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PAOLO GRIGOLLI | Destinazioni turistiche | Meet Forum 2019

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Meet Forum 2019 | Mediterranean European Economic Tourism Forum

Co-creazione di valore: il caso delle Destinazioni
Forte Village, in Sardegna | Sabato 5 ottobre
Siendas Hall | 10.15 : 11.00
https://www.meetforum.it/programma-2019/

Paolo Grigolli
Direttore della Scuola di Management del Turismo di tsm-Trentino School of Management
https://www.meetforum.it/speaker/paolo-grigolli/

Meet Forum 2019 | Mediterranean European Economic Tourism Forum, a Forte Village, uno dei resort più premiati al mondo: sabato 5 e domenica 6 ottobre un formidabile appuntamento con conference, Laboratori d'Innovazione Turistica e Tavoli al Lavoro, il tema è lo sviluppo economico delle Destinazioni Turistiche del Mediterraneo.
https://www.meetforum.it

Published in: Marketing
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PAOLO GRIGOLLI | Destinazioni turistiche | Meet Forum 2019

  1. 1. Paolo Grigolli Direttore SMTC Scuola di Management del Turismo e della Cultura tsm-Trentino School of Management MEET FORUM – 5 OTTOBRE 2019
  2. 2. I trend delle DMO: • Destination Stewardship • Community alignment • Digital Conversion
  3. 3. Destination Stewardship Il Destination Management oggi, mira a facilitare le interazioni tra i visitatori, la filiera dei servizi, la comunità che li ospita e l'ambiente circostante (naturale e culturale). L'obiettivo è quello di curare esperienze di destinazione più coinvolgenti, gestire la crescita sostenibile dei visitatori, promuovere un equo sviluppo economico ed elevare la qualità della vita per i residenti e gli ospiti e la qualità del luogo. • Crescente importanza della costruzione di partenariati per politiche di sviluppo integrato delle destinazioni • Coinvolgimento più personale e diretto dei turisti nelle destinazioni • I giovani viaggiatori stanno diventando più consapevoli del loro impatto sulle comunità e l'ambiente («effetto Greta») I TREND
  4. 4. Fiandre
  5. 5. FiandreFiandre
  6. 6. IL NOSTRO FUTURO È UNA STORIA DA SCRIVERE INSIEME. PARTECIPA ANCHE TU
  7. 7. GLI OBIETTIVI • Adottare un processo collaborativo dinamico che permetta di far emergere l'identità profonda della destinazione (DNA) e della sua comunità (il contrario di un classico approccio “top-down” in cui si definisce un “nuovo” brand a tavolino) • Individuare i fattori che rendono veramente distintiva la destinazione rispetto agli altri territori e competitors. • Investigare e comprendere la percezione della comunità dei residenti e armonizzarla alle esperienze dei turisti • Valutare la possibilità, se necessario e ritenuto strategico per l’economia del progetto, di rivedere l'architettura di brand della destinazione ( Logos, colours, pay-off, content strategy)
  8. 8. UN LABORATORIO VIVO PER... Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis sit amet odio vel purus bibendum luctus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis sit amet odio vel purus bibendum luctus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis sit amet odio vel purus bibendum luctus. riflettere, rallentare per immaginare un futuro bilanciato lasciare alle nuove generazioni un territorio florido affrontare grandi temi e scenari, a partire da una piccola comunità fare di questo “piccolo” territorio un “grande” caso di studio a livello nazionale e nel mondo delle Alpi. allineare la comunità verso una visione condivisa
  9. 9. Community Alignment Le DMO operano per migliorare il sentiment dei residenti e il supporto delle istituzioni intorno a una visione condivisa di futuro per accelerare importanti iniziative di sviluppo delle destinazioni e migliorare la cultura dell'ospitalità. I TREND • La DMO favorisce lo sviluppo di alleanze strategiche tra più settori economici al fine di valorizzare la destinazione • Le comunità si impegnano nello sviluppo e nella gestione dell'esperienza dell’ospite nella destinazione • I governi locali si occupano di perseguire uno sviluppo economico equilibrato, focalizzato su una prospettiva integrata e multisettoriale Un numero sempre maggiore di comunità e di governi municipali è consapevole dell'importanza del turismo per l'economia locale e la crescita dell'occupazione ADVOCACY
  10. 10. • Aumentare la familiarità con la destinazione continuando ad attirare nuovi viaggiatori dai mercati con il più alto potenziale commerciale. • Co-creare esperienze condivise con il turista • Tenere presente sia la qualità della vita dei residenti che la qualità dell’esperienza dei visitatori. • Obiettivo non è la crescita dei visitatori ma aumentare il valore dello scambio La Vision: Guardare il turismo come parte della soluzione per un futuro sostenibile e non come parte del problema.
  11. 11. • Visione a lungo termine che supporta la co-creazione della destinazione turistica futura in cui le relazioni umane sono il punto focale. • La gente del posto e i visitatori non solo coesistono, ma interagiscono intorno a esperienze condivise di località • La crescita del turismo viene co-creata responsabilmente in tutti i settori e le aree geografiche, tra le parti interessate nuove ed esistenti, con la localizzazione come nostra identità condivisa e punto di partenza comune.
  12. 12. Helsinki
  13. 13. Digital Conversion • Diversi e nuovi stakeholders stanno creando contenuti sulle destinazioni • L'influenza dell'acquirente peer-to-peer sta guidando gli acquisti dei clienti • I viaggiatori richiedono maggiori informazioni, controllo dell'interazione e informazioni personalizzate • L'influencer marketing sta diventando una componente sempre più essenziale del mix di marketing di destinazione. Sviluppare contenuti video e strategie digitali personalizzate su piattaforme mobili per migliorare l'efficacia del marketing. I progressi nell'intelligenza artificiale, nella chat e in altre tecnologie stanno collegando i visitatori in nuovi modi che accelerano la conversione da utente a turista. I TREND
  14. 14. Visit London I forti investimenti nel Marketing Digitale hanno posizionato la città di Londra come una delle mete più ricercate e scelte dai turisti di tutto il mondo. MISSION DI VISIT LONDON Diventare la principale agenzia di turismo digitale UK entro il 2020. Azioni basate sulla filosofia di "test e apprendimento" su tutti i contenuti, dall'esperienza degli utenti di tablet a specifiche call-to-action. Visitata da 2,5 milioni di utenti nel 2018, visitlondon.com non è solo una piattaforma creata come strumento ‘’guida’’ per visitatori, ma un vero e proprio mezzo di condivisione del valore tra imprese operatori e turisti. Offre l’opportunità anche ai commercianti di Londra di pubblicare contenuti sul proprio brand e promuovere lo stesso attraverso campagne di promozione ad hoc offerte dalla DMO.
  15. 15. OBIETTIVI Continuare a sviluppare partnership con i principali intermediari sostenendo commercialmente i partner strategici e i fornitori del Regno Unito, identificando il "valore aggiunto" nel percorso verso la conversione. Fonte: www.visitlondon.com
  16. 16. AZIONI • Maggiore attenzione allo sviluppo e alla distribuzione delle esperienze, promuovendo un numero maggiore di itinerari, nuovi prodotti attraverso azioni specifiche di sviluppo del prodotto. • Formazione in area sales/commerciale attraverso un programma di accoglienza internazionale rivolta a nuovi mercati ed educational per la familiarizzazione con nuove culture • Creazione e diffusione di contenuti pertinenti e stimolanti su misura per un pubblico diversificato, per mostrare l'offerta turistica britannica e inglese in patria e all'estero, utilizzando i canali corretti • Lavoro mirato con influencer digitali per raggiungere il pubblico attraverso collaborazioni con il popolare Instagrammer, Zannavandijk • Utilizzo, dall'ispirazione alla prenotazione della potenza del digitale nell'intero customer journey del cliente: dall’hub online nella recente campagna nazionale ('Join the World') alla magica mappa della Gran Bretagna • Miglioramento delle presenze sui social media digitali per rafforzare le partnership con l'industria, il governo e le organizzazioni non turistiche • Creazione di contenuti mirati per oltre 20 mercati chiave in 14 lingue
  17. 17. Strategia di Prodotto
  18. 18. DAI FLUSSI ALL’EXPERIENCE DESIGN LacreazionedellaBikeDestinationPaganella Luca D’Angelo Direttore Apt Dolomiti Paganella
  19. 19. LA BIKE AREA OGGI
  20. 20. APT DOLOMITI PAGANELLA SOCIETA’ IMPIANTI DANGER ZONE srl COMUNI E COMUNITA’DI VALLE GOVERNANCE & MANAGEMENT Coordina e si assume la responsabilità del progetto concertando una strategia di sviluppo a medio-lungo termine; Affida a società terze specializzate in “trail building e trail mantainance” la cura dei percorsi bike e trek. Proprietari dei percorsi, si impegnano a finanziare annualmente la manutenzione dei singletrails Finanziano : la polizza assicurativa la realizzazione di nuovi tracciati; forniscono le infrastrutture e i servizi E’ il partner tecnico e project manager del DPB; progetta e realizza nuovi trail, gestisce la manutenzione dei trail (flow +natural)
  21. 21. 196,67 Euro SPESA MEDIA SINGOLO BIKER Escluso Bike Pass Relativamente all’analisi dei costi affrontati dal singolo biker, meglio indicati dalle 7 categorie di spesa di seguito elencate ed afferenti al periodo dichiarato di permanenza, l’indagine ha mostrato una spesa media complessiva di 60,98€ 43,34€ 22,42€ 22,20€ 22,25€ 6,20€ 19,28€ 24 € 4.207.556 Total Economic Impact
  22. 22. Grazie per l’attenzione! paolo.grigolli@tsm.tn.it

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