exceed your tourists’ expectations!get to know your tourist!put the tourist at the heart of your trip!offer a transforming experience!connect with your customer!
the long tail (Chris Anderson)
Segmenta#on methods Method Descrip4on Example Geographic Local, regional, na#onal, interna#onal Regional versus na#onal visitors Demographic Gender, ethnicity, age, family stage, income, occupa#on Single professional Asian women, ages 22-‐35, with incomes over $75,000 Psychographic Values, lifestyle, social class Independent, adventuruous tourists interested in winter sports Usage Business travelers, those visi#ng family/friends, day/weekend tourists, tradi#onal vaca#oners Business travelers who wish to add addi#onal ac#vi#es to their agenda while visi#ng From: Kolb (2006: 109)
moeder waarom reizen wij?
From: Toerisme Vlaanderen (s.d.: 18)
beschrijf de (arche)typische Joker-‐reiziger
exceed your tourists’ expectations!get to know your tourist!put the tourist at the heart of your trip!offer a transforming experience!engage with your customer!
Need Descrip4on Rela4on to tourism Physiological Food, clothing, shelter, and other basic necessi#es Dining establishments Grocery stores Suites with cooking facili#es Barbeques at campgrounds Hotel, motel, B&B’s Public toilet facili#es Security Personal safety and sense of well-‐being Phone numer to summon police Private security guards Guides on streets Informa#on center Signage Safe transporta#on Belonging Need to feel welcome and part of a group Friendliness of community Gree#ngs from store owners Ethnic community outreach Social ac#vi#es Nightlife tours Roman#c ac#vi#es Self-‐esteem Need to feel special and unique Unique ac#vi#es not found elsewhere Status events with limited availability Celebrity contact Opportunity for lessons Self-‐actualiza#on Need to feel they are the best person they can be Par#cipa#on in lessons with professionals Opportunity to volunteer for worthy cause From: Kolb (2006: 143)
Be relevant. Or exclusive.
Go local. Really local.
Go local. Really local. Immerse. Mul4-‐sensorially. Be relevant. Or exclusive.
make it meaningful
grondstoﬀen goederen diensten betekenis beleving Based on Pine & Gilmore (1999) de chocolade progressie
exceed your tourists’ expectations!get to know your tourist!put the tourist at the heart of your trip!offer a memorable experience!connect with your customer!