1. OLYMPIA CASE STUDY
Destination Marketing Strategy
Athens University of Economic & Business (AUEB) &
University of Kent, Adjust Lecturer
PhD, University of Piraeus
OpenTourism Co-Founder
Tourism Summer School Head of Academic Committee
This project is co-financed by the ERDF and made possible by the
INTERREG IVC programme
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein

2. Day 1
OLYMPIA CASE STUDY
Destination Marketing Strategy
This project is co-financed by the ERDF and made possible by the
INTERREG IVC programme
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein

3. your expectations for
today?
This project is co-financed by the ERDF and made 3
possible by the INTERREG IVC programme

4. Why Marketing
Research is the FIRST
step any Tourism
Destination should take!
This project is co-financed by the ERDF and made possible by the
INTERREG IVC programme
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein

5. DIGITAL AGENDA FOR NEW
TOURISM APPROACH IN EUROPEAN
RURAL AND MOUNTAIN AREAS
Let the journey begin!
This project is co-financed by the ERDF and made 5
possible by the INTERREG IVC programme

6. A story
about going
to the grand
pazar
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

7. This project is co-financed by the ERDF and made 7
possible by the INTERREG IVC programme

8. This project is co-financed by the ERDF and made possible by the
INTERREG IVC programme
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein

9. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

10. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

11. This project is co-financed by the ERDF and made 11
possible by the INTERREG IVC programme

12. 1. Photo
Contest
2. Kids
Paintings
3. Facebook
setup
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

13. The Mission of the campaign
To increase awareness +
engagement of destination’s
target market
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
13

14. The Goals of the campaign
• To get emails of our target market
• To reach 6000 likes in Facebook page
• To increase page penetration (reach)
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
14

15. The Process
• Take a picture
• Enter the contest
• And the winner is…
• Follow us at online to find your
photo
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

16. 3
1
2
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

17. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

18. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

19. At ITB
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

20. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

21. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

22. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

23. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

24. On Site RESULTS
Some thousands of ITB visitors pictures for
social media content
Some thousands of individual emails for
email marketing
A winner 
 Highlights page in ITB
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

25. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

26. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

27. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
27

28. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
28

29. Overall Results of the campaign
• Reached 6000 likes on Facebook page
• Increased page penetration (reach)
• To get 5000+ targeted emails
• janmar
• mar april einai to reach se aytes
• k to overview ti exoume twra
• sta pics einai h ITB to march
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
29

30. Campaign Results
Up to now…
This project is co-financed by the ERDF and made possible by the
INTERREG IVC programme
30
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein

31. January-March 2012
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
31

32. ITB March 2012
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
32

33. April - May 2012
Olympic Flame
Ceremony, Olympia
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
33

34. The Results of the campaign
• Reached 6000 likes on Facebook
page
• Increased page penetration
from -100 to 18.000 person reached
from 8 talking about to 300
• Database of 5000+ targeted emails
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
34

35. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme
35

36. Ok with your story,
so I can do any campaign
whenever I want?
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

37. This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

38. HOW?
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

39. 1 MORE S MUST BE ADDED
TO OUR 3S MODEL
(SEA SUN SAND*)
This project is co-financed by the ERDF and made 39
ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
possible by the INTERREG IVC programme

40. STRATEGY
This project is co-financed by the ERDF and made 40
ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
possible by the INTERREG IVC programme

41. Destination Strategy Process
1. Marketing research
2. Segmentation
3. Targeting
4. Positioning
5. Product
6. Price
7. Place
8. Promotion
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

42. Marketing Research in Olympia
1. Marketing research
• A PhD thesis (2011)
• 2 Master theses with primary marketing
research
• A new primary research (2009)
• A destination strategic plan (2010)
• An MBA thesis in online strategy (2012)
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

43. Destination Strategy Process
1. Marketing research
2. Segmentation
3. Targeting
4. Positioning
5. Product
6. Price
7. Place
8. Promotion
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

44. This project is co-financed by the ERDF and made 44
possible by the INTERREG IVC programme

45. This project is co-financed by the ERDF and made 45
possible by the INTERREG IVC programme

46. or The Movie
While they
were
sleeping
This project is co-financed by the ERDF and made 46
possible by the INTERREG IVC programme

47. Movie: The GAP
Gap = visitors’ demographic
profile – providers’ estimate
of tourists’ profile
This project is co-financed by the ERDF and made 47
possible by the INTERREG IVC programme

48. Research Field
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

49. Ancient Olympia, Greece
An ancient Greek religious site
dating back 10 centuries B.C.
The birth-place of the Olympic
Games.
The location of giant gold Statue of
Zeus, one of seven wonders of
the world
Place where Olympic flame is still lit
An UNESCO Heritage Site
It hosts one of the masterpieces of
ancient Greek art, Hermes of
Praxiteles.

50. Research methodology
TOURISTS SURVEY PROVIDERS SURVEY
Study determined using determined using
population EUROSTAT and Tourism Satellite
WTO Account of WTO.
Samples National and Lists of the local
international tourists, chamber of commerce.
15+ years old. Owners or managers.
Sample size 268 95
Period 2 months 2 months

51. Research methodology
TOURISTS SURVEY PROVIDERS SURVEY
Data Personal interview Personal interview
collection using a questionnaire using structured
in 6 languages questionnaire
Sampling Two stages Random Inventory method
sampling
Response 71% 76, 5% response rate
rate

52. Results
Were they
sleeping?
This project is co-financed by the ERDF and made 52
possible by the INTERREG IVC programme

53. Results
NATIONALITY
%
35 32.6
30
25
20 18.418.9 17.9
15.8
14.7
15 13.2 13.2
10.2
10
7.1 7.4
5.3
5 3.2 3.2
0
UK French German Greek Italian Spanish Nederlands
Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

54. Results …what that means ?
These are destination’s tourists Providers market for these tourists
but…
This project is co-financed by the ERDF and made 54
possible by the INTERREG IVC programme

55. Results
AGE
%
35 32.5
30.5 30.5
30
24.4
25 22.8
20 17.9
16
15
9.8
10
4.5 4.9
5
0
19-29 30-39 40-49 50-59 15-18
Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

56. Results …what that means ?
These are destination’s tourists Providers market for these tourists
but…
This project is co-financed by the ERDF and made 56
possible by the INTERREG IVC programme

57. Results
EDUCATION
%
50
44.9
45
40
35
30.3
30 27.2
25.3
25 22.2
20.6
20 16.9
15
10 7.9
4.7
5
0
0
University graduate Postgraduate College graduate University Student Basic
Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

58. Results …what that means ?
These are destination’s tourists Providers market for these tourist
but…
This project is co-financed by the ERDF and made 58
possible by the INTERREG IVC programme

59. Results
INCOME (monthly)
%
45 41.9
40 37.8
35
30 26.7 26.5
25
21.1
20 17.2
14.4 14.4
15
10
5
0
3000€ + 1500 - 3000 Less than 800€ 800 - 1499
Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

60. Results …what that means ?
These are destination’s tourists Providers market for these tourist
but…
This project is co-financed by the ERDF and made 60
possible by the INTERREG IVC programme

61. Results Outline
The REAL Tourist of The PERCEIVED Tourist of
Olympia Olympia
British French
Female Male
Young (19-39) Older
holds a university degree
uneducated
monthly income exceeds 3.000
euros. Poorer that he really is.
This project is co-financed by the ERDF and made 61
possible by the INTERREG IVC programme

62. The REAL Tourist of
Olympia
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

63. The PERCEIVED Tourist of
Olympia
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

64. The REAL Tourist of The PERCEIVED Tourist of
Olympia Olympia
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

65. Discussion
The findings are important for researchers and practitioners,
because of:
•the significance of demographic characteristics for
consumers’ buying behaviour
•the extensive use of them in market segmentation
•the identification of distinctive market segments.
This project is co-financed by the ERDF and made 65
possible by the INTERREG IVC programme

66. strategic fit
False perceptions lead to ineffective
decision making for
•marketing segmentation
•positioning &
•marketing mix formulation.
This project is co-financed by the ERDF and made 66
possible by the INTERREG IVC programme

67. Where do we go from here ?
This project is co-financed by the ERDF and made 67
possible by the INTERREG IVC programme

68. Research Contribution
Importance of primary and timely
marketing research among all
stakeholders in a destination
Useful tool for management in order to
develop a Strategy and propose an
‘integrated solution’ to customers.
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

69. DIGITAL AGENDA FOR NEW
TOURISM APPROACH IN EUROPEAN
RURAL AND MOUNTAIN AREAS
REAL
IMPACT OF
BECOMEOLYMPIAN
CAMPAIGN
This project is co-financed by the ERDF and made 69
possible by the INTERREG IVC programme

70. • http://www.facebook.com/video/video.php?
v=161389313880807
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

71. This project is co-financed by the ERDF and made 71
possible by the INTERREG IVC programme

72. More on…
Day 2: Strategic Plan of a
Destination: Olympia, Greece
This project is co-financed by the ERDF and made possible by the
INTERREG IVC programme
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein

73. Thank you!!!
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

74. Email: gzouni@gmail.com
This project is co-financed by the ERDF and made possible by the
INTERREG IVC programme
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein

75. IF YOU WANT TO READ MORE OF
WHAT WE ARE THINKING…
www.slideshare.net/GeorgiaZouni
www.academia.com/georgiazouni
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

76. OLYMPIA CASE STUDY
Destination Marketing Strategy
Athens University of Economic & Business (AUEB) &
University of Kent, Adjust Lecturer
PhD, University of Piraeus
OpenTourism Co-Founder
Tourism Summer School Head of Academic Committee
This project is co-financed by the ERDF and made possible by the
INTERREG IVC programme
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein

77. Day 2
OLYMPIA CASE STUDY
Destination Marketing Strategy
This project is co-financed by the ERDF and made possible by the
INTERREG IVC programme
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein

78. Destination Strategy Process
1. Marketing research
2. Segmentation
3. Targeting
4. Positioning
5. Product
6. Price
7. Place
8. Promotion
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

79. The Vision
to help Olympia get the
position it deserves in
people’s mind as a
tourism destination
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

80. Objectives
Increase Overnight stay
Increasing non package tourists’ stay
Increase tourist expenditure at destination
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

81. dividing a total
market, such as
all tourists, into
manageable sub-
groups (Middleton, 2001)
This project is co-financed by the ERDF and made 81
possible by the INTERREG IVC programme

82. Segmentation Criteria
Geographic
Nations, states,
regions or cities
Demographic
Age, gender,
family size and life cycle,
or income
Psychographic
Social class, lifestyle,
or personality
Behavioral
Occasions, benefits, uses, or
responses
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

83. 2-3. segmentation- targeting
1st Target Market
1st Target market
French & Germans
29-49
Family Travels
High Income and
Education
This project is co-financed by the ERDF and made 83
possible by the INTERREG IVC programme

84. Special niche target market
Italian
Friends and new couples
19-29
Graduates
1000-3000 euros
This project is co-financed by the ERDF and made 84
possible by the INTERREG IVC programme

85. Major Target Market
Non Stayers
Greek,
German, Italian,
Women
19-29 & 40-49
Of all Education & Income
Levels
This project is co-financed by the ERDF and made 85
possible by the INTERREG IVC programme

86. Five Patterns of Targeting Strategies
Single-segment Selective Product
concentration specialization specialization
M1 M2 M3 M1 M2 M3 M1 M2 M3
P1 P1 P1
P2 P2 P2
P3 P3 P3
Market Full market
specialization coverage
M1 M2 M3 M1 M2 M3
P1 P1
P = Product
M = Market P2 P2
P3 P3
This project is co-financed by the ERDF and made 86
possible by the INTERREG IVC programme

87. 2-3. segmentation- targeting
1st Target Market
1st Target market
French & Germans
29-49
Family Travels
High Income and
Education
This project is co-financed by the ERDF and made 87
possible by the INTERREG IVC programme

88. This project is co-financed by the ERDF and made 88
possible by the INTERREG IVC programme

89. Positioning & Branding
 Positioning
 establishing an image for a product or service in relation to
others in the marketplace
 Branding
 technique that enables organizations to gain competitive
advantage by offering a product that has features not available
in offerings of competitors
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

90. Positioning Strategies
• Positioning by specific product attributes
• Positioning by benefits
• Positioning for user category
• Positioning for usage occasion
• Positioning against another competitors
• Positioning against another product class
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme 90

91. Positioning Strategy
This market views Olympia as a
Known
Historic and
Well established and visited
Destination
.
«Unique Experiences for
the family»
This project is co-financed by the ERDF and made 91
possible by the INTERREG IVC programme

92. Marketing Mix
or 4P’s
This project is co-financed by the ERDF and made possible by the
INTERREG IVC programme
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein

93. Nationality
Olympia’s site should be in French and German, apart from English
Presence in French and German magazines, Social media, Fairs.
This project is co-financed by the ERDF and made 93
possible by the INTERREG IVC programme

94. Gender
Activities for both sexes
This project is co-financed by the ERDF and made 94
possible by the INTERREG IVC programme

95. Age
Different packages and activities for
 young people (youth festival, online-mobile applications ect)
and for families (funfair, kids room and menu ect)
This project is co-financed by the ERDF and made 95
possible by the INTERREG IVC programme

96. Education
The visitor of this market is demanding
High educational level and needs
Accurate, instant and customized information
This project is co-financed by the ERDF and made 96
possible by the INTERREG IVC programme

97. Monthly Income
Quality assurance, ISO, value, information
Promote the activities and events to spend their money! (via
internet before trip and via flyers at shops or mobile apps )
This project is co-financed by the ERDF and made 97
possible by the INTERREG IVC programme

98. Travel Information source
Social media, forums, e-wom in Germany, France
Targeted publicity in selected travel magazines
This project is co-financed by the ERDF and made 98
possible by the INTERREG IVC programme

99. This project is co-financed by the ERDF and made 99
possible by the INTERREG IVC programme

100. This project is co-financed by the ERDF and made 100
possible by the INTERREG IVC programme

101. This project is co-financed by the ERDF and made 101
possible by the INTERREG IVC programme

102. This project is co-financed by the ERDF and made 102
possible by the INTERREG IVC programme

103. http://www.olympialand.gr/
This project is co-financed by the ERDF and made 103
possible by the INTERREG IVC programme

104. Pentathlon
Revival
This project is co-financed by the ERDF and made
http://www.flickriver.com/photos/cathpain/ta
104
possible by the INTERREG IVC programme gs/pentathlon/

105. 11-16 Sep 2011
Izmir, Turkey
http://tourismsummerschool.org
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme

106. 11-16 Sep 2011
Izmir, Turkey
OLYMPIAN TOURISM SUMMER SCHOOL PARTICIPATION OPTIONS (prices in euro)
cipation without Accommodation Fee (1) 150
ek residents (courses only) /(5) 100
versity of Piraeus students and graduates (courses only) /(5) 75
icipation With Accommodation
for all Early Registration Fee (2) Late Registration Fee (2)
BB price per HB price per BB price per HB price per person
person person person (3)
(3) (3) (3)
* 350 400 400 450
270 300 300 350
http://tourismsummerschool.org
This project is co-financed by the ERDF and made 106
possible by the INTERREG IVC programme

107. http://tourismsummerschool.org
This project is co-financed by the ERDF and made 107
possible by the INTERREG IVC programme

108. Ancient Olympia after becomeolympian
Olympia has a unique internet strategy, supported
by the local Hotel Union, creating a new targeted
brand.
Olympia is being promoted by social media with
becomeolympian in facebook, twitter and flickr
Visitors of www.visitgreece.gr will discover that
Olympia offers one of the best experiences Greece
can give.
ResultOlympia now is a destination.
This project is co-financed by the ERDF and made A project planned, led and promoted by detour (www.detour.gr)
possible by the INTERREG IVC programme

109. This project is co-financed by the ERDF and made 109
possible by the INTERREG IVC programme

110. Thank you!!!
Email: gzouni@gmail.com
This project is co-financed by the ERDF and made
possible by the INTERREG IVC programme