Oecd Trento Ejarque


Published on

Il turismo come motore di ricerca per lo sviluppo economico e non solo delle destinazioni minori

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Oecd Trento Ejarque

  1. 1. Tourism Marketing, Web Marketing and Destination Management Consultancy Developing Tourism Outside of Established LocalitiesDestination marketing as a means to promote and sell the tourism products on the market taking into account the new players FOURTOURISM©2012 1
  2. 2. CAP 00 | AGENDAAgenda1. The new tourism demand model 1.2. The tourism board’s role3. The small lands tourism product4. Conclusions: small lands destination marketing FOURTOURISM©2012 2
  3. 3. 01 | THE NEW TOURISM DEMAND MODELThe European market is very tempting European market is a great opportunity but we must be aware that destinations operate in an environment that has changed radically in recent years.The tourism demand is different from the past, and with it, has changed also the concept of the tourist destination. we passed from a modern tourism model to a postmodern tourism model FOURTOURISM©2012 3
  4. 4. 01 | THE NEW TOURISM DEMAND MODELThe postmodern tourism Even more traveller and less tourist Flickr © bartb_pt 4T©2012 4
  5. 5. 01 | THE NEW TOURISM DEMAND MODEL The postmodern tourism TODAY Product Experience Nowadays it is necessary to communicate focusing on Engagement We have to communicate the experiential product, the uniqueemotions lived by the tourist whenhe is on holiday in the destination FOURTOURISM©2012 5
  6. 6. 01 | THE NEW TOURISM DEMAND MODEL The postmodern tourism Tourists look for AUTHENTICITY They look for a more natural dimention, true and genuine emotionsSmall lands are a desired and a required product for all these reasons FOURTOURISM©2012 6
  7. 7. 01 | THE NEW TOURISM DEMAND MODEL The postmodern tourism The postmodern tourism in small towns Advantages: It is social and environmental sustainableGenerates induced profits in all economic sectors and throughout the land Enhances the small towns uniqueness Permit the economic and social development of smaller towns Enhance the traditions and culture that would otherwise be lost Involves the entire local population FOURTOURISM©2012 7
  8. 8. 02 | THE TOURISM BOARD’S ROLEThe new destination marketing THE FIRST CHALLENGE Make tangible your land  Make easy understand your product Build your offer thinking like a tourist See the destination with tourist’s eyes FOURTOURISM©2012 8
  9. 9. 03 | THE SMALL LANDS TOURISM PRODUCTThe product: the key of success If you promote a small land, a locality, a town, nowadays you have few possibilities of having success IF YOU DON’T HAVE TOURISM PRODUCT, PROMOTE THE DESTINATION IS MEANINGLESS DESTINATION PRODUCT MODEL MODEL FOURTOURISM©2012 9
  10. 10. 02 | THE TOURISM BOARD’S ROLEThe tourism board’s role The tourism board’s role in small towns Tourist flows are not generated independently: Destinations must present themselves to the market Destination Marketing FOURTOURISM©2012 10
  11. 11. 04 | HOW TO SELL SMALL LANDSFinally… Build a Create small landsexperiental destination Content products strategy marketing Integrate Create the awareness products in and clusters visibility FOURTOURISM©2012 11
  12. 12. 04 | HOW TO SELL SMALL LANDSThe promo-commercialization3 . HAVE A STRATEGIC PLAN: the two ways OBJECTIVE AWARENESS + VISIBILITY Online Offline TOOLS Trade Fiars, Advertising, Press Contents, Photos, Videos, Social Platforms, Forums, Relations, Brochure, Trade Events, Bloggers, Online Press, Travel sites, Review Sites, Conventions, Roadshows B2C Paid online Media CHANNELS Tourists, Influencers, Owned Media, Destination Sites, Tour operators, DMC, travel Earned Media agencies, IDS, OTAs 2.0 Social Platforms ACTIVITIES Search engine optimization, Search engine marketing, Co-marketing, Co-advertising, Social media oprimization, Video marketing, Email Marketing affiliations marketing, Community management, Blog trips, Cross marketing PURCHASE TOURISM MARKET Tour operator online & offline Direct purchase Travel agencies TOURIST ARRIVALS FOURTOURISM©2012 12
  13. 13. 04 | HOW TO SELL SMALL LANDSThe promo-commercialization3 . HAVE A STRATEGIC PLAN THE INTEGRATED WAY CONTENT MARKETING Content marketing is a new way to create awareness and visibility. It represent a perfect way for small lands to communicate their value and offer online and offline. Content marketing concerns all about your small land tourism destination: videos, photos, texts, comments… Source: Google Images FOURTOURISM©2012 13
  14. 14. 04 | HOW TO SELL SMALL LANDSThe promo-commercialization3 . HAVE A STRATEGIC PLAN THE INTEGRATED WAY CONTENT MARKETING Photos Texts To get results small lands need to DMO Blog posts Comments adapt themselves to the Videos customers / users, giving them DESTINATION REPUTATION content that match with their interests and with the greatest possible variety of formats. Only Makret Travel agencies Tourists Tour operators Social media this way small lands can meet the 2.0 tourism demand. FOURTOURISM©2012 14
  15. 15. 04 | HOW TO SELL SMALL LANDSThe promo-commercialization3 . HAVE A STRATEGIC PLAN THE INTEGRATED WAY CONTENT MARKETING What should a small land destination do then? Should encourage the emergence of a community that communicate, promote, and put the small land destination in the market through dialogue, the storytelling, the listening and that know what others say about the destination, which is the sentiment on the network and monitor the reputation. FOURTOURISM©2012 15
  16. 16. Four Tourism Srl Corso Ciriè 21 - 10152 Torino Tel +39 011 4407078 Fax +39 011 5631427 Mail: info@fourtourism.it Web: www.fourtourism.it @fourtourismLa proprietà ed i diritti relativi al presente documento, ai sensi della Leggenr.518/1992 in materia di “Diritti d’Autore”, sono in via esclusiva di FourTourism. Nessuna parte di questa presentazione può essere riprodotta el’eventuale utilizzo della stessa da parte di terzi deve esserepreventivamente autorizzato da Four Tourism. FOURTOURISM©2012 16