The The Powe Power of Digital r of Digital #TourismNIConf16 Dr - - PowerPoint PPT Presentation

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The The Powe Power of Digital r of Digital #TourismNIConf16 Dr - - PowerPoint PPT Presentation

Aug 20, 2022 223 likes •640 views

The The Powe Power of Digital r of Digital #TourismNIConf16 Dr Peter Bolan Why is digital so important? The power of digital Worlds largest taxi company owns no taxis ( Uber) Largest accommodation provider owns no real

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The The Powe Power of Digital r of Digital

#TourismNIConf16

Dr Peter Bolan

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Why is ‘digital’ so important?

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The power of digital

  • World’s largest taxi company owns no taxis (Uber)
  • Largest accommodation provider owns no real estate (Airbnb)
  • Largest phone companies own no telecom infrastructure

(Skype)

  • World’s most valuable retailer has no inventory (Alibaba)
  • Most popular media owner creates no content (Facebook)
  • Fastest growing banks have no actual money (SocietyOne)
  • World’s largest movie chain owns no cinemas (Netflix)
  • Largest software vendors don’t write the apps (Apple, Google)
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Tourism Tourism

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Sou Source ce: : UN UNWT WTO O 20 2015 15

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Northern Ireland Context

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Film Tourism

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Golf Tourism

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Food Tourism

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How do we harness these and compete globally?

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The Power of Digital Tourism

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The digital landscape

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Increasingly it is about 4 core aspects: Mobile Social Media WiFi Connectivity Big Data (analytics) That’s creating huge opportunities but also a huge threat for businesses.

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Northern Ireland Context

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50% of marketing spend in Great Britain is now digital In Northern Ireland it is 14% Businesses here need to take this much more seriously

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The he obsession with

  • bsession with

social social media media & & mobil mobile e communi communica cation tion

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The obsession w he obsession with ith selfies selfies

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Understanding ‘Reach’

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Being ‘Creative’ Look for opportunities you can leverage The power of imagery Using customers to do the marketing for you Devoting ‘time’

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The power of celebrity

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Digital Digital is Mobile is Mobile

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Expecta Expectation tion and and Exp Experience erience

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WiFi Connectivity

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Two to the sixtieth power bytes or one quintillion bytes (one billion billion)

Data Data

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Analytics Analytics

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Personalisation

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Being flexible, willing to adapt, responsive to change

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Thank hank you

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Dr Dr Pete eter r Bolan Bolan Ul Ulster ster Univ Univer ersity sity