the infrastructure and IT staff. This staff helps
them in making the cloud computing for ideal solution. By this it helps the cited organization to
have better investment and growth opportunities and have up-gradation in the market. This will
support them to have record of the content that is uploaded on the social media apps.
Feedback on social media- The technology in the market is changing on the rapid basis
and this used to differ from market to market. Liverpool Cycling Tour used to have online
presence which help to target large numbers of audience as they used to have better
advertisements on the social media apps. It can be considered as one of the best strategy that any
firm can adopt as more than half of the population is using smartphones. There are different
types of social media applications are present which is related to twitter, Instagram, Facebook,
etc. These all above stated applications are used by the customers and here they can provide
there feedback as well that will helps the company to have some improvement as required by the
customers. (Hilbert, 2022).
For instance, the visitors of the cited company can share there tour experiences on the
social media apps. By this it will be easy for others to know about the services that the company
used to provide in the market. This will help those people who used highly engaged in using the
social media apps by checking the feedbacks of the person who has already availed the services.
By having the positive feedback it will help the company to have better availability of the
services provided by them. Thus by this it will also attract more customers by checking the good
response of the people by availing the services of the cited company.
As in the today's era it is very important for the company to have better strategies in order
to have its presence on the social media. By this the audience used to get attracted by seeing the
better advertisements on the Instagram, Facebook, etc. Thus it also helps the company to have
increase in the market share and have better profitability.

Digital conference related facilities- It is very common for the firm in order to fcous on
free Wi-Fi so that it attracts and provide better facilities to guests. Further it also provides the
benefit with digital conference facilities with high density of Wi-Fi for conferences and
meetings. This will help Liverpool cycling tour to offer access to audio- visual and digital
facilities for happening of conference. For the staff this is helpful for using digital equipment
which are help for equip the facility.
Recommendation-
 According to Strutynska, Kozbur and Melnyk, (2019) it has been recommended that the
liver pool cycling tours is mainly guiding the amazing cycling routes to the users as for
embedding more use of digital technology in the business the company must make use of
various social media strategies and marketing tools as by using the social media apps
mainly the Facebook, twitter and Instagram helps the company for making aware of the
services provided by the company with preserving the environment and encourages to be
more health conscious.
 With the recommendation of using video advertisement on Instagram will help the
Liverpool cycling tours company for targeting large numbers of audience also promoting
effectively by finding the right technology for faster transition. Thus, this will help for
overcoming the issues faced by the cycling company of the digital transformation and
necessary for growth of company by focus more on new technologies which are
identified needs of firms.
 Further more it has been suggested that partnering with the AI technology mainly help
the company to exhibit the dangerous routes and the hotspot areas while cycling and the
need for improvement and choosing the right infrastructure and the raids for cycling. This
helps in prioritizing the safety of the cyclist with developing the urban areas
infrastructures.
 Also, by partnering with the AI technology or the cycle AI it manly helps the cyclist and
users to calculate their safety scoring and choosing the best path for the cyclist with
rating their own safety. Thus, it helps to enable to take the picture of the rates to the
cyclist while cycling by using Liverpool tours for obtaining the safe scoring.
 As with Creating Google ads account for the affiliate marketing help Liverpool for
targeting the audience by strategy of searching, display & video ads. This is help for

customer to reach out by showing interest in the product or services. With the use of
Google ads help for advertising company global level. Chen, Visnjic and Zhang, (2021)
said that there are different type of program are available in the market which help
company in order to focus on increasing the targeting audience for travelling in the city
and using cycling tours for visiting and exploring the entire city by persevering the
environment with the help of different types of content.
 It has been recommended that the Liverpool cycling tours company must use the social
media and the AI technology for providing employment to peoples in order to focus more
on digital technologies. Also, addressing the safety issues with tracking the road safety by
AI. Thus, by embedding and using different technologies helps in grasping the
opportunity of improving the business with other technology sources.
CONCLUSION
From the above report it has been summarized that digital technology is known as process of
making use of electronic tools and resources with the motive of storing data. Along with this, in
the literature review section it can be stated that digital technology is very crucial for tourism
industry as it give them another platform to increase their brand awareness as well as to improve
their productivity. Various author has stated that there is need of technology as it helps in
improving the production and maintain smooth flow of information throughout the organization.
Along with this, some of the advantage of digital technology is it improve customer experience
and increase the brand awareness in better ways. Moreover, report has depicted about some of
the issues related to technology like high investment and poor critical thinking of business.

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