Your SlideShare is downloading. ×

Dante pa presentation_zouni

145

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
145
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • (Refers to slide 3 ) So , by the end of this presentation we will have investigate such a gap for the first in marketing literature!
  • (Refers to slide 2 ) As you can see from the title, this presentation is about to examine the gap between the actual demographic profile of visitors and providers’ estimate of this profile within the context of a tourism destination
  • sto OVERVIEW pes oti apo ta -100 atoma reach phgame sta 18000 me content se 3 mhnes k apo ta 8 talking about this sto 300 - no budget  PES OTI PETYXAME TO STOXO TWN 6000 LIKES ANHMERA!!!! 
  • (Refers to slide 16 ) After reviewing the critical points of this study let’s now proceed to the empirical study of this presentation.
  • (Refers to slide 5 ) Alternatively, This examination would possibly have the format of a scary movie named…MIND THE GAP…Or better…
  • (Refers to slide 5 ) The Movie “While THEY were sleeping”…starring not Sandra Bullock in this case but the providers of tourism services and products in a tourism destination! So Let the movie begin!
  • (Refers to slide 17 ) This research investigates the gap between the demographic profile of visitors and providers’ estimate for this profile using a modified gap analysis. The implicit assumption of this investigation is that the possession of market knowledge by destination stakeholders is crucial for the successful operation and long-term sustainability of any destination.
  • (Refers to slide 18 ) The Study field for this research was the heritage destination of Ancient Olympia in Greece. Olympia is one of the most famous and visited destinations in Greece.
  • (Refers to slide 19) The cultural significance for humanity in general, the historical monuments and museums hosting extraordinary findings render Olympia one of the word’s finest treasures. The Olympic flame is still lit there .
  • (Refers to slide 20) Primary data was obtained from tourists and service providers in Olympia in two separate survey efforts. At this table you can see some methodological details of those surveys. Namely both surveys lasted 2 months and gave two samples consisted of 268 tourists and 95 tourism providers. For the examination of tourist demographic profile five broad categories were used : Nationality, age, gender, education, and income
  • (Refers to slide 21) A questionnaire was developed and translated in six languages ( according to past data of tourist arrivals in the destination ). The response rate for the tourist survey was 71% Whether the service provider survey achieved a 76, 5% response rate.
  • (Refers to slide 22 ) Next slides analyse the main findings of the analysis. And now ladies and gentlemen The results
  • (Refers to slide 23 ) Concerning the nationality of tourists survey revealed that The majority of tourists that visit Olympia is British. But as we can see at the graphs Destination providers seem to hold a faulty perception of tourists’ nationality As they believe that most of destination are French.
  • (Refers to slide 24 ) This finding is of particular importance for destination Marketeers and professional. According to a survey of Britain's official travel and tourism guide Brit i s h abroad today quickly mark out their territory, fight off the Germans trying to get to their deckchairs and then get the beers in. Moreover, a ll restaurants must be made to speak English and must serve English 'cuisine' (if you can call it that). Th is stereotype above is actually one of the more known stereotypes currently available in tourism cultural research . On the other hand, Pizam and colleagues have conducted a number of studies about French tourists. French are most adventurous but less interested in London-based shopping And are perceived to be less interactive and social . The differences mentioned above are major and destination marketers show to operate under miscomprehension. That is they market their products to meet french-type service (that is, less interactive and social ) whether most destination’s tourists need an English-type service.
  • (Refers to slide 25 ) Moreover, the majority of tourists that visit Olympia are young people aged from 20 to 40. Destination providers seem to hold a faulty perception of tourists’ age As they believe that most of destination tourists are middle aged and senior travellers.
  • (Refers to slide 26 ) This finding is also of particular importance. According to providers’ estimations visitors of the destination are senior people. This perception leads managers to the delivery of tourism offerings and services adjusted to senior visitors. The existence of too many jewellery shops in the destination – product that traditionally target older visitors argues in favour of the finding of the study. On the other hand, younger visitors’ traditionally spend more on music or multimedia tourism applications, books and gifts for others. This example clearly demonstrates the fact that false perceptions might lead to ineffective decision making for marketing.
  • (Refers to slide 27 ) Concerning education level of tourists survey revealed that The majority of tourists are university graduates and postgraduates (1 out to 2). Destination providers seem to hold an almost faulty perception of this tourists’ characteristic as they believe that tourists are college graduates or of basic education.
  • (Refers to slide 28 ) The influence of education level on tourism behaviour is well documented in the tourism literature: educate d tourists require more information and more time to reach travel decisions, and a higher level of education is conductive to higher levels of spending but lower levels of satisfaction. On the other hand, higher levels of impulse purchases are associated with “some” college educational experience (Wood 1998). Those differences have a direct impact on marketing tourism products and services.
  • (Refers to slide 29 ) Finally, concerning the monthly income of tourists the survey revealed that The majority of tourists that visit Olympia are of the upper monthly income (more than 3000 euros). Destination providers seem to hold an totally faulty perception of tourists’ income level in providers’ estimations as They believe that tourists are of the lowest braquet of the middle income category. As We can see at the graphs.
  • (Refers to slide 30) Moreover, Tourists’ income has proven to be a key factor in determining many tourism behaviors and choices such as: length of stay at a destination , shopping patterns and preferences Generally, people with higher levels of income and mobility in general reveal greater levels of consumption on cultural activities. Several studies have demonstrated this kind of relationship. This result clearly advocates for the need of bearing these differences in mind when designing policies for destination’s visitors.
  • (Refers to slide 31) Finally , study’s r results can be summarized to two categories: The REAL tourist of the destination, according ofcourse tourists’ statements. and , The PERCEIVED Tourist of Olympia , according providers’ estimate of tourists profile. As we can see the real tourist is: British, Woman, Young, holds a university degree and her monthly income exceeds 3.000 euros. On the other hand The PERCEIVED Tourist of Olympia is: French, Man, Older, uneducated and Poorer that he really is. Next slides visualize those results in the following way: We inputted simultan eous ly those words in GOOGLE IMAGES application First search was about real tourists’ demographic profile And second search was about perceived tourists’ demographic profile Results of this experiment are stunning…
  • (Refers to slide 32) When inputted the words British, woman, young, educated and rich in GOOGLE IMAGES The application resulted on this girl. This is Gail Trimble, said to be the smartest contestant ever to appear on University Challenge. But when inputted the perceived by providers tourists’ profile The result was the following image…
  • (Refers to slide 33) A sympathetic old homeless! These two totally different pictures…
  • (Refers to slide 34) Stand for more than a 1000 words depicting the fact that destination providers market for the wrong type of tourists! They should produce and make offerings for a tourism market consisting of many tourists like this girl On the contrary, they create offerings for a totally targer market, according their estimate of destination’s tourists profile.
  • (Refers to slide 35) Those findings are of particular importance for Marketing researchers and practitioners, considering both the significance of demographic characteristics for the buying behaviour of consumers, and the extensive use of those characteristics in market segmentation and the identification of distinctive market segments/target groups.
  • (Refers to slide 36) But the most important implication of the results is that False perceptions might lead to ineffective decision making for marketing in terms of segmentation, positioning and marketing mix formulation.
  • (Refers to slide 37) But the qustion now is ... Where do we go from here ?
  • (Refers to slide 38) This research demonstrates the importance of primary and timely research among tourists as a source of information for service providers. This Gap analysis is critical because it may prove to be an extremely useful tool for management to identify the service problems or service fail points in the tourism industry in destination. Surveying both visitors and providers, as part of a gap analysis, on a regular basis is an excellent way for a destination to be able to reach each target market with a ‘comprehensive range of offerings’ and to propose an ‘integrated solution’ to customer needs and wants. Finally, such an approach to is also in line with the notion of “co-creation marketing” that involves both the marketer and the customer interacting in all aspects of the design, production, and consumption of the service. Because in co-creation marketing co-operation and communication are very important, it is essential for the reality perceptions of both parties to be amply synchronized.
  • (Refers to slide 36) But the most important implication of the results is that False perceptions might lead to ineffective decision making for marketing in terms of segmentation, positioning and marketing mix formulation.
  • (Refers to slide 41) THANK U
  • (Refers to slide 42) THE END
  • (Refers to slide 8) The Study field for this research was the heritage destination of Ancient Olympia in Greece. Olympia is one of the most famous and visited destinations in Greece.
  • (Refers to slide 8 ) Segmentation by Middleton is the process of dividing a total market, in our case all tourists, into manageable sub-groups. Sara Dolnicar whom have the honour to have here today points that the basic idea underlying tourism market segmentation is to identify groups of tourists who are similar with respect to the construct of primary interest , for instance, travel behaviour, travel motives and patterns of expenditure.
  • Market Segmentation This CTR relates to Table 7-1 on p. 203 and the material on pp. 202-209. Bases for Segmenting Consumer Markets Geographic Segmentation. Geographic segmentation divides the market into different geographic units based upon physical proximity. While location determines how geographic segmentation is done, it is also true that many consumer products have attribute differences associated with regional tastes. Demographic Segmentation. Dividing the market into groups based upon variables such as sex, age, family size, family life cycle, income, education, occupation, religious affiliation, or nationality are all demographic segmentations. Consumer needs often vary with demographic variables. Demographic information is also relatively easy to measure. Age and life-cycle stage, sex, and income are three major demographic bases for segmentation. Psychographic Segmentation. Psychographic Segmentation divides the market into groups based on social class, life style, or personality characteristics. Psychographic segmentation cuts across demographic differences. Social class preferences reflect values and preferences that remain constant even as income increases. Life style describes helps group markets around ideas such as health, youthful, or environmentally conscious. Personalities may transcend other differences in markets and may be transferred to products themselves. Behavioral Segmentation. Behavioral Segmentation divides markets into groups based on their knowledge, attitudes, uses, or responses to a product. Types of of behavioral segmentation are based upon occasions, benefits sought, user status, usage rates, loyalty, buyer readiness stage, and attitude.
  • (Refers to slide 5 ) The Movie “While THEY were sleeping”…starring not Sandra Bullock in this case but the providers of tourism services and products in a tourism destination! So Let the movie begin!
  • (Refers to slide 5 ) The Movie “While THEY were sleeping”…starring not Sandra Bullock in this case but the providers of tourism services and products in a tourism destination! So Let the movie begin!
  • (Refers to slide 5 ) The Movie “While THEY were sleeping”…starring not Sandra Bullock in this case but the providers of tourism services and products in a tourism destination! So Let the movie begin!
  • (Refers to slide 5 ) The Movie “While THEY were sleeping”…starring not Sandra Bullock in this case but the providers of tourism services and products in a tourism destination! So Let the movie begin!
  • (Refers to slide 36) But the most important implication of the results is that False perceptions might lead to ineffective decision making for marketing in terms of segmentation, positioning and marketing mix formulation.
  • Transcript

    • 1. OLYMPIA CASE STUDY Destination Marketing Strategy Athens University of Economic & Business (AUEB) & University of Kent, Adjust Lecturer PhD, University of Piraeus OpenTourism Co-Founder Tourism Summer School Head of Academic CommitteeThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
    • 2. Day 1 OLYMPIA CASE STUDY Destination Marketing StrategyThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
    • 3. your expectations for today?This project is co-financed by the ERDF and made 3possible by the INTERREG IVC programme
    • 4. Why Marketing Research is the FIRST step any Tourism Destination should take!This project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
    • 5. DIGITAL AGENDA FOR NEW TOURISM APPROACH IN EUROPEAN RURAL AND MOUNTAIN AREAS Let the journey begin!This project is co-financed by the ERDF and made 5possible by the INTERREG IVC programme
    • 6. A story about going to the grand pazarThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 7. This project is co-financed by the ERDF and made 7possible by the INTERREG IVC programme
    • 8. This project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
    • 9. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 10. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 11. This project is co-financed by the ERDF and made 11possible by the INTERREG IVC programme
    • 12. 1. Photo Contest 2. Kids Paintings 3. Facebook setupThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 13. The Mission of the campaign To increase awareness + engagement of destination’s target marketThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 13
    • 14. The Goals of the campaign • To get emails of our target market • To reach 6000 likes in Facebook page • To increase page penetration (reach)This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 14
    • 15. The Process • Take a picture • Enter the contest • And the winner is… • Follow us at online to find your photoThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 16. 3 1 2This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 17. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 18. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 19. At ITBThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 20. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 21. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 22. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 23. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 24. On Site RESULTS Some thousands of ITB visitors pictures for social media content Some thousands of individual emails for email marketing A winner   Highlights page in ITBThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 25. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 26. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 27. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 27
    • 28. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 28
    • 29. Overall Results of the campaign • Reached 6000 likes on Facebook page • Increased page penetration (reach) • To get 5000+ targeted emails • janmar • mar april einai to reach se aytes • k to overview ti exoume twra • sta pics einai h ITB to marchThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 29
    • 30. Campaign Results Up to now…This project is co-financed by the ERDF and made possible by theINTERREG IVC programme 30The contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
    • 31. January-March 2012This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 31
    • 32. ITB March 2012This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 32
    • 33. April - May 2012 Olympic Flame Ceremony, OlympiaThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 33
    • 34. The Results of the campaign • Reached 6000 likes on Facebook page • Increased page penetration from -100 to 18.000 person reached from 8 talking about to 300 • Database of 5000+ targeted emailsThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 34
    • 35. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 35
    • 36. Ok with your story,so I can do any campaign whenever I want?This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 37. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 38. HOW?This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 39. 1 MORE S MUST BE ADDED TO OUR 3S MODEL (SEA SUN SAND*)This project is co-financed by the ERDF and made 39 ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣpossible by the INTERREG IVC programme
    • 40. STRATEGYThis project is co-financed by the ERDF and made 40 ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣpossible by the INTERREG IVC programme
    • 41. Destination Strategy Process 1. Marketing research 2. Segmentation 3. Targeting 4. Positioning 5. Product 6. Price 7. Place 8. PromotionThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 42. Marketing Research in Olympia 1. Marketing research • A PhD thesis (2011) • 2 Master theses with primary marketing research • A new primary research (2009) • A destination strategic plan (2010) • An MBA thesis in online strategy (2012)This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 43. Destination Strategy Process 1. Marketing research 2. Segmentation 3. Targeting 4. Positioning 5. Product 6. Price 7. Place 8. PromotionThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 44. This project is co-financed by the ERDF and made 44possible by the INTERREG IVC programme
    • 45. This project is co-financed by the ERDF and made 45possible by the INTERREG IVC programme
    • 46. or The Movie While they were sleepingThis project is co-financed by the ERDF and made 46possible by the INTERREG IVC programme
    • 47. Movie: The GAP Gap = visitors’ demographic profile – providers’ estimate of tourists’ profileThis project is co-financed by the ERDF and made 47possible by the INTERREG IVC programme
    • 48. Research FieldThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 49. Ancient Olympia, GreeceAn ancient Greek religious site dating back 10 centuries B.C.The birth-place of the Olympic Games.The location of giant gold Statue of Zeus, one of seven wonders of the worldPlace where Olympic flame is still litAn UNESCO Heritage SiteIt hosts one of the masterpieces of ancient Greek art, Hermes of Praxiteles.
    • 50. Research methodology TOURISTS SURVEY PROVIDERS SURVEYStudy determined using determined usingpopulation EUROSTAT and Tourism Satellite WTO Account of WTO.Samples National and Lists of the local international tourists, chamber of commerce. 15+ years old. Owners or managers.Sample size 268 95Period 2 months 2 months
    • 51. Research methodology TOURISTS SURVEY PROVIDERS SURVEYData Personal interview Personal interviewcollection using a questionnaire using structured in 6 languages questionnaireSampling Two stages Random Inventory method samplingResponse 71% 76, 5% response raterate
    • 52. Results Were they sleeping?This project is co-financed by the ERDF and made 52possible by the INTERREG IVC programme
    • 53. Results NATIONALITY % 35 32.6 30 25 20 18.418.9 17.9 15.8 14.7 15 13.2 13.2 10.2 10 7.1 7.4 5.3 5 3.2 3.2 0 UK French German Greek Italian Spanish Nederlands Visitors’ actual demographic profile Providers’ estimate of visitors’ profileThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 54. Results …what that means ?These are destination’s tourists Providers market for these tourists but… This project is co-financed by the ERDF and made 54 possible by the INTERREG IVC programme
    • 55. Results AGE % 35 32.5 30.5 30.5 30 24.4 25 22.8 20 17.9 16 15 9.8 10 4.5 4.9 5 0 19-29 30-39 40-49 50-59 15-18 Visitors’ actual demographic profile Providers’ estimate of visitors’ profileThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 56. Results …what that means ?These are destination’s tourists Providers market for these tourists but…This project is co-financed by the ERDF and made 56possible by the INTERREG IVC programme
    • 57. Results EDUCATION % 50 44.9 45 40 35 30.3 30 27.2 25.3 25 22.2 20.6 20 16.9 15 10 7.9 4.7 5 0 0 University graduate Postgraduate College graduate University Student Basic Visitors’ actual demographic profile Providers’ estimate of visitors’ profileThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 58. Results …what that means ?These are destination’s tourists Providers market for these tourist but…This project is co-financed by the ERDF and made 58possible by the INTERREG IVC programme
    • 59. Results INCOME (monthly) % 45 41.9 40 37.8 35 30 26.7 26.5 25 21.1 20 17.2 14.4 14.4 15 10 5 0 3000€ + 1500 - 3000 Less than 800€ 800 - 1499 Visitors’ actual demographic profile Providers’ estimate of visitors’ profileThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 60. Results …what that means ?These are destination’s tourists Providers market for these tourist but…This project is co-financed by the ERDF and made 60possible by the INTERREG IVC programme
    • 61. Results Outline The REAL Tourist of The PERCEIVED Tourist of Olympia OlympiaBritish FrenchFemale MaleYoung (19-39) Olderholds a university degree uneducatedmonthly income exceeds 3.000euros. Poorer that he really is.This project is co-financed by the ERDF and made 61possible by the INTERREG IVC programme
    • 62. The REAL Tourist of OlympiaThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 63. The PERCEIVED Tourist of OlympiaThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 64. The REAL Tourist of The PERCEIVED Tourist of Olympia OlympiaThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 65. DiscussionThe findings are important for researchers and practitioners,because of:•the significance of demographic characteristics forconsumers’ buying behaviour•the extensive use of them in market segmentation•the identification of distinctive market segments. This project is co-financed by the ERDF and made 65 possible by the INTERREG IVC programme
    • 66. strategic fit False perceptions lead to ineffective decision making for •marketing segmentation •positioning & •marketing mix formulation.This project is co-financed by the ERDF and made 66possible by the INTERREG IVC programme
    • 67. Where do we go from here ?This project is co-financed by the ERDF and made 67possible by the INTERREG IVC programme
    • 68. Research Contribution Importance of primary and timely marketing research among all stakeholders in a destination Useful tool for management in order to develop a Strategy and propose an ‘integrated solution’ to customers.This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 69. DIGITAL AGENDA FOR NEW TOURISM APPROACH IN EUROPEAN RURAL AND MOUNTAIN AREAS REAL IMPACT OF BECOMEOLYMPIAN CAMPAIGNThis project is co-financed by the ERDF and made 69possible by the INTERREG IVC programme
    • 70. • http://www.facebook.com/video/video.php? v=161389313880807This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 71. This project is co-financed by the ERDF and made 71possible by the INTERREG IVC programme
    • 72. More on… Day 2: Strategic Plan of a Destination: Olympia, GreeceThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
    • 73. Thank you!!!This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 74. Email: gzouni@gmail.comThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
    • 75. IF YOU WANT TO READ MORE OF WHAT WE ARE THINKING… www.slideshare.net/GeorgiaZouni www.academia.com/georgiazouniThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 76. OLYMPIA CASE STUDY Destination Marketing Strategy Athens University of Economic & Business (AUEB) & University of Kent, Adjust Lecturer PhD, University of Piraeus OpenTourism Co-Founder Tourism Summer School Head of Academic CommitteeThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
    • 77. Day 2 OLYMPIA CASE STUDY Destination Marketing StrategyThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
    • 78. Destination Strategy Process 1. Marketing research 2. Segmentation 3. Targeting 4. Positioning 5. Product 6. Price 7. Place 8. PromotionThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 79. The Vision to help Olympia get the position it deserves in people’s mind as a tourism destinationThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 80. Objectives Increase Overnight stay Increasing non package tourists’ stay Increase tourist expenditure at destinationThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 81. dividing a total market, such as all tourists, into manageable sub- groups (Middleton, 2001)This project is co-financed by the ERDF and made 81possible by the INTERREG IVC programme
    • 82. Segmentation Criteria Geographic Nations, states, regions or cities Demographic Age, gender, family size and life cycle, or income Psychographic Social class, lifestyle, or personality Behavioral Occasions, benefits, uses, or responsesThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 83. 2-3. segmentation- targeting 1st Target Market 1st Target market French & Germans 29-49 Family Travels High Income and EducationThis project is co-financed by the ERDF and made 83possible by the INTERREG IVC programme
    • 84. Special niche target market Italian Friends and new couples 19-29 Graduates 1000-3000 eurosThis project is co-financed by the ERDF and made 84possible by the INTERREG IVC programme
    • 85. Major Target Market Non Stayers Greek, German, Italian, Women 19-29 & 40-49Of all Education & Income LevelsThis project is co-financed by the ERDF and made 85possible by the INTERREG IVC programme
    • 86. Five Patterns of Targeting Strategies Single-segment Selective Product concentration specialization specialization M1 M2 M3 M1 M2 M3 M1 M2 M3P1 P1 P1P2 P2 P2P3 P3 P3 Market Full market specialization coverage M1 M2 M3 M1 M2 M3 P1 P1 P = Product M = Market P2 P2 P3 P3This project is co-financed by the ERDF and made 86possible by the INTERREG IVC programme
    • 87. 2-3. segmentation- targeting 1st Target Market 1st Target market French & Germans 29-49 Family Travels High Income and EducationThis project is co-financed by the ERDF and made 87possible by the INTERREG IVC programme
    • 88. This project is co-financed by the ERDF and made 88possible by the INTERREG IVC programme
    • 89. Positioning & Branding  Positioning  establishing an image for a product or service in relation to others in the marketplace  Branding  technique that enables organizations to gain competitive advantage by offering a product that has features not available in offerings of competitorsThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 90. Positioning Strategies • Positioning by specific product attributes • Positioning by benefits • Positioning for user category • Positioning for usage occasion • Positioning against another competitors • Positioning against another product classThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 90
    • 91. Positioning Strategy This market views Olympia as a Known Historic and Well established and visited Destination . «Unique Experiences for the family»This project is co-financed by the ERDF and made 91possible by the INTERREG IVC programme
    • 92. Marketing Mix or 4P’sThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
    • 93. NationalityOlympia’s site should be in French and German, apart from EnglishPresence in French and German magazines, Social media, Fairs. This project is co-financed by the ERDF and made 93 possible by the INTERREG IVC programme
    • 94. Gender Activities for both sexesThis project is co-financed by the ERDF and made 94possible by the INTERREG IVC programme
    • 95. Age Different packages and activities for  young people (youth festival, online-mobile applications ect) and for families (funfair, kids room and menu ect)This project is co-financed by the ERDF and made 95possible by the INTERREG IVC programme
    • 96. Education The visitor of this market is demanding High educational level and needs Accurate, instant and customized informationThis project is co-financed by the ERDF and made 96possible by the INTERREG IVC programme
    • 97. Monthly Income Quality assurance, ISO, value, information Promote the activities and events to spend their money! (via internet before trip and via flyers at shops or mobile apps )This project is co-financed by the ERDF and made 97possible by the INTERREG IVC programme
    • 98. Travel Information sourceSocial media, forums, e-wom in Germany, FranceTargeted publicity in selected travel magazines This project is co-financed by the ERDF and made 98 possible by the INTERREG IVC programme
    • 99. This project is co-financed by the ERDF and made 99possible by the INTERREG IVC programme
    • 100. This project is co-financed by the ERDF and made 100possible by the INTERREG IVC programme
    • 101. This project is co-financed by the ERDF and made 101possible by the INTERREG IVC programme
    • 102. This project is co-financed by the ERDF and made 102possible by the INTERREG IVC programme
    • 103. http://www.olympialand.gr/ This project is co-financed by the ERDF and made 103 possible by the INTERREG IVC programme
    • 104. Pentathlon RevivalThis project is co-financed by the ERDF and made http://www.flickriver.com/photos/cathpain/ta 104possible by the INTERREG IVC programme gs/pentathlon/
    • 105. 11-16 Sep 2011 Izmir, Turkey http://tourismsummerschool.orgThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
    • 106. 11-16 Sep 2011 Izmir, Turkey OLYMPIAN TOURISM SUMMER SCHOOL PARTICIPATION OPTIONS (prices in euro) cipation without Accommodation Fee (1) 150ek residents (courses only) /(5) 100versity of Piraeus students and graduates (courses only) /(5) 75icipation With Accommodation for all Early Registration Fee (2) Late Registration Fee (2) BB price per HB price per BB price per HB price per person person person person (3) (3) (3) (3)* 350 400 400 450 270 300 300 350 http://tourismsummerschool.org This project is co-financed by the ERDF and made 106 possible by the INTERREG IVC programme
    • 107. http://tourismsummerschool.orgThis project is co-financed by the ERDF and made 107possible by the INTERREG IVC programme
    • 108. Ancient Olympia after becomeolympian Olympia has a unique internet strategy, supported by the local Hotel Union, creating a new targeted brand. Olympia is being promoted by social media with becomeolympian in facebook, twitter and flickr Visitors of www.visitgreece.gr will discover that Olympia offers one of the best experiences Greece can give. ResultOlympia now is a destination.This project is co-financed by the ERDF and made A project planned, led and promoted by detour (www.detour.gr)possible by the INTERREG IVC programme
    • 109. This project is co-financed by the ERDF and made 109possible by the INTERREG IVC programme
    • 110. Thank you!!! Email: gzouni@gmail.comThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme

    ×