Month: March 2016

Destination Intelligence 3.0: market research specific objectives

There is a vast range of intelligence goals to be considered, depending on the budget and intelligence services to be provided to stakeholders.

Destination Marketing 3.0: Communication strategy (I)

In destination marketing 3.0 the brand control shifts from vertical to horizontal, and so the social networks are the main arena where the marketing activities are carried out.

Destination Models 3.0: Customer relationships (I)

The new marketing paradigm shifts from control to collaboration. It turns from vertical to horizontal, as most consumers trust other consumers rather than businesses: word of mouth and social media are at the core of new customer relationships. Businesses no longer control their brands, as these are owned by the customers and are developed through collaboration among them all.

Destination Models 3.0: Customer segments (II)

In the international travel market, there is nowadays an increasing fragmentation especially due to the raise of special interest travellers. These are highly educated individuals driven by values and cultural motivations in accordance with the aforementioned life-transforming experiences. Moreover, they are among the tourists accounting for the highest expenditures in the destinations.

Destination Intelligence 3.0: market research goals

The main goals of market intelligence are not only to find new opportunities, but to monitor the markets attractiveness and provide information about the key factors to succeed in marketing destinations in the outbound markets

Destination Marketing 3.0: Positioning strategy

When formulating the positioning strategy, we have to assume that our mission driven value proposition is to be at the core of the intended destination image and identity

Destination Models 3.0: Customer segments (I)

Beyond the targeting criteria according to the kind of tourism activities -nature, culture, sports, etc.-, the primary target destinations 3.0 intend to attract and engage is the so called “Creative society”, whom we rename as “Tourists 3.0”. They are the most expressive and collaborative consumers, and are trusted and admired within their community, and through their concern and awareness about the social impact of brands, they are to become our best brand ambassadors.

Destination Models 3.0: Competitive advantage & Value proposition (II)

In tourism 3.0 it is essential to understand that the new marketing focuses on weaving values and mission within the business culture, which is reflected deeply in the experiences and stories marketing the destination, and ultimately obtains profits through the appreciation of the positive impact that the business has on the society, the environment and the culture.

Destination Intelligence 3.0: Benefits of capturing intelligence in the outbound markets

There is an interesting set of benefits out of the market intelligence activities, as a key input generator for the destination’s strategic and marketing planning

Destination Marketing 3.0: Targeting tourists 3.0

When crafting the destination marketing plan, there have to be defined the priority targets: in tourism 3.0, these are the creative activists, also called Tourists 3.0. They stand out by being active contributors in story making and storytelling and so are to become the destination’s first brand ambassadors.