Report: Digital Technologies Impact on Visitor Economy - Utracks

This report provides a comprehensive analysis of Utracks, a UK-based tourism enterprise, focusing on its utilization of digital technologies within the visitor economy. The report begins with an introduction and a literature review examining social media strategies, including the use of Facebook and Twitter, and the potential of chatbots. A case study evaluates Utracks' current social media presence, identifying benefits and drawbacks. The findings highlight the importance of digital marketing for attracting customers and building brand awareness. The report then presents a discussion of the findings and offers recommendations for a new social media strategy, including personalized customer experiences and targeted advertising. The conclusion summarizes the key insights and emphasizes the value of digital technologies for the company. References are provided to support the research and analysis.

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

business can know about the everyday task but if they are implemented by suing the best method
then it will allow the business or the organisation to act in more individualized experience for its
customers. For this they can also use the different methods that are regarding business can stop
linking their advertisements from their pages and can use the ads that can do direct contact with
their costumes or audience with the help of using chatbot with their messenger window. Social
media strategy are made by the marketing or human resource department of the business. By one
negative feedback the reputation of the business can also loose as it is the main factor for the
company works so that hey get only positive reviews from their customers.
As per the Yashalova, N. N. and Vasiltsov, V. S., (2020) linking the ads with the chatbot
will result in creating the customer experience in more personal way by the business. It will also
help in boosting the sales of the organisation by making the true-blue fan base. Lastly it will also
result in breaking the traditional views customers of the company which they were trying to sell
their products. Social media strategy will also help the enterprises to report, improve and
measure their activity that are related to the customers. It will result in analysing the performance
of the company by its post and comment. The strategy will also act as the reference and
framework point of the business which are used at the time of making the social media plans by
using all this stuffs that are resources etc. social media are very difficult to measure
Leick, B., Eklund, M. A. and Kivedal, B. K (2020) stated that the business can use different
strategy that are making an efficient marketing strategy that will help them to attract large
number of the audience which will help them in the growth of the organization. Social media
strategy will also result in improving the brand awareness among the world which will form in
increasing the business visibility by using the digital marketing platforms. The business can also
starts the social media profiles that to start the networking with the others by answering their
questions and solving all the queries and problems that are faced by the customers. Having the
social media strategy it will benefit the brand by its regular use and the business can contact their
customers without wasting any time and money.
According to Bauman and Lucy, (2020) social media strategy are used by the company to attract
large number of customers and audience that are the important core of thee business. By his the
marketing department of the company y know about what are the needs of the people and how
they can come up with that needs by posting the images on the social media. On of the thing that
the business can do is to take the negative reviews of the company in positive ways by improving

it in good manner. On the other hand he also says that it also results in drawback for the business
as it is very time consuming as there are several social media tools that are used by the business
which are free or low in cost as compared to the normal advertisements. The business that have
used this social media strategy they know that this is very time consuming as compared to the
other activities that are performed by the organisation for attracting the customers.
By Kenney, M., Zysman, J. and Bearson, D., (2020) the social media strategy also result in
drawbacks of the company as it consumes lot of time and money and resources. As it creates lack
of emotional connection as if the customer was the relative of the member them it will also result
in conflicts between both of them. It also results in decreasing the connection and
communication that is face to face as if the person of the company have said or replied in the bad
manner then it will result in unusual and awkward at the time of responding through messages as
there is lot of difference in speaking and writing as the other person will make the engagements
as per his mind set. This also leads to that business have to keep their more focus on the social
media strategy as compared to the other tasks and activities.
For example the business can also lose their followers if they will not post anything for the
weeks or the months.
CASE STUDY EVALUATION (FINDINGS)
Utracks as a small size tourism enterprise, may attempts to be competitive and gain
competitive benefits, for which company may utilize Facebook which made it able to promote
venture all over the world. It can be said that, social media encompasses varied channels and
applications, which marketers may use to advertise their services and products as well. It
includes, Facebook, twitter, We chat, Tumblr, etc. Utracks market use Facebook for marketing
purpose, which allow firm to communicate with target customers. With this current social media
strategy firm get many benefits, but on the other hand it may face varied problems due to
disadvantages of current social media strategy. Utracks is the tour operator industry which is the
combination of travel and tour components that is related to making the holiday packages for the
peoples. This industry work for advertising and producing the booklet that are regarding
promotion of the holidays and products that are offered by them to their clients (7 reasons why
social media marketing is important for your business.2021). The enterprise also provides
services that are booking the transportation tickets and other things. The company is situated in
40 countries that are Australia, Russia, Belgium, Cyprus, Denmark, France, Scotland and turkey

with his headquarter in united kingdom. Also, by using the social media strategy the business it
helps them to develop their own even improved than competition by using hard-hitting and
beneficial platforms such as Facebook, Twitter and the most trending one that is Instagram
The current market strategy that is used by the Utracks to promote themselves on the
Facebook by sharing the images and ideas. As this helps the company to divert the attentions of
the customers on their feeds as it will make them attractive (Yashalova and Vasiltsov, 2020). It
will also result in posting professional videos and posts that will lead to eye- catching. By using
Facebook company also uses the links for their content which will be interesting and use full for
their customers. This also form that Utracks not have to come with the new and unique content.
They use this to promote themselves without wasting money and making their customers
that the business provide them the genuine desire which was expected by the individuals. It has
also resulted in communicating with the customers by using the social as by replying their
comments. Utracks also uses twitter to get followers from the worldwide and also they follow the
popular users. There are so many influencers who promote them that also include bloggers and
travel experts (10 Disadvantages Of Social Media Marketing & What To Do? .2020). The
company have also made their hashtags so that the customers who posts the images of their
services they can tag them and can also use their hashtags by that so many persons can know
them and also can also make their friends and family know about the company and their
hospitality (Navarrete 2019). When an organization want to achieve set objectives, it may
attempt to develop the most powerfulness content, which may determinative each buyer towards
buying tour packages. The benefits of using this social media by Utracks are it helps them to
contact with their customers and having direct connection with their consumers. The fact of this
benefit is that the company want to target its audience on daily basis so that they do not choose
other company on comparison of Utracks. It will also lead to opportunity for firm as it will result
in the fastest way to talk to the individuals. By the social media the company can also build up
the relationship with their customers as Well as prospective clients with full loyalty and honesty.
The other benefit of using this strategy are the firm can name themselves as the expert because in
today's word every organization and business want to work with the experts who have good
reputation across the world. On the other hand they also provide the opportunity to show
themselves as the experts by conducting the tours in specific regions, seasons and groups. It also
makes the company to perform all its tasks and activities like human performs similar social

media strategy make Utracks human (Philip and Williams, 2019). As it allows the company to
know about targeted audience that are behind the company. For example the company can post
different posts and story that are regarding the face to face feedbacks of their clients or employee
spotlight that are done on the weekly basis by Utracks. On the other hand it also contributes to
the bottom line of the business. The main work of the social media strategy that are used by-the
business is to increase their sales by attracting large number of customers. Further the business
also uses them to update the channels on the regular basis by using the different hashtags that are
made by the business(Silvaggi and Pesce, 2018).
Further the other benefit of using this social media strategy is by this the organisation gets the
reviews and response of the customers on faster basis and then they are also solved by the
company in very short time. It also increases the website traffic for the business by cheap and
free use that is from the social media. Also, it helps Utracks to reach their audience in both for
that can be in personal or openly in both useful and entertaining way by chance to engage that is
regarding knowing the business. On the other hand the enterprise can success in both digitally
and traditional by knowing and understanding the feedback of the customers and giving them the
best quality services by making sure that they give best experience to their customers for the
growth and benefits of the company (Vermeeren and et.al., 2018).
For example, when company promote its venture by using Facebook, it may restrict
marketer to build influencing connection with consumers (Chen and Huang, 2020). This source
only give chance to interact with individual buyer, and aware them about new offers which
organization may plan to offer. It is not that much effective in term of making strong bond
between marketer and buyers. Lack of emotional connection is one of the major drawbacks of
Facebook promotion which may directly impact existing customer base of Utracks and unable
marketer to retain them for longer.
Along with benefits, organization may face challenges and problems, by using above
discuss social media platform to promote offers which it may create especially for target
consumers. For example, most of the people on social media channels of companies may write
down positive comment, but certain of them post negative comments which may affect the image
of Utracks negatively (Dhaoui and Webster, 2021). Being on social media means exposing
venture publicly to all types of individual who may or may not have intention of seeing
organization. These kinds of people via negative comments and feedbacks affect perception of

other buyers, which is not beneficial for firm as it may decrease its sales and give chance to its
rivals in regard to drive potential buyers towards their offers and products such as
accommodation, tour packages etc.
Furthermore, social media strategy of company may affect negatively upon its current
market image in tourism sector. For example, people trust on those things which they may touch
and felt as well as analyse personally. Majority of visitors avoid social media advertisement
because they do not believe on that things, they prefer to visit outlet and choose the best pack
among existing. It is quite touched for Utracks in the UK to gain the attention of these people
and gain their trust as well as it may a challenging task for its marketer.
Business promotion by using Facebook is quite time-consuming activity. As it need a lot
of attempts and research which is not possible to conduct in short term period (Mehmet, Roberts
and Nayeem, 2020). It may consider as one of those disadvantages that put negative impact of
chosen small tourism company and create barriers in process of achieving greater success more
than other players who are operating in tourism industry and taking initiative to obtain
competitive edge.
DISCUSSION
In the world of business, many companies attempts to create social media strategy and
develop their online presence, which is quite beneficial and useful for them. Each organization
has created their social media tactic by considering current market trends and collecting
information about consumers. Just like these firms, Utracks also develop their social media
strategy and used to gain more benefits along with exiting. The current tactic of company is to
promote its venture by using Facebook, which is one of the most common and easiest sources of
marketing. With the help of this strategy, company may provide the best experience of each
traveller which in return increasing satisfactory level of buyers and profitability of organization.
Facebook is the most popular and useful social media platforms in the world, it has been used by
so many people and marketers as well in context of commercial purpose, which is quite good and
beneficial too. It can be discussed that, with the help of current social media strategy, Utracks
may generate web traffic more than its rivals, which help to gain competitive edge and made it
able to increase more revenue.
A small tourism company in order to sustain its venture for longer, may attempts a lot
and find out varied tactics to build a strong position in market. Social media presence is one of

those elements that contribute to do so and also support to reach at international level where
potential and profitable visitors are accessible who seeks to buy the best tour package, which
allow them to refresh their mind.
Utracks in the UK by promoting its exciting offers and valuable products in the market,
may grab the attention of local and international tourist, who are able to purchase its items in
exchange for money. Facebook is the only source through which company may promote its
venture in effective and appropriate manner. It permits marketer to cover wide areas of market
that turns into increase number of sales and profits margin. Furthermore, there are many ways
and options are available in the tourism sector, which marketer of Utracks may consider in
context of making their business image even better in term of creating a new social media
strategy. It is quite useful and essential that company create beneficial social media tactic,
because it made it much stronger than ever in each aspect. For example, by creating new strategy
and using the most trending social media platform, it may attract international traveller and retain
existing forever, which in return contribute to increase its profitability, productivity and sales
more than last few years.
It can be discussed that with existing social media tactic, Utracks is managing their
current online presence, but by developing new strategy it may grow even better and achieve
desire outcomes. There are several platforms available in the business world, which firm may use
and adopt under new social media strategy, which turn into increasing their online presence at
national and international level.
NEW SOCIAL MEDIA STRATEGY (RECOMMENDATION)
A social media tactic is defined as a plan of a company through it identifies how to
increase engagement and maximize interactions between companies and its target customers. It
is a kind of summary of everything a company plan to do and desire to achieve. Here, effective
social media strategy is developed in the context of Utracks, which is one of those small or
medium-sized tourism ventures in UK that provides satisfactory services and products to
travellers. The marketers of chosen company may develop an effective social media tactic by
following below stages and that are;
Step 1- Development of social media marketing aim -
Before taking initiatives to create the best social media strategy, Utracks marketers may
develop or set smart objectives, which is quite important to do (How to Create a Social Media

Strategy, 2021). It helps to achieve desires outcomes and allow marketer to follow the right path
through which they may get better success in term of building strong customer base.
 To increase customer base up to 30% within 6 months.
 To create a strong base for consumer where they get all updates related to services or
products.
 To gain competitive advantages in 7 months.
Step 2- Understand more about consumers -
Just like above stage, Utracks may also take specific action before taking steps towards
developing their social media strategy and that is to gather information about consumers and
understanding their needs (Chuang, 2020). For example, marketer may comprehend everything
about their existing and new customer on the basis of their age, interest level, average income
and location. Without collecting information about people, marketer may not be able to influence
people by using their new social media strategy.
Step 3- Competitor analysis -
It is quite important for marketer of Utracks to identify current social media strategy of
their rivals, which made them able to develop their own even better than competitors by using
effective and beneficial platforms such as Facebook, Twitter and the most trending one that is
Instagram. Benchmarking is one of those tools or approaches that a marketer may use to compare
their existing strategy within rivals and then take initiative to develop new one.
Step 4- Social media audit -
After passing above three stages, its time when marketer may conduct an audit in context
of their existing online or social media presence, which made them able to identify issues and
overcome by developing the best strategy for which they may use influence source. With the
help of this audit, they may understand what is working good and what is not and how many
people are engaging with their venture through current platform.
Step 5- Set up accounts and improve existing profiles -
All the above information is quite beneficial and essential as well, for the marketer. After
passing all four phases, they may take each step towards creating a new social media strategy in
terms of creating a new page or account. Marketer may create accounts on Instagram and other
well-known social media platform where a billion of users are already created their accounts just
to stay updated about current market trend and to get information about new trends as well.

Step 6- Create a social media content -
After creating an account on the new social media platform, it's time when the marketer
thinks to create content that influences consumers the most and helps to build a strong image of
company in their mind (Safaruddin and et.al., 2020). When a company want to achieve set
objectives, it may attempt to develop the most influencing content, which may influence each
buyer towards purchasing tour packages.
Step 7- Evaluate and adjust strategy –
Social media strategy is quite important element for Utracks and marketer may develop it
betters by evaluating and tracking new social media page of company. By evaluating new social
media strategy, marketer may identify where current and further improvement needed, which
they may improve and then update everything appropriately. It made them able to develop
powerful online presence of company.
Step 8- Strategy implementation -
After making changes and adjusting content on social media platform, marketer may
move to final stage and that is strategy implementation that mean they may finally start their
interact and communication with target consumers, who seeks to purchase a valuable and under
budget holiday package.
By following above 8 stages, marketer may create their new social media strategy and
achieve desire outcomes in term of increasing web traffic even better than other companies that
are operating in same sector where it has operated from longer time period. Instagram is one of
those social media platforms where millions of users has created their accounts to stay connected
and updated themselves about everything. It is one of the best sources through which company
may obtain desire outcomes and be competitive.
CONCLUSION
By summing up the above discussion, it has been concluded that the organization has
reached its target consumers successfully and gained their attention towards the purchase of the
best and affordable tour packages, which made individual person able to get better travel
experience. By developing effective and the most influencing social media strategies, company
has increased its loyal customer base, which is quite beneficial and essential to maximizing.
Furthermore, from the above analysis, it has been identified that by following the appropriate and
suitable suggestions in the context of new social media strategy development, the firm has

obtained varied benefits as it helped its venture to gain competitive advantages, which is
important to survive within the hospitality sector for a longer period because there was high
competitive environment has been created by small or medium-sized tour operators or
enterprises that created varied challenges for each company.
Moreover, by summing up above analysis, it has been summarized that company has
improved its social media and online presence by using advance digital marketing platforms such
as social media. With the help of these tools marketers has developed excellent social media
tactic which bring a lot of benefits for the organization.

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