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Destination monitor:
Visitors’ opinions and trends during
Guidelines for the post-Expo period
27 October 2015
2
Agenda
• Destination Monitor
• Why return to Milan after the Expo? Motives and profile of
potential visitors
1. Visitors...
Destination Monitor (DM)
Supply
Demand
* Hotel performance
DDS
Places’ review
(Tripadvisor)
SOURCES
Accommodation
RESULTS
...
4
Destination Monitor (DM)
DM measures the perception of the Italian tourism products by specific segments of visitors in
...
WHY RETURN TO MILAN AFTER THE EXPO?
MOTIVES AND PROFILE OF POTENTIAL
VISITORS
MTM Projects – contributions to DM
6
Performance del
comparto ricettivo
1.Face to face
interviews with
1.145 tourists in
M...
WHY RETURN TO MILAN AFTER THE EXPO?
MOTIVES AND PROFILE OF POTENTIAL VISITORS
1. Visitors’ survey
Methodology – Sampling & Data Collection
8
• City center
• Hotel in Milano
• Malpensa Airport
• Underground – Rho-Fiera Mi...
There is a high potential for new tourism
products
9
• 64% of foreign respondents said that they had
already visited Italy...
Italy is an authentic and memorable country
10
• The experience of traveling in Italy is
perceived as authentic and deeply...
There is a high potential for new less
conventional itineraries
11
Memorable places for those who visited Milan and Italy
...
Interest for innovative thematic experiences
12
• Food, culture and shopping are the main
activities carried out by visito...
Interest for innovative thematic experiences
13
Tourists who want to experience Music &
performing arts activities during ...
14
“Do it yourself” through the big online booking
channels prevails over organized trips
• 67% of respondents stated that...
15
The role of alternative (not hotel) lodging
facilities is growing
• More than 1/3 of respondents stayed in
alternative ...
Critical points in the perception of public
support services and prices
16
• The elements on which respondents
express mor...
In brief
17
1. Defensibility of the Italian product, which is characterized by a strong perceived uniqueness
and authentic...
WHY RETURN TO MILAN AFTER THE EXPO?
MOTIVES AND PROFILE OF POTENTIAL
VISITORS
2. Exploratory analysis of visual contents o...
Methodology
Phase 1: Convenience sampling
• 30 of the most recent photos of Milan with
#expo2015 posted by foreign tourist...
Storytelling and fine-tuning to enhance the
online engagement with tourists
20
• Use of storytelling to depict places that...
If interested in further information or in applying the Destination
Monitor to destinations, projects, sectors or specific...
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L’italia e milano in occasione di EXPO 2015 [Eng]

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Il Master in Tourism Management (MTM) presenta i risultati di un progetto pilota che rappresenta un proof of concept in vista dello sviluppo di un sistema di monitoraggio innovativo per la destinazione Italia e per Milano (Destination Monitor) in grado di orientare imprese e istituzioni del turismo nello sviluppo e nella comunicazione di offerte mirate a specifici mercati internazionali. Il progetto si articola in due sezioni: a) Interviste dirette ai turisti stranieri presenti a Milano nel periodo di Expo Attraverso interviste dirette a centinaia di visitatori presenti a Milano in occasione di Expo, i risultati del progetto MTM offrono indicazioni utili sulla gestione del post-evento: • Esiste una difendibilità del prodotto Italia, che si caratterizza per una forte unicità percepita ed un elevato interesse dei visitatori a ritornare • Esiste un forte potenziale per lo sviluppo di nuovi prodotti non convenzionali, che toccano destinazioni minori e nuove tematiche, rivolti a specifici segmenti di turisti • Emerge la necessità di una DMO per: o Rafforzare il potere negoziale della destinazione Italia verso i grandi player online o Organizzare l’offerta secondo le nuove tendenze della domanda o Migliorare l’esperienza di visita dei turisti attraverso il miglioramento dei servizi di supporto e una accorta pianificazione strategica b) Esperimento di analisi dei contenuti visuali Attraverso un’analisi qualitativa delle immagini postate su Instagram da turisti stranieri e da quelle comunicate da Explora, il progetto MTM dimostra le potenzialità dell’analisi di visual contents per orientare le strategie di sviluppo e comunicazione dell’offerta turistica di Milano e dell’Italia per l’attrazione di visitatori internazionali.

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L’italia e milano in occasione di EXPO 2015 [Eng]

  1. 1. Destination monitor: Visitors’ opinions and trends during Guidelines for the post-Expo period 27 October 2015
  2. 2. 2 Agenda • Destination Monitor • Why return to Milan after the Expo? Motives and profile of potential visitors 1. Visitors’ survey 2. Exploratory analysis of visual contents on Instagram
  3. 3. Destination Monitor (DM) Supply Demand * Hotel performance DDS Places’ review (Tripadvisor) SOURCES Accommodation RESULTS DIMENSION OF ANALYSIS Before the trip During the trip After the trip Motivations SatisfactionBehaviour DDS Visual content (Twitter, Instagram) Population Segments … … … Geographical Markets …. … … Visitators’ survey *Intelligence on the attractiveness of places *Intelligence on preferred themes and experiences *Gap between visitors’ expectations and travel experiences *Gap between projected and perceived image of the destination
  4. 4. 4 Destination Monitor (DM) DM measures the perception of the Italian tourism products by specific segments of visitors in order to: 1) Carry out analyses on • The perception of specific market segments on: • Points of interests in Italy • themes and tourism experiences in Italy • The engagement of specific market segments 2) Establish guidelines for the development of tourism products (in the post-Expo period) targeting specific segments in order to: • Attract high-potential segments • Enhance a fair appropriation of value by national firms
  5. 5. WHY RETURN TO MILAN AFTER THE EXPO? MOTIVES AND PROFILE OF POTENTIAL VISITORS
  6. 6. MTM Projects – contributions to DM 6 Performance del comparto ricettivo 1.Face to face interviews with 1.145 tourists in Milan 2. Exploratory analysis of visual contents on Instagram
  7. 7. WHY RETURN TO MILAN AFTER THE EXPO? MOTIVES AND PROFILE OF POTENTIAL VISITORS 1. Visitors’ survey
  8. 8. Methodology – Sampling & Data Collection 8 • City center • Hotel in Milano • Malpensa Airport • Underground – Rho-Fiera Milano Station • Railway Stations (Centrale & Garibaldi) When Where How • June 2015 • Face to face interviews (average duration 7’) • Questionnaire: 16 multiple choice and 4 open- ended questions Country Tourists % Italy 163 14% North America (USA + Canada) 153 13% Germany 126 11% China 121 11% Other top 10 European markets* 102 9% Northern Europe° 101 9% France 100 9% South America^ 96 8% Far East** 93 8% Russia 90 8% Total sample for the analysis 1.145 100% * Belgium, The Netherlands, Spain, Switzerland, Austria, Poland ** Malaysia, Philippines, Korea, Singapore, Japan, Thailand, Indonesia, India, Sri Lanka, Pakistan, New Zealand, Australia ° Finland, Ireland, Denmark, Iceland, Latvia, Lithuania, Norway, Sweden, Estonia, UK ^ Brazil, Argentina, Colombia, Chile, Paraguay, Ecuador, Mexico, Barbados, Costa Rica, Perù, Bolivia, Dominican Rep. Sample: • Italy • Top 10 inbound tourism markets in Italy (Germany, France USA, UK, Austria, Spain, Switzerland, Holland, Poland, Belgium) • Top 3 growing inbound tourism markets (China, Argentina e Russia) • Emerging markets (Far East, Northern Europe)
  9. 9. There is a high potential for new tourism products 9 • 64% of foreign respondents said that they had already visited Italy, enjoyed it (4,4 on a 1-5 scale), and improved • 96% want to come back in the future for holiday purposes Average 4,4 Satisfaction with travel experience Return intention to Italy for Holiday (Scala 1-5: 1 = very negative; 5 = very positive)
  10. 10. Italy is an authentic and memorable country 10 • The experience of traveling in Italy is perceived as authentic and deeply linked with local identity • Respondents’ travel itineraries include Milan (88%) and other Italian destinations (41%) • Only 8% of them also included a foreign country in the travel itinerary; mainly visitors coming from North American (33%), China (18%) and the Far East (15%), “DIY” travelers (78%) staying in hotel Visited Places in Italy and abroad (open-ended answer)
  11. 11. There is a high potential for new less conventional itineraries 11 Memorable places for those who visited Milan and Italy • Among “memorable places”, in addition to classic Italian destinations for international visitors (Milan, Rome, Venice and Florence), respondents mentioned places of interest less visited by mass tourism. • Tuscany is the only region frequently mentioned as a “memorable place”, while the other are mentioned just as part of the travel itinerary.
  12. 12. Interest for innovative thematic experiences 12 • Food, culture and shopping are the main activities carried out by visitors during their stay in Italy (in line with Italy’s points of strength) • The main activities tourists didn’t do but would like to do on a new trip in Italy are: • Sun & sea (34%), • Music & performing arts (33%) • Spa & wellness (26%) e • Nature & green (21%) With significant differences among the geographical markets. Activities visitors would like to do on a new trip in Italy
  13. 13. Interest for innovative thematic experiences 13 Tourists who want to experience Music & performing arts activities during their future trips in Italy Tourists who want to experience Spa & wellness during their future trips in Italy Tourists who want to experience Nature & Green activities during their future trips in Italy Target international segments (in particular North Europe, South America) Russia, China, North and South America are already primary markets and confirm their desire to repeat this experience in future trips to Italy France, Northern Europe and China are high potential markets
  14. 14. 14 “Do it yourself” through the big online booking channels prevails over organized trips • 67% of respondents stated that they organized their trip by themselves, through the main online booking channels (Booking.com; Airbnb; Expedia in particular) • In most cases they are tourists from Northern Europe, France and North America, markets that lead trends • Even in long haul markets(China, Far East, North e South America), «DIY» tourists are more than 50% • Only 3% uses Italian tour operators or travel agencies
  15. 15. 15 The role of alternative (not hotel) lodging facilities is growing • More than 1/3 of respondents stayed in alternative (not hotel) lodging facilities (43% rented houses) • Foreign tourists who prefer to stay in alternative lodging facilities come from Germany, Northern Europe and North America, repeater markets with high preference for “DIY” * B&B, agritourism, hostels, camping Alternative lodging options
  16. 16. Critical points in the perception of public support services and prices 16 • The elements on which respondents express more positive evaluations are the cultural attractions, food & wine and shopping • Much less positive is the judgment of visitors on public supporting services (public facilities, tourism info, transportation) and prices Perceived image of different elements of the tourist offer (Scale 1-5: 1 = very negative; 5 = very positive)
  17. 17. In brief 17 1. Defensibility of the Italian product, which is characterized by a strong perceived uniqueness and authenticity and a high return intention of tourists 2. Strong potential for the development of new products based on non-conventional itineraries, including less known destinations and new themes (Spa & Wellness, nature & green, music & performing arts), aimed at specific segments of repeaters 3. Need for a DMO to: A. Strengthen the bargaining power of the Italian destination to the big players online B. Organize the supply according to the new trends of the customers C. Enhance the tourists’ visiting experience through the improvement of support services and a shared and effective strategic planning
  18. 18. WHY RETURN TO MILAN AFTER THE EXPO? MOTIVES AND PROFILE OF POTENTIAL VISITORS 2. Exploratory analysis of visual contents on Instagram
  19. 19. Methodology Phase 1: Convenience sampling • 30 of the most recent photos of Milan with #expo2015 posted by foreign tourists*: from Belgium, Brazil, Denmark, Finland, Germany, Great Britain, Iran, Kuwait, Malaysia, Russia, Saudi Arabia, Spain, UAE (Dubai) *excluding professional photographers, communication agencies, tourist agencies and TO • 30 of the most recent photos posted by Explora with #wonderfulexpo2015 Phase 2: Analysis • Content analysis : number, type, features of the elements present in each photo • Elements of compositional analysis: colors, positions, relevance of the elements present in each photo. Objectives 1) Verify the potential of the methodology for the DM 2) Formulate hypotheses for an extensive study 3) Formulate preliminary guidelines for effective communication actions 19
  20. 20. Storytelling and fine-tuning to enhance the online engagement with tourists 20 • Use of storytelling to depict places that encourage tourists to explore and "enter" into the places visited • Promotion of new places and attractions that tourists have already reported spontaneously • Description of food without stereotypes, giving space to regional cuisines • Less artificial and studied photos, in line with the sensations of the tourists: • not only places and attractions but even people • natural photos, no filters
  21. 21. If interested in further information or in applying the Destination Monitor to destinations, projects, sectors or specific markets, please contact (+39) 02 89.141.2815 or write an email to master.turismo@iulm.it Thank you for your attention! Francesca d’Angella

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