should tourists matter to museums?
TRANSCRIPT
- 1. Should tourists matter to museums?
- Andrew Bateman Tourism Manager
- Kirstin Monk Tourism Officer
- Economic Development Office
- Hampshire County Council
- 2. Are tourists a worthwhile target market for museums?
- Britains unique culture and heritage attracts 4.5bn worth of spending by inbound visitors annually
- UK is fourth best out of 50 for its culture in the Nation Brands Index
- 57% of respondents from 20 countries agreed that history and culture arestrong influences on their choice of holiday destination (only 15%disagreed)
- 3. Hampshire & IoW rank well nationally
- Hampshire is the 6 thmost visited county nationally
- 2.40bn is spent by tourists annually in the county
- Day visitors are the key market
- 4. The Hampshire destination brands North Wessex Downs Hampshire Winchester Test Valley South Downs New Forest Southampton Portsmouth The Solent Hayling Island
- 5. Traditional Push marketing
- Take your product to the customer
- Brochures
- Direct mail
- E-newsletters
- 6. Destination marketing
- Creating a holistic visitor experience
- Inspiring people to visit through video, imagery and stories
- Social media engagement & word of mouth
- Working in partnership with other tourism providers
- Meaningful product packaging
- 7. What does your museum mean to you?
- Collections?
- Archives?
- Local history?
- Display boards?
- Education programme?
- Events programme?
- 8. What are visitors looking for?
- Memories
- Experiences with friends and family
- Variety
- Choice
- Quality
- Value for money
- Peace of mind
- A treat
- 9. Drivers for visiting museums
- Social e.g. nice place to spend time with friends and family, or to visit the shop/caf
- Intellectual e.g. to improve my own knowledge
- Emotional e.g. to see beautiful things in an attractive setting
- Spiritual e.g. for peaceful contemplation
- 10. Thematic approach to destination marketing
- Literary heritage
- Countryside
- Food and drink
- Arts & entertainment
- Military heritage
- Shopping
- Families
- 11. Visit Hampshire
- Linked to national database
- Partnership working with local authorities
- Thematic campaigns
- Itinerary builder
- Event promotion
- www.visit-hampshire.co.uk
- 12. Destination marketing in Hampshire
- The New Forest Tourism Association
- Winchester & Heart of Hampshire DMO
- Portsmouth
- Southampton
- Hamble Valley
- Test Valley
- Gosport
- Havant
- 13. Online marketing examples
- Website editorial & database entry
- Event promotion
- Itineraries
- Thematic campaigns
- Reciprocal links
- Video
- Social media
- 14. Off-line marketing examples
- PR & press trips
- Publications e.g. visitor guides
- Signage
- Photography
- Tourist Information Centres
- Tourism networking groups
- Collaborative working and promotion
- 15. Joining up the cultural offer
- What other complementary tourist product is located near your museum?
- How are you networking with these businesses?
- Are you selling your museums product or promoting the visitor experience in your literature and on your website?
- How integrated is your marketing with your local destination website?
- 16. Any questions? Thank you for listening