Efficiently identify the project team members, target audience and develop a value chain.

1. This programme has been funded with
support from the European Commission
Innovating New Products: Organize and
implement your responsible initiatives
Module 2

2. During this module you will begin developing
specific skills that will help you plan your
adventure tourism initiative. You will focus on
the development of target audience(s) and
their specifics, while learning how to create
your communication plan.
You can effectively and efficiently organise
and implement your adventure initiative by
applying project management framework and
the tourism value chain. This framework
could help you to manage your movement
from one state to another to reach your final
result.
Module 2 Introduction

3. Develop a value chain
• Tourism value chain
• Elements of the value chain2.3
2.1 Identify projects team members
2.2
Target audience and communication goals
• Define main target audiences
• Develop a communication plan
• Set communication goals
At the end of this module,
you will be able to:
 Identify your project team
members and to form a
team
 Determine your target
audience
 Define your
communication goals
 Develop a value chain to
add value
Module 2 Organize and implement your responsible initiatives
Learning Outcomes

4. Adventure Tourism I www.adventuretourism.eu
Identify project team members
Human factor is a critical element
in PDCA cycle but at this stage it is
vital. You should identify and
consult with potential team
members to help with developing
an adventure tourism initiative
concept. These may be individuals
either within your company or
external to it. Consult with each to
determine if they have the time
and interest to be engaged.
2.1.

5. Adventure Tourism I www.adventuretourism.eu
Identify project team members
Preferably, a tourism development specialist should lead the team, potentially
composed of specialists in the following areas:
The team needs to agree on how to phase the project (work breakdown structure),
who the target audience is and what information that audience requires.
2.1.
 Agreed objectives and clear concepts
 Business analysis and marketing research
 Local wildlife and natural resource management
 Environmental and biodiversity conservation
 Socio-economic development in rural areas
 Local, regional, or international tourism
 Communications and participatory development

6. Adventure Tourism I www.adventuretourism.eu
Determine the target audience and define
communication goals
Before to start to work on this unit
issues you have to review the
goals and objectives which you
have already set in Module 1.3.
Your target audience might differ
from your target market. Target
audience includes all those
people and/or organisations
who/which should receive your
message.
2.2.

7. Adventure Tourism I www.adventuretourism.eu
Target audience profile
2.2.
Demographic profile
Psychographic profile
Customer behaviour
Organisational
or individual user

8. Adventure Tourism I www.adventuretourism.eu
Demographic profile
 Age, gender and geographical location
 Average income
 Number of household members; life-
cycle stage
 Education, religion, race
2.2.

9. Adventure Tourism I www.adventuretourism.eu
Psychographic profile
 Personality traits, values, interests, and
lifestyles
 Belonging to social classes, special
groups
 Stereotypes
 Internet access, ownership of smart
devices
2.2.

10. Adventure Tourism I www.adventuretourism.eu
Psychographic profile: social class
2.2.
Social Grade Social Status Occupation
A upper middle class higher managerial, administrative or professional
B middle class
intermediate managerial, administrative or
professional
C1 lower middle class
supervisory or clerical, junior managerial,
administrative or professional
C2 skilled working class skilled manual workers
D working class semi and unskilled manual workers
E
those at lowest level of
subsistence
state pensioners or widows (no other earner),
casual or lowest grade workers

11. Adventure Tourism I www.adventuretourism.eu
Customer behaviour
 Purchase decision process (roles)
 Manner and place of shopping, use of the product
 User status (non-users, former, current, potential, new)
 Frequency of Purchase (regular, periodic, random buyers)
 Loyalty (loyal to the brand; buying of brand and competitors;
buying from competitors; loyal to a competitor)
 Activity and culture of online behaviour
2.2.

12. Adventure Tourism I www.adventuretourism.eu
Organizational market segmentation
2.2.
 Industry sector
 Size of the organization
 Geographic location
 End-use application
 Organisational culture and
beliefs

13. Adventure Tourism I www.adventuretourism.eu
What’s the target audience?
2.2.
• Determine age, gender, budget, education,
profession, lifestyle, personality traits, purchase
decision, etc. (as many as you can)
• Individual or organisational buyer?
• https://www.youtube.com/watch?v=-BrDlrytgm8
• https://www.youtube.com/watch?v=j5vkSHseqCs
• https://www.youtube.com/watch?v=qOw44VFNk8Y
?

14. Adventure Tourism I www.adventuretourism.eu
In many projects increasing
communications and social networking
among target audiences in a project
area can be done through widely
available communication tools and
approaches such as the internet
(website, social media), public relations,
radio, public events, and newsletters.
You can download a template of a
Communication Plan from the online
platform.
Determine the target audience and
define communication goals
2.2.

15. Adventure Tourism I www.adventuretourism.eu
Determine the target audience and
define communication goals
When you determine your target audience you have to take into account that smaller,
tighter networks can be less useful to their members than networks with lots of loose
connections (weak ties) to individuals outside the main network.
More ‘open’ networks, with many weak ties and social
connections, are more likely to introduce new ideas
and opportunities to their members than closed
networks with many redundant ties. It is better to have
connections to a variety of networks rather than many
connections within a single network.
2.2.

16. Sample
communication
goals for digital
marketing tools
Donations
Advocacy
actions
Event
attendance
Membership
Volunteerism
DO
FB shares
with
message
Retweet with
message
Comments
Online
mentions
FEEL
FB post likes
& shares
Retweets
Email
forwards
Re-pins &
board
followers
SAY
FB page
likes & reach
TW followers
RSS or
email
subscriptions
YouTube
views
Bit.ly clicks
SEE
2.2.

17. Adventure Tourism I www.adventuretourism.eu
Develop a value chain to add value
A tourism value chain focuses on the
customer experience. You can find more
about the importance of tourists’
experience in Module 3
You can add value through products,
experiences and services but if you
want to succeed you have to plan
tourism value chain by its elements well
in advance.
2.3.
PLANNING
SELECTION
ON-TRIP
POST-TRIP

18. Infra-
structure
•Ports
•Roads
•Airports
•Taxi
•Car rental
•Airlines
Attractions
•Builders
•Developer
•Fitting
•Utilities
Accom-
modation
•Hotels
•Hostels
•Camping
•Other
lodging
Food &
drink
•Food
•Drink
•Farm
produce
•Restaurant
s
Shopping /
purchases
•Retail
•Craft
•Books
•Arts
•Guides
•Souvenirs
Activities
•Tours
•Diving
•Rock
climbing
•Nature
reserves
•Equipment
hiring
Services
•Guides
•Health
•Business
•Telephone
•Exchange
•Beauty /
cosmetics
Taxation
•Landing
•Entry
•Visa
•VAT
•Duty
Adventure Tourism I www.adventuretourism.eu
Develop a value chain to add value
The ‘on-trip’ element is the critical area in which the visitor expenditure
inputs occur at the destination level so detailed planning and organising are
vital to ensure market success and high level of competitiveness of your
offer. This element affects intensely visitor’s experience which in turn
determine the perceived quality of the whole trip/visit.
2.3.

19. 05
1. Target Setting
2. Critical Success Factors (CSFs) and Key Performance
Indicators (KPIs)
3. Financial Modelling
4. Business Examples & Resources
03
Web Resources:
www.conservation.org
National Geographic Traveller
http://travel.nationalgeographic.com/travel/trav
eler-magazine/
Tourism Cares
www.tourismcares.org
United Nations Educational, Scientific, and
Cultural Organization
www.unesco.org
United Nations World Tourism Organization
www.unwto.org
References:
Adventure Tourism I www.adventuretourism.eu
Additional Resources:
Lanning, M. Delivering Profitable Value (DPV),
The DPV Group, LLC.
http://www.exubrio.com/services/white_pape
rs/DPVIntro-eXubrio.pdf
Kaplinsky, R. and Morris, M. A Handbook for
Value Chain Research, IDRC.
http://www.redepapa.org/valuechain.pdf

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