6. Destination marketing vs. mass products marketing 6 Destination marketing differs because: In the tourismsector - diffrentlyfromotherssectors, in which the distributionchannelsdeliver the productsto the consumers - the consumersmoveto the destinations; The tourism product is made up by different components (resources) managed by different stakeholders; Decisions do not belong to one person/manager; The image of the destinations can be influenced by external factors that can not be managed; Vs.
17. How to do destination marketing? Product It is the first and foremost key for a successful destination marketing strategy: people go to a destination because “they want to do something there”; It is therefore important for destinations to move from a logic of “destination” to a on of “motivation” 14
18. How to do destination marketing? Personalization Nowadaysis the customerthatlloks and findwhathewants, we can onlytrytoinfluencetheirchoice; Tourists are becoming more independent and consciousaboutwhattheywantto do and wheretheywantto go: the tourismproductbecomesoneof the mostinfluencingfactorwhendecidingwhereto go/whatto do; Itisnecessarytounderstand the expectations, the needs and wantsoftoursits in ordertobeabletorespondadequatelytothem; The destinationitselfloosesitsimportance and whatbecomesdeterminant are the tourismproductsthat the destination can offer. 15
19. How to do destination marketing? Price The price of a tourismproductshouldbedecidedtakinginto account quality and fariness; in factwhat people look formostof the timeis a productwithgoodqualityforanaccessible price; Quality, in thissenseshould take intoconsiderationnotonlyitsfunctionalcomponentsbutalsoitsemotionalsones; The pricing policy shouldconsider the followingindicators: Maximizationof the profit; Competitor’s pricing policy; Market segmentation; 16
20. How to do destination marketing? Distribution Accessibilityisanother key factorfor success becausebeing the market so competitive ifproducts are readilyavailableforpurchasemakesiteasiertowin the competition; Multi channel distribution strategy: tour operators, travel agencies, on line distribution; The distribution strategy needs to take into consideration the selected targets and markets; 17
21. How to do destination marketing? Position Identify the competitive context in which the destination is located; Identify which are the destinations that directly compete with ours; Identify which are the motivations and the needs and wants that tourist look for before arriving at the destinations (expectations); Identify motivations,, needs and wants for tourist chosing a competitor destination; Identify strengths and weaknesses of the offer, opportunities and threats for developing further the destination offer; Develop a new positioning starting from the opportunities individuated; 18
22. How to do destination marketing? Promotion Promotion can be very expensive both in terms of time and money; it is therefore important to selects channels and tools that are more appropriate for promoting the offer; Some criteria for choosing the most suitable toots for promotion: Audience: number of people that can be reached by that mean of communication; Opportunity to see: the chance that a person interested in our product see the message 19
26. Goal of the promotion campaign (ex: brand awareness or sell?
27.
28. How to do destination marketing? People Nowadays we talk of word of mouse vs. word of mouth; still people are the main protagonist of the holiday experience and are those that most certainly can convince someone to follow their step; Therefore it is important to ENGAGE with customers and potential customer in order to favor the word of mouse; A positive comment on the destination said by a visitors is definitely more effective than one said by a DMO; Be careful, people can also criticize… it is necessary to learn how to face criticism and how to respond to it. 22
29. How to do destination marketing? Planning Develop a strategic marketing plan(every 3 years) in whichidentifygoals and targetsfor the next operative period; In ordertobeeffective the strategic marketing planshouldbefollowedbyanoperative marketing planidentifying the detailed operative stepstobedoneforreaching the determinedgoals Monitorresults and adapt the operative strategywhenitshowstobeineffective; 23