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The Knowledge Pyramid in destination marketing
The Knowledge Pyramid in destination marketing
The Knowledge Pyramid in destination marketing
The Knowledge Pyramid in destination marketing
The Knowledge Pyramid in destination marketing
The Knowledge Pyramid in destination marketing
The Knowledge Pyramid in destination marketing
The Knowledge Pyramid in destination marketing
The Knowledge Pyramid in destination marketing
The Knowledge Pyramid in destination marketing
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The Knowledge Pyramid in destination marketing

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What depth of information do travellers need? How do locals get their information out there? …

What depth of information do travellers need? How do locals get their information out there?

This document is definitely a work in progress: please add your ideas to the comments section, and indicate whether I may incorporate them into future versions.

Published in: Travel, Business, News & Politics
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  • 1. The knowledge pyramid in destination marketing “How  do  I  get  informa1on about  actually  travelling  in  your  country?”   –  Every  traveller,  ever Wednesday 21 May 14
  • 2. ``````````` Con0nent Country Province Region   Town Informa0on The  Knowledge  Pyramid Mar$n  Hatchuel  www.thistourismweek.co.za   Wednesday 21 May 14
  • 3. “If  you’re  answering  the  ques1ons  of  locals  and  visitors,  you’re   doing  it  well”  –  Ron  Mader • Locals:  How  do  I  get  my  informa0on  out  there? • Visitors:  How  do  I  get  informa0on  about  your  des0na0on? Wednesday 21 May 14
  • 4. Con0nent • Where  in  the  world  are  you? • How  do  I  get  there? • Are  you  a  long-­‐haul  des0na0on  for  me? Wednesday 21 May 14
  • 5. Country • How  do  I  get  there? • How  big  is  it? • How  do  I  get  around?   • What  are  your  poli0cs? • What’s  your  economy  like?  The  exchange  rate? • What  languages  do  you  speak? • What  cultural  norms  must  I  respect? • What  are  your  top-­‐selling  aNrac0ons? • What  hidden  aNrac0ons  should  I  look  for? Wednesday 21 May 14
  • 6. Province • Where  is  your  province  or  state  in  rela0on  to  your   country’s  main  port  of  entry?  To  your  capital  city? • How  do  I  get  there?  How  do  I  get  around? • Will  I  get  a  feel  for  your  country  as  a  whole  if  I  visit   your  province  only? • What  cultural  norms  must  I  respect?  Do  they  differ   from  province  to  province? • What  are  your  top-­‐selling  aNrac0ons? • What  hidden  aNrac0ons  should  I  look  for? Wednesday 21 May 14
  • 7. Region • Where  is  your  region  within  your  province?  How  far   are  you  from  your  major  ci0es? • How  do  I  get  there?  How  do  I  get  around? • Can  you  tell  me  about  the  natural  aNrac0ons,  na0onal   parks  or  wilderness  areas  in  your  region? • What  cultural  norms  must  I  respect?   • What  are  your  top-­‐selling  aNrac0ons? • What  hidden  aNrac0ons  should  I  look  for? Wednesday 21 May 14
  • 8. Des0na0on • Where  is  your  town/village/natural  wonderland   situated? • How  do  I  get  there?  How  do  I  get  around? • Where  can  I  stay? • Tell  me  about  business:  banks  and  money,  shopping   hours,  medical  facili0es • Can  you  tell  me  about  the  natural  aNrac0ons,  na0onal   parks  or  wilderness  areas  in  your  region? • How  do  I  meet  the  locals? • Where  can  I  eat?  What  kinds  of  food  can  I  expect? • What  cultural  norms  must  I  respect?   • Tell  me  about  your  music,  events,  fes0vals,  theatres,   galleries,  street  ar0sts,  art  schools,  sports  facili0es,  and   stuff. • Can  I  study  in  your  town?  Do  you  offer  language   courses? • What  are  your  top-­‐selling  aNrac0ons? • What  hidden  aNrac0ons  should  I  look  for? Wednesday 21 May 14
  • 9. The  Trade  Show  Checklist How  will  the  success  of  the  trade  show  be  evaluated? Is  there  live  streaming  video? Are  there  0ps  for  remote  par0cipants? Are  trade  show  newspapers  available  for  simultaneous  pdf  download? Is  there  a  directory  of  exhibitors? Are  press  releases  archived  online? How  much  are  speakers  paid? How  much  are  celebri0es  paid  for  endorsements?     -­‐  Ron  Mader  planeta.wikispaces.com/tradeshows   Wednesday 21 May 14
  • 10. Martin Hatchuel www.thistourismweek.co.za May  2014   Wednesday 21 May 14

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