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
ASSESSMENT METHODS: Case Study Report: 100% of module mark This assesses learning outcomes 1, 2, and 3 Assessment title: Create a spring season digital communication strategy, using a case study of a Visitor Economy SME businesses.
Assessment task: Choose a case study of a small or medium tourism, hospitality, events or aviation organisation with an existing social media presence. Using academic literature, evaluate current digital communication applications, including social media and mobile technology applications and strategies. Based on theory and your own primary research of your chosen case study, create a digital communication strategy that makes use of social media and mobile applications during the spring season 2023
Assessment guidance:
1. Choose a small or medium tourism, hospitality, events or aviation business with a social media presence.
2. Critically evaluate the existing literature on impacts, challenges and opportunities of technological developments, which underpin digital technologies within the visiting economy.
3. Assess appropriate resources of the chosen organisation for evaluating their current digital technology strategies to critically discuss the arguments in your literature review.
4. Develop a digital technology strategies/recommendation for the chosen organisation.
Please note: The main parts of the assignment are the literature review and the digital communication strategy.
Your literature review should evaluate the current theories and studies on digital technologies, in particular focusing on social media and mobile technology applications in your chosen case study context. It will help inform your new strategy. Ensure you use academic references within your literature review, and that you add a copy of your collected 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), including 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 May 2023.
Suggested structure:
• Introduction
• Literature review
• Case Study Evaluation (Findings)
• New digital technologies strategies
• Conclusion
• References
• Appendixes
Literature review Explain concepts, theories and issues relevant to the digital technology in the visitor economy. Consider the issues and concepts from a number of perspectives, compare and contrast the viewpoints of different authors
Justify the need for digital technology, evaluating the impacts, challenges and opportunities of technological developments
Demonstrate your points of view with relevant industry examples
Case Study Evaluation (Findings and Discussion)
Present an accurate information on your chosen small or medium visitor economy business with the evidences of their social media presence.
Evaluate their existing resources referring to their current digital technology strategies
Critically discuss and analyse your findings, developing the arguments in regard to the application of models, concepts and issues from your literature review
New digital technologies strategies On the basis of above evaluations, develop digital technology strategies and recommendations for the chosen organisation.
Justify the effectiveness of your strategies and recommendations, referring to solutions to the current issues and challenges related to the use of digital technology
Outline the possible benefits and/or improvements (if your strategy is implemented)
