Creating self-reliant rural communities in a global age (Shuman, 2000) and developing heritage and adventure tourism (Eller, 2009) are viewed as alternatives to classic tourism development in Appalachia. For five summers Berea College’s Entrepreneurship for the Public Good Program has collaborated with leadership within the Kentucky River Area Development District (KRADD) region building upon cell and smart phone prototypes tours, researching Kentucky travel and visitor’s patterns and exploring new social media strategies and tactics to market small businesses and nonprofit organizations throughout rural Appalachia in eight communities experiencing double-digit unemployment as of September 2012. This project mapped the community asset development within the KRADD through “personas” developed by EPG students for selected audiences based upon “How to spend 36 hours in an Eastern Kentucky County” modeled after the New York Times article for Asheville NC (2010), “Hike Pine Mountain, Channel Daniel Boone” NYT article (2008) and an article praising the lesser-known community of Whitesburg, Kentucky poised to become the South’s Next Great Mountain Town (July, 2011). This panel demonstrates the value created by customer reviews on websites like TripAdvisor, Yelp.com, and Facebook that can have a big impact on local independently-owned businesses, local attractions and civic destinations. Over 1,200 “crowd-sourced” reviews and 250,000 readers’ digital impressions captured the history, culture, arts and crafts, local foods, the greater outdoors KRADD assets. These crowd-sourced reviews can attract tourists, travelers and casual visitors to the western edge of Appalachian Mountains. This presentation was for the 36th Annual Appalachian Studies Conference on March 22nd-24th, 2013 in Boone, NC at Appalachian State University.

1. Creating Tourism Value via Crowdsourcing:
A First Attempt
Peter H. Hackbert, Jamar Sullivan and Murtaza Sharifi
Entrepreneurship for the Public Good Program
Berea College, Berea KY
36th Annual Appalachian Studies Conference
March 22-24, 2013
Appalachian State University, Boone, North Carolina
3/23/2013 Peter H. Hackbert, Berea College 1

2. EPG searches for “real-world”
solutions
• Mission statement -
educating and inspiring
students from Appalachia to
become service-oriented
leaders
• 1,600 liberal arts students
• 150 years
What better way to encourage young Appalachians to start their own businesses than to reach out to them while they’re still
trying to figure out what they should be doing with their lives?

3. The EPG Program defines
“Entrepreneurial Leadership” as:
"A process when one person or a group of
people in a community originate an idea or
innovation for a needed change and influence
others in that community to commit to
realizing that change, despite the presence of
risk, ambiguity, or uncertainty".

4. 13 States of Appalachia

5. poverty and unemployment rates
Appalachian Regional Commission Distressed Counties - 2009
outpace the national average 1 and
1/2 times, and per capita income
falls two-thirds below the national
average.

6. Where we do our
service for 6 years
Berea Kentucky

7. Source: Ezzell,T., Lambert, D., and E. Peter H. Strategies toCollege
3/23/2013 Ogle. Hackbert, Berea Economic Improvement in Appalachia’s
7
Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.

8. Source: Ezzell,T., Lambert, D., and E. Peter H. Strategies toCollege
3/23/2013 Ogle. Hackbert, Berea Economic Improvement in Appalachia’s
8
Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.

9. Source: Ezzell,T., Lambert, D., and E. Peter H. Strategies toCollege
3/23/2013 Ogle. Hackbert, Berea Economic Improvement in Appalachia’s
9
Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.

10. “Uneven Ground”
UK Professor of
History: Ronald Eller
www.google.com/images
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11. …growing popularity of ecotourism and
heritage tourism…contained the potential
for building an alternative economy, one that
promised greater monetary returns for local
residents, the preservation of rural traditions,
and the protection of sensitive natural
resources.
- Ronald D. Eller, Uneven Ground, The University of
Kentucky Press, 2008: 256.
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12. Small Rural Appalachian Community
Economic Development (CED)
Traditional ED Strategy / Tool Direct, Short-term
• Industrial development Economic
• Business retention / expansion Outcomes
• Workforce development • jobs
• Tourism • firms
Economic Development • prosperity
• wealth
Approaches
Alternative ED Strategy / Tool
• Entrepreneurship 1. Recruit firms from the outside
• Downtown development 2. Strengthen/expand existing firms
• Arts / Creative economy 3. Promote development of new firms
• Cluster-based development Other
• Residential development
Outcomes
• social
• civic
• environmental
CD Capacity Building Strategy /
Tool
Indirect, Long-term
• Transportation
• Broadband / Internet / Social Media
• ED finance
• Philanthropy
• Strategic planning
• Leadership development
• Organizational development
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13. EPG Small Rural Appalachian Community
Economic Development Model
Traditional ED Strategy / Tool Direct, Short-term
Economic
• Tourism
Outcomes
• jobs
Economic Development • firms
Approaches
e
Alternative ED Strategy / Tool 1. Strengthen/expand
• Entrepreneurship economy
existing firms
• Cluster-based development
• Local Living Economies 2. Promote new firms Other
• Residential development Outcomes
• social / civic
CD Capacity Building Strategy / • environmental
Tool
Indirect, Long-term
• Transportation
• Broadband / Internet /
Social Media
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14. 5 Years Research
• Demographic Analysis
• Economic Analysis
• Entrepreneurship
• Community Survey
• Site visits (14x10x6) 840 night stays
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15. Small Town Program
Populations
1,602
357
175
1,764
747
1,081
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16. 3/23/2013 Peter H. Hackbert, Berea College 16

17. Crowdsourcing
Terms include social media, user-
generated content (UGC), consumer
generated media (CGM), online social
networks (OSN), social networking
sites (SNS), Web 2.0 and Travel 2.0.
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18. TripAdvisor
• 100 million reviews
• 30 countries
• 60 million unique monthly visitors
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19. YELP drive real revenues to small
businesses
• A survey of 4,800 business owners to learn the economic
impact Yelp has on small businesses. The results saw an
average of $8,000 in annual revenue from Yelp. categories
doing exceptionally well advertising to purchase-minded
Yelpers:
Home -- $54,000*
Automotive -- $39,000*
Local services -- $36,000*
Hotel and travel -- $36,000*
Shopping -- $24,000*
Health & Medical -- $20,000*
Source: Boston Consulting Group, Unlocking The Digital-Marketing Potential of Small Business, March 19, 2013, retrieved at
https://www.bcgperspectives.com/content/articles/digital_economy_marketing_sales_unlocking_digital_marketing_small_businesses/
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20. 3/23/2013 Peter H. Hackbert, Berea College 20

21. Key Question
Can Social Media be a tool to
develop an alternative economy in
Appalachian communities?
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22. We observed and we listened to
the KRADD business owners,
attraction and destination
operators.
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23. Summer 2011
We conducted KRADD social media
workshops
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24. They use
Facebook
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25. 3/23/2013 Peter H. Hackbert, Berea College 25

26. Google Search
3/23/2013 Peter H. Hackbert, Berea College
Website 26

27. 3/23/2013 Peter H. Hackbert, Berea College 27

28. Summer 2012
We researched Kentucky Tourism
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29. Kentucky Visitor Profile Study
Daniel Boone Country Region
September 2010 – August 2011 Visitors
Prepared for:
The Commonwealth of Kentucky
Department of Travel and Tourism
Prepared by:
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30. 3rd largest industry in Kentucky,
Tourism is the
providing $3.3 billion in salaries annually
This is despite only 34% of first-time Kentucky
visitors actually recalling seeing any advertisements or
promotions for Kentucky prior to their visit.
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31. The Daniel Boone Country Visitor
Average Income : $68,560
Average Age: 50.8
Average Travel Group Size: 3
69% short pleasure trip
53% use internet
3/23/2013 Peter
96%
Recommend their visit to others: H. Hackbert, Berea College 31

32. 115 million Americans live
within a day’s driving distance
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33. 3/23/2013 Peter H. Hackbert, Berea College 33

34. Imagine
How would you spend 36 hours in
the KRADD region?
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35. 36 Hours in the
KRADD Region
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36. Online consumer recommendations are
the second most trusted source of brand
advertising, second only to
“recommendations from people I know” in
a global 2012 study of 28,000 consumers in
56 countries
Source: Nielson, “Consumer Trust in Online, Social and Mobile Advertising Grows, 2012
3/23/2013 Peter H. Hackbert, Berea College 36

37. "Traveler/tourist persona profile
gives you a chance to truly
empathize
with target market segments,
stepping out of the role as someone who wants
to promote a product and see, through your
travelers' eyes…”
Peter H. Hackbert
3/23/2013 Peter H. Hackbert, Berea College 37

38. 34 Personas
created in 2012
3/23/2013 Peter H. Hackbert, Berea College 38

39. 1. Traveler and Tourist Personas
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40. Meet the Weston’s
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41. Lifestyle
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42. Limitations
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43. Westons’ Travel Goals & Strategy
• More Spontaneity
• Wide open road with
unplanned stops
• Download apps
• Love of history
• Good foods and
scenic roads
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44. The Weston’s Next Steps
• Once returning home from their rally the
Weston’s…
• Uploaded multiple pictures on facebook
• Wrote reviews on their food and lodging
• Told their friends about their trip and passed
along their brochures
• Planned an annual trip to Hazard for the
Cherokee Rally Tag- A-Long
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45. 2. Traveler and Tourist Personas
3/23/2013 Peter H. Hackbert, Berea College 45

46. Joseph Atkins
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Images.google.com
Images.google.com

47. 45 years old
Works in Cincinnati
Restaurant Manager
Married
No children
History Buff
45 Years Old Social Media Experience
Wife is in Chicago
$1,100 budget
Travels by car
Visit a buddy at Alice Lloyd college
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Images.google.com

48. What got him to stop?
3/23/2013 Peter H. Hackbert, Berea College 48
Tripadvisor.co
m

49. 3/23/2013 Peter H. Hackbert, Berea College 49

50. Deals/Discounts
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51. Yelp Review: Hindman Settlement
School
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52. Lunch Special
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53. Appalachian Artisan Center Studio
3/23/2013 Peter H. Hackbert, Berea College 53
Yelp.com

54. Store decals
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55. Joseph Atkins Next Steps
• Returning home from his trip
• Uploaded multiple pictures on Facebook
• Wrote reviews on Yelp, Google+ and
TripAdvisor
• Told his friends about his trip and passed
along his comments
• Planned an annual trip to Perry County, KY
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56. Who is the next
DUKE in Joe’s
restaurant?
Use social
media to
acknowledge
loyal local
customers
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57. 3. Traveler and Tourist Personas
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58. Cameron Bruce
Sourced: Google images
19 years old 51 years old
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59. Patrick Todd
16
years
old
49 years
old
Source: Google
images
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60. Lifestyle/ Limitations/Budget
Sourced: Google images
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61. Historic Reenactments
Sourced: Google images
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62. 3/23/2013 Peter H. Hackbert, Berea College 62

63. Begley’s General Store: Electronic
Archery Range Techno Hunt
3/23/2013 Peter H. Hackbert, Berea College 63
Sourced: Jalissa Hunter

64. Begley’s General Store Review
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Sourced: Yelp

65. Kentucky School of Bluegrass &
Traditional Music Review – “all
cross the USA”
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Sourced: Yelp

66. Next Steps
4 Actions Happy People Do:
1. Upload Photos
2. Tell others
3. Make comments
4. Comeback
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67. 3/23/2013 Peter H. Hackbert, Berea College 67

68. 4. Traveler and Tourist Personas
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69. Cycling Through Appalachian
Serenity
How to Spend a Weekend in Berea as a
TransAmerican Bicyclist
By: Jenna Brooks
Hometown: Alexandria, KY
Class: Rising Junior
Major: Business Administration

70. America’s oldest and most used route.
Reference: America's Bicycle Travel Inspiration & Resource - Adventure Cycling Association."

71. The Typical TransAmerican Biker
Active, Independent, Adventurous and Driven
Reference: America's Bicycle Travel Inspiration & Resource - Adventure Cycling Association.

72. 3 H’s
Hydration
Hunger
Humanity

73. Limitations and Considerations
Local Photo taken 6/09/2012

74. Next Steps
4 Actions Pleased
Customers Do:
1. Upload Photos
2. Tell others
3. Make comments
4. Comeback
Reference: Google Images

75. 5. Traveler and Tourist Personas
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76. Four Souls, Two Destinations,
One Adventure of a Lifetime
Jamar Sullivan

77. Traveler Personas
• JT Lockhart
• Cliff Paterson
• Azizz Omar Rahiem
• Markus Hughs

78. JT Lockhart

79. Cliff Paterson

80. Azizz Omar Rahiem

81. Markus Hughes

82. Goals

83. Travel Strategy

84. Arrival @ LEX 10:00 a.m

85. Finally on the road 11:00 a.m.

86. Stocking up @ 12:30 p.m.

87. Pitching A tent @ 1:00 p.m.

88. Must crawl before you walk @ 2:00
p.m

89. Taking a dip or Making a Big Splash
@ 5:00 p.m.

90. Cooking on Open Flames @ 7:00 p.m.

91. Catching ZZZ’s in the Night @ 11:00
p.m.

92. Rise and Shine @ 7:00 a.m

95. Flying with Birds @ 9:00 a.m.

97. Lunch among Climbers @ 12:00 noon

98. Back on the River @ 2:00 p.m.

100. Back to Camp @ 6:30 p.m.

101. Breakfast @ Rockhouse

102. The Big Day

103. Next Steps

104. Reflection Session Framework
“I learned that” …
“I learned this when” ….
“This learning matters because” …
“In light of this learning” …
Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tools for Critical
Reflection in Service-Learning, Center for Excellence in Learning through Service Campus Christian Center &
Center for Transformative Learning, Berea College, February 3, 2012
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105. 6. Traveler and Tourist Personas
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106. Joseph and Marry Christian
Picture courtesy; http://www.genuinekentucky.com/wp-
content/uploads/2011/01/2011-Kentuckys-Visitor-
Guide.jpg

108. 9:00 AM: Boone
Tavern
Picture courtesy: Indigenous innovators facebook group

109. Video courtesy: Indigenous innovators facebook group

110. 10:30 Berea College
Visitor Center
Fee had written to the
American Missionary about
the need for a higher
school "which would be to
Kentucky what Oberlin is to
Ohio, antislavery, anti-
caste, anti-rum, anti-sin. . .
. Why can we not have
such a school here?"
Picture courtesy: Indigenous innovators, berea.com

111. Science Building and Fee
Glade Area
Picture courtesy: Indigenous innovators/facebook

112. 12:30 PM Boone Tavern

113. 2:00 PM Book Store on Main street
Picture courtesy: facebook/Indigenous innovators

114. 5:00 PM Dinner at President’s House
New President:
• Dr. Larry Shinn, Lyle D. Roelofs
Current President
Picture courtesy: berea.com

115. 6:30 AM Seabury Center
Picture courtesy: berea.com

116. 9:00 am Craft Tour to actually see
students weaving, making brooms and
wood working

117. Video
Video Courtesy: facebook/Indigenous innovators

118. 10:30 AM Meeting with Vice
President, Michelle L. Janssen
• Discussion on how to
donate to college
Picture Courtesy: facebook/Indigenous innovators

119. 12:30 pm Lunch at Papa Leno’s
Picture Courtesy: facebook/Indigenous innovators
http://www.flickr.com/photos/twofishblu/4660865414/

120. Old Town, Eco Village and
Berea Center for Arts
PictureCourtesy: facebook/Indigenous innovators

121. Berea College’s Convocation Program
• Former Berea College student and today's
successful entrepreneur talks about his experience
and the how Berea Changed his life.
Video Courtesy: facebook/Indigenous innovators,
berea.com

122. Meeting with Convocation
Speaker and EGP Program
and EPG Cohort 9
Dr. Peter Hackbert
Picture Courtesy: facebook/Indigenous innovators,
berea.com

123. Email to College President
Dear Dr. Larry Shinn,
Berea College is doing a noble job. We are amazed by its mission,
vision and student led activities. We congratulate Lyle D. Roelofs
for continuing further this noble cause as you are retiring soon.
We will be back soon with a gift of 5 million dollars.
Very truly yours,
Mr. and Mrs. Christian.

124. http://stanleyquan.com/the-philanthropic-dollar/philanthropy/

125. Reflection Session Framework
“I learned that” …
“I learned this when” ….
“This learning matters because” …
“In light of this learning” …
Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tools for Critical
Reflection in Service-Learning, Center for Excellence in Learning through Service Campus Christian Center &
Center for Transformative Learning, Berea College, February 3, 2012
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126. So What?
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127. 1,214 Social Media Reviews
250,000 free views
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128. Four Tips for KRADD Leadership
1. Claim your business listings (It’s free!)
2. Encourage multicounty reviews (more =
better)
3. Monitor what’s being said in the Counties
4. Start at SOMOLO campaign
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129. Who Cares?
3/23/2013 Peter H. Hackbert, Berea College 129

130. 3/23/2013 Peter H. Hackbert, Berea College 130

131. 3/23/2013 Peter H. Hackbert, Berea College 131

132. Now What?
3/23/2013 Peter H. Hackbert, Berea College 132

133. …link ecotourism and heritage
tourism………..contained the potential for
building an alternative
economy, one that promises greater
monetary returns for local residents, the
preservation of rural traditions, and the
protection of sensitive natural resources
to [SOMOLO] social, mobile, local,
economy
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.

134. KRADD Chamber Actions
1. Recommend KCTC execute social/mobile
certificate program
2. Expand the Tourism Definition
3. Use KY State Park Assets
4. Explore KY Trail Town models
5. Stimulate social media for the local
economy via mobile
6. Collaborate across KRADD county lines
3/23/2013 Peter H. Hackbert, Berea College 134

135. What If?
3/23/2013 Peter H. Hackbert, Berea College 135

136. Any Questions or Comments??
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