Digital Technology Strategies for Visitor Economy: A Case Study of Cedar Manor Hotel

This report discusses the inter-linkage between digital technology and visitor economy. It evaluates the case study of Cedar Manor Hotel and its current digital strategies. It suggests new digital technology strategies for the spring season.

TLH342 Digital Technology
and the Visitor Economy

Table of Contents
INTRODUCTION...........................................................................................................................3
Literature Review.............................................................................................................................3
MAIN BODY ..................................................................................................................................6
Case study evaluation and findings .............................................................................................6
New digital technologies strategies.............................................................................................8
Social media plan ......................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1
APPENDIX .....................................................................................................................................4

INTRODUCTION
Digital technology and visitor economy are inter-linked with each other. Extent of digital
technology that is used by visitor economy business helps in increasing the efficiency of the
services. Thus, Digital technology is playing vital role in the visitor economy. The wider and
effective integration of the digital technology has helped in solving the threats and challenges
that are coming in the tourism and hospitality businesses (Kim and Hall, 2020). There are large
number of challenges and opportunities are aligned with the technological development which
are underpinning the digital technologies with the visiting economy.
Hospitality and tourism industry are effectively adopting the digital strategies that are
assuring support to them in terms of creating effective interaction with customers. The present
report will create the spring season digital communication strategy within using the case study of
Cedar Manor Hotel. This is A SME hospitality organization that is located in UK within having
existing social presence. The report will conduct the literature review in context of explaining the
theories and challenges that are relevant to the visitor economy. Furthermore, evaluation of the
case study will be done. On the basis of the evaluation new digital technology strategies will be
recommended.
Literature Review
According to Budd and et.al., (2020), the concept of digital technology is to attract more
people towards the technological innovations with the help of IOT, VI and AI. These are the
concepts which help to build up the digital innovations which are necessary nowadays. It is
attracting the interest of people forward to the hospitality industry where people get easier way to
travel and get a cheaper price as before in the pastime. The increasing generation towards the
digital technology have gaining the interest of more people for the hospitality industry. Some
hotels are adapting many everyday devices which will help to grow their hospitality business, but
the small hotels are adapting these innovations very fast.
On the other hand it is stated by Han, (2021), social media is also included in the
category of concepts that relate to digital technology which increasing the hospitality industry for
using the most IOT which helps to save the specific costs on the energy which are certainly
optimizing in the hotel rooms. The industry is using this which have an automatic power to
controlling on the energies. (theories) explains that the Hospitality organizations have much

potential for seeking up the informations to avoiding unnecessary consequences which are
stopping to having a proper benefits from the certain development.
Whereas, as mentioned by the Holmström, (2018), innovation and some different
technological advancement especially increasing in the hospitality industry and the tourism.
From adapting the technology the hotel is moving forward with the new trends which are helps
in making innovative market place where it has a many innovations into the hospitality industry
and tourism as well. There are some issue which are probably occurred with the digital
technology which are changing the need for development with the technology which changes the
marketing terms as well.
In the opinion with Ciriello, Richter and Schwabe, (2018), Virtual world is presenting many
biggest challenges towards the maintenance and requiring the lot of investments with the using in
term of internet uses which are updating the required skills which are more necessary towards
the potential visitors who have a major interest in the current changing digital technological
world. Many people who have change their perspective towards the plan and travelling into the
particular country or place if the question of which were asked by the visitors and did not get the
answer on time that may have a big issue for them to have a proper response on time. The
another issue may having a cyber issues and hacking which are increasing day by day and
creating the challenging phase for the people who are facing the challenge as well.
In the opinion of Cohen and Hopkins, (2019), there are many benefits of the digital
technology in the visitor economy where it has in the hospitality industry as well. As of knowing
about the digitalized world the internet has become the major and important part of the daily
lives whereas, playing a vital role in the hospitality industry where it has a part of sharing such
informations or having the personal blog of the hotel industry and finding the locations through
the computer or any personal laptops. These are the facilities which are manifesting many sectors
which are aware of increasing it. According to Tsou and Chen, (2021), The hospitality industry
as well as the tourism industry both are wanted the better marketing position which are very
essential for them to survive in the market where the competition is tough. On the other hand, as
per the views of Koens, Postma and Papp (2018), technology has brought some issues and
challenges as well which are the causes as unemployment, guides and managers who are losing
their jobs due the upcoming internet facility and developing the digital platform.

As said by Gretzel and et.al., (2020), the people are wanted more reliable facility and
proper services, as the digital technology is increasing the guest interest towards the travelling
and tourism which positively affecting the hospitality industry as well. The people required more
facilities which are totally digitalized like WiFi which is attracting the interest of people and
having a better experiences which are certainly changing their lives with the perfect digitalized
platform. It helps to boost up the guests experiences and certain changes which are necessary and
help in the development with the technological process as well. As mentioned by Astuti,
Sanawiri and Iqbal, (2020), The hotel management is adapting many changes which are required
to have a proper application for offering the facility to order right at the pool directly from the
digitalized platform and having a proper consideration as well. Every time new digital facility
help to develop the better opportunity for the having better experiences. The having a positive
impact on the hospitality industry which are increasing the brand awareness as well as the
operational effectiveness which are here for improving the customer experiences.
As mentioned by Soto-Acosta, Popa and Martinez-Conesa, (2018), There are many
challenges which are facing by the hospitality industry such as the hesitation to investing into the
digital technology which create a lack of understanding with the serving proper technology for
the travel consumers who are creating the demand for it to have a better and equal experiences
which are in the positive manner. The next challenge is acquisition with the technology solutions
which are face by the taking care of services are probably converting into the retention process.
To know about the guest lists with the selling out the proper and general property which are not
in the use of the owners. There is another big challenge which is faced by the progressive
hospitality industry which have a proper data controlling system which are probably in the single
point of view with the different kind of the technology and digital platforms which have a proper
digitalized usage. In the opinion with Arvidsson and Mønsted, (2018), There are many
opportunities which are currently invented for the better purpose of the digitalized platform
which help to build up the correct facility to have a virtual reality as well as the artificial
intelligence which are creating proper digitalized world.
Hospitality industry is listed as the fastest growing sector in the whole UK. It is providing
the best experiences to the people for adventuring the world as well as the services with the
proper digitalized platforms which are playing a huge role in it. Hospitality industry is providing
the comfortableness and proper services which are helping people to having a better experiences.

The field is all about to manage the proper facilities. The tourism industry is also necessary for
the better experiences which are help to having a tourists attractions which will automatically
increases the attraction for the hospitality industry.
MAIN BODY
Case study evaluation and findings
Cedar Manor hotel is the small and medium size hotel which is located on the outskirt of
the Windermere of the lake district. The hotel provides the accommodation services to the
visitors. The rooms of the hotel are designed in effective manner that assures effective services to
the customers and interior design of the hotel has been done with the handmade furniture. The
organization is facing issues in relation of attracting the large number of customers and this is
because of ineffective interaction among the organization and customers (Cedar Manor, 2022).
However, the organization is not able to retain and approach the customers due to lack of
effective digital strategies and lack of investment. Thus, the present case is based on preparing
the spring season digital strategy for the Cedar Manor. So, the organization effectively manages
the threat that comes in adopting the digital technologies. The hotel has managed their social
presence within making a page over the Facebook and Instagram. However, there are more
digital strategies required for the hotel in terms of increasing the efficiency of business (Law,
C.M., 2002).
Findings
In order to know about the digital strategies that is being used by the Cedar Manor, primary data
has been gathered within asking question from the 10 employees that are mentioned below-
Does your organization have official
website?
Respondents
Yes 8
No 2
Total 10
Which marketing has been preferred by
your organization?
Respondents
Influencer marketing 1
Social media & email marketing 9

Total 10
Does your organization offer online booking
facilities?
Respondents
Yes 7
No 3
Total 10
Does your organization is effectively active
over the digital platform?
Respondents
Yes 2
No 8
Total 10
Thus, on the basis of the above findings the current digital strategies of the organization have
been known and those are-
Current digital technology strategies used by the organization
Digital strategy focuses over using the technologies in effective manner in order to
improve the business performance. Thus, digital technology and visitor economy are inter-linked
with each other. Visitor economy has been determined as the place centred concept in which the
local people, visitors and the tourist interacts with each other (Kim and Hall, 2020). Thus, Cedar
Manor is the small hotel which is being considered as the part of visitor economy SME business.
The hotel is using certain digital strategies and those are-
Website of the organization- This digital strategy is related to preparing the website of the
hotel. Cedar Manor has prepared its own website. So the customers can have information in
regards to the hotel. This digital strategy is just limited to having specific knowledge in regards
to the hotel. More specific digital strategy in this context is required which allows customer to
solve their queries and doubts (Kim, Liu and Williams, 2022). Currently, customers are highly
aware about the health after the COVID. Therefore, they need assurance in regards to the safety
that is being assured by the organization. Thus, organization must adopt specific digital strategy
that lead to support the customers in terms of solving their doubts and queries.

Online booking- Online booking refers to the pre-booking of hotel. This digital strategy has
been currently adopted by the organization. This enable customer to make pre-booking of the
rooms where they can stay (Cedar Manor Hotel, 2022). However, in current era it is not enough.
Customers want more options and therefore, organization must develop coupon or discount
facility for the customers. So, the customers can get attract towards the business and makes more
number of bookings. Thus, in this manner Cedar Manor can get the benefit of increasing the
effectiveness in the business. Along with this, interaction with the customers can also be
increased (Cameron, 2020).
Social media presence- The organization has made their official page over the Facebook and
Instagram which is not effective enough to attract the large number of customers. The major
focus is needed to put on updating the content over the social media platform on regular basis.
The feedback from the customers their reviews and the services of the organization must be
updated over the social media platform. So, the customers can become aware about the services
of the hotel (Parvez and et.al., 2018). Currently, Customers get influence within seeing the latest
updates over the social media platform. This can be taken as opportunity by the cedar manor and
therefore, the organization must focus over increasing their social media presence.
Email marketing- This has been considered as that digital strategy that is being used in terms of
sending the mails to the customers. It helps in targeting the particular group of the customers and
on the basis of that customers have been approached by the organization. Thus, Cedar Manor is
using this digital strategy for targeting the customers. The email is send to those customers who
has already experienced the services of the hotel previously. The email is related to the greetings
and calling back to customers for again experiencing effective services (Lam and Law, 2019).
Thus, this digital strategy is being used by the organization to create the interaction with the
existing customers.
Thus, all the above mentioned points are clearly specifying the digital technology strategies that
is being used at the Cedar Manor. It can be evaluated that the digital strategies that are being
currently used by the organization is not efficient enough for assuring higher benefits to the
business (Buhalis and Moldavska, 2021). As the Cedar Manor is small-medium size hotel
therefore, organization must assure focus over developing more specific digital strategies.

New digital technologies strategies
It has been evaluated from the analysation that, Cedar Manor requires more efforts in terms
of implementing effective digital strategies that can assure benefits to the organization. Thus for
the spring season there are certain digital technologies strategies that must be adopted by the
organization and those are-
WIFI Infrastructure- Currently customers seeks for WIFI connection at the hotel where they
can easily experience the benefit of suing WIFI. As Cedar Manor is small-medium sized hotel.
Investing in WIFI would not cost high for them and within this it will attract numerous
customers as well (Lei, Wang and Law, 2019). Therefore, investing in WIFI is considered as best
option for the hotel. Thus, Investing and maintain the hotel-wide wireless network is being
proven cost effective for the organization. Thus, Cedar Manor must invest in WIFI Infrastructure
as this would assure higher benefit to the organization and along with this it helps in attracting
large number of customers as well.
Digital apps- Customers are highly keen about the digital apps that is being used by the hotels as
they do not like to invest their time in procedure of check-in and check-out. Customers are
highly oriented about the digital apps and mobile application. Cedar Manor must prepare its own
app where they can provide information about their venue, room services, check-ins and check-
out timing. Also, organization can approach any app that is dealing with providing information to
the customers about the hotel. Thus, this will help in creating direct interaction with the
customers (Nowak, 2018). Also, with the help of this customers can be aware about the
information of the hotel. Furthermore, with the help of own app, organization can provide the
discount coupons to the customers which leads to attract the large number of customers.
NFC technology- NFC refers to the Near Field Communication technology that allows the
wireless communication between the two electronic devices which are close to each other. Thus,
within using this technology, Cedar Manor can adopt the easiest payment method for the
customer. Also, this allows customers to make payment in easiest way without performing large
number of formalities (Saura, Palacios-Marqués and Barbosa, 2022). Therefore, NFC technology
must be used by the organization. Digital technologies strategies are all about providing ease to
the customers so, they can effectively experience the quality services at hotel without spending
long time in the formalities. Therefore, hotel must use this technology as this is cost-effective
that leads to solve the issues of high cost for the Cedar Manor.

Customer feedback system- Customer feedback system has been determined as the system that
enables to gather the feedback from the customers over digital platform in relation of the
customer experience. Thus, this can be said that customer feedback system is the effective digital
technology strategy that is being used by the hotels in order to gather the feedback of the
customers (Semenov and et.al., 2017). The strategy is just not limited to gathering the feedback
of the customers. Furthermore, feedback has been taken in the consideration and the work is
being done on the feedback that has been received. There are certain benefits of CFS that can be
experienced by the Cedar Manor.
For example- The organization can become aware about the thoughts of the customers regarding
their services. Also, effective interaction with the customers have been made that helps in
increasing the interaction between the hotel and the customers. Thus, Customer feedback system
must be approached by the Cedar Manor that results in assuring higher satisfaction to the
customers. It is highly important to understand the customer’s perception as on the basis of that
only the needs of the customers can be full-filled. Customer feedback system is that digital
strategy that leads to allow Cedar Manor in terms of understanding the customers (Leung, Xue
and Bai, 2019).
Customer relationship management- Customer relationship management has been considered
as that tool which leads to manage the relationship with the regular and potential customers.
Therefore, it is important for the business to adopt this digital strategy as with the help of this the
interaction can be made with the potential customers of the organization. Cedar Manor can
maintain the effective interaction with the regular customer within using customer relationship
management as this will allow hotel in context of being in touch with the customers. Therefore,
this must be adopted by the hotel.
There are certain benefits of CRM that can be experienced by the Cedar Manor and those
are- improving customers service, increase in the customer retention rate, increasing sales and
higher productivity in the business. Thus, with the help of CRM, organization can effectively
assure higher and quality customer service that results in increasing the customer retention rate.
Also, customer sales of the Cedar Manor can be increased that will ultimately result in enhancing
the productivity of the organization (Law and Jogaratnam, 2020). therefore, customer
relationship management must be adopted by the Cedar Manor as in the upcoming spring season
CRM helps in attracting large number of customers towards the organization.

Social media strategy- Social media strategy is being referred to that digital technology strategy
which is highly efficient enough in attracting the large number of customers towards the
organization. Also, it leads to create the higher reach of the organization. It has been determined
as the most appropriate strategy for those hotels that does not have high budget that could be
invest in the technologies. Thus, Cedar Manor can adopt this technology strategy as it will be
cost effective and along with this it will provide effective results as well.
In the social media strategy, Cedar Manor must become active over the social media
platform. Firstly, the organization must focus on developing the theme decoration at the hotel on
the basis of the seasons. Afterwards, the picture must be taken and those photos must be
uploaded over social media (Evans, 2020). This results in reaching the large number of audience
over the social media. Along with this, hotel must upload the feedback of the customers over the
social media platform. As this leads to create an image in the front of the customers that,
organization has assured effective focus over creating higher level of satisfaction for the
customers. Here is the social media plan for Cedar Manor that will help the organization to
approach the large number of customers over social media platform.
Social media plan
Social media plan enables the organization in terms of determining the targeted audience,
social networks that has to be joined and the type of content that should be uploaded over social
media platform (Chanthinok and et.al., 2018). Thus, this helps in preparing effective social
media strategy. Here is the social media plan for the Cedar Manor-
Table 1- Social media plan
Targeted Audience Social network Type of content Measuring the
results
People among the
age of 15-45
Instagram, Facebook
and Twitter
Customers feedback. When customers starts
liking the uploaded
content.
People above the age
of 45
Facebook Photos and videos of
hotel.
When the followers
will be increased.
Customers on the
basis of behavioural
Digital app and
website.
Customer feedback
and the photos and
When large number of
customer starts

segmentation videos of hotel. installing the app.
Thus, on the basis of the above social media plan, Cedar Manor can effectively approach
the large number of customers within using the digital technology strategy in effective manner.
CONCLUSION
The above report has concluded that digital economy and visitor economy are interlinked
with each other. As visitor economy is referred to interaction of local, tourist and visitor with
each other at specific place. Digital technology plays vital role in relation of increasing the
interaction among the visitors. Effective communication can be established between the
customers and the organization within adopting the effective digital communication strategies.
The report has highlighted the case of Cedar Manor which is a small hotel and facing issues in
relation of approaching the customers due to ineffective digital strategies. The report has

performed the literature review that highlights about the issue faced in adopting digital
technologies in visitor economy.
Also, the digital technologies that is being adopted by the selected organization has been
described and it has been witnessed that, organization needs to assure more focus over adopting
specific digital technology strategy that supports the services of the organization and often helps
in creating effective interaction with the customers. Thus, the final conclusion that is being
arrived is that digital technology strategy has been proven highly effective for the visitor
economy in regards to creating effective interaction and communication.

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Online
Cedar Manor, 2022. [Online] (Accessed through) < https://www.cedarmanor.co.uk/ >.
Cedar Manor Hotel, 2022. [Online] (Accessed through) < https://www.dnb.com/business-
directory/company-
profiles.cedar_manor_hotel_ltd.2991eadd4f76748a990b67c77f1f0418.html >.

APPENDIX
1. Does your organization have official website?
 Yes
 No
2. Which marketing has been preferred by your organization?
 Influencer marketing
 Social media & email marketing
3. Does your organization offer online booking facilities?
 Yes
 No
4. Does your organization is effectively active over the digital platform?
 Yes
 No

6