Disruptive Technology Meets Broome Tourism

Disruptive technology has arrived in the Broome travel sector. #TasteBroome is redefining travel information services by connecting people researching their travel to Broome directly with the Broome community to provide answers to their questions. The mobile enhanced platform uses innovative techniques to inspire people to holiday in Broome.

The online service is a result of collaboration between IT Bandwagon, a local IT company and Unique Kimberley, a tourism social marketing consultancy. The platform was developed in response to recommendations from the research “Identity and Perceptions of Broome and the Kimberley” sponsored by the Broome Tourism Leadership Group and conducted by TNS Global. Chris Maher Director of IT Strategies for Unique Kimberley said “the research showed there was a major gap in online information for visitors to Broome. People place greater trust in social media posts of their friends, and others who have already visited Broome, than traditional paid information services. “

Stage one of the platform was launched on 7 June 2016. Within its first week it attracted 2,588 hits online from 1,726 unique visitors. The central feature of the platform is travellers’ generated content from a range of social media that tells the positive story of Broome to inspire others to visit. With an event calendar, a travel forum that connects visitors direct to Broome locals, a business and services listing, the platform is destined to become the major go-to site for travellers.

The free listings enable business and community to register and manager their own presence on the platform. Future planned stages of the platform will see greater connectivity between travellers, the Broome community and tourism operators. “We are democratizing travel” Maher said.

Since launching the platform the response has been overwhelming. Robyn Maher Principal Consultant of Unique Kimberley said “it’s encouraging to receive so much positive feedback from leaders in the Broome tourism sector at this early stage of development”.

The platform can be accessed at www.tastebroome.com.au

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