Making Strategies in Destination Branding
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Making Strategies in Destination Branding

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The need for strategic thinking in destination branding has been demanded regarding the challenges tourism destinations are facing nowadays, such as at the digital level. The utilization of Information Communication Technology by tourism destinations, when well-articulated with a destination branding strategy, could be a driving force to improve their strategic positioning, competitiveness, and to optimise the benefits they derive from tourism. The aim of this paper is to explore developments in branding Portugal as a tourism destination, namely what the online tourism promotional material is saying about the country. We intend to contribute to the discussion concerning the best strategies for Destination Portugal.

INTERNATIONAL CONFERENCE: SUSTAINABILITY ISSUES AND CHALLENGES IN TOURISM

3-5 October 2013, Istanbul, Turkey
http://www.butrmconferences.org/

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Making Strategies in Destination Branding Presentation Transcript

  • 1. Making Strategies in Destination Branding What is the online tourism promotional material saying about Portugal? @eduoliveira98 October the 3rd Boğaziçi University Tourism Administration Dept. Istanbul, Turkey
  • 2. Part I: Setting the context Part II: Theoretical background > The why & how? > Destination Branding > Digital challenges Part III: Empirical background > In destination branding. > Approach to Portugal (case study) > Making strategies Part IV: Step forward I will take some time… …with around 200 slides… in the end you can make questions Are you sure you want to listen this presentation?! …talking about challenges…
  • 3. The presentation contents through keywords Digital Level Destination Branding Strategic thinking Destination Portugal Strategic position Challenges Sustainable issues CompetitivenessTourism Strategies ICTs
  • 4. In the end is all about… Well known
  • 5. Part I: Setting the context - Is that so complicated? Source: google images
  • 6. Part I: Setting the context - Is that so complicated?
  • 7. Part I: Setting the context - Me, You, We SHARE
  • 8. Part I: Setting the context - From daily life……
  • 9. Part I: Setting the context - …to business (tourism), destinations Destination Brand
  • 10. How do I, YOU, THE PLACES, THE DESTINATIONS connect with “others” today? How do they will connect tomorrow?
  • 11. Everyone is trying to connect with other people all around the world – But, was always that easy? 1800 2020 Source: Thomas Baekdal, via http://www.baekdal.com/articles/Management/market-of-information/ and Manolis Psarros - Destination Marketing Consultant - www.abouTourism.com
  • 12. Reading information - passive. 1900 2020 Source: Thomas Baekdal, via http://www.baekdal.com/articles/Management/market-of-information/ and Manolis Psarros - Destination Marketing Consultant - www.abouTourism.com
  • 13. Getting the latest news - passive. 1960 2020 Soruce: Thomas Baekdal, via http://www.baekdal.com/articles/Management/market-of-information/ and Manolis Psarros - Destination Marketing Consultant - www.abouTourism.com
  • 14. Tune in tomorrow - less passive. 1990 2020 Source: Thomas Baekdal, via http://www.baekdal.com/articles/Management/market-of-information/ and Manolis Psarros - Destination Marketing Consultant - www.abouTourism.com
  • 15. Internet growing - mix passive-active. 1998 2020 Source: Thomas Baekdal, via http://www.baekdal.com/articles/Management/market-of-information/ and Manolis Psarros - Destination Marketing Consultant - www.abouTourism.com
  • 16. Creating & Generating content 2004 2020 Soruce: Thomas Baekdal, via http://www.baekdal.com/articles/Management/market-of-information/ and Manolis Psarros - Destination Marketing Consultant - www.abouTourism.com
  • 17. Blogging and sharing - more active. 2007 2020 Source: Thomas Baekdal, via http://www.baekdal.com/articles/Management/market-of-information/ and Manolis Psarros - Destination Marketing Consultant - www.abouTourism.com
  • 18. Social Networks - Creator & Generator. 2009 2020 Source: Thomas Baekdal, via http://www.baekdal.com/articles/Management/market-of-information/ and Manolis Psarros - Destination Marketing Consultant - www.abouTourism.com
  • 19. Everything is social–shared: challenging 2020 Challenges Source: Thomas Baekdal, via http://www.baekdal.com/articles/Management/market-of-information/ and Manolis Psarros - Destination Marketing Consultant - www.abouTourism.com
  • 20. Evolutionary spectrum of the challenge. Source: Thomas Baekdal, via http://www.baekdal.com/articles/Management/market-of-information/ and Manolis Psarros - Destination Marketing Consultant - www.abouTourism.com
  • 21. Are you?
  • 22. Part I: Content - word of mouth get a megaphone Travellers are influenced by comments… Source: Thomas Baekdal, via http://www.baekdal.com/articles/Management/market-of-information/ and Manolis Psarros - Destination Marketing Consultant - www.abouTourism.com When making travel purchase decisions. Methods used for booking 2003 2013 Internet 13% 76% Travel agent 65% 18%
  • 23. To Shout or to Hashtag? Digital Challenges in Destination Branding http://placesbrands.com/to-shout-or-to-hashtag-digital-challenges-in-destination-branding/ To #shout or to #hashtag
  • 24. From walk aroundLet’s find out some ‘cool’ place to go now… Logos, colours, taglines, booking, rating hotels cheap flights?!!!
  • 25. > Open up the discussion about the role of the institutions in charge of destination branding (e.g. DMO). Part I: Tourism destinations are facing challenges The right strategies The demand to provide quality information and online contents in an era of information overload. > How to use the social media and all media channels to communicate and interact with travellers? (O’Conner et al., 2011)
  • 26. > What is destination branding? Place or Destination brand(ing)?Part II
  • 27. Morgan, Pritchard & Piggott, (2003) “Tourism has often been seen a key element in the development of places and destinations, which are adopting branding strategies (…) (…) meant to gain a competitive position and assert their identity - in their communication with potential tourists” Destination branding IPart II
  • 28. Today’s environment of intense competition is affecting destinations as they are striving to develop themselves as attractive places for tourism and differentiate themselves from competing alternatives. In this ‘endeavour’ - destinations are facing Opportunities / Key Issues/ Challenges Destination branding IIPart II …it is a challenge for tourism destinations to improve their own features, attributes and unique elements to become more attractive places (Alvarez, 2012)
  • 29. Hankinson, (2011) Buhalis, (2000) Internet digital marketing effort Visionary leadership Consistent communication across stakeholders Compatible partnerships Alignment Brand- oriented organisational culture Integration & coordination Think Tourism Innovation Ritchie & Crouch, (2003) Sustainable Tourism Awareness Efficient & Successful Destination Branding
  • 30. Go and search for the very best…
  • 31. But Eduardo, we want to know something about Your case study
  • 32. PortugalEurope Source: Google Maps Do not mix the location, the place, the destination... Part III: Empirical background – Portugal (case study) We are here today
  • 33. Part III: Portugal as a tourism destination – destination Portugal
  • 34. Part III: Portugal as a tourism destination – destination Portugal Methodological Exercise > Content analysis: is an empirical technique which involves the counting, identification of issues and interpretation of the content of a text which is assumed to be significant (Hannam and Knox, 2005), > Text Mining: can be used as a tool for online text analysis / unstructured or semistructured collection of text documents.
  • 35. Counting 4 times Nazaré (place) Portuguese Surfing 8 times Norte (north) Praia (beach) 12 times McNamara Waves
  • 36. Example I > “Praia do Norte is the best secret in the world” > Less Travelled > Despite its charm and a stunning XIV church “It is like an earthquake” “Whipped up by powerful storms in the North Atlantic” “When it breaks, you can feel the earth shaking under your feet.”
  • 37. Example II > Focus in Lisbon > Gorgeous gothic > Lisbon is the capital of the style of Fado music > Superb views over the city from the terrace of the Miradouro de Santa Luzia cafe. > Windsurfers' ‘haven’ Source: http://www.theguardian.com/expedia-tyi/a-quick- guide-to-lisbon?CMP=twt_gu
  • 38. Making Strategies I “It is like an earthquake” (New York Times)
  • 39. Visit #portugal the #windsurfers haven via @newyorktimes Making Strategies II
  • 40. “It is like an earthquake” (New York Times) Surf in Portugal (…)
  • 41. Part III: Portugal as a tourism destination 2nd Methodological Exercise From the strategy To the online channels
  • 42. Contents communicated Sun & Beach Cultural City Break Meetings Nature Golf Health & Wellness Nautical Gastronomy & Wine Strategic products
  • 43. Part III: Portugal as a tourism destination Content?Coherence? From the online channels To the strategy
  • 44. From the online channels To the strategy The facebook cover tag line “Happy to have you here” Not mentioned There is no brand identity stated on the document “The beauty of simplicity”- not mentioned Adventure/Romance/ Products
  • 45. Part IV
  • 46. Back to the basics > How to do Destination Branding, > The need for Strategic Thinking, Community development efforts Part of the whole branding effort of the tourism destination
  • 47. Production of a positive, focused and consistent communication strategy for a destination. (Hall & Hubbard, 1998) The core objective of destination branding strategy: Production of a: > Positive, focused and consistent communication strategy for a destination. (Hall & Hubbard, 1998) Be honest Be simple Be clear
  • 48. Qualitative & diverse information Trip planning tools Attractive visual material Photo & Video sharing applications
  • 49. Identify visitors activity & determine how to move forward. LISTEN to what your target groups are saying online . Locate where their conversations are taking place (e.g. social media).
  • 50. ENGAGE ‘the multiple voices’ Make – Create - Design Strategy Build an on-line community INTEGRATE SOCIAL MEDIA SELECT THE TOOLS According with the audience
  • 51. content STRENGTHEN POSITIONING ENHANCE COMPETITIVENESS
  • 52. The national program for spatial planning The national program for spatial planning Thank you References upon request eduardo.hsoliveira@gmail.com