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Future of Destination Marketing Organizations

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The key trends and threats that will influence the future of Destination Marketing Organizations with an overview of a new approach to measure the experiential quality of a destination.

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Future of Destination Marketing Organizations

  1. 1. R E S O N A N C E C O . C O M @ C R FA I R TITLETEXT RESONANCE HELLO DMMOS! The Future of Destination Marketing Organizations
  2. 2. R E S O N A N C E C O . C O M @ C R FA I R ABOUT US Resonance Consultancy is a global advisor on real estate, tourism and economic development for countries, cities and communities around the world. @ C R FA I R
  3. 3. R E S O N A N C E C O . C O M @ C R FA I R PLACESARE OUR PASSION R E S O N A N C E C O . C O M @ C R FA I R
  4. 4. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R PLACES CREATE INSPIRATION
  5. 5. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R PLACES CREATE ENERGY
  6. 6. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R PLACES CREATE CONNECTIONS
  7. 7. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R PLACES CREATE PROSPERITY
  8. 8. R E S O N A N C E C O . C O M @ C R FA I R RECENT PROJECTS • Vancouver Tourism Master Plan • Cincinnati Destination Development Strategy • Aruba Tourism Authority Strategic Business Plan • Ireland South & East Brand Strategy • Tulsa Destination Development Strategy • Portland Tourism Master Plan • Bermuda Destination Assessment • Calgary Urban Revitalization • U.S. Virgin Islands Brand Strategy • Four Seasons Hotels & Resorts Developments @ C R FA I R
  9. 9. R E S O N A N C E C O . C O M @ C R FA I R AGENDA • Key Trends • Key Threats • The Meaning of Life (For a DMO) • The Path to Becoming a DMMO • Measuring Destination Quality @ C R FA I R
  10. 10. R E S O N A N C E C O . C O M @ C R FA I R TOURISM IS ONE OF 
 THEWORLD’S FASTEST GROWING INDUSTRIES R E S O N A N C E C O . C O M @ C R FA I R
  11. 11. R E S O N A N C E C O . C O M @ C R FA I R TOURISM FORECAST Source: UNWTO Tourism Forecast
  12. 12. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M BUTTHE FUTURE LOOKS QUITE DIFFERENTTHANTHE PAST @ C R FA I R
  13. 13. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R WHY? R E S O N A N C E C O . C O M @ C R FA I R
  14. 14. R E S O N A N C E C O . C O M @ C R FA I R CONSPICUOUS LEISURE R E S O N A N C E C O . C O M @ C R FA I R
  15. 15. R E S O N A N C E C O . C O M @ C R FA I R DESIRABLE LUXURIES Smartphone Freedom to work from home Vacation home in the mountains/beach Extended time off work Taking exotic vacations Tablet/E-Reader Gourmet kitchen at home Owning your own business Wife/husband that is able to stay at home with kids Apartment in major metropolitan city Home Theater Luxury Swimming Pool Sending your children to private schools Home in private/gated community Owning an expensive car Fine jewelry and/or expensive watch 20% 20% 20% 22% 22% 22% 23% 24% 25% 33% 38% 38% 39% 40% 42% 50% 10% 11% 12% 14% 14% 13% 15% 17% 16% 21% 25% 22% 26% 26% 30% 34% 10 - Extremely desirable 9 Source: Resonance 2016 Portrait of the U.S. Luxury Traveler
  16. 16. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R ASIA R E S O N A N C E C O . C O M @ C R FA I R
  17. 17. R E S O N A N C E C O . C O M @ C R FA I R CHINESE OUTBOUNDTRAVEL 0 50 100 150 200 2009 2010 2011 2012 2013 2014 2015 2020 P Chinese Outbound Travelers (millions) Chinese Outbound Travelers (growth) 8.0% 12.2% 19.5% 7.7% 18.4% 22.4% 20.4% 4.0%4.0% 20.4% 22.4% 18.4% 7.7% 19.5% 12.2% 8.0% Source: CNTA
  18. 18. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R CHANGING 
 DEMOGRAPHICS R E S O N A N C E C O . C O M @ C R FA I R
  19. 19. R E S O N A N C E C O . C O M @ C R FA I R POPULATIONAGED 65+ % of population aged 65+ 10% 15% 20% 25% Canada Germany Poland Spain United Kingdom United States 2005 2010 2015 Source: UN Data
  20. 20. R E S O N A N C E C O . C O M @ C R FA I R DEFINITION OF RETIREMENT IN U.S. A time to trave and explore new places A time to slow down and enjoy life More time to spend with family and friends A time to explore different interests A time to volunteer for causes I care about A time to live dreams A time to make do with what I have A time to continue working/living as always A time to start a new business 2% 12% 24% 28% 35% 53% 55% 64% 66% Source: Resonance 2015 Portrait of the U.S. Retiree Traveler
  21. 21. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R LOCALISM R E S O N A N C E C O . C O M @ C R FA I R
  22. 22. R E S O N A N C E C O . C O M @ C R FA I R MacroMarketShare 70% 75% 80% 85% 90% 95% 100% CraftandImportsMarketShare 0% 5% 10% 15% 20% 1985 1990 1995 2000 2005 2010 2015 U.S.BEER MARKET SHARE Craft Imports Macro Source: U.S. Brewers Association
  23. 23. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R SHARING ECONOMY R E S O N A N C E C O . C O M @ C R FA I R
  24. 24. R E S O N A N C E C O . C O M @ C R FA I R TOTALAIRBNB LISTINGS 2009 2010 2011 2012 2013 2014 2015 2016 3,000 50,000 120,000 300,000 550,000 1,000,000 2,300,000 Source: Airbnb
  25. 25. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R AIR ROUTE DEVELOPMENT R E S O N A N C E C O . C O M @ C R FA I R
  26. 26. R E S O N A N C E C O . C O M @ C R FA I R 4.0 B 4.5 B 5.0 B 5.5 B 6.0 B 6.5 B 7.0 B 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 AIRTRAVEL PASSENGER-KM Source: ICAO
  27. 27. R E S O N A N C E C O . C O M @ C R FA I R THESETRENDSARE DRIVING 
 A DISPROPORTIONATE NUMBER OFTRAVELLERSTO CITIES R E S O N A N C E C O . C O M @ C R FA I R
  28. 28. R E S O N A N C E C O . C O M @ C R FA I R CITYTRIPS SOARED 82% BETWEEN 2007AND 2014TO REACH 22% OFALL HOLIDAYS R E S O N A N C E C O . C O M Source: World Travel Monitor @ C R FA I R
  29. 29. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M WHY CITIES? @ C R FA I R
  30. 30. R E S O N A N C E C O . C O M @ C R FA I R TIMES SQUARE 
 1983 R E S O N A N C E C O . C O M @ C R FA I R
  31. 31. R E S O N A N C E C O . C O M @ C R FA I R TIMES SQUARE 
 2013 R E S O N A N C E C O . C O M @ C R FA I R
  32. 32. R E S O N A N C E C O . C O M @ C R FA I R NEWYORK CITYTOURISM GROWTH CrimeRate 0 2,500 5,000 7,500 10,000 Visitorsinmillions 0 15 30 45 60 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 TOTAL VISITORS TOTAL CRIME RATE Source: NYC & Company / U.S. Census Bureau
  33. 33. R E S O N A N C E C O . C O M @ C R FA I R TYPES OF FUTUREVACATIONS FOR U.S.RETIREES Visit to a major metropolitan city Vacation with friends Cruise Visit to a beach resort Multi-generational vacation Quiet countryside holiday Visit to a mountain resort Family vacations with kids Combining business trip with leisure vacation Other 23% 4% 10% 11% 14% 21% 28% 29% 30% 33% Source: Resonance 2015 Portrait of the U.S. Retiree Traveler
  34. 34. R E S O N A N C E C O . C O M @ C R FA I R TYPES OF FUTUREVACATIONS FOR U.S.MILLENNIALS Visit to a beach resort Visit to a major metropolitan city Family vacation with kids Vacation with friends Multi-generational vacation Cruise Visit to a mountain resort Quiet countryside holiday Combining business trip with leisure vacation Other 6% 19% 19% 23% 26% 27% 40% 41% 42% 47% Source: Resonance 2015 Portrait of the U.S. Millennial Traveler
  35. 35. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M POTENTIALTHREATS TOTOURISM GROWTH @ C R FA I R
  36. 36. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M POLLUTION @ C R FA I R
  37. 37. R E S O N A N C E C O . C O M @ C R FA I R AnnualAveragePM2.5levels(µg/m3) 0 35 70 105 140 AnnualInboundVisitors(millions) 0 2 3 5 6 2008 2009 2010 2011 2012 2013 2014 BEIJING ANNUAL INBOUND VISITORS BEIJING ANNUAL AVERAGE PM 2.5 CHINA PM 2.5 STANDARD U.S. PM 2.5 STANDARD BEIJINGANNUALVISITORS Source: U.S. Department of State Data
  38. 38. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M TERRORISM @ C R FA I R
  39. 39. R E S O N A N C E C O . C O M @ C R FA I R 10,000,000 17,000,000 24,000,000 31,000,000 38,000,000 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Foreign Arrivals Foreign Arrivals Change -6.2% 17.8% 12.8% 2.8% 5.7% 9.9% 1.0% 9.8% 5.5% -1.6% -30.1% ISTANBUL FOREIGNARRIVALS 1st Terrorist Attack Source: Kultur
  40. 40. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M PEAK GLOBALIZATION @ C R FA I R
  41. 41. R E S O N A N C E C O . C O M @ C R FA I R TOURISTS R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
  42. 42. R E S O N A N C E C O . C O M @ C R FA I R VENICE BARCELONA
 AMSTERDAM R E S O N A N C E C O . C O M @ C R FA I R ASHEVILLE SAVANNAH SONOMA
  43. 43. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M “THE FUTURE IS ALREADY HERE – 
 IT’S JUST NOTVERY EVENLY DISTRIBUTED.” - William Gibson @ C R FA I R
  44. 44. R E S O N A N C E C O . C O M @ C R FA I R THE GOALSTHAT DMOS 
 HAVE HISTORICALLY PURSUED NOWTHREATENTHEIR FUTURE RELEVANCEAND EVEN EXISTENCE. R E S O N A N C E C O . C O M @ C R FA I R
  45. 45. R E S O N A N C E C O . C O M @ C R FA I R 1.THE MEANING OF LIFE (FORA DMO) As tourism continues to grow DMOs must shift resources from marketing to management to balance the interests and benefits of tourism with those of the local communities they serve. @ C R FA I R
  46. 46. R E S O N A N C E C O . C O M @ C R FA I R 2.THE MEANING OF LIFE (FORA DMO) As locals, visitors and digital channels become the primary means of place- based communication, DMOs must shift from traditional marketing to management to promote their destination. @ C R FA I R
  47. 47. R E S O N A N C E C O . C O M @ C R FA I R 3.THE MEANING OF LIFE (FORA DMO) DMOs are the only organization within a city structure that has the capabilities, capacities and funding to focus on developing and managing the experiential quality of a city. @ C R FA I R
  48. 48. R E S O N A N C E C O . C O M @ C R FA I R “DESTINATION MANAGEMENT ORGANIZATIONS CO-ORDINATETHE MANAGEMENT OFALLTHE ELEMENTSTHAT MAKE UPA DESTINATION (ATTRACTIONS,ACCESS,MARKETING,HUMAN RESOURCES,IMAGEAND PRICING).ITTAKES 
 A STRATEGICAPPROACHTO LINK-UPVERY SEPARATE ENTITIES FORTHE BETTER MANAGEMENT OFTHE DESTINATION.“ R E S O N A N C E C O . C O M Source: UNWTO @ C R FA I R
  49. 49. R E S O N A N C E C O . C O M @ C R FA I R THE PATHTO BECOMINGA DMMO @ C R FA I R 1. Engage the community in the planning process 2. Distribute the impact and benefits of tourism 
 to the wider region 3. Develop quality of life enhancing product 
 and programming 4. Organize to support and develop these initiatives 5. Manage and monitor the guest experience
  50. 50. R E S O N A N C E C O . C O M @ C R FA I R 1.ENGAGETHE COMMUNITY @ C R FA I R • 2,000+ locals participated in Vancouver Tourism Masterplan process • Identified same top 2 key issues as industry: - Late night transportation - Liquor laws and regulations
  51. 51. R E S O N A N C E C O . C O M @ C R FA I R 2.DISTRIBUTETHE BENEFITS & IMPACTS @ C R FA I R • Vancouver Neighbourhood Marketing Council • New York Neighbourhood x Neighbourhood • Visit Amsterdam, See Holland
  52. 52. R E S O N A N C E C O . C O M @ C R FA I R 3.DEVELOP QUALITY OF LIFE ENHANCING PRODUCTS @ C R FA I R • Vancouver Canada Line Subway • New York High Line • Cleveland Festival & Event Strategy • San Diego Waterfront Redevelopment
  53. 53. R E S O N A N C E C O . C O M @ C R FA I R 3.ORGANIZETO SUPPORT & DEVELOP @ C R FA I R • Chief Experience Officer • Vice-President Destination Development • Vice-President Community Affairs • Director • Tourism Energy Specialist
  54. 54. R E S O N A N C E C O . C O M @ C R FA I R 5.MANAGE & MONITOR DESTINATION EXPERIENCE @ C R FA I R • Visitor Satisfaction/Net Promoter Score • Resident Satisfaction
  55. 55. R E S O N A N C E C O . C O M @ C R FA I R HOW DOYOU MEASURE & MONITORTHE EXPERIENTIAL QUALITY OFA DESTINATION? R E S O N A N C E C O . C O M @ C R FA I R
  56. 56. R E S O N A N C E C O . C O M @ C R FA I R SOCIAL MEDIA 
 PROVIDESA NEW 
 SOURCE OF 
 DESTINATION INSIGHTS 
 & INTELLIGENCE R E S O N A N C E C O . C O M @ C R FA I R
  57. 57. R E S O N A N C E C O . C O M @ C R FA I R London Paris Istanbul Saint Petersburg Madrid Barcelona Berlin Milan Prague Amsterdam Munich Hamburg Brussels Dublin Naples Warsaw Bucharest Budapest Oslo Helsinki Stuttgart Sofia Gdansk 0 5,000 10,000 15,000 20,000 25,000 712 1,070 1,314 1,460 1,527 1,867 1,926 2,342 2,910 2,980 3,443 3,522 3,576 4,385 6,564 7,405 8,329 9,826 10,004 10,986 14,421 16,894 21,031 TOTAL NUMBER OF QUALITY EXPERIENCES
  58. 58. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M CULTURE @ C R FA I R
  59. 59. R E S O N A N C E C O . C O M @ C R FA I R TOP 10 CITIES FOR CULTURE 1.LONDON 2.SAINT PETERSBURG 3.PARIS 4.PRAGUE 5.BERLIN 6.MADRID 7.BARCELONA 8.AMSTERDAM 9.ISTANBUL 10.MILAN
  60. 60. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M ENTERTAINMENT @ C R FA I R
  61. 61. R E S O N A N C E C O . C O M @ C R FA I R TOP 10 CITIES FOR ENTERTAINMENT 1.LONDON 2.PARIS 3.BARCELONA 4.PRAGUE 5.MADRID 6.ISTANBUL 7.BERLIN 8.AMSTERDAM 9.SAINT PETERSBURG 10.MILAN
  62. 62. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M SIGHTSEEING @ C R FA I R
  63. 63. R E S O N A N C E C O . C O M @ C R FA I R TOP 10 CITIES FOR SIGHTSEEING 1.LONDON 2.SAINT PETERSBURG 3.PARIS 4.BARCELONA 5.ISTANBUL 6.PRAGUE 7.BERLIN 8.MADRID 9.AMSTERDAM 10.BUDAPEST
  64. 64. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M SPORTS & 
 ADVENTURE @ C R FA I R
  65. 65. R E S O N A N C E C O . C O M @ C R FA I R TOP 10 CITIES FOR SPORTS &ADVENTURE 1.BARCELONA 2.AMSTERDAM 3.LONDON 4.BERLIN 5.PARIS 6.ISTANBUL 7.PRAGUE 8.SAINT PETERSBURG 9.BUDAPEST 10.DUBLIN
  66. 66. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M CULINARY @ C R FA I R
  67. 67. R E S O N A N C E C O . C O M @ C R FA I R TOP 10 CITIES FOR CULINARY 1.LONDON 2.PARIS 3.ISTANBUL 4.SAINT PETERSBURG 5.MADRID 6.BARCELONA 7.BERLIN 8.MILAN 9.PRAGUE 10.AMSTERDAM
  68. 68. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M LODGING @ C R FA I R
  69. 69. R E S O N A N C E C O . C O M @ C R FA I R TOP 10 CITIES FOR LODGING 1.PARIS 2.ISTANBUL 3.LONDON 4.PRAGUE 5.BERLIN 6.BARCELONA 7.MADRID 8.SAINT PETERSBURG 9.MUNICH 10.MILAN
  70. 70. R E S O N A N C E C O . C O M @ C R FA I R BUTWHICH CITIES OFFERTHE MOST QUALITY EXPERIENCES PERVISITOR? R E S O N A N C E C O . C O M @ C R FA I R
  71. 71. R E S O N A N C E C O . C O M @ C R FA I R TOTAL NUMBER OF QUALITY EXPERIENCES PER 100,000 BEDNIGHTS Saint Petersburg Istanbul Milan London Barcelona Madrid Brussels Prague Dublin Gdansk Bucharest Paris Stuttgart Berlin Amsterdam Warsaw Oslo Hamburg Munich Helsinki Budapest Naples Sofia 0 50 100 150 200 250 300 350 400 24 34 49 50 51 56 58 59 64 67 69 76 79 88 88 99 103 112 118 125 126 138 354
  72. 72. R E S O N A N C E C O . C O M @ C R FA I R SAINT PETERSBURG CULTURE ENTERTAINMENT SIGHTSEEING SPORTS & ADVENTURE CULINARY LODGING
  73. 73. R E S O N A N C E C O . C O M @ C R FA I R PRAGUE CULTURE ENTERTAINMENT SIGHTSEEING SPORTS & ADVENTURE CULINARY LODGING
  74. 74. R E S O N A N C E C O . C O M @ C R FA I R PARIS CULTURE ENTERTAINMENT SIGHTSEEING SPORTS & ADVENTURE CULINARY LODGING
  75. 75. R E S O N A N C E C O . C O M @ C R FA I R BUDAPEST CULTURE ENTERTAINMENT SIGHTSEEING SPORTS & ADVENTURE CULINARY LODGING
  76. 76. R E S O N A N C E C O . C O M @ C R FA I R BRUSSELS CULTURE ENTERTAINMENT SIGHTSEEING SPORTS & ADVENTURE CULINARY LODGING
  77. 77. R E S O N A N C E C O . C O M @ C R FA I R AMSTERDAM CULTURE ENTERTAINMENT SIGHTSEEING SPORTS & ADVENTURE CULINARY LODGING
  78. 78. R E S O N A N C E C O . C O M @ C R FA I R BERLIN CULTURE ENTERTAINMENT SIGHTSEEING SPORTS & ADVENTURE CULINARY LODGING
  79. 79. R E S O N A N C E C O . C O M @ C R FA I R HELSINKI CULTURE ENTERTAINMENT SIGHTSEEING SPORTS & ADVENTURE CULINARY LODGING
  80. 80. R E S O N A N C E C O . C O M @ C R FA I R STUTTGART CULTURE ENTERTAINMENT SIGHTSEEING SPORTS & ADVENTURE CULINARY LODGING
  81. 81. R E S O N A N C E C O . C O M @ C R FA I R MILAN CULTURE ENTERTAINMENT SIGHTSEEING SPORTS & ADVENTURE CULINARY LODGING
  82. 82. R E S O N A N C E C O . C O M @ C R FA I R DUBLIN CULTURE ENTERTAINMENT SIGHTSEEING SPORTS & ADVENTURE CULINARY LODGING
  83. 83. R E S O N A N C E C O . C O M @ C R FA I R WARSAW CULTURE ENTERTAINMENT SIGHTSEEING SPORTS & ADVENTURE CULINARY LODGING
  84. 84. R E S O N A N C E C O . C O M @ C R FA I R GDANSK CULTURE ENTERTAINMENT SIGHTSEEING SPORTS & ADVENTURE CULINARY LODGING
  85. 85. R E S O N A N C E C O . C O M @ C R FA I R THE SHIFT FROM MARKETINGTO MANAGEMENT BEGINSWITH MEASURINGAND MONITORING THE EXPERIENTIAL QUALITY OF YOUR DESTINATION R E S O N A N C E C O . C O M @ C R FA I R
  86. 86. R E S O N A N C E C O . C O M @ C R FA I R DESTINATION BENCHMARKING Resonance Consultancy has collected an analyzed experiential data for more than 300 cities around the world. @ C R FA I R
  87. 87. R E S O N A N C E C O . C O M @ C R FA I R TO LEARN MORE… Resonance Consultancy Vancouver | New York www.resonanceco.com @resonanceco Chris Fair, President cfair@resonanceco.com @crfair
  88. 88. R E S O N A N C E C O . C O M @ C R FA I R THANKYOU Resonance Consultancy Vancouver | New York www.resonanceco.com @resonanceco Chris Fair, President cfair@resonanceco.com @crfair www.slideshare.net/chrisfair

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