Business internet use in small, family owned and managed hotels in Scotland

Abstract

Tourism and hospitality are strategic priorities for the Scottish Government but often highly dependent on small, family owned and managed hotels. This exploratory study is designed to initiate dialogue and to explore the operating environment and perceived business support needs in the ever-more complex and dynamic e-environment. The internet has altered the manner in which the hospitality industry operates; offering global marketing opportunities, open-source review sites and the opportunity to sell directly to the consumer. Results indicate that the positive aspects of the internet were perceived to outweigh the disadvantages but challenges were identified around the effective management of online resources and global reputation. There are areas in Scotland, and indeed much of the world, that draw tourists yet are not sufficiently populous to host hotel chains or even specialist boutique hotels. Tourists are often drawn to relatively undeveloped areas, creating a challenge for learning within small independent hotels.