Il turismo come motore di ricerca per lo sviluppo economico e non solo delle destinazioni minori

1. Tourism Marketing,
Web Marketing and
Destination Management
Consultancy
Developing Tourism Outside of Established Localities
Destination marketing as a means to promote
and sell the tourism products on the market
taking into account the new players
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2. CAP 00 | AGENDA
Agenda
1. The new tourism demand model
1.
2. The tourism board’s role
3. The small lands tourism product
4. Conclusions: small lands destination marketing
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3. 01 | THE NEW TOURISM DEMAND MODEL
The European market is very tempting
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
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4. 01 | THE NEW TOURISM DEMAND MODEL
The postmodern tourism
Even more
traveller and
less tourist
Flickr © bartb_pt
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5. 01 | THE NEW TOURISM DEMAND MODEL
The postmodern tourism
TODAY
Product
Experience
Nowadays it is necessary to
communicate focusing on
Engagement
We have to communicate the
experiential product, the unique
emotions lived by the tourist when
he is on holiday in the destination
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6. 01 | THE NEW TOURISM DEMAND MODEL
The postmodern tourism
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
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7. 01 | THE NEW TOURISM DEMAND MODEL
The postmodern tourism
The postmodern tourism in small towns
Advantages:
It is social and environmental sustainable
Generates induced profits in all economic sectors and throughout the land
Enhances the small towns uniqueness
Permit the economic and social development of smaller towns
Enhance the traditions and culture that would otherwise be lost
Involves the entire local population
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8. 02 | THE TOURISM BOARD’S ROLE
The new destination marketing
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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9. 03 | THE SMALL LANDS TOURISM PRODUCT
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 PRODUCT
MODEL MODEL
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10. 02 | THE TOURISM BOARD’S ROLE
The tourism board’s role
The tourism board’s role in small towns
Tourist flows are not generated independently:
Destinations must present themselves to the market
Destination Marketing
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11. 04 | HOW TO SELL SMALL LANDS
Finally…
Build a
Create small lands
experiental destination Content
products strategy marketing
Integrate Create
the awareness
products in and
clusters visibility
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12. 04 | HOW TO SELL SMALL LANDS
The promo-commercialization
3 . HAVE A STRATEGIC PLAN: the two ways
OBJECTIVE AWARENESS + VISIBILITY
Online Offline
TOOLS Trade Fiars, Advertising, Press Contents, Photos, Videos, Social Platforms, Forums,
Relations, Brochure, Trade Events, Bloggers, Online Press, Travel sites, Review Sites,
Conventions, Roadshows B2C Paid online Media
CHANNELS Tourists, Influencers, Owned Media, Destination Sites,
Tour operators, DMC, travel
Earned Media
agencies, IDS, OTAs
2.0 Social Platforms
ACTIVITIES Search engine optimization, Search engine marketing,
Co-marketing, Co-advertising, Social media oprimization, Video marketing, Email
Marketing affiliations marketing, Community management, Blog trips, Cross
marketing
PURCHASE TOURISM MARKET
Tour operator online & offline
Direct purchase
Travel agencies
TOURIST ARRIVALS
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13. 04 | HOW TO SELL SMALL LANDS
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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14. 04 | HOW TO SELL SMALL LANDS
The promo-commercialization
3 . HAVE A STRATEGIC PLAN THE INTEGRATED WAY
CONTENT MARKETING
Photos Texts To get results small lands need to
DMO
Blog posts Comments
adapt themselves to the
Videos
customers / users, giving them
DESTINATION REPUTATION content that match with their
interests and with the greatest
possible variety of formats. Only
Makret
Travel agencies Tourists
Tour operators Social media this way small lands can meet the
2.0 tourism demand.
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15. 04 | HOW TO SELL SMALL LANDS
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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16. Four Tourism Srl
Corso Ciriè 21 - 10152 Torino
Tel +39 011 4407078
Fax +39 011 5631427
Mail: info@fourtourism.it
Web: www.fourtourism.it
@fourtourism
La proprietà ed i diritti relativi al presente documento, ai sensi della Legge
nr.518/1992 in materia di “Diritti d’Autore”, sono in via esclusiva di Four
Tourism. Nessuna parte di questa presentazione può essere riprodotta e
l’eventuale utilizzo della stessa da parte di terzi deve essere
preventivamente autorizzato da Four Tourism.
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