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.
MTMXI Final Project - Destination Monitor 1 (ENG)MTM IULM
Italy continues to be an authentic and memorable country where travellers still want to return for holidays. However, not only for food and wine, art & culture or fashion, shopping & design. There is a potential that is yet to be exploited to increase the average stay, to seasonally adjust the flow of tourists and to improve the quality of the visitor’s experience to Italy.
MTMXI Final Project - Destination Monitor 2 (ENG)MTM IULM
Italy continues to be an authentic and memorable country where travellers still want to return for holidays. However, not only for food and wine, art & culture or fashion, shopping & design. There is a potential that is yet to be exploited to increase the average stay, to seasonally adjust the flow of tourists and to improve the quality of the visitor’s experience to Italy.
Types of tourism:
1) Places of Scenic Beauty
2) Places with Good Facilities
3) Places with Rich Culture
4) Places of Conflict
Different groups promoting tourism:
1) Government
2) Media
3) International organisations
An analysis of Chinese tourists’ experiences in Milan and FlorenceMTM IULM
MTM 8 students have presented during theri Graduation Ceremony on May 27th the business plan developed with the aim to provide managerial guidelines for the improvement of the Chinese Tourist Experience both in Italy and abroad.
www.mtm.iulm.it
of the Chinese Tourist Experience in Italy and abroad.
www.mtm.iulm.it
MTMXI Final Project - Destination Monitor 1 (ENG)MTM IULM
Italy continues to be an authentic and memorable country where travellers still want to return for holidays. However, not only for food and wine, art & culture or fashion, shopping & design. There is a potential that is yet to be exploited to increase the average stay, to seasonally adjust the flow of tourists and to improve the quality of the visitor’s experience to Italy.
MTMXI Final Project - Destination Monitor 2 (ENG)MTM IULM
Italy continues to be an authentic and memorable country where travellers still want to return for holidays. However, not only for food and wine, art & culture or fashion, shopping & design. There is a potential that is yet to be exploited to increase the average stay, to seasonally adjust the flow of tourists and to improve the quality of the visitor’s experience to Italy.
Types of tourism:
1) Places of Scenic Beauty
2) Places with Good Facilities
3) Places with Rich Culture
4) Places of Conflict
Different groups promoting tourism:
1) Government
2) Media
3) International organisations
An analysis of Chinese tourists’ experiences in Milan and FlorenceMTM IULM
MTM 8 students have presented during theri Graduation Ceremony on May 27th the business plan developed with the aim to provide managerial guidelines for the improvement of the Chinese Tourist Experience both in Italy and abroad.
www.mtm.iulm.it
of the Chinese Tourist Experience in Italy and abroad.
www.mtm.iulm.it
Introduction Tourism System (NEW VERSION 2017)Edutour
An overview of Travel and Tourism for those interested in gaining more knowledge about this industry, like tourism students of colleges and universities. It builds an introductory understanding of travel and tourism as an area of study, It highlights all factors which are part of the Tourism System and explains the dynamics of the industry. Important concepts of supply, demand, destinations and players and their business models, are covered in an easy to understand way.
An analysis of chinese tourists’ experiences in Milan and FlorenceAndrea Rossi
An analysis of Chinese tourists’ experiences in Milan and Florence - Managerial guidelines for the Improvement
of the Chinese Tourist Experience
Project Work of the students of the Master in Tourism Management of IULM Uiniversity (milan, Italy), with the methodologicl support of Andrea Rossi, lecturer and co-author of the Tourist Experience Design Methodology
The students who have asked difficult questions, which have helped us clarify our own thinking, and the students from many countries who have provided us with interesting insights into the national and cultural differences in tourist behavior.
How to Take Advantage of the Chinese Tourist Boom? Catering to the needs of increasing Chinese tourists to Italy from year 2013 and beyond. Presentation by ThinkWideMarketing company. Website: www.thinkwidemkt.com
Global Cultural Tourism Market Breakdown by Type (Heritage Tourism, Cultural Thematic Routes, Cultural City Tourism, Ethnic Tourism, Event and Festival Tourism, Pilgrimage Routes, Creative Culture) and by Geography (North America, South America, Europe, Asia Pacific, MEA)
Why the Chinese market represents an economic opportunity for Italian operato...MTM IULM
Professor Alastair Morrison, Distinguished Professor Emeritus and ITSA President, presents tourism operators 9 excellent reasons to start business in China, 5 challenges to face and 8 reccomandations in order to succeed.
#graduationMTM8
www.mtm.iulm.it
Introduction Tourism System (NEW VERSION 2017)Edutour
An overview of Travel and Tourism for those interested in gaining more knowledge about this industry, like tourism students of colleges and universities. It builds an introductory understanding of travel and tourism as an area of study, It highlights all factors which are part of the Tourism System and explains the dynamics of the industry. Important concepts of supply, demand, destinations and players and their business models, are covered in an easy to understand way.
An analysis of chinese tourists’ experiences in Milan and FlorenceAndrea Rossi
An analysis of Chinese tourists’ experiences in Milan and Florence - Managerial guidelines for the Improvement
of the Chinese Tourist Experience
Project Work of the students of the Master in Tourism Management of IULM Uiniversity (milan, Italy), with the methodologicl support of Andrea Rossi, lecturer and co-author of the Tourist Experience Design Methodology
The students who have asked difficult questions, which have helped us clarify our own thinking, and the students from many countries who have provided us with interesting insights into the national and cultural differences in tourist behavior.
How to Take Advantage of the Chinese Tourist Boom? Catering to the needs of increasing Chinese tourists to Italy from year 2013 and beyond. Presentation by ThinkWideMarketing company. Website: www.thinkwidemkt.com
Global Cultural Tourism Market Breakdown by Type (Heritage Tourism, Cultural Thematic Routes, Cultural City Tourism, Ethnic Tourism, Event and Festival Tourism, Pilgrimage Routes, Creative Culture) and by Geography (North America, South America, Europe, Asia Pacific, MEA)
Why the Chinese market represents an economic opportunity for Italian operato...MTM IULM
Professor Alastair Morrison, Distinguished Professor Emeritus and ITSA President, presents tourism operators 9 excellent reasons to start business in China, 5 challenges to face and 8 reccomandations in order to succeed.
#graduationMTM8
www.mtm.iulm.it
Travel Industry - is concerned with providing services related to travel from one location to another. This includes services that are directly related to the travel itself, such as transportation, but also includes services related to catering for travelers’ needs and wants after they have arrived at their destination.
*Disclaimer: the pictures/information/media used in this ppt do not belong to me. Credits to the rightful owners.
"Colombia by hand. Discovering the artisan routes". Country Brand CampaignJulia Henao Ramírez
How to promote a country based on its country brand strengths? How to set a strategy to promote a country from its cultural artifacts? This capstone proposal answers those questions
Valorizzare la Legacy di EXPO per sviluppare la destinazione Milan - G. PalmucciMTM IULM
"Valorizzare la Legacy di EXPO per sviluppare la destinazione Milano" - 27 Ottobre 2015 - Intervento di Giorgio Palmucci, Presidente di Confindustria alberghi
L’italia e milano in occasione di EXPO 2015 [ITA]MTM IULM
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.
MTMXI - Final Project: Destination Monitor (3/3)MTM IULM
Milano fotografata dai turisti durante Expo ci sorprende: vedono in modo diverso ciò che è sotto i nostri occhi sempre.
- Monumenti in secondo piano, focus sulle persone
- Foto di esterni prevalgono sui particolari interni
- Cibo, ma con molti stereotipi
- Icone tradizionali, ma attenzione ai nuovi luoghi della città
Ce lo dicono i risultati di un’analisi esplorativa delle foto postate spontaneamente dai visitatori su Instagram che MTM IULM ha svolto in collaborazione con Explora a maggio e giugno 2015.
MTMXI - Final Project: Destination Monitor (2/3)MTM IULM
Non solo Roma, Venezia, Firenze, Napoli e Milano. Non solo enogastronomia, arte &cultura e fashion, shopping & design.
Esiste un potenziale ancora da valorizzare per aumentare la permanenza media, destagionalizzare i flussi turistici e migliorare la qualità dell’esperienza di visita. Ce lo dicono i visitatori in Italia per l’Expo, segnalandoci nuovi luoghi e attività che desiderano sperimentare in un futuro viaggio in Italia.
MTMXI - Final Project: Destination Monitor (1/3)MTM IULM
Siamo ancora un paese autentico e memorabile dove si vuole tornare in vacanza.
Ce lo dicono i visitatori in Italia per l’EXPO, comunicandoci aspettative, attività e giudizi studiati in tempo reale da MTM IULM e anticipati in questo documento.
È il primo nucleo del Destination Monitor, strumento innovativo di intelligence sull’evoluzione della domanda turistica per guidare imprese e istituzioni nello sviluppo di offerte mirate a specifici mercati internazionali.
www.mtm.iulm.it
MTM class has analyzed the deep relationship between tourism and a destination, focusing on the case of Cortona and how this town has turned into a mass touristic popular place.
www.mtm.iulm.it
A pilot project for the creation of an innovative and modular hospitality network including a system of non-hotel accommodation facilities that already exist that can be used for Expo 2015 and, in general, for mega events in Milan
Designing itineraries for EXPO2015 - focus on PiacenzaMTM IULM
Design 15 thematic itineraries according to the indications provided by Explora in collaboration with a specialized tourism company (UTAT) and local territories focusing on the city of Piacenza.
Designing itineraries for EXPO2015 focus on Brescia and its provinceMTM IULM
Design 15 thematic itineraries according to the indications provided by Explora in collaboration with a specialized tourism company (UTAT) and local territories focusing on the city of Brescia and its province.
Marketing plan creation for a tourism business development: Kolibri project.
Business idea
Swot analysis
consumer behaviour
segmentation, targering and positioning
marketing mix
Marketing plan creation for a tourism business development: Hotel Mare Pineta project.
Business idea
Swot analysis
consumer behaviour
segmentation, targering and positioning
marketing mix
Marketing plan creation for a tourism business development: Generator hostel project.
Business idea
Swot analysis
consumer behaviour
segmentation, targering and positioning
marketing mix
Marketing plan creation for a tourism business development: Arancina UK project.
Business idea
Swot analysis
consumer behaviour
segmentation, targering and positioning
marketing mix
Social media marketing plan for Saint Hubertus resortMTM IULM
Create, manage and optimize a social media campaign analyzing the search trend about location and activities related, defining a primary and a secondary strategy and then leading a generation campaign.
Social media marketing plan for Cervinia Bucaneve hotelMTM IULM
Create, manage and optimize a social media campaign analyzing the search trend about location and activities related, defining a primary and a secondary strategy and then leading a generation campaign.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
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. 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
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. WHY RETURN TO MILAN AFTER THE EXPO?
MOTIVES AND PROFILE OF POTENTIAL
VISITORS
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. WHY RETURN TO MILAN AFTER THE EXPO?
MOTIVES AND PROFILE OF POTENTIAL VISITORS
1. Visitors’ survey
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. 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. 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. 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. 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. 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
“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
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. 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. 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. WHY RETURN TO MILAN AFTER THE EXPO?
MOTIVES AND PROFILE OF POTENTIAL
VISITORS
2. Exploratory analysis of visual contents on Instagram
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. 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. 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