The Need for Destination Differentiation and Authenticity
 
<ul><li>Economic Transition </li></ul>Commodities Products Services Experiences Societal Transition Agriculture Industrial...
Emotions/Experiences
Information Society ------------------   New Reality Technology Emotion Rationalism Stories Pragmatism Values Physical Co...
Marketing of Services   Marketing of Experience In the marketing of experiences, destination authenticity and character ar...
<ul><li>Destination lifecycle considerations are bringing about new destination development and redevelopment. </li></ul><...
<ul><li>880 completed online surveys. </li></ul><ul><li>Questions about California resident’s behaviors, perceptions and a...
While on vacation, do you tend to seek out locally-owned shops and restaurants or national brands? 
<ul><li>Which of the following do you agree with?  </li></ul><ul><li>Vacation destinations are becoming similar in their r...
While on vacation, how likely are you to  pay more  for locally produced or locally grown products than those offered by n...
<ul><li>88%  indicated that while on vacation, they tend to seek out locally-owned shops and restaurants rather than natio...
 
<ul><li>Mission driven/statement products </li></ul><ul><ul><li>Organic foods </li></ul></ul><ul><ul><li>Locally grown and...
<ul><li>Social Marketing/Web 2.0 </li></ul><ul><ul><li>Blogs, user generated content (UGC) are naturally shaping and advan...
<ul><li>A sense of place </li></ul><ul><li>A strong point of view </li></ul><ul><li>Serving a larger purpose </li></ul><ul...
<ul><li>A place people can connect with </li></ul><ul><ul><li>Authentic experiences and local people. </li></ul></ul><ul><...
<ul><li>Authenticity emanates from a place where people have a deep passion for what they are doing or where they live. </...
<ul><li>Does your destination serve a greater purpose? </li></ul><ul><ul><li>Wildlife/sea life preservation </li></ul></ul...
<ul><li>A destination that is what it says it is. </li></ul><ul><li>A destination that provides the experience it promotes...
<ul><li>How do you maintain authenticity when your destination grows bigger? </li></ul><ul><ul><li>Go vertical </li></ul><...
<ul><li>The need for capital investment. </li></ul><ul><li>The need to preserve destination authenticity and character in ...
 
<ul><li>Destination Relevance (The Need for Change)   </li></ul><ul><li>vs.  </li></ul><ul><li>Maintaining your Authentici...
<ul><li>Protect and enhance Lake Tahoe’s diverse environments and ecosystems. </li></ul><ul><li>Support a vibrant and vita...
 
<ul><li>Focus on the experience. </li></ul><ul><li>Visitors/consumers not only remember what they did, but how they felt a...
<ul><li>Inventory authentic attractions </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><ul><li>Slow Rollers </li></ul...
<ul><li>Create/appoint a Community Liaison </li></ul><ul><ul><li>Meet with attractions/businesses to gather ideas and cont...
<ul><li>Branding & Promotion </li></ul><ul><ul><li>Create an unique brand (or brand extension) that captures the essence o...
<ul><li>Branding & Promotion continued… </li></ul><ul><ul><li>Initiate a blog on your destination site and encourage posti...
 
 
 
 
 
 
A page of aggregated links to other blogs and websites that feature recent posts, video and local or “insider” content abo...
 
Video Tours  featuring local’s favorite places. User reviews and comments about the videos. Visitors can also submit video...
 
Promotes Boston “neighborhoods” and their cultural elements that shape the city’s landscape and traditions. Guide to small...
<ul><li>Promotes cultural tourism in three “undiscovered” neighborhoods: </li></ul><ul><li>Highland Park </li></ul><ul><li...
<ul><li>Focus on the Experience: </li></ul><ul><ul><li>Where do you eat, shop, relax? </li></ul></ul><ul><ul><li>What is y...
<ul><li>Promote authentic attractions on your website and marketing materials. </li></ul><ul><li>Develop reciprocal link e...
 
 
Upcoming SlideShare
Loading in...5
×

The Changing World Of Tourism Final

253

Published on

The Changing World of Tourism was presented at the SMG Tourism Conference

Published in: Travel
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
253
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

The Changing World Of Tourism Final

  1. 1. The Need for Destination Differentiation and Authenticity
  2. 3. <ul><li>Economic Transition </li></ul>Commodities Products Services Experiences Societal Transition Agriculture Industrial Information Emotions
  3. 4. Emotions/Experiences
  4. 5. Information Society ------------------  New Reality Technology Emotion Rationalism Stories Pragmatism Values Physical Comfort Emotional Comfort
  5. 6. Marketing of Services Marketing of Experience In the marketing of experiences, destination authenticity and character are critical.
  6. 7. <ul><li>Destination lifecycle considerations are bringing about new destination development and redevelopment. </li></ul><ul><ul><li>Similarities in retail offerings </li></ul></ul><ul><ul><ul><li>Pottery Barn </li></ul></ul></ul><ul><ul><ul><li>Gap </li></ul></ul></ul><ul><ul><ul><li>Old Navy </li></ul></ul></ul><ul><ul><li>Similarities in dining offerings </li></ul></ul><ul><ul><ul><li>Outback Steakhouse </li></ul></ul></ul><ul><ul><ul><li>California Pizza Kitchen </li></ul></ul></ul>
  7. 8. <ul><li>880 completed online surveys. </li></ul><ul><li>Questions about California resident’s behaviors, perceptions and attitudes about travel. </li></ul>
  8. 9. While on vacation, do you tend to seek out locally-owned shops and restaurants or national brands? 
  9. 10. <ul><li>Which of the following do you agree with? </li></ul><ul><li>Vacation destinations are becoming similar in their restaurant and retail offerings. 44% </li></ul><ul><li>Vacation destinations are not similar in their retail and restaurant offerings. 13% </li></ul><ul><li>Vacation destinations have the right mix of local offerings and national brands. 43% </li></ul>
  10. 11. While on vacation, how likely are you to pay more for locally produced or locally grown products than those offered by national brands/chains? 52%
  11. 12. <ul><li>88% indicated that while on vacation, they tend to seek out locally-owned shops and restaurants rather than national brands. </li></ul><ul><li>44% indicated that vacation destinations are becoming similar in their restaurant and retail offerings. </li></ul><ul><li>52% indicated that while on vacation, they are very likely/definitely likely to pay more for locally produced or locally grown products than those offered by national brands/chains. </li></ul>
  12. 14. <ul><li>Mission driven/statement products </li></ul><ul><ul><li>Organic foods </li></ul></ul><ul><ul><li>Locally grown and produced </li></ul></ul><ul><ul><li>Green </li></ul></ul><ul><ul><li>“ I” centered buyers who value independence that Apple has cultivated (iMac and iPod) </li></ul></ul><ul><ul><li>Toyota Prius, Honda Element, BMW’s Mini </li></ul></ul><ul><li>Desire for new/REAL experiences </li></ul><ul><ul><li>Sameness is boring </li></ul></ul><ul><ul><li>Different is exciting </li></ul></ul>
  13. 15. <ul><li>Social Marketing/Web 2.0 </li></ul><ul><ul><li>Blogs, user generated content (UGC) are naturally shaping and advancing authenticity. </li></ul></ul><ul><ul><li>Visitors/consumers tell the world what they think, what they like and don’t like, and make recommendations based upon real experiences. </li></ul></ul><ul><ul><li>Cannot tell visitors/consumer what to expect. </li></ul></ul><ul><li>Profits </li></ul><ul><ul><li>Business can charge a premium for authenticity and originality. </li></ul></ul>
  14. 16. <ul><li>A sense of place </li></ul><ul><li>A strong point of view </li></ul><ul><li>Serving a larger purpose </li></ul><ul><li>Integrity </li></ul>
  15. 17. <ul><li>A place people can connect with </li></ul><ul><ul><li>Authentic experiences and local people. </li></ul></ul><ul><ul><li>Unique lifestyles, geography & attitude. </li></ul></ul><ul><li>A place with a story </li></ul><ul><ul><li>A real and authentic story that captures and evokes the true essence. </li></ul></ul><ul><ul><li>Inspires a certain lifestyle and passion. </li></ul></ul>
  16. 18. <ul><li>Authenticity emanates from a place where people have a deep passion for what they are doing or where they live. </li></ul><ul><li>Lifestyles/Passion = Authentic Attractions/Experiences </li></ul><ul><li>For everyone </li></ul>
  17. 19. <ul><li>Does your destination serve a greater purpose? </li></ul><ul><ul><li>Wildlife/sea life preservation </li></ul></ul><ul><ul><li>Alternative energy </li></ul></ul><ul><ul><li>Slow food </li></ul></ul><ul><ul><li>Culture </li></ul></ul><ul><ul><li>Environment </li></ul></ul>
  18. 20. <ul><li>A destination that is what it says it is. </li></ul><ul><li>A destination that provides the experience it promotes. </li></ul><ul><li>Integrity = Real </li></ul>
  19. 21. <ul><li>How do you maintain authenticity when your destination grows bigger? </li></ul><ul><ul><li>Go vertical </li></ul></ul><ul><ul><li>Focus on niches </li></ul></ul><ul><ul><li>Go deep </li></ul></ul>
  20. 22. <ul><li>The need for capital investment. </li></ul><ul><li>The need to preserve destination authenticity and character in order to be different and to create a competitive advantage. </li></ul><ul><li>Creates the opportunity to invite local businesses to be involved in tourism marketing efforts in order to increase tax revenues for infrastructure and community improvements. </li></ul>
  21. 24. <ul><li>Destination Relevance (The Need for Change) </li></ul><ul><li>vs. </li></ul><ul><li>Maintaining your Authenticity and Character </li></ul>
  22. 25. <ul><li>Protect and enhance Lake Tahoe’s diverse environments and ecosystems. </li></ul><ul><li>Support a vibrant and vital local and regional economy. </li></ul><ul><li>Enhance the social well being of Lake Tahoe’s communities. </li></ul>Source: Tahoe Basin Regional Vision, Placed Based Planning
  23. 27. <ul><li>Focus on the experience. </li></ul><ul><li>Visitors/consumers not only remember what they did, but how they felt about it. </li></ul><ul><li>Emotional value is priceless. </li></ul><ul><li>Every visitor wants to be a local. If locals do it, visitors want it even more. </li></ul>
  24. 28. <ul><li>Inventory authentic attractions </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><ul><li>Slow Rollers </li></ul></ul></ul><ul><ul><ul><li>Tahoe Adventure Film Festival </li></ul></ul></ul><ul><ul><li>Retail & Restaurants </li></ul></ul><ul><ul><ul><li>Alpen Sierra Coffee Company </li></ul></ul></ul><ul><ul><ul><li>Sprouts </li></ul></ul></ul><ul><ul><ul><li>Womack’s Texas Style BBQ </li></ul></ul></ul><ul><ul><ul><li>Sierra Ski & Cycle Works </li></ul></ul></ul><ul><ul><li>Art & Culture </li></ul></ul><ul><ul><ul><li>Artists </li></ul></ul></ul><ul><ul><ul><li>Local Characters </li></ul></ul></ul><ul><ul><ul><li>Outdoor Recreation </li></ul></ul></ul><ul><ul><ul><li>Environment/Stewardship </li></ul></ul></ul><ul><ul><ul><li>History </li></ul></ul></ul>
  25. 29. <ul><li>Create/appoint a Community Liaison </li></ul><ul><ul><li>Meet with attractions/businesses to gather ideas and content for marketing initiatives. </li></ul></ul><ul><ul><li>Connect attractions with lodging properties. </li></ul></ul><ul><ul><li>Develop an action plan to promote authentic side. </li></ul></ul>
  26. 30. <ul><li>Branding & Promotion </li></ul><ul><ul><li>Create an unique brand (or brand extension) that captures the essence of the authenticity & lifestyle. </li></ul></ul><ul><ul><li>Create a map/signage of authentic businesses. Include on website and in printed materials. </li></ul></ul><ul><ul><li>Promote through specific website, online efforts and printed materials. </li></ul></ul>
  27. 31. <ul><li>Branding & Promotion continued… </li></ul><ul><ul><li>Initiate a blog on your destination site and encourage postings by visitors about their experience. </li></ul></ul><ul><ul><li>Create/include podcasts of authentic local experiences, i.e., SF walking tours; and people. </li></ul></ul><ul><ul><li>Create/promote blogroll for your destination. </li></ul></ul><ul><ul><li>Create contests that feature unique businesses. </li></ul></ul>
  28. 38. A page of aggregated links to other blogs and websites that feature recent posts, video and local or “insider” content about the destination.
  29. 40. Video Tours featuring local’s favorite places. User reviews and comments about the videos. Visitors can also submit videos. Local and Visitor Blogs: Real People/Real Roadtrips
  30. 42. Promotes Boston “neighborhoods” and their cultural elements that shape the city’s landscape and traditions. Guide to small business districts that are the anchors of the ‘hoods and showcase city life.
  31. 43. <ul><li>Promotes cultural tourism in three “undiscovered” neighborhoods: </li></ul><ul><li>Highland Park </li></ul><ul><li>East Hollywood </li></ul><ul><li>Leimert Park </li></ul><ul><li>Showcase another side of LA and cultural diversity. </li></ul><ul><li>Bring in tourists to boost economic development. </li></ul>
  32. 44. <ul><li>Focus on the Experience: </li></ul><ul><ul><li>Where do you eat, shop, relax? </li></ul></ul><ul><ul><li>What is your favorite “don’t miss” event? </li></ul></ul><ul><ul><li>What is your local hidden gem? </li></ul></ul><ul><ul><li>What’s your local angle/connection/story? </li></ul></ul><ul><li>Who can you partner with to help you promote a genuine experience? </li></ul><ul><li>Promote the experience. </li></ul><ul><ul><li>Don’t just rent bikes. Give visitors a map and tell them where you go, where the hot spots are, where to eat, what not to miss. </li></ul></ul>
  33. 45. <ul><li>Promote authentic attractions on your website and marketing materials. </li></ul><ul><li>Develop reciprocal link exchanges with authentic businesses. </li></ul><ul><li>Initiate a blog and encourage postings by authentic businesses and visitors. </li></ul><ul><li>Create/include podcasts of authentic local experiences and people. </li></ul><ul><li>Distribute authentic business map developed by the VCB/chamber to all visitors. </li></ul>
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×