MODULE 1

I INTRODUCTION

C. Objectives of the Toolkit

The Digital Tourism Toolkit is designed to meet four primary objectives: providing an understanding of digital tourism, promoting digital entrepreneurship skills among young people, supporting youth trainers in promoting social entrepreneurship in the tourism sector, and encouraging young people to turn their ideas into viable tourism businesses. These objectives are based on extensive research and analysis of the challenges and opportunities facing the tourism sector, as well as the skills and knowledge that are required for success in the digital age.

1. To provide an understanding of digital tourism: The first objective of the Digital Tourism Toolkit is to provide a comprehensive understanding of digital tourism and its benefits. This objective is informed by research showing that digital technology is rapidly transforming the tourism industry, with new tools and platforms enabling travelers to access information and book travel more easily than ever before. According to a report by the World Tourism Organization, digital technology is now a key driver of innovation and growth in the tourism sector, with online platforms and mobile apps offering new opportunities for destination marketing, visitor engagement, and customer service (UNWTO, 2019). For example, Airbnb is a prime example of how digital technology has disrupted the traditional accommodation sector. By leveraging digital platforms and user-generated content, Airbnb has transformed how people find and book accommodations, offering unique and personalized experiences to travelers worldwide. A study by McKinsey & Company (2019) found that destinations with advanced digital capabilities experienced higher visitor spending and longer stays compared to those with limited digital offerings. This highlights the importance of understanding digital tourism to capitalize on its benefits

The Toolkit aims to equip young people with the knowledge and skills needed to succeed in this dynamic and rapidly changing industry. This includes understanding the key trends and drivers of digital tourism, as well as the ways in which digital technology is impacting on different segments of the tourism value chain. A survey conducted by Eurostat found that 72% of young people aged 16-29 in the EU had used the internet to plan or book a holiday in the last 12 months (Eurostat, 2020). This indicates the importance of providing young people with a solid understanding of digital tourism, to enable them to take advantage of the opportunities presented by this growing trend. Also, The Digital Tourism Toolkit offers a range of resources and tools to provide a comprehensive understanding of digital tourism. These include:

• Interactive e-learning modules: The toolkit features interactive modules that cover various aspects of digital tourism, such as digital marketing, online booking systems, and social media strategies. These modules provide engaging and interactive learning experiences, enabling users to grasp key concepts and gain practical knowledge.

• Case studies: The toolkit includes real-life case studies that showcase successful digital tourism initiatives from around the world. These case studies provide practical examples of how digital technologies have been effectively utilized to enhance the tourism experience, attract visitors, and drive business growth.

• Industry reports and research findings: Partners can access industry reports and research findings that highlight the latest trends, challenges, and opportunities in digital tourism. These reports offer valuable insights into consumer behavior, technological advancements, and best practices in the field.

2. To promote digital entrepreneurship skills among young people: The second objective of the Digital Tourism Toolkit is to equip young people with the skills and knowledge necessary for digital entrepreneurship. This objective is based on research showing that entrepreneurship is a key driver of innovation and growth in the tourism sector and that digital technology is playing an increasingly important role in enabling young people to start their own businesses. According to a report by the European Commission, there are around 1.5 million enterprises in the tourism sector in the EU, of which 95% are micro-enterprises (European Commission, 2018). Tourlane, a Berlin-based startup, is an excellent example of how digital entrepreneurship can revolutionize the tour booking process. By combining online travel planning tools with personalized expert advice, Tourlane has created a platform that empowers travelers to design customized itineraries and book unique experiences. The Global Entrepreneurship Monitor (GEM) report (2019) revealed that young entrepreneurs in the tourism sector who leverage digital technologies are more likely to experience business growth and internationalization. This emphasizes the significance of digital entrepreneurship skills in the tourism industry.

The Toolkit aims to support young people in developing the skills and knowledge needed to start and run a successful tourism business, with a particular focus on digital entrepreneurship. This includes understanding the key elements of entrepreneurship, such as risk-taking, creativity, decision-making, problem-solving, financial literacy, marketing, and sales. In addition, the Toolkit provides guidance on the ways in which digital technology can be used to enhance entrepreneurship in the tourism sector, such as through the use of online platforms, social media, and mobile apps. Also, The Digital Tourism Toolkit equips young people with the skills and knowledge necessary for digital entrepreneurship through the following resources and tools:

• Entrepreneurial skills development guides: The toolkit provides comprehensive guides that cover essential entrepreneurial skills, such as ideation, business planning, financial management, marketing, and customer relationship management. These guides offer step-by-step instructions, practical tips, and exercises to help young entrepreneurs develop and enhance their skills.

• Business planning templates: Partners can access customizable business planning templates that provide a structured framework for creating business plans tailored to the digital tourism sector. These templates cover key elements, including market analysis, value proposition, revenue models, and implementation strategies.

3. To support youth trainers in promoting social entrepreneurship in the tourism sector: The third objective of the Digital Tourism Toolkit is to support youth trainers in promoting social entrepreneurship and sustainability in the tourism sector. This objective is based on research showing that there is a growing interest among young people in using entrepreneurship as a means of addressing social and environmental challenges, and that the tourism sector is uniquely positioned to promote sustainable development (UNWTO, 2019). Visit.org is a social impact platform that connects travelers with local nonprofits and social enterprises. By integrating social impact experiences into travel itineraries, Visit.org supports sustainable tourism practices and empowers local communities through tourism-driven economic development. A study published in the Journal of Sustainable Tourism (2018) highlighted the positive social and environmental impacts of social entrepreneurship in the tourism sector. It demonstrated how social enterprises contribute to poverty reduction, cultural preservation, and environmental conservation, aligning with the objectives of the Digital Tourism Toolkit. A study published in the Journal of Sustainable Tourism (2018) highlighted the positive social and environmental impacts of social entrepreneurship in the tourism sector. It demonstrated how social enterprises contribute to poverty reduction, cultural preservation, and environmental conservation, aligning with the objectives of the Digital Tourism Toolkit. A study published in the Journal of Sustainable Tourism (2018) highlighted the positive social and environmental impacts of social entrepreneurship in the tourism sector. It demonstrated how social enterprises contribute to poverty reduction, cultural preservation, and environmental conservation, aligning with the objectives of the Digital Tourism Toolkit. A study published in the Journal of Sustainable Tourism (2018) highlighted the positive social and environmental impacts of social entrepreneurship in the tourism sector. It demonstrated how social enterprises contribute to poverty reduction, cultural preservation, and environmental conservation, aligning with the objectives of the Digital Tourism Toolkit.

The Toolkit aims to provide youth trainers with the knowledge and skills needed to promote social entrepreneurship and sustainability in the tourism sector, with a particular focus on the use of digital technology. This includes understanding the key principles of social entrepreneurship, such as social impact, innovation, and sustainability, as well as the ways in which digital technology can be used to promote these principles in the tourism sector. In addition, the Toolkit provides guidance on the ways in which youth trainers can work with young people to develop and implement sustainable tourism initiatives, such as community-based tourism and responsible tourism practices. Also The Digital Tourism Toolkit provides resources and tools to support youth trainers in promoting social entrepreneurship and sustainability in the tourism sector. These include:

• Curriculum development materials: The toolkit offers curriculum development materials that assist youth trainers in designing and delivering training programs focused on social entrepreneurship in the tourism sector. These materials provide lesson plans, activity ideas, and assessment tools to ensure effective knowledge transfer and skill development.

• Case studies of social entrepreneurship initiatives: Partners can access case studies of successful social entrepreneurship initiatives in the tourism sector. These case studies highlight innovative approaches, business models, and positive social and environmental impacts. They serve as inspiration and provide practical insights for youth trainers in their training programs.

• Sustainable business guides: The toolkit features guides that address the integration of sustainability practices into tourism businesses. These guides provide strategies, tips, and best practices for implementing sustainable initiatives, reducing environmental impacts, and engaging with local communities.

Furthermore, the toolkit aims to encourage young people to turn their ideas into viable tourism businesses, which is its fourth objective. By equipping young people with the necessary skills and knowledge for digital entrepreneurship and social innovation, the toolkit seeks to inspire and motivate them to pursue their entrepreneurial goals and aspirations. According to a study conducted by the European Commission in 2021, youth entrepreneurship is crucial for economic growth and job creation, as it creates new businesses and promotes innovation and competition (European Commission, 2021). The study also highlights the importance of supporting young entrepreneurs by providing them with access to resources, networks, and training programs, which the Digital Tourism Toolkit aims to achieve. To encourage young people to turn their ideas into viable tourism businesses, the Digital Tourism Toolkit offers specific resources and tools designed to support entrepreneurial endeavors. These include:

• Idea generation and validation resources: The toolkit provides guidance on how to generate innovative ideas for tourism businesses and validate their viability. It offers techniques such as market research, trend analysis, and customer feedback to help young entrepreneurs refine their concepts and ensure they meet market demands.

• Business development resources: Partners can access resources that cover various aspects of business development, including legal and regulatory considerations, financial management, and operational planning. These resources offer practical advice and tools to help young entrepreneurs establish and run their tourism businesses successfully.

• Access to funding and investment opportunities: The toolkit offers information and guidance on funding sources, grants, and investment opportunities available for young entrepreneurs in the tourism sector. It provides insights on how to develop a compelling business pitch and attract potential investors to support business growth.

• Networking and collaboration platforms: The toolkit provides access to networking and collaboration platforms where young entrepreneurs can connect with peers, industry experts, and potential partners. These platforms foster knowledge sharing, collaboration, and opportunities for joint ventures or partnerships.

In conclusion, the Digital Tourism Toolkit developed by the Erasmus+ project has four main objectives which are based on the challenges and opportunities faced by the tourism sector, as well as the importance of digital technology and entrepreneurship for economic growth and job creation. The toolkit utilizes innovative pedagogical approaches and online and offline resources to achieve its objectives, with the ultimate goal of promoting entrepreneurship and digital literacy among young people and contributing to the sustainability and growth of the tourism sector.

1. European Commission. (2021). Youth entrepreneurship in the EU and beyond. Retrieved from https://tools.youthforum.org/policy-library/wp-content/uploads/2021/04/0451-11_YFJ_PP_Youth_Entrepreneurship-FINAL.pdf 

2. European Travel Commission. (2018). European Tourism Trends & Prospects 2018. Retrieved from https://etc-corporate.org/reports/european-tourism-2018-trends-prospects-q4-2018/ 

3. G20. (2018). Tourism as a driver of sustainable development. Retrieved from https://www.unwto.org/news/g20-welcomes-roadmap-to-make-tourism-key-driver-of-sustainable-development-goals 

4. OECD. (2017). Tourism Trends and Policies 2018. Retrieved from https://www.oecd.org/cfe/tourism/2018-Tourism-Trends-Policies-Highlights-ENG.pdf 

5. World Tourism Organization. (2018). UNWTO Tourism Highlights, 2018 Edition. Retrieved from https://www.e-unwto.org/doi/pdf/10.18111/9789284419876

6. Global Entrepreneurship Monitor (GEM). (2019). GEM Global Report 2019/2020. Retrieved from https://www.gemconsortium.org/report/gem-2019-2020-global-report 

7. Journal of Sustainable Tourism. (2018). Special Issue: Tourism Social Entrepreneurship for Sustainable Development. Retrieved from https://www.mdpi.com/journal/sustainability/special_issues/Entrepreneurship_Tourism 

8. Global Entrepreneurship Monitor (GEM). (2020). GEM Global Report 2020/2021. Retrieved from https://www.gemconsortium.org/report/gem-20202021-global-report