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Destination marketing YAC

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Session #3 YAC course on responsible tourism management

Session #3 YAC course on responsible tourism management

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  • 1. online course in responsible tourism development
    Destination marketing
    Stefano Andreotti
  • 2. Agenda
    What is destination marketing?
    Why destination marketing?
    How to do destination marketing?
    2
  • 3. What is destination marketing?
    3
  • 4. What is destination marketing?
    4
    Destination Marketing is a crucial activity for making the destination competitive on the tourism market.
    Destination Marketing has two main goals:
    • Improve the attractiveness of the destination;
    • 5. Position the destination or the tourism products on the market place;
  • Destination Marketing, whatfor?
    Promote and sell tourismproductsrelatedtotouristsmotivations
    “Organize a combinationofresources/products/servicesabletoprovide a realvalueforselected target ofdemands,motivate tobuy and satisfy the customersexpectations.
    James Makens et al., Marketing for Hospitality and Tourism
    Notonly promotion!
  • 6. Destination marketing vs. mass products marketing
    6
    Destination marketing differs because:
    In the tourismsector - diffrentlyfromotherssectors, in which the distributionchannelsdeliver the productsto the consumers - the consumersmoveto the destinations;
    The tourism product is made up by different components (resources) managed by different stakeholders;
    Decisions do not belong to one person/manager;
    The image of the destinations can be influenced by external factors that can not be managed;
    Vs.
  • 7. What influences competitivity
    7
  • 8. Why destination marketing?
    8
    DEMAND
    OFFER
  • 9. Why destination marketing?
    9
  • 10. How has the market change?
    10
    The long tailtheory and the productspecialization
    • Tourismproductdemandhasmovedtowardsnicheproductsabletosatisfyspecificexpectationsof a limitednumberof people
  • Why destination marketing?
    11
    The success of a destination depends highly on the level of efficiency of the destination marketing strategy and its activities aimed at:
    • Understand the activities and processes for connetting buyers (tourists) and sellers (local tourism offer);
    • 11. Respond to the demand needs positioning the destination on the market;
    • 12. Coordinate the activities and the offers of the destination, working for distribution;
    • 13. Assume a meta level position in relation to: tourism product, brand, price, segmentation, promotion and distribution.
  • Why destination marketing?
    12
    Normally the implementation of a destination marketing strategy is competence of a Destination Management Organization
    The task of this organization are:
    • Creation of tourism products;
    • 14. Definition of a pricing strategy of the destination (positioning)
    • 15. Implementation of promotion and marketing strategies;
    • 16. Favor the distribution, through different channels (tour operator, online destination portals, exhibitions etc.), of the tourism products;
  • New Approach to destination marketing
    13
  • 17. How to do destination marketing?
    Product
    It is the first and foremost key for a successful destination marketing strategy: people go to a destination because “they want to do something there”;
    It is therefore important for destinations to move from a logic of “destination” to a on of “motivation”
    14
  • 18. How to do destination marketing?
    Personalization
    Nowadaysis the customerthatlloks and findwhathewants, we can onlytrytoinfluencetheirchoice;
    Tourists are becoming more independent and consciousaboutwhattheywantto do and wheretheywantto go: the tourismproductbecomesoneof the mostinfluencingfactorwhendecidingwhereto go/whatto do;
    Itisnecessarytounderstand the expectations, the needs and wantsoftoursits in ordertobeabletorespondadequatelytothem;
    The destinationitselfloosesitsimportance and whatbecomesdeterminant are the tourismproductsthat the destination can offer.
    15
  • 19. How to do destination marketing?
    Price
    The price of a tourismproductshouldbedecidedtakinginto account quality and fariness; in factwhat people look formostof the timeis a productwithgoodqualityforanaccessible price;
    Quality, in thissenseshould take intoconsiderationnotonlyitsfunctionalcomponentsbutalsoitsemotionalsones;
    The pricing policy shouldconsider the followingindicators:
    Maximizationof the profit;
    Competitor’s pricing policy;
    Market segmentation;
    16
  • 20. How to do destination marketing?
    Distribution
    Accessibilityisanother key factorfor success becausebeing the market so competitive ifproducts are readilyavailableforpurchasemakesiteasiertowin the competition;
    Multi channel distribution strategy: tour operators, travel agencies, on line distribution;
    The distribution strategy needs to take into consideration the selected targets and markets;
    17
  • 21. How to do destination marketing?
    Position
    Identify the competitive context in which the destination is located;
    Identify which are the destinations that directly compete with ours;
    Identify which are the motivations and the needs and wants that tourist look for before arriving at the destinations (expectations);
    Identify motivations,, needs and wants for tourist chosing a competitor destination;
    Identify strengths and weaknesses of the offer, opportunities and threats for developing further the destination offer;
    Develop a new positioning starting from the opportunities individuated;
    18
  • 22. How to do destination marketing?
    Promotion
    Promotion can be very expensive both in terms of time and money; it is therefore important to selects channels and tools that are more appropriate for promoting the offer;
    Some criteria for choosing the most suitable toots for promotion:
    Audience: number of people that can be reached by that mean of communication;
    Opportunity to see: the chance that a person interested in our product see the message
    19
  • 23. Media strategy
    20
    • Media strategy refers to the identification and planning of the different media that will be used for promoting the product; the criteria used for determining the strategy should be:
    • 24. Target groups;
    • 25. Budget;
    • 26. Goal of the promotion campaign (ex: brand awareness or sell?
    • 27. Timing;
  • How to do destination marketing?
    Partnership
    Nowadaysis necessary to move from competition to coopetition;
    Bundling: it means to promote different products in unique offer so to present a varied range of coherent opportunities to the customer enhancing the chances of him buying them and enriching its consuming experience while maximizing profit;
    21
  • 28. How to do destination marketing?
    People
    Nowadays we talk of word of mouse vs. word of mouth; still people are the main protagonist of the holiday experience and are those that most certainly can convince someone to follow their step;
    Therefore it is important to ENGAGE with customers and potential customer in order to favor the word of mouse;
    A positive comment on the destination said by a visitors is definitely more effective than one said by a DMO;
    Be careful, people can also criticize… it is necessary to learn how to face criticism and how to respond to it.
    22
  • 29. How to do destination marketing?
    Planning
    Develop a strategic marketing plan(every 3 years) in whichidentifygoals and targetsfor the next operative period;
    In ordertobeeffective the strategic marketing planshouldbefollowedbyanoperative marketing planidentifying the detailed operative stepstobedoneforreaching the determinedgoals
    Monitorresults and adapt the operative strategywhenitshowstobeineffective;
    23
  • 30. Steps to successful destination marketing
    24
  • 31. Thank you very much!
    Stefano Andreotti
    mail: stefano.andreotti@antipoditourism.com
    skype: standreotti
    25

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