E-tourism in England a strategy .pdf

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A communications plan has been prepared which identifies industry audiences that need to be made aware of EnglandNet, how they should be addressed, and when. This covers industry organizations such as UK online for business, Small Business Service, Countryside Agency, national business associations, the Business Links network, Government departments and many others. Communications underway or planned include: • Presentations to targeted audiences including British Travel Trade Fair and Harrogate Tourism Information conference (completed) and other industry conferences and seminars • A national ‘kick-off’ conference and regional workshops for a wide range of contacts from July to September 2002 • A project information website, www.englandnet.org.uk, has been launched, an introductory brochure published and in course of being distributed, and an electronic newsletter planned. The role of the Tourism Technology Working Group as a consultative forum for EnglandNet will also be strengthened to involve other organisations which may be able to assist in influencing ICT strategies and programmes relevant to tourism. In the light of the growing importance of Regional Development Agencies, and their increasing role in working with other non-departmental public bodies (including RTBs) in each region, some practical steps should be taken to improve communications and engagement with the EnglandNet programme: • Involve RDAs in the planning and delivery of the proposed EnglandNet ‘kick-off’ conference and regional workshops • Consult on EnglandNet proposals, notable the EnglandNet business model, interoperability standards, and regional pathfinder/integration pilot projects, and how these relate to RDA regional ICT strategies. • Liaise over strategic issues such as access to Broadband services and e-Government targets • Assess the implications of the forthcoming White Paper on Regional Government for national/regional collaboration on e-tourism strategies. 32/44 A strategy for modernising English tourism through e-business – July 2002
8. Monitoring and evaluation To evaluate the impact of this strategy requires indicators to be defined. These indicators should measure performance both in terms of providers and of end-users. To achieve this coverage, several strands of research and monitoring will need to be undertaken as indicated in the following table. Key Actions Lead role Others involved Regular collection and collation of website EnglandNet ETC, BTA, usage data as a basis for performance RTBs, DMOs evaluation and benchmarking Regular research on website users, to analyse reactions to the various EnglandNet products and other industry sites, and to provide the basis for benchmarking Consumer research to enable assumptions about the impact of the web to be tested and assessed over time and to identify the likely growth in the use of other new media Establish a web-based system for maintaining information about RTB and DMO ICT/ebusiness activities – with an initial research programme to establish the database Collection of TIC visits and booking data on a regular basis, and comparative analysis of these across England Monitoring of small tourism businesses’ adoption of websites and email An e-business impact study of the tourism sector Monitoring the 'state of the art' e-business solutions, benchmarking England with other leading competitor tourism destinations. EnglandNet ETC ETC, RTBs, BTA EnglandNet, BTA, RDAs, RTBs, academia, private sector Time Annual evaluation (October) From January 2003 October 2002 and ongoing EnglandNet RTBs, ETC July- September 2002 RTBs DMOs, TICs Monthly ETC BTA, RTBs Ongoing (via TRIPS/Jigsaw system) UK online for business (DTI) ETC, RTBs June- October 2002 ETC EnglandNet Annually 33/44 A strategy for modernising English tourism through e-business – July 2002
Page 1 and 2: E-tourism in England A strategy for
Page 3 and 4: Contents Foreword 3 1. Executive su
Page 5 and 6: time content on the availability of
Page 7 and 8: 2. Introduction Tourism is a major
Page 9 and 10: 3. Background In tourism, as elsewh
Page 11 and 12: likely to reach saturation point or
Page 13 and 14: This strategy and the EnglandNet pr
Page 15 and 16: 4.2.2 Travel trade Potential requir
Page 17 and 18: • To be integrated into a nationa
Page 19 and 20: information. Technically, this woul
Page 21 and 22: 6. Key roles in support of e-touris
Page 23 and 24: As EnglandNet develops 3 , the pote
Page 25 and 26: 6.2.5 Regional Development Agencies
Page 27 and 28: Key Actions Lead role Others involv
Page 29 and 30: This same network, with some modifi
Page 31: Maintain a communications strategy
Page 35 and 36: Appendix 2: E-tourism in other coun
Page 37 and 38: 1.1 Internet users’ profile Inter
Page 39 and 40: Thus, over a period of only five ye
Page 41 and 42: It also indicates the reasons cited
Page 43 and 44: 60% 55% 50% 45% 40% 35% 30% 25% 20%

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