Taste of the Isles: community engagement and digital innovation in rural food and drink services

Abstract

Purpose This paper aims to report on three collaborative digital initiatives co-developed with the Outer Hebrides Tourism Community, reflecting on process, challenges and community impact. Design/methodology/approach Practice-based development of three digital innovation initiatives, namely, Food with a View, Taste of the Outer Hebrides and Bùth Hebrides, in collaboration with the Outer Hebrides Tourism Community. Findings The initiatives have improved visibility of service providers, producers and crofters, also have enhanced community engagement, and access to digital markets. Together, these outcomes contribute to economic and social resilience across the isles of the Outer Hebrides. Research limitations/implications This paper contributes practical results to the extant theoretical understanding of digital innovation of services in rural contexts and community engagement, and shows how community engagement and digital innovation can be adapted to tackle limited digital infrastructure and financial challenges. Practical implications This paper provides guidance for rural service providers on adopting digital innovation by demonstrating how combining visual storytelling with community co-design can enhance engagement, visibility and inclusion. Social implications The initiatives show how community engagement can help strengthen rural economies and lead to more participation in digital innovation practices. Originality/value This paper contributes new insights into the intersection of rural food and drink services, digital innovation and community engagement for sustainable development in the food and drink services.