Berea College, Entrepreneurship for the Public Good Program displays a pedagogical approach with a focus on entrepreneurial leadership for Liberal Arts undergraduates. This Perry County case study integrates the growing popularity of adventure tourism, ecotourism, and heritage tourism and contains 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. Four travelers and tourist "personas" into Perry County in Eastern Kentucky are demonstrated. This was presented to the Hazard Chamber of Commerce at Hazard City Hall in Hazard, KY on February 26th, 2013.

1. Social Media as a Tool for Building an Alternative
Economy in Perry County:
A project among students, community partners
and faculty
Peter H. Hackbert
Entrepreneurship for the Public Good Program
Berea College, Berea KY
Hazard Chamber of Commerce
Hazard City Hall, Hazard KY
February 26, 2013
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2. Source: Ezzell,T., Lambert, D., and E. Peter H. Strategies toCollege
2/28/2013 Ogle. Hackbert, Berea Economic Improvement in Appalachia’s
2
Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.

3. Source: Ezzell,T., Lambert, D., and E. Peter H. Strategies toCollege
2/28/2013 Ogle. Hackbert, Berea Economic Improvement in Appalachia’s
3
Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.

4. Source: Ezzell,T., Lambert, D., and E. Peter H. Strategies toCollege
2/28/2013 Ogle. Hackbert, Berea Economic Improvement in Appalachia’s
4
Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.

5. “Uneven Ground”
UK Professor of
History: Ronald Eller
www.google.com/images
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6. …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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7. 5 Years Research
• Demographic Analysis
• Economic Analysis
• Entrepreneurship
• Community Survey
• Site visits (14x10x6) 840 night stays
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8. Small Town Program
Populations
1,602
357
175
1,764
747
1,081
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10. Key Question
Can Social Media be a tool to
develop an alternative economy in
Appalachian communities?
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11. We observed and we listened to
the KRADD business owners,
attraction and destination
operators.
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12. They use
Facebook
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14. Google Search
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Website 14

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16. Summer 2012 - We researched
Kentucky Tourism
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17. 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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18. 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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19. 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
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96%
Recommend their visit to others: H. Hackbert, Berea College 19

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21. 36 Hours in Damacus
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23. 115 million Americans live
within a day’s driving distance
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24. Imagine
How would you spend 36 hours in
the KRADD region?
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25. 36 Hours in the
KRADD Region
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26. 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
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27. "The 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
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28. 34 Personas
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29. 1. Traveler and Tourist Personas
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30. Meet the Weston’s
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31. Lifestyle
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32. Limitations
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33. 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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34. H.O.G.
Run in
packs
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35. Appalachian “tag-a-long ride” to
Cherokee NC
Arrive in Hazard, Kentucky at 2:30 p.m. at the Tourism office
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36. Perry County’s answer to the
history buff
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37. History of Perry County : Bobby
Davis Museum & Park
4:00 p.m.
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38. Py Cakes
5:00 p.m.
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40. Where to Stay?
6:00 p.m.
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42. Jabo’s State of Mine
Dinner- 7:00 p.m.
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43. 7:00 p.m. Dinner
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44. 8:00 a.m. Ride to breakfast
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45. Departure
1:30 p.m.
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46. 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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47. Wildcat Harley-Davidson, London KY
Craft four
seasonal tours
to and through
Perry County
2012 Excellence in Entrepreneurship Awards for Eastern and Southern Kentucky
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48. 2. Traveler and Tourist Personas
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49. Joseph Atkins
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Images.google.com
Images.google.com

50. 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

51. 8:45 AM
Three Forks Historical Center
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Facebook.com/DigitalAppalachia

52. What got him to stop?
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Tripadvisor.co
m

53. 12:15 PM
Old Country Inn
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Facebook.com/DigitalAppalachia

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55. 9:30 AM - Wednesday
Alice Lloyd College
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Facebook.com/DigitalAppalachia

56. Google Local Review: Alice Lloyd College
www.google.com/images
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57. Deals/Discounts
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58. Yelp Review: Hindman Settlement
School
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59. Lunch Special
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60. Appalachian Artisan Center Studio
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Yelp.com

61. 1:00 PM
Appalachian Artisan Center Studio
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Facebook.com/DigitalAppalachia

62. Store decals
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63. 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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64. Lessons Learned
1. Claim your business location
2. Use and promote local deals/updates
3. Prompt guests to leave tips
4. Create badges
5. Use signs at your location
6. Create contests
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65. 3. Traveler and Tourist Personas
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66. Cameron Bruce
Sourced: Google images
19 years old 51 years old
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67. Patrick Todd
16
years
old
49 years
old
Source: Google
images
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68. Lifestyle/ Limitations/Budget
Sourced: Google images
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69. Historic Reenactments
Sourced: Google images
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70. Buckhorn State Park and Resort
Review
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Sourced: Trip Advisor

71. …the positive effects of star ratings
….a half star provides to the
restaurants evening bookings at 7pm
peak dining times….restaurants sell
out an average of 30-49% more often
when moving from 3.5 stars to 4 stars
on Yelp the rating system.
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72. 7:00am Buckhorn State Park and
Resort
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Sourced: Google images

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74. Begley’s General Store: Electronic
Archery Range Techno Hunt
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Sourced: Jalissa Hunter

75. Begley’s General Store Review
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Sourced: Yelp

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

77. 6:45 pm Creekside Go-Kart Track
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Sourced: Ali Djire

78. Go-Kart Review –”Like Disney
Land in Leslie County”
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Sourced: Yelp

79. Next Steps
4 Actions Happy People Do:
1. Upload Photos
2. Tell others
3. Make comments
4. Comeback
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80. Lessons Learned
1. Study your competitors’ profiles
2. Complete your business profile
3. Create a photo gallery
4. Recognize the value of your customer
reviews
5. Respond to reviews
6. Track and use metrics
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81. 4. Traveler and Tourist Personas
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82. Meet the next Persona:
The Ritchie Family
1980 • In 1980s Lived in
Perry/Hazard.
• Returning for family
reunion.
• Refresh the memories
of their childhood and
spend times in the
mountains as they call
it “Home”.
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83. Lifestyle

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