Brief presentationWe are a cultural association that through its history and experimentation andlearning of their people, has accumulated a deep knowledge of Basque culture.And in particular, the years of experience support our remarkable ability torecover and develop our culture.
MissionIn response to our commitment to restore and develop the Basque cultureAnd because of the knowledge and experience we have achieved to do so,In .... We propose to offer a solution of Basque cultural tourism. DISCLOSE our knowledge of Basque culture Tourism + Basque Culture Tourism on Basque Culture
Strategic Goals Basque Culture Tourism Awaken foreigner´ s interest for learning and discovering the origin and evolution of our language. Develop and pass on knowledge and experiences that help as spreading our culture identity abroad. Cultivate the atmosphere which favoures the exchange of people’s custom, tradition and way of life.
Value proposition Kaixo Basque Tourism Agency= Cultural Heritage Tourism: Basque: As particular interpretation of ethnic and identity tourism of a culture. Understanding as an alive culture: Tradition + Modernity. Educational: Intellectual motivations with deep learning/acquisition of knowledge that increases the profit of experiences. Experiential: Participatory experiences to transform them into something memorable. Human: As a place for encounter and dialogue between people by generating an emotional connection.
In this stage we are going to work through/with some channels/means and not withended customers.By channels we understand every public- private institutions and cultural organizationsor universities, whose departments are dedicated to promote culture.For this reason, we have interviewed these channels/means and not to the endedcustomers.Through the interviews to these channels/means we have learned about the behaviourand needs of our potential customers.We have interviewed to the following channels/means:• Etxepare- Basque Institute• Basque Goverment-Department of Cultural and Tourism Promotion.• Deusto University (private)- International Relations Department• EHU-UPV (public)- Basque Country University• Euskaletxeak.net- Basque community abroad platform
From the interviews and surveys… Do customers have the problem that we think they do? (Customers need a cultural trip based on Human+Experience+Understanding+Identity) Etxepare: Yes, because users have to plan their own cultural trips, and have no time. Department of Cultural and Tourism Promotion: Yes, because there is no trip proposal that satisfied compeletly their needs. Deusto University (private): Yes, because there is no current market on trips with high content on understanding. EHU-UPV: Yes, because there is no current market on trips with high content on understanding. Euskaletxeak.net: Yes, because users have to plan their own cultural trips, and have no time. If so, how are they currently solving it and how much do they pay for that solution? Etxepare: Planing their own trips / Between 2000-3000 euros Department of Cultural and Tourism Promotion: buying the current offers but including extra activities / 2500- 3500 euros Deusto University (private): Planing their own trips visiting foros and social media / 800-1000 euros EHU-UPV: Planing their own trips visiting foros and social media / 500-900 euros Euskaletxeak.net: Planing their own trips / 2000-2500 euros Are they interested in our solution? Etxepare: Yes Department of Cultural and Tourism Promotion: Yes Deusto University (private): Yes EHU-UPV: Yes Euskaletxeak.net: Yes Are they willing to pay us for it? Etxepare: Yes Department of Cultural and Tourism Promotion: Yes Deusto University (private): Depends on the price EHU-UPV: Depends on the price Euskaletxeak.net: Yes Is there a different problem that they are much more interested in having us solve for them? Etxepare: No, because they are goint to be able to meet with their origins, and that’s the most important thing for them. Department of Cultural and Tourism Promotion: their users are so varied that they haven’t detected a major problem Deusto University (private): No EHU-UPV: No Euskaletxeak.net: No, because they are goint to be able to meet with their origins, and that’s the most important thing for them.
KaiXo’s target market is a cultural traveler with human,experiential and understanding motivations. Cultural travelerCultural Traveler Traveler Traveler Tourist Tourist Cultural Traveler = Human, Experiential Understanding
Estimation of out market size in euros Incoming Foreing = 0.8 million visits Incoming State= 1.7 million visits Total visits = 2.5 million Tourists who are coming for cultural or events reasons = 10% 2.5 million x 0,10 (cultural or events reason)= 250.000 cultural visits Average of spending per person in Basque Country= 1.000 euros 250.000 cultural visits x 1.000 euros=250 million *Source: Ibiltur –Study of behaviors and types of visitors in Basque Country (2011)
Segmentation We have defined our segments based on "who are" our potential customers. For this we have done the following clasification:1. Culturephiles. It’s engaged with the culture.2. Basquephiles. It’s engaged with basque culture.From this clasification, we have got five segments: General Culturephiles: they are interested in culture in general with independence of country of origin Culturephiles interested in a particular discipline (art, history, music, etc) Culturephiles interested in minority cultures. Basquephiles by identity (emotional). Interested in their origins. Basquephiles by intellectual interest. Similar to culturophiles with "intellectual expectation" but with prior knowledge on "Basque“.
ConclusionsWe have identify from the learning on our potential customers, that: We need to build Personalized Programs. Depending on the customer profile we address, the program should have more intensity in a feature or in another. For example, for a group of Basques living abroad we should go deeper into the issue of identity. Price can become the main characteristic. These is more highlighted in Universities. Also we have realized that these segments have different ways to communicate, each segment has to have their own channels and communication skills. We assumed that our proyect is still viable