Rethinking Digital Foci - What are the Real Digital Needs of Welsh Tourism Organisations?

Authors

  • Katarzyna Minor Welsh Centre for Tourism Research Cardiff Metropolitan University
  • Sheena Carlisle Next Tourism Generation Alliance Cardiff Metropolitan University
  • Louise Dixey Next Tourism Generation Alliance Cardiff Metropolitan University

Keywords:

digital skills, skills gaps, training needs

Abstract

The use of digital technologies is becoming more evident within the tourism industry, however it is characterised by different levels of usage between rural, small and medium organisations versus large, urban ones. This paper reports on findings of quantitative and qualitative research focussing on the mapping of the current digital proficiencies and future digital skills of tourism-related organisations in Wales. The results show that whilst the highest projected digital skills gaps in 2030 relate to emerging technologies such as AI, AR and VR, more pressing digital needs relate to the use of social media and online marketing.  The study identifies lack of need, time and/or budget as main reasons for lack of digital engagement and training.

Author Biography

Katarzyna Minor, Welsh Centre for Tourism Research Cardiff Metropolitan University

Katarzyna Minor is a lecturer and researcher at Cardiff Metropolitan University whose interests include hospitality and tourism management, with a focus on digital media.

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Published

2019-12-07

How to Cite

Minor, K., Carlisle, S. and Dixey, L. (2019) “Rethinking Digital Foci - What are the Real Digital Needs of Welsh Tourism Organisations?”, e-Review of Tourism Research, 17(2). Available at: https://journals.tdl.org/ertr/index.php/ertr/article/view/504 (Accessed: 16January2021).

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