Knowledge 1. Knowledge of the impacts, challenges and opportunities of technological developments which underpin digital technologies within tourism, hospitality, events and aviation.
2. Knowledge of digital technology strategies for the visitor economy Skills
3. The ability to critically reflect, analyse and apply digital technology in the context of the visitor economy.
Part I 1. EXPLORE academic as well as industry information on current digital marketing strategies, communication applications, including social media and mobile technology applications in Visitor Economies and using Artificial Intelligence (AI) tools such as Chat GPT 3.5 (free version) or Consensus.App, etc.
Using accessible AI tools, generate the content on existing literature concerning the theories, impacts, challenges, and opportunities of technological developments, which underpin digital technologies within tourism, hospitality, events and aviation. Present the AI-generated content in Appendix 1 of your work, clearly stating and referencing which AI tools you are using.
EVALUATE the quality of the information created by the chosen AI tools. Use available UoS library and industry resources for developing your arguments.
Critically assess the quality of the content generated by the AI, using available University of Sunderland library resources as well as Visitor Economy sources of information and present your analysis and evaluations in your Literature Review. Please consider appraising the relevant theories and concepts studied in the class for your Review.
CHOOSE a case study of a small or medium tourism, hospitality, events, or aviation organisation (SME) with an existing social media presence.
Please consider a small or medium tourism, hospitality, events, or aviation business (SME) with a social media presence, i.e. local café, restaurant, B&B, travel agency, etc
REVIEW the existing digital marketing/social media strategies of the chosen organization, based on the knowledge of the theory/theories, industry best practices and your own research of the chosen case study. Assess performance and appropriate resources of the chosen organisation for evaluating their current digital technology strategies to critically discuss the arguments in your literature review
CREATE a digital communication strategy that makes use of social media and mobile applications during the Autumn-Winter season 2024-25 and develop digital technology recommendations for the chosen organisation to improve their performance
Please note: The main parts of the assignment are i) the literature review (first generated by AI, then evaluated by you using academic and industry resources) and ii) the digital communication strategy.
Your literature review should evaluate the current theories and studies on digital technologies, focusing on social media and mobile technology applications in your chosen case study context. It will help to inform you about your new strategy. Ensure you cross-check and evaluate the quality of academic references created by AI within your literature review, and that you add a copy of AI generated content and collected Case Study data in the appendix.
The case study should reflect on topics highlighted in the literature review and include detailed evaluation of the current digital technologies’ strategies of the chosen organisation, comprising social media and mobile technologies. Please include references (Harvard style), comprising academic literature and the chosen business’ professional website(s) with traceable link(s). The new strategy should have all important elements of how you hope to engage with social media and mobile applications including examples and a social media plan for Automn - Winter 2024.
