Digital Culture Is the New Backbone of Australian Tourism

In the digital age, the landscape of Australian tourism and hospitality has undergone a transformative shift, intertwining its success with the inescapable influence of digital culture. In this essay I will argue that a successful Australian tourism and hospitality business is synonymous with digital culture because of how visitors travelling in and to Australia gather information, decide, and book experiences using social media such as Facebook, Instagram, and Google Business Profiles. 

In an era where the boundaries between personal and professional realms are increasingly blurred, digital platforms offer a space where information exchange, decision-making, and consumer engagement occur simultaneously. These platforms, powered by sophisticated algorithms, tailor content and recommendations, shaping tourists' perceptions and choices. For businesses in tourism and hospitality, these digital spaces, especially social media, are no longer just marketing tools but vital extensions of their service environments.

However, this digital integration comes with its complexities. As businesses navigate the 'intimacy' of digital work, characterised by an 'always-on' culture and a blend of personal and professional boundaries, they must also strategically manage their presence within these digital spaces. This involves not only promoting consumer-generated content but also engaging with potential tourists in ways that enhance and commercialise their travel experiences.

To understand digital culture it is essential to comprehend how the boundaries between the "public" and "private" domains change. Digital media practises, activities and identities related to work and personal life can become highly murky in digital cultures. Gregg (2011) discusses this murkiness through work intimacy, which refers to the blurred boundaries between work and personal life brought about by technology and flexible work arrangements. The same observations can be made for Australian tourism and hospitality business operators, where the complex interplay between work and personal life, the emotional aspects of work, and the need for strategies to navigate the challenges of work intimacy are necessary. ‘Work Intimacy’ and the rise of online communication tools have brought about new forms of workplace surveillance, challenging the boundaries of privacy. Gregg (2011) further delves into work intimacy, particularly regarding social media as labour, where social media users produce data. Then the same data produces exorbitant value for the same social media platform owners as Facebook and Instagram in many ways. From the lens of an Australian tourism and hospitality business, however, social media's political economy has advantages to contribute to their success. Despite boundaries being eroded between “commerce” and “culture”; “labour” and “sociality” (Banet-Weiser, 2012; Carah & Angus, 2018) the affordably for small businesses in any sector to sell, customise and improve reach through platform algorithms comes with great benefits. 

When a sector like the Australian tourism and hospitality industry thrives on digital culture, mainly social media platforms like Facebook and Instagram and the effective use of Google Business Profile have become essential working tools for marketing, customer engagement, and service innovation. The late adoption rate of digital business practises by Small and Medium-sized Enterprises (SMEs) however is what creates the greatest challenge and complexity. In exploring the misperception of the potential advantages of digital businesses, a lack of a strategic approach to transformative digital change, and a fear of the change's associated costs, Fan (2016) found that most businesses only use email and offer the most basic online information as digital work practises. 

While the key objective of this essay is to highlight the success of Australian tourism and hospitality businesses is synonymous with digital culture because of how visitors travelling to and within Australia gather information, decide and book experiences using social media such as Facebook, Instagram and Google Business Profiles, Rasul and Hoque (2021) argue when it comes to travellers, the impact of social media is not constant and can change depending on the context, taking into account things like the type of trip, the visitor's familiarity with the location, and how they use social media and the Internet in general. A broader viewpoint that is also posed however acknowledges the significance of context in determining social media's impact on travel decisions.

Furthermore, the intimacy of work in the digital era blurs traditional boundaries between different spaces of life. This phenomenon is described as 'presence bleed,' where the distinction between work and personal life spaces is eroding. Gregg (2011). The traditional separation between workplaces and domestic spaces (homes) has been disrupted by digital technologies, leading to a blend of paid and unpaid labour across various environments. This shift challenges the conventional nine to five working hours, introducing flexibility but also an 'always-on' culture. Particularly the labour involved for Australian tourism and hospitality business when it comes to content creation. Burgess et al., (2015) explore the implications and practicality of incorporating consumer-generated media (CGM) into the operational and promotional strategies of small to medium-sized tourism enterprises (SMTEs). A strong case is made for these businesses to embrace consumer-generated content and to strategically manage their presence in these spaces when navigating work intimacy whilst effectively trying to attract and engage with potential tourists and positively impact their travel experiences. 

Burgess et al., (2022) further examine the complex relationship that exists between work intimacy, everyday human practises, and the expanding field of data, with a focus on the ever-present presence of algorithms in our daily lives. The findings went beyond industry hype about AI, where it is emphasised that data is far from abstract and a tangible part of our lives. The viewpoint that is revealed challenges common misconceptions that portray digital technologies as independent beings that exist in a virtual world. More specifically core features of major digital platforms, like targeted advertising or personalised content curation, rely on algorithmic recommender systems. These systems use machine learning, trained on vast datasets derived from our interactions, preferences, and behaviours. The tourism and hospitality sector in Australia has been significantly impacted by the extensive use of AI technologies, big data, and their transformative power in digital culture and social media at large. Burgess et al., (2022) provides a deep insight into the role of social media and digital technologies in our daily routines and interactions. It is an important lens and framework to help analyse the digital culture in Australian tourism and hospitality businesses, recognising that social media platforms have transformed the dynamics of cultural participation and engagement integral to people's communication, information sharing, and decision-making processes.  

Through algorithmic recommender systems, platforms like Facebook, Instagram and Google Business Profile not only retain users' attention but also significantly influence their preferences and behaviours (Burgess et al., 2022). 

Algorithmic recommendations of this nature also come with concerns and critical analysis of ethical considerations around data usage. Take Denton et al., (2021) examination of dataset genealogy where the practices and biases centred around social media platforms become arenas where certain narratives, identities, and social dynamics are either amplified or muted, often based on underlying data-driven ideologies. The datasets are then used to train machine learning models. Further highlighting the need for responsible development, usage and application of technology in our social media digital spaces the rewards for Australian tourism hospitality business to attract, target and reach potential visitors, far outweigh the risks. As highlighted by Dredge et al., (2019) social media plays a crucial role in the digital culture of tourism and hospitality businesses by providing them with a powerful tool to connect, engage, and grow their businesses in the digital landscape. It is this aspect of digital culture where everyday interactions are seamlessly intertwined with social media usage, highlighting social medias' role in curating, and directing users' experiences. Collecting data, and digital behaviour therefore making platforms like Facebook, Instagram, and Google Business Profile integral online spaces for achieving success as an Australian tourism and hospitality business.

Algorithms are defined as the underlying processes and sets of rules employed by digital platforms like Facebook, Instagram, and Google Business Profile to automate decision-making, prioritise information, and perform tasks. Essential to social media and various online services, these algorithms analyse user behaviour and preferences to personalise content and advertisements, often serving profit-driven motives. They play a significant role in shaping digital interactions, influencing public discourse, and even affecting the dynamics of social movements and political activism. They may, however, be biased and have independent authority since they lack transparency in their operations and are beholden to the priorities and values of the organisations in charge of them. (Freedman 2016) Fuchs (2022) critically examins social media within the framework of capitalist society, underscoring the complexities of digital public spaces concluding that the current digital public sphere is riddled with capitalist interests, surveillance, data commodification, and a significant imbalance of power, leading to a form of digital colonisation. The democratisation of digital spaces, where users jointly own and regulate the platforms they use, is one of the main recommendations, challenging the prevalent control present on large tech companies' platforms. Sharing the same sentiments Yglesias (2019) also highlights the significant influence of tech giants like Facebook, Instagram, and Google Business Profile on various aspects of society, culture, and politics, highlighting issues like alienation, misinformation, privacy invasion, and the need for more significant control or restructuring of these entities to safeguard public interest. Beyond the legal realm, antitrust actions are being pushed by a cultural backlash against the supposed altruism of tech billionaires. But this process is made more difficult by the public's appreciation of tech deals and the way outdated laws are applied. 

When it comes to consumer behaviour in tourism, how modern travellers utilise the internet, particularly social media sites like Facebook, Instagram, and Google Business Profiles, to plan their travels, get inspiration, and acquire information is examined in detail by Horner and Swarbrooke (2021). Served as a roadmap to businesses to harness social media's power and align with the visitor digital journey from inspiration to decision-making and booking this is a critical resource for understanding the digital landscape's influence and commercialisation of Australian tourism and hospitality businesses. It reinforces the idea that success in the industry is increasingly tied to a company's digital presence and its ability to engage effectively with consumers on various online platforms. For Australian businesses, leveraging these digital spaces becomes not just a strategy, but a necessity for maintaining relevance, enhancing visibility, and influencing the decision-making processes of potential visitors.

In conclusion, the digital age has redefined the parameters of success in the Australian tourism and hospitality sector, embedding digital culture at the core of business strategies. The journey of a tourist, from gathering information to making final travel decisions, is heavily influenced by their interaction with digital platforms, particularly social media sites like Facebook, Instagram, and Google Business Profiles. These platforms, through their sophisticated algorithms, not only personalise the user experience but also create a digital narrative that significantly impacts tourists' choices.

However, this landscape is not without its challenges. The 'intimacy' of digital work, marked by an 'always-on' culture, demands that businesses strategically navigate these spaces, balancing promotional endeavours with genuine engagement to enhance visitor' travel experiences. Furthermore, the digital work environment has blurred the lines between personal and professional realms, necessitating innovative approaches to content creation, particularly in consumer-generated media, and a nuanced understanding of work intimacy.

Digital platforms bring great opportunities for businesses to be seen and interact with customers. However, they also create challenges, in how they use customer data, make decisions using algorithms that might not always be fair, and turn social interactions into profit. Big tech companies control a lot of this digital space, making it important to find ways to ensure everyone has equal opportunities online, including challenging the power of these big companies and making the digital world fairer for everyone.

Moreover, the sector must acknowledge the complexities of digital transformation, particularly for Australian tourism and hospitality businesses. Embracing digital culture extends beyond mere online presence; it involves a holistic understanding of digital practices, from consumer behaviour to operational strategies. The late adoption of digital business practices, often due to misconceptions and apprehensions about digital culture, underscores the need for educational initiatives and support structures to facilitate this transition.

As we look to the future, the trajectory of Australian tourism and hospitality businesses will undoubtedly follow the digital curve. Success will hinge on the adaptability and ability of Australian tourism and hospitality business to harness the digital culture constructively, creating authentic, engaging, and responsive digital presences that resonate with the values and preferences of modern travellers to Australian destinations. While integrating digital aspects into business is a complicated process, social media remains a crucial foundation for achieving ongoing and future success in the Australian tourism and hospitality industry.

References: Gregg, M. (2011). Work's Intimacy (pp. 1-19). Polity.https://ebookcentral.proquest.com/lib/curtin/detail.action?docID=1180349

Banet-Weiser, S. (2012). Authentic™: The politics of ambivalence in a brand culture. NYU Press.

Carah, N., & Angus, D. (2018). Algorithmic brand culture: Participatory labour, machine learning and branding on social media. Media, Culture & Society, 40(2), 178-194.

Fan, Q. (2016). Adoption of digital business in SMEs: A qualitative study in Greater Western Sydney. Global Journal of Business Research, 10(3), 83-84. Available at: https://ssrn.com/abstract=2910035

Rasul, T., & Hoque, R. (2021). Challenging the mainstream assumption of social media influence on destination choice. Tourism Recreation Research, 46(1), 137-140. https://doi.org/10.1080/02508281.2020.1814521

Burgess, S., Sellitto, C., Cox, C., & Buultjens, J. (2015). Strategies for adopting consumer‐generated media in small‐sized to medium‐sized tourism enterprises. International Journal of Tourism Research, 17, 432–441. https://doi.org/10.1002/jtr.2008

Burgess, J., Albury, K., McCosker, A., & Wilken, R. (2022). Everyday Data Cultures. In Everyday Data Cultures (pp. 34-45). [ProQuest Ebook Central Reader].

Denton, E., Hanna, A., Amironesei, R., Smart, A., & Nicole, H. (2021). On the genealogy of machine learning datasets: A critical history of ImageNet. Big Data & Society, 8(2), 20539517211035955. https://doi.org/10.1177/20539517211035955

Dredge, D., Phi, G. T. L., Mahadevan, R., Meehan, E., & Popescu, E. (2019). Digitalisation in Tourism: In-depth analysis of challenges and opportunities. Executive Agency for Small and Medium-sized Enterprises (EASME), European Commission.

Fuchs, C. (2022). Social media, alienation and the public sphere. In D. Rosen (Ed.), The Social Media Debate (pp. 53-76). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9781003142475-5/social-media-alienation-public-sphere-christian-fuchs

Yglesias, M. (2019, May 3). "The push to break up Big Tech, explained”. https://www.vox.com/recode/2019/5/3/18520703/big-tech-break-up-explainedHorner, S., & Swarbrooke, J. (2021). Consumer Behaviour in Tourism. Routledge.