An investigation into the feasibility of the use of Google Earth as a marketing tool with focus on green business environment in the BMW region of Ireland

Abstract

Purpose: The purpose o f this research is to assess the future of sustainable business models and the use o f Geographic Information Systems as marketing tools to stimulate economic growth on a sustainable level. The study identifies future trends that will be important to the world economy over the next 5000 days of the World Wide Web. Evaluation of current mapping systems and the development o f a mash-up web based GIS application. Design (Methodology/Approach): A dual design incorporating qualitative and quantitative methods took place. Quantitative surveys were carried out using social networking to sample an international population o f Generation X and Y respondents. An assessment of the web confidence and awareness of the Green Box member’s also occurred. Qualitative in-depth interviews highlighting five key individuals in sustainable methods of marketing was also included in this research. Findings: A generational divide was identified in geographic information system technologies and open source applications. This has implications to the methods that will be used in the future of sustainable marketing techniques. Identifying international norms in regards to web technologies has repercussions for the future o f the interdependent global economic environment. Research Limitations/ Implications: Future research would benefit from assessment of the Asian economic powers and their use of GIS techniques, due to the continuing strength o f developed and developing economic entities. Their usage of hand held devices would also shed light on the future trends in North America and Europe. Finding a sample reflecting the entire world population by assessing sustainability could lead to further progress in the area of maintaining the green environment. Practical Applications: Companies embracing new applications as the buying power of new generations occurs. A future feasible business model is necessary to up-date old economic models to develop a framework so that the triple bottom line becomes more than a concept. This could occur through incorporating Geographic Information Systems across industries including Government agencies, NG O ’s and for profit corporations. Originality and Value: The assessment of Generation X and Y sampling identifies clear differences in the attitudes around the world from individual members and start-ups in the Green Box. The value occurs due to the future customers of the Green Box businesses using the four H’s of sustainable tourism will be Generation X and Y in nature.