the knowledge pyramid in destination marketing
DESCRIPTION
What depth of information do travellers need? How do locals get their information out there? This document is definitely a work in progress: please add your ideas to the comments section, and indicate whether I may incorporate them into future versions.TRANSCRIPT
The knowledge pyramidin destination marketing
“How do I get informa1onabout actually travelling in your country?”
– Every traveller, ever
Wednesday 21 May 14
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Con0nent
Country
Province
Region
Town
Inform
a0on
The Knowledge PyramidMar$n Hatchuel www.thistourismweek.co.za
Wednesday 21 May 14
“If you’re answering the ques1ons of locals and visitors, you’re doing it well” – Ron Mader
• Locals: How do I get my informa0on out there?• Visitors: How do I get informa0on about your des0na0on?
Wednesday 21 May 14
Con0nent
• Where in the world are you?• How do I get there?• Are you a long-‐haul des0na0on for me?
Wednesday 21 May 14
Country
• How do I get there?• How big is it?• How do I get around? • What are your poli0cs?• What’s your economy like? The exchange rate?• What languages do you speak?• What cultural norms must I respect?• What are your top-‐selling aNrac0ons?• What hidden aNrac0ons should I look for?
Wednesday 21 May 14
Province
• Where is your province or state in rela0on to your country’s main port of entry? To your capital city?
• How do I get there? How do I get around?• Will I get a feel for your country as a whole if I visit
your province only?• What cultural norms must I respect? Do they differ
from province to province?• What are your top-‐selling aNrac0ons?• What hidden aNrac0ons should I look for?
Wednesday 21 May 14
Region
• Where is your region within your province? How far are you from your major ci0es?
• How do I get there? How do I get around?• Can you tell me about the natural aNrac0ons, na0onal
parks or wilderness areas in your region?• What cultural norms must I respect? • What are your top-‐selling aNrac0ons?• What hidden aNrac0ons should I look for?
Wednesday 21 May 14
Des0na0on
• Where is your town/village/natural wonderland situated?
• How do I get there? How do I get around?• Where can I stay?• Tell me about business: banks and money, shopping
hours, medical facili0es• Can you tell me about the natural aNrac0ons, na0onal
parks or wilderness areas in your region?• How do I meet the locals?• Where can I eat? What kinds of food can I expect?• What cultural norms must I respect? • Tell me about your music, events, fes0vals, theatres,
galleries, street ar0sts, art schools, sports facili0es, and stuff.
• Can I study in your town? Do you offer language courses?
• What are your top-‐selling aNrac0ons?• What hidden aNrac0ons should I look for?
Wednesday 21 May 14
The Trade Show Checklist
How will the success of the trade show be evaluated?Is there live streaming video?Are there 0ps for remote par0cipants?Are trade show newspapers available for simultaneous pdf download?Is there a directory of exhibitors?Are press releases archived online?How much are speakers paid?How much are celebri0es paid for endorsements? -‐ Ron Mader planeta.wikispaces.com/tradeshows
Wednesday 21 May 14
Martin Hatchuelwww.thistourismweek.co.za
May 2014
Wednesday 21 May 14