The Digital Challenge in Destination Branding: Brief Approach to the Portuguese case

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Oliveira, Eduardo (2013), “The Digital Challenge in Destination Branding: Brief Approach to the Portuguese case”, Conference Proceedings of the International Tourism Week Conference Series V - New Trends in Tourism Management and Marketing, 15th and -16th of April, Akdeniz University, Antalya, Turkey [ISBN 978-605-4483-14-3].

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  • Another company that close the doors - 4,480
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  • The Digital Challenge in Destination Branding: Brief Approach to the Portuguese case

    1. 1. International Tourism Week Conference 15-16 April 2013, Antalya-Turkey “New Trends in Tourism Management and Marketing” The Digital Challenge in Destination Branding: Brief Approach to the Portuguese case @eduoliveira98
    2. 2. Are you sure you want to listen this presentation?!  Part I: Background of the discussion  Part II: Theoretical background Destination Branding etourism Communication strategies  Part III: Empirical background  In destination branding. My argument Approach to Portugal (case study)  Part IV: Step forward I will take some time With around 255 slides Talking about challenges in the end you can make questions
    3. 3. Part I: Background of the discussion: Is that so complicated? Source: google images
    4. 4. Part I: Background of the discussion: Is that so complicated? Getting there Social networks Blogging/ picture sharing Source: http://www.theconversationprism.com/
    5. 5. Part I: Background of the discussion: Is that so complicated? Social event Live story Quotation Music Achievement Social/political issue A place visited Source: google images
    6. 6. Part I: Background of the discussion: Is that so complicated? Message/content Source: google images Destination brand Source: http://www.theconversationprism.com/
    7. 7. These days, everyone is trying to figure out how to connect with other people. How do I, YOU, THE PLACES, THE DESTINATIONS connect with “others” today? and more important, how do I, YOU, THE DESTINATIONS… will do it tomorrow? 1800 2020
    8. 8. Reading information - passive. 1900 2020
    9. 9. Getting the latest news - passive. 1960 2020
    10. 10. Tune in tomorrow - less passive. 1990 2020
    11. 11. Internet growing - mix passive-active. 1998 2020
    12. 12. Creating and generating content 2004 2020
    13. 13. Blogging and sharing - more active. 2007 2020
    14. 14. Social Networks – creator & generator. 2009 2020
    15. 15. Everything is social. 2020 challenges
    16. 16. Evolutionary spectrum of the challenge.
    17. 17. Part I: Content - word of mouth gets a megaphone Nearly a third of the travellers were at least somewhat influenced by comments from people in their online social network when making travel purchase decisions. More than two thirds are at least slightly influenced by travellergenerated ratings
    18. 18. Part I: Rising of digital challenges in tourism Tourism destinations are facing intriguing challenges. One of those challenges is the demand to provide quality information and online contents in an era of information overload. Open up the discussion about the role of the institutions in charge (e.g. DMO) of destination branding. How to use the social media and all media channels to communicate and interact with travellers? (O’Conner et al.2011)
    19. 19. Part I: Rising of digital challenges in tourism Research among 2000 consumers conducted by Arkenford 24% of people in the UK use a mobile phone or “tablet” device such as an iPad to book holidays (…) 14% used their mobile to book a foreign holiday online and 10% booked by using on a “tablet” device. The PC or laptop remains the device of choice, used by 89% of people who booked a holiday online. Source: http://www.newmediatrendwatch.com/markets-by-country/18-uk/151-online-travel-market? start=1
    20. 20. Part II: Theoretical background - tourism destinations Destinations are geographical areas, such as a country, a region, a city, or an island. (Hall, 2000; Davidson & Maitland, 1997). Tourism destinations are composed by a complex range of social, economic, legal and technological policies that affect their appeal, attractiveness, competitiveness and sustainability. (Brent-Ritchie and Crouch, 2011). A destination can be recognised as a perceptual concept, which can be interpreted subjectively by consumers, depending on their travel itinerary, cultural background, purpose of visit, level of studies and past experience (Buhalis, 2000)
    21. 21. Part II: Theoretical background - destination branding The use of branding is by some considered to be the most powerful tool available to develop tourism destinations. (Morgan, Pritchard & Piggott, 2003). Destination branding is thus a highly complex activity that is complicated by the reality that a destination or territory is not ‘created’ by marketers but is an existing living reality that evolves and is based on communities, people, histories, cultures and identities. (Roig, Pritchard & Morgan, 2011).
    22. 22. Part II: Theoretical background - destination branding Efficient destination branding depends upon a strong, visionary leadership, a brand-oriented organisational culture, departmental coordination and process alignment, consistent communications across a wide range of stakeholders and strong compatible partnerships. (Hankinson, 2011).
    23. 23. Part II: Theoretical background - etourism eTourism reflects the digitalisation of all processes and value chains in the tourism, travel, hospitality and catering industries. It emerges as a term describing the entire range of applications of Information Communication Technologies (ICTs) on tourism and the implications for the tourism value chain. (Buhalis, 2003).
    24. 24. Part II: Theoretical background - communication strategies Relationships between place marketing / branding and ICT strategies. Emerge with the need for coordination of frontend and back-office applications. (Muñiz-Martíne & Cervantes-Blanco, 2009). Successful destination branding strategies require substantial integration and coordination of Internet/digital marketing effort as well as the development of a favorable organizational environment that supports innovation. (Buhalis, 2000; Fesenmaier, 2007).
    25. 25. But Eduardo, we want to know something about challenges in practical terms
    26. 26. Part III: Empirical background – Tunisia, example 1 Challenges? Getting closer to the Argument Digital? Coherence / authenticity / strategy
    27. 27. Part III: Empirical background – Tunisia, example 1
    28. 28. Part III: Empirical background – Tunisia, example 1
    29. 29. Part III: Empirical background – Tunisia, example 1 Retirement tourism City tourism Medical tourism Education tourism
    30. 30. Part III: Empirical background – Tunisia, example 1 Brasil Brasil
    31. 31. Part III: Empirical background – Tunisia, example 1 Miami Miami
    32. 32. Part III: Empirical background – Poland 2005/06, example 2 Challenges? Polish Nurse Takes time to change tourist perceptions Polish Plumber
    33. 33. Part III: Empirical background – Poland 2013, example 2
    34. 34. Part III: Empirical background – Portugal, example 3 Europe Source: Google Maps Portugal as a tourism destination Portugal
    35. 35. Part III: Empirical background – Portugal, example 3 Discourse analysis Increasing numbers of researchers in the field of tourism studies are using discourse analysis as a means of critical investigation when faced with qualitative or textual forms of data, such as written documents, or visual materials. (Hannam & Knox, 2005). Content analysis Has long been a particularly useful research tool as it is ideally suited to quantify and classify the content of tourism messages- Discovering the dominant message. (Roig, Pritchard & Morgan, 2011)
    36. 36. Part III: Portugal as a tourism destination From the strategy To the reality
    37. 37. Strategic products Contents communicated Golf Health & Wellness Nautical Sun & Beach Cultural Gastronomy & Wine City Break Meetings Nature
    38. 38. Part III: Portugal as a tourism destination Coherence? Content?
    39. 39. Part III: Portugal as a tourism destination Confusing? Interaction Is this necessary? Community engagement
    40. 40. Part III: Portugal as a tourism destination Some findings Strategic plan for tourism Romance? Adventure? Products Distinctive factors by region
    41. 41. Part III: Portugal as a tourism destination Some findings Up to date Own contents Photo sharing Enhance strategic products Events Engagement Interaction Own contents
    42. 42. Part III: Portugal as a tourism destination 2nd methodological exercise Content?
    43. 43. Part III: Portugal as a tourism destination “Lisbon is a picturesque water-facing city built on seven hills” “Lisbon’s steep streets are serviced by yellow cable cars . “Lisbon’s surface and there lives a thriving, alternative arts scene” Source: http://www.bbc.com/travel/feature/201304 01-five-cities-where-you-can-live-large-for-alittle/2
    44. 44. Part IV
    45. 45. Back to the basics Community development efforts Part of the whole branding effort of the place How to do destination Branding? How to use the online channels to communicate?
    46. 46. Be clear The core objective of destination branding strategy: Production of a positive, focused and consistent communication strategy for a destination. (Hall & Hubbard, 1998)
    47. 47. Fundanmental Qualitative & diverse information Trip planning tools Attractive visual material Photo sharing applications
    48. 48. Engage Create a destination branding strategy Integrate social media Build an on-line community Create user generated content and spread the word about your destination – enhance competitiveness
    49. 49. Thank you Antalya Eduardo Oliveira e.h.da.silva.oliveira@rug.nl Questions?

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