Successfully reported this slideshow.

Marketing Olympia as a Tourist Destination


Published on

Olympian Summer School with topic "Marketing and Management through Excellence and Olympian Ideals"

Published in: Business
  • Be the first to comment

Marketing Olympia as a Tourist Destination

  1. 1. Case Study: “Marketing Olympia as a Tourist Destination” 1/08/2012
  2. 2. SUMMER SCHOOL – OLYMPIA 2012 “TORCH TEAM”• Sercek Efe – University of Dokuz Eylul• Koliomichou Aggeliki – University of Piraeus• Papadopoulos Georgios Marios – University of Patras• Serfou Chrisanthi – University of Piraeus• Strafioti Dimitra –University of Leeds 1 1/08/2012
  3. 3. Contents1. Vision2. Mission3. Goals4. Situation Analysis5. Segmentation & Target Markets6. Branding Strategy7. Differentiation & Positioning strategy8. Product Strategies9. Promotional Strategy and Media10. Partnership alliances & Strategies11. Human Resources12. Conclusion 2 1/08/2012
  4. 4. VisionBeing a sustainable and distinguished tourism destination, preserving the cultural heritage but also offering a unique travel experiences. 3 1/08/2012
  5. 5. Mission Offering specified and individualized products- services in order to foster the local community – economy. 4 1/08/2012
  6. 6. To boost the local economy. To promote Olympia as a unique destinationEducate the local people & staff Improve service quality. 5 1/08/2012
  7. 7. Situation Analysis [1] Internal Environment STRENGHTS WEAKNESSESo Heritage, Culture, History o Non – sustainable economic growtho Global Reputation o Transportationo Scenery o Lack of educated – experienced personnelo Hospitality o Weak promotional strategyo Traditional Cultural Events o Unstable pricing policyo Accessibility (easy-border pass) o Weak partnerships o Dependence upon tour operators 6 1/08/2012
  8. 8. Situation Analysis [2] External Environment OPPORTUNITIES THREATSo Attract new target markets o The surrounding areas (Katakolono Create new product experiences Clemoutsi’s Castle).o Attract potential investors o The economic situation of the countryo Establish new partnerships (NGO) o The negative publicity and all theo IT development, stereotypes about the country 7 1/08/2012
  9. 9. Segmentation [1] 8 1/08/2012
  10. 10. Segmentation [2]Geographic:• German, British, Italian, FrenchDemographic: Psychographic:• 19-29 & 40 – 49 • Visiting attractions • Contact with local• High income people• High educated • Touring – Know new• Couples, Families, Students places • Relaxation – Fun 9 1/08/2012
  11. 11. Target Markets Visitors but non stayers in Olympia: the most important (Greek or not, travel by car, low or high income, younger or not...). Cruise passengers visiting Olympia (American - British , couples, over 40 years old, high income, seeking to get in touch with locals). 10 1/08/2012
  12. 12. Branding StrategyWhere the myths come alive… 11 1/08/2012
  13. 13. Differentiation & Positioning strategy [1] 12 1/08/2012
  14. 14. Differentiation & Positioning strategy [2]• Olympia has to focus on its existing & distinctive assets (heritage, history.. ) & values (tradition, quality, authenticity) so as to stand out as a sustainable tourism destination and communicate its unique value proposition among its target groups.• Positioning as a destination that offers not only a unique culture but value-for-money and a wide variety of experiences to visitors. 13 1/08/2012
  15. 15. Product Strategies [1] 1. Improvement of existing tourism products & services- Improvement on existing activities (e.g. sports, cultural activities, festivals)- Improvement service quality (e.g. hotel providers, restaurants..)- Improvement of existing superstructure (e.g. renovate accommodation buildings, illuminate the village roads, expanding the roads)- Re-opening of Modern Olympic Games Museum 14 1/08/2012
  16. 16. Product Strategies [2] 2. New Product Development- Develop new activities especially for children & young people (e.g. sports, eco tourism / fishing activities, voluntary programs, playgrounds)- Develop cheaper tourism packages according to the market needs (e.g educational)- Shops with genuine local products- Restaurants with traditional food- Open market , exhibitions (e.g. local products)- A coffee station within the archeological area- Opening an official store within the museum (e.g. exhibit replicas, crafts, traditional clothing)- Establish facilities for disabled people 15 1/08/2012
  17. 17. Promotional Strategy and Media [1] 16 1/08/2012
  18. 18. Promotional Strategy and Media [2]• A consistent campaign specifically for Olympia• Use the traditional media (brochures, posters, TV ads) and on- line – social media channels (e-brochures, IT applications)• Olympian Ambassador Club (could be integrated within the site that promotes Ancient Olympia)• Participating to International Tourism Fair as a destination• Promoting potential events / exhibitions of Olympia within and in the surrounding areas (flyers, tourist guides, etc ) 17 1/08/2012
  19. 19. Promotional Strategy and Media [3]• Invite the newspaper/magazine columnists to Olympia in order to make them experience the destination and culture.• Support Social Responsibility Projects (e.g . promote Olympia with the logo on plastic bags).• Support the film producer to make a film in Olympia. 18 1/08/2012
  20. 20. Partnership alliances & Strategies• Build new partnerships or reinforce the existing ones with tour operators, travel agencies, national tourism organization, trade associations, with the academics, Ministry of culture and tourism• Establish good public relations / gain positive publicity / dealing with 19 stereotypes 1/08/2012
  21. 21. • Build a sharing culture (communicate vision / goals, share existing knowledge)• Implement service training programs for staff which is in contact with the visitors• Educate the staff - skills building (e.g. language training)• Involve your staff on the decision making 20 1/08/2012
  22. 22. “Where there is a will, there is a way” 21 1/08/2012
  23. 23. Thank you for your attention 22 1/08/2012