Oecd Trento Ejarque

FOURTOURISM©2012 1

Developing Tourism Outside of Established LocalitiesDestination marketing as a means to promote

and sell the tourism products on the market taking into account the new players

Tourism Marketing,Web Marketing and Destination Management Consultancy

FOURTOURISM©2012 2

C A P 0 0 | A G E N D A

Agenda

1. The new tourism demand model

2. The tourism board’s role

3. The small lands tourism product

4. Conclusions: small lands destination marketing

1.

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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

0 1 | T H E N E W T O U R I S M D E M A N D M O D E L

The European market is very tempting

4

Flickr © bartb_pt

4T©2012

The postmodern tourism0 1 | T H E N E W T O U R I S M D E M A N D M O D E L

Even more traveller and

less tourist

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TODAY

ProductExperience

EngagementWe have to communicate the

experiential product, the unique emotions lived by the tourist when he is on holiday in the destination

Nowadays it is necessary to communicate focusing on


The postmodern tourism

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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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The postmodern tourism in small towns

Advantages:It is social and environmental sustainable

Generates induced profits in all economic sectors and throughout the landEnhances the small towns uniqueness

Permit the economic and social development of smaller townsEnhance the traditions and culture that would otherwise be lost

Involves the entire local population



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The new destination marketing0 2 | T H E T O U R I S M B O A R D ’ S R O L E

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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0 3 | T H E S M A L L L A N D S T O U R I S M P R O D U C T

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 MODEL

PRODUCTMODEL

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The tourism board’s role in small towns

Tourist flows are not generated independently:Destinations must present themselves to the market

Destination Marketing

0 2 | T H E T O U R I S M B O A R D ’ S R O L E

The tourism board’s role


0 4 | H O W T O S E L L S M A L L L A N D S

Finally…

Create experiental products

Integrate the

products in clusters

Build a small lands destination

strategy

Create awareness

and visibility

Content marketing



The promo-commercialization

3 . HAVE A STRATEGIC PLAN: the two ways OBJECTIVE AWARENESS + VISIBILITY

Online Offline

TOOLS Trade Fiars, Advertising, Press Relations, Brochure, Trade Events,

Conventions, Roadshows B2C

Contents, Photos, Videos, Social Platforms, Forums, Bloggers, Online Press, Travel sites, Review Sites,

Paid online Media

CHANNELSTour operators, DMC, travel

agencies, IDS, OTAsTourists, Influencers, Owned Media, Destination Sites,

Earned Media2.0 Social Platforms

ACTIVITIESCo-marketing, Co-advertising,

Marketing affiliations

Search engine optimization, Search engine marketing, Social media oprimization, Video marketing, Email

marketing, Community management, Blog trips, Cross marketing

PURCHASE TOURISM MARKET

Tour operator online & offlineTravel agencies Direct purchase

TOURIST ARRIVALS




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





CONTENT MARKETING

Photos TextsBlog posts Comments

VideosDM

OM

akre

t

TouristsTour operators Social media

Travel agencies

DESTINATION REPUTATION

To get results small lands need to adapt themselves to the

customers / users, giving them content that match with their

interests and with the greatest possible variety of formats. Only

this way small lands can meet the 2.0 tourism demand.





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.


Mail: [email protected]: 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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