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Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
Effective Communication To Promote Values-based (Islamic) Tourism
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Effective Communication To Promote Values-based (Islamic) Tourism

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The business-case for tourism geared towards Muslims globally is being made by the growing tourism spending ($137 billion in outbound expenditure in 2012) by this audience with increasing demand of …

The business-case for tourism geared towards Muslims globally is being made by the growing tourism spending ($137 billion in outbound expenditure in 2012) by this audience with increasing demand of faith-driven consumer needs Halal food, prayer requirements, etc...). OIC destinations are key beneficiaries of this opportunity. However key questions remain on how best to address this market but not lose other audiences the OIC markets are interested in? Based on the acknowledgement of diversity in Muslim tourist customer needs as well as disctinct nature of OIC/Non-OIC destinations, the presentation gives key recommendations in regards to effectively communicating the Muslim travel market opportunity.

Published in: Marketing, Spiritual
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  • 1. 1 Presented at: The 1st OIC International Forum on Islamic Tourism June 3rd, 2014, Jakarta, Indonesia Presented by: Effective Communication To Promote Islamic Tourism OIC based hotels/resorts, airlines & destinations - Practical considerations & brand positioning
  • 2. 2
  • 3. Effective Communication To Promote Islamic Tourism The case for this opportunity is being made… The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 3
  • 4. Do all Muslims see this an important consideration while traveling? Effective Communication To Promote Islamic Tourism However, key communication concerns remain… We are a OIC country. Wouldn't Muslim tourists already know us as being Muslim-friendly? Does the label ‘Islamic Tourism’ even appeal to Muslim tourist? How can we address this market but not loose our other audiences we are interested in? The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 4
  • 5. Effective Communication To Promote Islamic Tourism First lets Define Core Islamic ‘Lifestyle’ Sectors The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 5
  • 6. The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 6 Effective Communication To Promote Islamic Tourism Imperative to address ‘Structural’ needs first
  • 7. 1 Understand and address the diversity of needs (Consumer & OIC/Non-OIC dynamic) 2 Structural alignment relevant to an OIC market 3 Recommended communication strategy Effective Communication To Promote Islamic Tourism Three answers to leave with… The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 7
  • 8. 1 Understand and address the diversity of needs (Consumer & OIC/Non-OIC dynamic) 2 Structural alignment relevant to an OIC market 3 Effective Communication To Promote Islamic Tourism Three answers to leave with… The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 8 Recommended communication strategy
  • 9. •Airline specific? •Hotel/Resort Specific? •Destination specific? Diversity of Needs: Needs across airline, hotel, destination? Joint report by : DinarStandard & Crescentrating Question: Overall, which of the following are important to you when travelling for leisure? The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 9
  • 10. Joint report by : DinarStandard & Crescentrating The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 10 Diversity of Needs: Needs across airline, hotel, destination? Which ones to prioritize/ emphasize?
  • 11. The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 11 Diversity of Needs: Shades of Awareness & Adoption
  • 12. SPECTRUM OF NEED The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 12 Diversity of Needs: Shades of Awareness & Adoption: National Influence Saudi Arabia Iran United Arab Emirates Indonesia Kuwait Turkey Top Muslim Tourist Source Countries (From OIC, Outbound Expenditure 2011) Germany Russia France United Kingdom Singapore United States (From Non-OIC, Outbound Expenditure 2011) Critical Nice-to-have No influence
  • 13. The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 13 Diversity of Needs: Distinctions in OIC & Non-OIC environments OIC (Significant Muslim majority/strong affinity) OIC (Sizeable Non-Muslim Minority/less affinity) Non-OIC Saudi Arabia/ Pakistan Turkey/ Indonesia? USA/France/ Australia AIRLINES • On-plane prayer space; take-off prayer; Dry… • Halal food; Dry?; Ramadan meals… •MOML (‘Muslim meals); Airport prayer space HOTELS/ RESORTS • Prayer space; No inappropriate TV; women separate srvc… • Halal food; Dry?; Ramadan meals… •Halal food, Support services (i.e. Mosque direction) DESTINATIONS • Assumed all ‘Halal’; Family-friendly… • Halal food; family- friendly options; Gender options •Halal food, Support guides…
  • 14. 1 Understand and address the diversity of needs (Consumer & OIC/Non-OIC dynamic) 2 Structural alignment relevant to an OIC market 3 Recommended communication strategy Effective Communication To Promote Islamic Tourism Three answers to leave with… The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 14
  • 15. Joint report by : DinarStandard & Crescentrating The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 15 Structural Alignment Identify target audience & their preferences GCC represents 31% of the total Muslim travel expenditure while is approx. 3% of the global Muslim Ppn. Muslim travelers from your regional flow
  • 16. The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 16 Structural Alignment Identify value-chain areas to address/highlight
  • 17. The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 17 Structural Alignment Select appropriate ‘structural’ areas to address
  • 18. The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 18 Structural Alignment Build/Highlight Trust & Authenticity elements Certifications; Other Heritage sites; Faith-based cultural elements Family interactions/ Profiles Leverage nations brand identities Highlight tourism destinations
  • 19. 1 Understand and address the diversity of needs (Consumer & OIC/Non-OIC dynamic) 2 Structural alignment relevant to an OIC market 3 Recommended communication strategy Effective Communication To Promote Islamic Tourism Three answers to leave with… The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 19
  • 20. “O mankind! Lo! We have created you male and female, and have made you nations and tribes that ye may know one another. Lo! the noblest of you, in the sight of Allah, is the best in conduct. Lo! Allah is Knower, Aware.” (Surah al-Hujurat (49:13) The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 20 Effective Communication Inspired by an inclusive mission.
  • 21. CORE ISLAMIC TOURISM MUSLIM TOURISTS – STRUCTURAL ALIGNMENT WITH VALUES & NEEDS GLOBAL DESTINATION APPEAL WITH FAMILY-FOCUS • Hajj • Ummrah • Heritage RECOMMENDATION: Market positioning should be ‘authentic’ and ‘inclusive’. Positioning consideration: • Family-friendly • Halal & Wholesome food • Ramadan/ Festival specials • Religious Heritage • Eco-friendly • Explore the world in ‘knowing one another’… The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 21 Effective Communication Recommendation Market positioning: ‘Authentic' yet ‘Inclusive'
  • 22. Integrated with National campaigns… •Values based appeal •Highlight relevant aspects (based on structural priorities framework) Targeted ‘Muslim’ audience marketing channels… •Targeted ‘Muslim- friendly tourism platforms (e.g. Crescentrating) •Targeted religious media (broadcast, print, online..) The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 22 Effective Communication Recommendation Marketing channels: National & Targeted RECOMMENDATION: Targeted ‘Muslim’ audience marketing channels and/or integrated with national campaigns
  • 23. Hotels/ Resorts Airlines Destinations Customer need/ prioritization Your gap Your Structural alignment Strategy The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 23 Effective Communication Recommendation Industry Specific: Structural alignment mapping RECOMMENDATION: Hotels/Resorts, Airlines, & Destinations should align structurally to customer needs
  • 24. • Assist industry on prioritized audience segmentation; structural focus Drive Strategy • Support development of structural credentials or highlighting and promoting existing ones (Halal food, heritage sites…) Strengthen/Highlight Structural Credentials • Create ‘exciting,’ initiatives/ campaigns focused on appealing to Islamic values (Nasheed festivals, **’Spend Ramadan in Indonesia,’ Medical tourism ) Create specific campaigns • Integrate with national promotional campaigns with universal values-based messaging Integrate with national campaigns • Partner city Programs, Festivals, Exchange programs (promote ‘know one another.’) Develop OIC Partnerships The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 24 Effective Communication Recommendation Government role: Lead development through 5 areas 1 2 3 4 5
  • 25. 1 Understand and address the diversity of needs (Consumer & OIC/Non-OIC dynamic) 2 Structural alignment relevant to an OIC market 3 Recommended strategy: ‘Authentic' yet ‘Inclusive' Effective Communication To Promote Islamic Tourism Three answers to leave with? © DinarStandard 2005-2014 25The 1st OIC International Forum on Islamic Tourism DOWNLOAD REPORTS: www.dinarstandard.com
  • 26. E: rafishikoh@dinarstandard.com W: www.dinarstandard.com G R OW T H S T R AT E G Y R E S E A R C H & A D V I S O RY Halal/ Ethical Lifestyle Islamic /Ethical Finance OIC Economies 80 Broad Street, 5th Floor, New York City, NY 10004, USA www.dinarstandard.com

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