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Il turismo come motore di ricerca per lo sviluppo economico e non solo delle destinazioni minoriTRANSCRIPT
FOURTOURISM©2012 1
Developing Tourism Outside of Established LocalitiesDestination marketing as a means to promote
and sell the tourism products on the market taking into account the new players
Tourism Marketing,Web Marketing and Destination Management Consultancy
FOURTOURISM©2012 2
C A P 0 0 | A G E N D A
Agenda
1. The new tourism demand model
2. The tourism board’s role
3. The small lands tourism product
4. Conclusions: small lands destination marketing
1.
FOURTOURISM©2012 3
European market is a great opportunity
but we must be aware that destinations operate in an environment that has changed radically in recent years.
The tourism demand is different from the past, and with it, has changed also the concept of the tourist destination.
we passed from a modern tourism model
to a postmodern tourism model
0 1 | T H E N E W T O U R I S M D E M A N D M O D E L
The European market is very tempting
4
Flickr © bartb_pt
4T©2012
The postmodern tourism0 1 | T H E N E W T O U R I S M D E M A N D M O D E L
Even more traveller and
less tourist
FOURTOURISM©2012 5
TODAY
ProductExperience
EngagementWe have to communicate the
experiential product, the unique emotions lived by the tourist when he is on holiday in the destination
Nowadays it is necessary to communicate focusing on
0 1 | T H E N E W T O U R I S M D E M A N D M O D E L
The postmodern tourism
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Tourists look for
AUTHENTICITY
They look for a more natural dimention,
true and genuine emotions
Small lands are a desired and a required product for all these
reasons
0 1 | T H E N E W T O U R I S M D E M A N D M O D E L
The postmodern tourism
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The postmodern tourism in small towns
Advantages:It is social and environmental sustainable
Generates induced profits in all economic sectors and throughout the landEnhances the small towns uniqueness
Permit the economic and social development of smaller townsEnhance the traditions and culture that would otherwise be lost
Involves the entire local population
0 1 | T H E N E W T O U R I S M D E M A N D M O D E L
The postmodern tourism
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The new destination marketing0 2 | T H E T O U R I S M B O A R D ’ S R O L E
THE FIRST CHALLENGE
Make tangible your land
Make easy understand your product
Build your offer thinking like a tourist
See the destination with tourist’s eyes
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0 3 | T H E S M A L L L A N D S T O U R I S M P R O D U C T
The product: the key of success
If you promote a small land, a locality, a town, nowadays you have few possibilities of having success
IF YOU DON’T HAVE TOURISM PRODUCT, PROMOTE THE DESTINATION IS MEANINGLESS
DESTINATION MODEL
PRODUCTMODEL
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The tourism board’s role in small towns
Tourist flows are not generated independently:Destinations must present themselves to the market
Destination Marketing
0 2 | T H E T O U R I S M B O A R D ’ S R O L E
The tourism board’s role
FOURTOURISM©2012 11
0 4 | H O W T O S E L L S M A L L L A N D S
Finally…
Create experiental products
Integrate the
products in clusters
Build a small lands destination
strategy
Create awareness
and visibility
Content marketing
FOURTOURISM©2012 12
0 4 | H O W T O S E L L S M A L L L A N D S
The promo-commercialization
3 . HAVE A STRATEGIC PLAN: the two ways OBJECTIVE AWARENESS + VISIBILITY
Online Offline
TOOLS Trade Fiars, Advertising, Press Relations, Brochure, Trade Events,
Conventions, Roadshows B2C
Contents, Photos, Videos, Social Platforms, Forums, Bloggers, Online Press, Travel sites, Review Sites,
Paid online Media
CHANNELSTour operators, DMC, travel
agencies, IDS, OTAsTourists, Influencers, Owned Media, Destination Sites,
Earned Media2.0 Social Platforms
ACTIVITIESCo-marketing, Co-advertising,
Marketing affiliations
Search engine optimization, Search engine marketing, Social media oprimization, Video marketing, Email
marketing, Community management, Blog trips, Cross marketing
PURCHASE TOURISM MARKET
Tour operator online & offlineTravel agencies Direct purchase
TOURIST ARRIVALS
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0 4 | H O W T O S E L L S M A L L L A N D S
The promo-commercialization
3 . HAVE A STRATEGIC PLAN THE INTEGRATED WAY
CONTENT MARKETING
Content marketing is a new way to create awareness and visibility. It represent a perfect way for small lands to communicate their
value and offer online and offline.Content marketing concerns all about your small land tourism
destination: videos, photos, texts, comments…Source: Google Images
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0 4 | H O W T O S E L L S M A L L L A N D S
The promo-commercialization
3 . HAVE A STRATEGIC PLAN THE INTEGRATED WAY
CONTENT MARKETING
Photos TextsBlog posts Comments
VideosDM
OM
akre
t
TouristsTour operators Social media
Travel agencies
DESTINATION REPUTATION
To get results small lands need to adapt themselves to the
customers / users, giving them content that match with their
interests and with the greatest possible variety of formats. Only
this way small lands can meet the 2.0 tourism demand.
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0 4 | H O W T O S E L L S M A L L L A N D S
The promo-commercialization
3 . HAVE A STRATEGIC PLAN THE INTEGRATED WAY
CONTENT MARKETING
What should a small land destination do then? Should encourage the emergence of a community that communicate, promote, and put the small land
destination in the market through dialogue, the storytelling, the listening and that know what others say about the destination, which is the sentiment on
the network and monitor the reputation.
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Mail: [email protected]: www.fourtourism.it
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