What depth of information do travellers need? How do locals get their information out there? This document is definitely a work in progress: please add your ideas to the comments section, and indicate whether I may incorporate them into future versions.

1. The knowledge pyramid
in destination marketing
“How
do
I
get
informa1on
about
actually
travelling
in
your
country?”
–
Every
traveller,
ever
Wednesday 21 May 14

2. ```````````
Con0nent
Country
Province
Region
Town
Informa0on
The
Knowledge
Pyramid
Mar$n
Hatchuel
www.thistourismweek.co.za
Wednesday 21 May 14

3. “If
you’re
answering
the
ques1ons
of
locals
and
visitors,
you’re
doing
it
well”
–
Ron
Mader
• Locals:
How
do
I
get
my
informa0on
out
there?
• Visitors:
How
do
I
get
informa0on
about
your
des0na0on?
Wednesday 21 May 14

4. Con0nent
• Where
in
the
world
are
you?
• How
do
I
get
there?
• Are
you
a
long-­‐haul
des0na0on
for
me?
Wednesday 21 May 14

5. Country
• How
do
I
get
there?
• How
big
is
it?
• How
do
I
get
around?
• What
are
your
poli0cs?
• What’s
your
economy
like?
The
exchange
rate?
• What
languages
do
you
speak?
• What
cultural
norms
must
I
respect?
• What
are
your
top-­‐selling
aNrac0ons?
• What
hidden
aNrac0ons
should
I
look
for?
Wednesday 21 May 14

6. Province
• Where
is
your
province
or
state
in
rela0on
to
your
country’s
main
port
of
entry?
To
your
capital
city?
• How
do
I
get
there?
How
do
I
get
around?
• Will
I
get
a
feel
for
your
country
as
a
whole
if
I
visit
your
province
only?
• What
cultural
norms
must
I
respect?
Do
they
differ
from
province
to
province?
• What
are
your
top-­‐selling
aNrac0ons?
• What
hidden
aNrac0ons
should
I
look
for?
Wednesday 21 May 14

7. Region
• Where
is
your
region
within
your
province?
How
far
are
you
from
your
major
ci0es?
• How
do
I
get
there?
How
do
I
get
around?
• Can
you
tell
me
about
the
natural
aNrac0ons,
na0onal
parks
or
wilderness
areas
in
your
region?
• What
cultural
norms
must
I
respect?
• What
are
your
top-­‐selling
aNrac0ons?
• What
hidden
aNrac0ons
should
I
look
for?
Wednesday 21 May 14

8. Des0na0on
• Where
is
your
town/village/natural
wonderland
situated?
• How
do
I
get
there?
How
do
I
get
around?
• Where
can
I
stay?
• Tell
me
about
business:
banks
and
money,
shopping
hours,
medical
facili0es
• Can
you
tell
me
about
the
natural
aNrac0ons,
na0onal
parks
or
wilderness
areas
in
your
region?
• How
do
I
meet
the
locals?
• Where
can
I
eat?
What
kinds
of
food
can
I
expect?
• What
cultural
norms
must
I
respect?
• Tell
me
about
your
music,
events,
fes0vals,
theatres,
galleries,
street
ar0sts,
art
schools,
sports
facili0es,
and
stuff.
• Can
I
study
in
your
town?
Do
you
offer
language
courses?
• What
are
your
top-­‐selling
aNrac0ons?
• What
hidden
aNrac0ons
should
I
look
for?
Wednesday 21 May 14

9. The
Trade
Show
Checklist
How
will
the
success
of
the
trade
show
be
evaluated?
Is
there
live
streaming
video?
Are
there
0ps
for
remote
par0cipants?
Are
trade
show
newspapers
available
for
simultaneous
pdf
download?
Is
there
a
directory
of
exhibitors?
Are
press
releases
archived
online?
How
much
are
speakers
paid?
How
much
are
celebri0es
paid
for
endorsements?
-­‐
Ron
Mader
planeta.wikispaces.com/tradeshows
Wednesday 21 May 14

10. Martin Hatchuel
www.thistourismweek.co.za
May
2014
Wednesday 21 May 14