Ewelina Lacka explains why rural tourism management matters in Scotland [Video]

Part 4 | Why rural tourism management in Scotland matters.
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Meet Ewelina, a Reader in Digital Marketing & Analytics and Head of the Marketing Group at the University of Edinburgh. Here, she discusses a research project which uses Internet of Things, or IoT, technology to tackle over-tourism in rural destinations.

The initiative aims to mitigate environmental damage and enhance visitor satisfaction by diverting tourists away from overcrowded sites towards less explored locations, promoting environmental sustainability and benefiting local economies.

Watch the video in full: https://youtu.be/Fr99_EIUgRY?si=PVnk9TQfi9VtSxZE