Information Is Selling Your Tourism Destination

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Information providing is selling your tourism destination. This strategy becomes more important with the power of internet. Lecture for 1st year tourism management students, case study ThailandReisgids and Euro Leisure B.V.

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Information Is Selling Your Tourism Destination

  1. 1. Information = sellingyourdestination…<br />A case study….Thailand<br />Euro Leisure & ThailandReisgids.nl - case study<br />
  2. 2. Objective of thispresentation<br />“To explain the importance of information providing on destination development” <br />Euro Leisure & ThailandReisgids.nl - case study<br />
  3. 3. Topics<br />Introduction Euro Leisure & ThailandReisgids<br />Influencesondestinationdevelopment<br />Tourism Masterplan & Thailand<br />From plan to action<br /> TAT to ThailandReisgids<br />Campaigns TRG – informing = selling<br />Future…?<br />Euro Leisure & ThailandReisgids.nl - case study<br />
  4. 4. Introduction Euro Leisure<br />Euro Leisure: Tourism Management & Consultancy company.<br />Core business: development of tourism<br />MICRO<br />Hotels, resorts<br />Holiday parks<br />Theme parks<br />MACRO<br />National Master plan<br />Nat. marketing plan<br />Regional policy plans<br />Euro Leisure & ThailandReisgids.nl - case study<br />
  5. 5. Introduction ThailandReisgids.nl<br /> 100% online<br /> Largest Thailand portal of Benelux<br /> From information site to travel seller.<br /> Now: also Thailand travel specialist.<br />Selling tailor made tours, tickets, hotels, maps etc.<br />Euro Leisure & ThailandReisgids.nl - case study<br />
  6. 6. InfluencesDestinationdevelopment<br />Destination<br />Euro Leisure & ThailandReisgids.nl - case study<br />
  7. 7. InfluencesDestinationdevelopment<br />Economy<br />Marketdevelopm.<br />Politics<br />YOU!!! (consumerbehaviour)<br />Accessibility<br />Destination<br />Tour operators<br />Attractive-ness<br />Accommodations<br />Euro Leisure & ThailandReisgids.nl - case study<br />
  8. 8. TourismMaster Plan<br />Objective: To attract more European tourists to Thailand<br />2 things to do: <br />1.Develop/ improvetourisminside the country – Developmentstrategy<br />2.Approach potentialtouristsactively – Marketing strategy<br />Euro Leisure & ThailandReisgids.nl - case study<br />
  9. 9. T. Master Plan - recommendations<br />Development strategy:<br /><ul><li> Get pressure of existing tourist centers
  10. 10. Locate new development areas
  11. 11. Clean beaches
  12. 12. Involve local people in development process</li></ul>Euro Leisure & ThailandReisgids.nl - case study<br />
  13. 13. TMP - recommendations<br />Marketing strategy:<br /><ul><li>Eye opener 1: Europe is not the same.
  14. 14. Eye opener 2: tourists coming in low season are not the same as in high season
  15. 15. New target groups: Niche markets (spa, golf etc.)
  16. 16. Main promotion channels: friends & relatives &
  17. 17. Upcoming internet (1999)!!</li></ul>Euro Leisure & ThailandReisgids.nl - case study<br />
  18. 18. InfluencesDestinationdevelopment<br />Economy<br />Marketdevelopm.<br />Politics<br />YOU!!! (consumerbehaviour)<br />Accessibility<br />Destination<br />Tour operators<br />Attractive-ness<br />=to be “manipulated” by internet<br />Accommodations<br />Euro Leisure & ThailandReisgids.nl - case study<br />
  19. 19. From plan to action!<br />Internet is booming and will turn the travel world upside down.<br />Informing = selling<br />Action: Establish Dutch TAT website<br />Euro Leisure & ThailandReisgids.nl - case study<br />
  20. 20. TAT website: informing = selling<br />2000 TAT website established by Euro Leisure<br />Basic information about practical matters (money, visa, communication etc.)<br /> Basic destination information and to see and to do<br /> No commercial purposes<br />Euro Leisure & ThailandReisgids.nl - case study<br />
  21. 21. TAT website to TRG<br />2004 TAT to BrouwerBetist – website handed over<br />Euro Leisure has knowledge and information<br />Could be commercialized<br /> <br />2006 Thailandreisgids online!<br />Objective: to become the largest Thailand information portal of the Benelux<br />Over 350 pages of Thailand information<br />New development: get direct in contact with supplier in Thailand.<br />Euro Leisure & ThailandReisgids.nl - case study<br />
  22. 22. TRG - now<br />Problem so new strategy needed:<br />Too little income and many requests for travel products. Why not selling Thailand tours/ trips?<br /> <br />New strategy: by providing Thailand information selling the destination<br />Euro Leisure & ThailandReisgids.nl - case study<br />
  23. 23. Informing = selling: TRG campaigns<br />Examples Viral Marketing: <br />Jump meenaar Thailand<br />Austrian Airlines campaign<br />Euro Leisure & ThailandReisgids.nl - case study<br />
  24. 24. The future…?<br />Microsoft<br />Euro Leisure & ThailandReisgids.nl - case study<br />Online marketing communication - ThailandReisgids.nl - case study<br />
  25. 25. Thankyou! <br />Euro Leisure & ThailandReisgids.nl - case study<br />

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