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The lone digital tourism entrepreneur: Knowledge acquisition and collaborative transfer

The lone digital tourism entrepreneur: Knowledge acquisition and collaborative transfer
The lone digital tourism entrepreneur: Knowledge acquisition and collaborative transfer
This paper addresses calls for more detailed studies of small tourism enterprises. Researchers report a lack of adoption and ineffective utilisation of digital technologies in smaller tourism businesses. The study focuses on two university-facilitated projects of digital marketing adoption and utilisation by 53 small and medium sized tourism businesses in the South of England. The framework for this study was driven by Modes of Knowledge Transference and Technology-In-Practice. The findings describe peer-to-peer knowledge acquisition and sharing that take place in university-led projects and suggests that a combination of Mode 1 and Mode 2 knowledge helps entrepreneurs to advance their digital marketing knowledge. Peer-to-peer clusters are an effective means of placing digital marketing knowledge and technology in the context of small and medium tourism business practice. The paper provides implications for destination marketing organisations and policymakers and suggestions for future avenues of research are offered.
Digital marketing, Entrepreneur, Knowledge acquisition, Mode 1 and Mode 2 knowledge, Small tourism businesses, Technology-in-practice
0261-5177
Alford, Philip
dec8a144-be84-4a3f-937d-030d0d895abd
Jones, Rosalind
e8875ae5-5055-42a2-920b-0192cd3acf14
Alford, Philip
dec8a144-be84-4a3f-937d-030d0d895abd
Jones, Rosalind
e8875ae5-5055-42a2-920b-0192cd3acf14

Alford, Philip and Jones, Rosalind (2020) The lone digital tourism entrepreneur: Knowledge acquisition and collaborative transfer. Tourism Management, 81, [104139]. (doi:10.1016/j.tourman.2020.104139).

Record type: Article

Abstract

This paper addresses calls for more detailed studies of small tourism enterprises. Researchers report a lack of adoption and ineffective utilisation of digital technologies in smaller tourism businesses. The study focuses on two university-facilitated projects of digital marketing adoption and utilisation by 53 small and medium sized tourism businesses in the South of England. The framework for this study was driven by Modes of Knowledge Transference and Technology-In-Practice. The findings describe peer-to-peer knowledge acquisition and sharing that take place in university-led projects and suggests that a combination of Mode 1 and Mode 2 knowledge helps entrepreneurs to advance their digital marketing knowledge. Peer-to-peer clusters are an effective means of placing digital marketing knowledge and technology in the context of small and medium tourism business practice. The paper provides implications for destination marketing organisations and policymakers and suggestions for future avenues of research are offered.

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More information

Accepted/In Press date: 2 May 2020
e-pub ahead of print date: 22 June 2020
Published date: December 2020
Keywords: Digital marketing, Entrepreneur, Knowledge acquisition, Mode 1 and Mode 2 knowledge, Small tourism businesses, Technology-in-practice

Identifiers

Local EPrints ID: 441991
URI: http://eprints.soton.ac.uk/id/eprint/441991
ISSN: 0261-5177
PURE UUID: 81d0eccf-5eda-4022-b2c8-884a91b1c1c9
ORCID for Philip Alford: ORCID iD orcid.org/0000-0003-1415-3748

Catalogue record

Date deposited: 03 Jul 2020 16:31
Last modified: 28 Apr 2022 02:25

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Contributors

Author: Philip Alford ORCID iD
Author: Rosalind Jones

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