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Destinationmarketingyac

Destinationmarketingyac
1.onlinecourseinresponsibletourismdevelopment<br/>Destinationmarketing<br/>StefanoAndreotti<br/>
2.Agenda<br/>Whatisdestinationmarketing?<br/>Whydestinationmarketing?<br/>Howtododestination
marketing?<br/>2<br/>
3.Whatisdestinationmarketing?<br/>3<br/>
4.Whatisdestinationmarketing?<br/>4<br/>DestinationMarketingisacrucialactivityformakingthe
destinationcompetitiveonthetourismmarket.<br/>DestinationMarketinghastwomaingoals:<br/><ul>
<li>Improvetheattractivenessofthedestination
5.Positionthedestinationorthetourismproductsonthemarketplace</li></li></ul><li>DestinationMarketing,
whatfor?<br/>Promoteandselltourismproductsrelatedtotouristsmotivations<br/>Organizea
combinationofresources/products/servicesabletoprovidearealvalueforselectedtargetofdemands,motivate
tobuyandsatisfythecustomersexpectations.<br/>JamesMakensetal.,MarketingforHospitalityand
Tourism<br/>Notonlypromotion!<br/>
6.Destinationmarketingvs.massproductsmarketing<br/>6<br/>Destinationmarketingdiffersbecause:<br
/>Inthetourismsectordiffrentlyfromotherssectors,inwhichthedistributionchannelsdelivertheproductstothe
consumerstheconsumersmovetothedestinations<br/>Thetourismproductismadeupbydifferent
components(resources)managedbydifferentstakeholders<br/>Decisionsdonotbelongtoone
person/manager<br/>Theimageofthedestinationscanbeinfluencedbyexternalfactorsthatcannotbe
managed<br/>Vs.<br/>
7.Whatinfluencescompetitivity<br/>7<br/>
8.Whydestinationmarketing?<br/>8<br/>DEMAND<br/>OFFER<br/>
9.Whydestinationmarketing?<br/>9<br/>
10.Howhasthemarketchange?<br/>10<br/>Thelongtailtheoryandtheproductspecialization<br/><ul>
<li>Tourismproductdemandhasmovedtowardsnicheproductsabletosatisfyspecificexpectationsofa
limitednumberofpeople</li></li></ul><li>Whydestinationmarketing?<br/>11<br/>Thesuccessofadestination
dependshighlyonthelevelofefficiencyofthedestinationmarketingstrategyanditsactivitiesaimedat:<br/>
<ul><li>Understandtheactivitiesandprocessesforconnettingbuyers(tourists)andsellers(localtourism
offer)
11.Respondtothedemandneedspositioningthedestinationonthemarket
12.Coordinatetheactivitiesandtheoffersofthedestination,workingfordistribution
13.Assumeametalevelpositioninrelationto:tourismproduct,brand,price,segmentation,promotionand
distribution.</li></li></ul><li>Whydestinationmarketing?<br/>12<br/>Normallytheimplementationofa
destinationmarketingstrategyiscompetenceofaDestinationManagementOrganization<br/>Thetaskofthis
organizationare:<br/><ul><li>Creationoftourismproducts
14.Definitionofapricingstrategyofthedestination(positioning)
15.Implementationofpromotionandmarketingstrategies
16.Favorthedistribution,throughdifferentchannels(touroperator,onlinedestinationportals,exhibitionsetc.),
ofthetourismproducts</li></li></ul><li>NewApproachtodestinationmarketing<br/>13<br/>
17.Howtododestinationmarketing?<br/>Product<br/>Itisthefirstandforemostkeyforasuccessful
destinationmarketingstrategy:peoplegotoadestinationbecausetheywanttodosomethingthere<br/>It
isthereforeimportantfordestinationstomovefromalogicofdestinationtoaonofmotivation<br/>14<br
/>

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18.Howtododestinationmarketing?<br/>Personalization<br/>Nowadaysisthecustomerthatlloksand
findwhathewants,wecanonlytrytoinfluencetheirchoice<br/>Touristsarebecomingmoreindependentand
consciousaboutwhattheywanttodoandwheretheywanttogo:thetourismproductbecomesoneofthe
mostinfluencingfactorwhendecidingwheretogo/whattodo<br/>Itisnecessarytounderstandtheexpectations,
theneedsandwantsoftoursitsinordertobeabletorespondadequatelytothem<br/>The
destinationitselfloosesitsimportanceandwhatbecomesdeterminantarethetourismproductsthatthedestination
canoffer.<br/>15<br/>
19.Howtododestinationmarketing?<br/>Price<br/>Thepriceofatourismproductshouldbedecidedtakinginto
accountqualityandfarinessinfactwhatpeoplelookformostofthetimeisa
productwithgoodqualityforanaccessibleprice<br/>Quality,inthissenseshouldtake
intoconsiderationnotonlyitsfunctionalcomponentsbutalsoitsemotionalsones<br/>Thepricingpolicy
shouldconsiderthefollowingindicators:<br/>Maximizationoftheprofit<br/>Competitorspricingpolicy<br
/>Marketsegmentation<br/>16<br/>
20.Howtododestinationmarketing?<br/>Distribution<br/>Accessibilityisanotherkeyfactorforsuccess
becausebeingthemarketsocompetitiveifproductsarereadilyavailableforpurchasemakesiteasiertowinthe
competition<br/>Multichanneldistributionstrategy:touroperators,travelagencies,onlinedistribution<br
/>Thedistributionstrategyneedstotakeintoconsiderationtheselectedtargetsandmarkets<br/>17<br/>
21.Howtododestinationmarketing?<br/>Position<br/>Identifythecompetitivecontextinwhichthe
destinationislocated<br/>Identifywhicharethedestinationsthatdirectlycompetewithours<br/>Identify
whicharethemotivationsandtheneedsandwantsthattouristlookforbeforearrivingatthedestinations
(expectations)<br/>Identifymotivations,,needsandwantsfortouristchosingacompetitordestination<br
/>Identifystrengthsandweaknessesoftheoffer,opportunitiesandthreatsfordevelopingfurtherthe
destinationoffer<br/>Developanewpositioningstartingfromtheopportunitiesindividuated<br/>18<br/>
22.Howtododestinationmarketing?<br/>Promotion<br/>Promotioncanbeveryexpensivebothintermsof
timeandmoneyitisthereforeimportanttoselectschannelsandtoolsthataremoreappropriateforpromoting
theoffer<br/>Somecriteriaforchoosingthemostsuitabletootsforpromotion:<br/>Audience:numberof
peoplethatcanbereachedbythatmeanofcommunication<br/>Opportunitytosee:thechancethata
personinterestedinourproductseethemessage<br/>19<br/>
23.Mediastrategy<br/>20<br/><ul><li>Mediastrategyreferstotheidentificationandplanningofthedifferent
mediathatwillbeusedforpromotingtheproductthecriteriausedfordeterminingthestrategyshouldbe:
24.Targetgroups
25.Budget
26.Goalofthepromotioncampaign(ex:brandawarenessorsell?
27.Timing</li></li></ul><li>Howtododestinationmarketing?<br/>Partnership<br/>Nowadaysisnecessaryto
movefromcompetitiontocoopetition<br/>Bundling:itmeanstopromotedifferentproductsinuniqueofferso
topresentavariedrangeofcoherentopportunitiestothecustomerenhancingthechancesofhimbuying
themandenrichingitsconsumingexperiencewhilemaximizingprofit<br/>21<br/>
28.Howtododestinationmarketing?<br/>People<br/>Nowadayswetalkofwordofmousevs.wordof
mouthstillpeoplearethemainprotagonistoftheholidayexperienceandarethosethatmostcertainlycan
convincesomeonetofollowtheirstep<br/>ThereforeitisimportanttoENGAGEwithcustomersandpotential
customerinordertofavorthewordofmouse<br/>Apositivecommentonthedestinationsaidbyavisitorsis
definitelymoreeffectivethanonesaidbyaDMO<br/>Becareful,peoplecanalsocriticizeitisnecessaryto
learnhowtofacecriticismandhowtorespondtoit.<br/>22<br/>

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29.Howtododestinationmarketing?<br/>Planning<br/>Developastrategicmarketingplan(every3years)in
whichidentifygoalsandtargetsforthenextoperativeperiod<br/>Inordertobeeffectivethestrategicmarketing
planshouldbefollowedbyanoperativemarketingplanidentifyingthedetailedoperativestepstobedoneforreaching
thedeterminedgoals<br/>Monitorresultsandadapttheoperativestrategywhenitshowstobeineffective<br
/>23<br/>
30.Stepstosuccessfuldestinationmarketing<br/>24<br/>
31.Thankyouverymuch!<br/>StefanoAndreotti<br/>mail:stefano.andreotti@antipoditourism.com<br
/>skype:standreotti<br/>25<br/>

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