Date Created: 01 December 2011
Scottish tourism companies are being urged to grow their business through technology with a new online resource published by Tourism Intelligence Scotland (TIS), as part of its Opportunities for Growth series.
‘How to Shine Online’ features practical ‘how to’ guides, hints, tips, ideas and case studies on making the most of the latest technology including social media.
Katrina Morrison, Tourism Product Development Manager at Scottish Enterprise said: “The internet has changed dramatically over the last few years from being mainly a 'read-only' resource to being a highly interactive communication tool which enables people to communicate and share information and personal experiences online.
"Websites with this type of consumer-generated content get millions of hits every day and are now an essential business tool. As such, it’s vital that tourism businesses pick the best options to help them grow."
Build online reputation
A series of downloadable factsheets, all written in plain English and minus any ‘tech-speak’, will take businesses through the technology and how it works. They will explain how to communicate with customers, how to tailor websites for specific audiences, get smarter with payment handling, build online reputation with TripAdvisor and use the right ‘netiquette’.
Top tips include making a point of responding to customer reviews, using Google Alerts to keep track of your competition, using RSS feeds to make new content on your website available to your target audience, running competitions on Facebook to encourage interaction, and adding meaningful updates to Twitter that will engage and intrigue.
An essential resource
Daniel Edward Craig, author and hotel consultant said “Whether you're a beginner or a seasoned expert, Tourism Intelligence Scotland's website is an essential resource for understanding online marketing and social networking, harnessing its potential, and using it as a competitive advantage.”
How to Shine Online has been published by Tourism Intelligence Scotland, as part of its Opportunities for Growth series, aimed at helping businesses make the most of new and emerging opportunities in the sector. The guide is available to businesses who register at www.tourism-intelligence.co.uk.
Read more about what Scotland's toursim industry has to offer