This document proposes a Disneyland theme park in Crete, Greece. It provides background on Greece's geography, culture, politics and struggling economy. The product idea is an entertainment park dedicated to the Olympics and Greek mythology. Marketing strategies discussed include print ads, TV commercials, social media, and targeting families. Sales projections estimate over 25 million visitors by year five. The distribution strategy focuses on Crete's tourism industry and airports. Ethical challenges around development, labor, and pricing are also noted.
How travellers AND the tourism industry can get involved in Responsible Tourism. This presentation was made at the Harley Davidson Africa Bike Week South Coast Tourism business breakfast on Freedom Day - 27 April - at San Lameer, near Margate, in KwaZulu-Natal privince
How travellers AND the tourism industry can get involved in Responsible Tourism. This presentation was made at the Harley Davidson Africa Bike Week South Coast Tourism business breakfast on Freedom Day - 27 April - at San Lameer, near Margate, in KwaZulu-Natal privince
Travel and tourism industry is the one of the fastest growing industries from history to current era. And from the last few decades, tourism industry is witnessing new emerging trends that are very much important for its development. These latest trends also influence tourism sector's marketing planning, strategic planing or making new business policies for peak seasons. Check the slides here to know about these new trends and their influences on tourism industry in detail.
A presentation for ICTT 2013 (International Conference on Travel Technology India) in Kovalam, Kerala. Most of the slides have notes as well.
Conference website: http://icttindia.org/
My Tourism Currents team and I do online and in-person training in social media for tourism and hospitality - http://www.tourismcurrents.com
Public Relations Proposal: Tourism to OmanSabina Leybold
Our PR campaign proposal is designed to increase awareness of Oman as a safe travel destination and to boost actual tourism numbers to the country. We plan to achieve these goals through social media conversation, influencer relations, and pop-up events. This public relations proposal starts with situational analysis and leads into our planned objectives, target audiences, tactics, and evaluation methods.
Presentation made to Environmental Professionals of Sri Lanka Renton123
This is a presentation I made recently to the Environmental professionals. I beleive that there is no difference between the architects and environmental professions. They both are custodians of our natural, heritage and cultural assets. Unfortunately some among both groups merely go for the money in it and I believe that the model in which architects charge fees need change. It should not be a % of the cost of the project but a payment based on how much of free resources (sunlight, wind, renewable energy etc.) are utilised in design and building and also what savings it will bring to client and to Mother nature in the long term.
I continue to sing the same song no matter what government is power or who does what. Sorry I could not be with you to make a presentation , but I hope this and the other presentations i have sent links of will help establish my thinking. Renton
Travel and tourism industry is the one of the fastest growing industries from history to current era. And from the last few decades, tourism industry is witnessing new emerging trends that are very much important for its development. These latest trends also influence tourism sector's marketing planning, strategic planing or making new business policies for peak seasons. Check the slides here to know about these new trends and their influences on tourism industry in detail.
A presentation for ICTT 2013 (International Conference on Travel Technology India) in Kovalam, Kerala. Most of the slides have notes as well.
Conference website: http://icttindia.org/
My Tourism Currents team and I do online and in-person training in social media for tourism and hospitality - http://www.tourismcurrents.com
Public Relations Proposal: Tourism to OmanSabina Leybold
Our PR campaign proposal is designed to increase awareness of Oman as a safe travel destination and to boost actual tourism numbers to the country. We plan to achieve these goals through social media conversation, influencer relations, and pop-up events. This public relations proposal starts with situational analysis and leads into our planned objectives, target audiences, tactics, and evaluation methods.
Presentation made to Environmental Professionals of Sri Lanka Renton123
This is a presentation I made recently to the Environmental professionals. I beleive that there is no difference between the architects and environmental professions. They both are custodians of our natural, heritage and cultural assets. Unfortunately some among both groups merely go for the money in it and I believe that the model in which architects charge fees need change. It should not be a % of the cost of the project but a payment based on how much of free resources (sunlight, wind, renewable energy etc.) are utilised in design and building and also what savings it will bring to client and to Mother nature in the long term.
I continue to sing the same song no matter what government is power or who does what. Sorry I could not be with you to make a presentation , but I hope this and the other presentations i have sent links of will help establish my thinking. Renton
Lonely Planet Client Solutions - Vancouver 2010Lainey Franks
Lonely Planet Client Solutions develops customized solutions to meet our clients' needs by leveraging our rich and engaging travel content as well as our brand and loyal consumers. This presentation features our credentials, particularly as they relate to opportunities around the Vancouver 2010 Olympics.
International Marketing Plan for Disney\’s Expansion into Shanghailgonia3490
Outline of our suggestion for the international marketing strategy Disney should implement to increase its brand awareness and presence in Shanghai with the addition of their latest theme park.
Economies in Transition: Leveraing Cultural Assets for Prosperityes In Transi...Emily Robson
Presentation delivered by Peter Kenyon, Director of Bank of I.D.E.A.S in Perth, Australia. The presentation explores asset-based community development projects in rural and remote Australia and New Zealand. The presentation was delivered to The Ontario Rural Council's municipal cultural planning forum
Responsible Tourism for the Tourism Industry M Hatchuel 2012Martin Hatchuel
Explains the principles of responsible tourism. Provides the definition of RT, and shows examples of RT in action from South Africa. Also a plea for careful and integrated tourism planning."
Responsible tourism is "Tourism that creates better places for people to live in, and better places to visit.
See also http://planeta.wikispaces.com/rtweek2012
Launched early in 2017, the Growing Our Markets (GOM) project is an 18-month national program. Phase One was designed to establish Destination Garden Networks (DGN) in 10 communities across the country. It presented an opportunity for individual garden organizations and venues to continue do what they do well, then leverage and enhance that by working together with like- minded organizations. The initiative provided tools to enhance the appeal and sustainability of GOM participants through development of community-based garden experiences along with local, provincial, and national marketing synergies.
Phase Two of the program in the Fall 2017, focuses on helping garden organizations and venues develop new or enhanced garden experiences that have appeal to the tourist or visitor market. This phase also incorporates training on how to reach/attract appropriate visitor markets to grow tourism revenues at individual gardens and the within the community.
Property of Richard Innes, Brain Trust Marketing
This ppt was presented at the master class for Transportation and Leisure management program at NKUHT, Taiwan. Hopefully, it will bring you some ideas of doing tourism researches and management. Sincerely,
Assistant P. Hong, jai- tsung
This presentation covers (1) Social impact of tourism; (2) Effects of globalization on tourism development; (3) Sex tourism and exploitation of women; and (4) Trends and issues shaping tourism and hospitality development.
Understanding Travel and Tourism Lecture 6 Tourism A.docxwillcoxjanay
Understanding Travel and Tourism
Lecture 6
Tourism Attractions
Attractions
Can be iconic symbols that capture the
essence of a destination - recognised
around the world.
They can be:
• Natural areas
• Sites of cultural heritage
• Entertainment venues
Destination Branding
Iconic attractions serve as symbols which express
the ideas and values associated with the place.
They often feature as the key visual representation
of the destination.
They may create a sense of place
Place attachment
Place dependence:
• The event could not have been held at a better
location
• The venue delivered an excellent spectator
experience
Place identity
• I can really be myself at the opera house
• I feel I belong at the opera house
Psychological Continuum Model
1. Awareness
Realisation of opportunities
2. Attraction
Affective association, behaviour
3. Attachment
Emotional meaning
4. Allegiance
Attitudinal and behavioural loyalty
Attractions
Natural areas often provide the setting for
other forms of attractions.
They support activities that may appeal to
particular market segments.
If managed sustainably, natural resources
can serve as, seemingly, timeless
attractions – of value across generations.
Attractions
Some cultural attractions are considered to be of
significance to mankind.
They may attract large numbers of tourists.
Their protection and management is of
international concern and subject to the policies
of international agencies.
World Heritage Sites
Attractions
Attractions also exist at a smaller scale as
the features that give enjoyment to
tourists.
Attractions
The duration of market interest
• Concert
• Festival/Event
– Media coverage
• Theme Park
Is the attraction consistent with the
destination’s position?
Attractions
Market segments that are attracted
• Children
• Sport tourists
– Participants
– Spectators
Attractions may repel some segments
(displacement).
Attraction elements
Leiper (1995).
• Tourists who engage with the attraction
• Nucleus the feature that captures tourist
attention
– In decision-making
– In situ (during visit)
– In reflection
Attraction elements
Markers give information about the
attraction.
They create expectations and influence
behaviour:
• Advertisements
• Guidebooks
• The internet
• Signage
Markers
Tourist engagement with markers is affected
by:
• Perceptions of risk and reward
• Level of personal interest
• Mindfulness of surroundings
It can be an active process to enhance
experiential outcomes
Attractions hierarchy
The status of attractions in tourist decision-
making.
Primary attractions influence decision to
travel
Secondary attractions are known prior to
travel but not major influence
Tertiary attractions become known when
at the destination
Attractions ...
Athens is a riddle - Athens' branding up until now.SmartCitiesTeam
A city is a riddle. Discover Athens' branding up until now!
Athens CoCreation Branding Project
Panteion University Of Social And Political Sciences
Department of Communication, Media and Culture
MA in Cultural Management
Course: Cultural Marketing and Communication
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab
Greek Tourism NOT in Crisis? The real Facts and FiguresGeorgia Zouni
Greek tourism facts and figures of 2015 and what is needed to celebrate a real and longstanding success.
This is my presentation at the welcome ceremony of Kingston University that visits University of Piraeus this week 1st to 6th November, 2015
3. Background
Research
Geography Socio-Cultural
• Greece’s population is • Family most fundamental
approximately 11,000,000 social unit in Greek society
people • Father = “head of the
• Southern portion of Greece household”
experiences hot, dry
Power Distance Index = 60
summers and mild, wet (World Average = 55)
winters Individualism Index = 35
Masculinity vs. Femininity Index = 57
(World Average = 50)
Uncertainty Avoidance Index = 112
4. Background
Research
Political Economic
• Parliamentary Republic • Extremely dependent on
• –New Democracy (ND) tourism
– More than 15 million tourists
• –Panhellenic Socialist
every year
Movement (PASOK)
– 15th most visited place in the
• Debt Crisis world
• Austerity Packages • Unemployment rate of 21%
as of December 2011
5. Product Idea
• Entertainment theme park located in the Mediterranean Region
• Hotels & restaurants throughout park and surrounding area
• Section of theme park dedicated to the Olympics Games
– rides, shows, Olympic apparel available for purchase
• Ancient Greek Gods & Goddesses
• Iconic Disney characters
6.
7. Product Offering
• A once in a lifetime magical experience for all ages
• Provides “Memories that will last a lifetime”
• Benefits:
– Tourist attraction: specifically US, Albania & Turkey
– Job Creation for the citizens of Greece
– Major revenue generation stimulate economic
recession
– Positive public relations for the country
8. EuroDisney Failure
Marketed the American appeal
“bigness and extravagance,” not
the once in a life time memories
Spent too much money, had too
many hotels
Refused to serve wine
Marketed to Europe as a whole,
not different countries
9. EuroDisney Today
• Substantial profit
• 15.6 million visits in 2011
• Created 56,000 jobs
• #1 tourist attraction
in Europe
We can learn from EuroDisney’s
mistakes and look to it for inspiration
10. Marketing Strategy
Adaptation
– Language – Greek & English
– Olympic Games Park
– Greek Disney Characters
– Greek Food
Standardization
– Same Disney “magic”
– Four Main Parks
– Traditional Disney Characters
11. Target market
• Young Parents • Income level:
• Families with $22,000–$40,000
children • Geographic location: Greece
• Age range: 23-50 • Tourists from neighboring
countries
13. Print Media: Magazines
“Family Fun”: provides “Monopoli”: Recreation in
families with creative ideas Athens
and real-life solutions,
owned by Disney
“Interactive Dad”: parenting
magazine for dads, updated
daily and focuses on family
and finance.
15. Newspaper Column
• Appear in
“The Athens News”
• Athen’s and surrounding
area has 1/3 of entire
population
• Targeting parents (target
audience)
• Despite declining
readership, our target
audience still reads the
newspaper
• Greek translation
16. TV Commercials
• Standardize these
• Remain the same as the commercials in US
• Cost less, same message across
• Target audiences are the same (families)
21. Pricing Strategy
• Uniform approach
• Price
determinants:
– Length of stay
– Type of ticket
• Must be • Adults:
competitive with – 1 day regular ticket =
Disneyland Paris €58.10 ($77)
• Pricing will change • Children:
over the years – 1 day regular ticket =
€52.82 ($70)
• Other
considerations • Park Hopper
– 1 day = €26.41 ($35)
22. Sales Projection
Attendance Revenue (in Dollars) Revenue (in Euro)
Year 1 Year 1 Year 1
11,000,000 $808,500,000 €610,500,000
Year 2 Year 2 Year 2
13,000,000 $955,500,000 €721,500,000
Year 3 Year 3 Year 3
16,000,000 $1,176,000,000 €888,000,000
Year 4 Year 4 Year 4
20,000,000 $1,470,000,000 €111,000,000
Year 5 Year 5 Year 5
25,000,000 $1,837,500,000 €1,387,500,000
Adult ticket: Child ticket: *These sales projections are for daily
tickets only, and do not include
$77 €58 $70 €53 revenue from hotels or restaurants.*
23. Distribution Strategy
Créte More specifically –
– Largest Greek Island suburb outside of
– 3 commercial airports Heraklion
– Tourism is a main part – Second largest airport in
of their economy Greece (largest in Crete)
– Space to build on • International
– Safer than other areas – Largest city on the island
24. Ethical Challenges
• Unwanted building
– Issue with the locals?
• Labor standards
– Can’t take advantage of economic
crisis
• Lower price than Disneyland
Paris – fair?