Research project

Professional SMEs in tourism – transnational development of skills acquisition

Research groups:

Centre for Marketing Research
Lead researcher:

Dr Philip Alford
Status:

Not active

Project overview

This project focuses on SME digital marketing adoption, use and integration in the tourism sectors in the UK, Portugal and Denmark. It captures current practice through a survey of 550 SMEs across the three countries as well as 10 in depth interviews carried out in the UK.

Staff

Lead researcher

Dr Philip Alford

Lecturer

Research interests

SME Digitalisation
Small business Martech (marketing technology) adoption
Customer engagement through digital marketing

Connect with Philip

Email: p.r.alford@soton.ac.uk

Collaborating research institutes, centres and groups

Centre for Marketing Research

We research the science and the art of marketing. We focus on areas including consumer behaviour, branding, digital and data science among others.