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The knowledge pyramid
in destination marketing
“How	
  do	
  I	
  get	
  informa1on
about	
  actually	
  travelling	
  in	...
```````````
Con0nent
Country
Province
Region	
  
Town
Informa0on
The	
  Knowledge	
  Pyramid
Mar$n	
  Hatchuel	
  www.this...
“If	
  you’re	
  answering	
  the	
  ques1ons	
  of	
  locals	
  and	
  visitors,	
  you’re	
  
doing	
  it	
  well”	
  –	...
Con0nent
• Where	
  in	
  the	
  world	
  are	
  you?
• How	
  do	
  I	
  get	
  there?
• Are	
  you	
  a	
  long-­‐haul	
...
Country
• How	
  do	
  I	
  get	
  there?
• How	
  big	
  is	
  it?
• How	
  do	
  I	
  get	
  around?	
  
• What	
  are	
...
Province
• Where	
  is	
  your	
  province	
  or	
  state	
  in	
  rela0on	
  to	
  your	
  
country’s	
  main	
  port	
  ...
Region
• Where	
  is	
  your	
  region	
  within	
  your	
  province?	
  How	
  far	
  
are	
  you	
  from	
  your	
  majo...
Des0na0on
• Where	
  is	
  your	
  town/village/natural	
  wonderland	
  
situated?
• How	
  do	
  I	
  get	
  there?	
  H...
The	
  Trade	
  Show	
  Checklist
How	
  will	
  the	
  success	
  of	
  the	
  trade	
  show	
  be	
  evaluated?
Is	
  th...
Martin Hatchuel
www.thistourismweek.co.za
May	
  2014	
  
Wednesday 21 May 14
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The Knowledge Pyramid in destination marketing

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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.

Published in: Travel, Business, News & Politics

The Knowledge Pyramid in destination marketing

  1. 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. 2. ``````````` Con0nent Country Province Region   Town Informa0on The  Knowledge  Pyramid Mar$n  Hatchuel  www.thistourismweek.co.za   Wednesday 21 May 14
  3. 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. 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. 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. 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. 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. 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. 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. 10. Martin Hatchuel www.thistourismweek.co.za May  2014   Wednesday 21 May 14

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