Dante destination marketing&communicationstrategy_georgi_zouni
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This document summarizes a case study on the destination marketing strategy for Olympia, Greece. It describes marketing research conducted in Olympia that found differences between the actual demographic profiles of tourists visiting Olympia and the perceptions of local tourism providers. The research identified that providers perceived tourists to be older, less educated, and lower income than they actually were based on surveys of visitors. This gap in understanding the real tourist profiles could lead providers to target the wrong market segments in their marketing and product offerings. The study highlights the importance of ongoing marketing research to inform destination strategy and properly position a location based on customer needs.
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Dante destination marketing&communicationstrategy_georgi_zouni
- 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. At ITB This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
- 19. 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. 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
- 24. 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. From ITB to now… This project is co-financed by the ERDF and made possible by the INTERREG IVC programme 26
- 27. Olympic Torch Lighting Olympia, May 10th Step 2 of the Campaign This project is co-financed by the ERDF and made possible by the INTERREG IVC programme 27 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
- 28. This project is co-financed by the ERDF and made possible by the INTERREG IVC programme 28
- 29. Campaign Results Up to now… This project is co-financed by the ERDF and made possible by the INTERREG IVC programme 29 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
- 30. January-March 2012 This project is co-financed by the ERDF and made possible by the INTERREG IVC programme 30
- 31. ITB March 2012 This project is co-financed by the ERDF and made possible by the INTERREG IVC programme 31
- 32. April - May 2012 Olympic Flame Ceremony, Olympia This project is co-financed by the ERDF and made possible by the INTERREG IVC programme 32
- 33. 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 33
- 34. This project is co-financed by the ERDF and made possible by the INTERREG IVC programme 34
- 35. 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
- 36. This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
- 37. HOW? This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
- 38. 1 MORE S MUST BE ADDED TO OUR 3S MODEL (SEA SUN SAND*) This project is co-financed by the ERDF and made 38 ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ possible by the INTERREG IVC programme
- 39. STRATEGY This project is co-financed by the ERDF and made 39 ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ possible by the INTERREG IVC programme
- 40. 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
- 41. 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
- 42. 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
- 43. This project is co-financed by the ERDF and made 43 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. or The Movie While they were sleeping This project is co-financed by the ERDF and made 45 possible by the INTERREG IVC programme
- 46. Movie: The GAP Gap = visitors’ demographic profile – providers’ estimate of tourists’ profile This project is co-financed by the ERDF and made 46 possible by the INTERREG IVC programme
- 47. Research Field This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
- 48. 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.
- 49. 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
- 50. 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
- 51. Results Were they sleeping? This project is co-financed by the ERDF and made 51 possible by the INTERREG IVC programme
- 52. 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
- 53. 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 53 possible by the INTERREG IVC programme
- 54. 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
- 55. 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 55 possible by the INTERREG IVC programme
- 56. 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
- 57. 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 57 possible by the INTERREG IVC programme
- 58. 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
- 59. 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 59 possible by the INTERREG IVC programme
- 60. 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 60 possible by the INTERREG IVC programme
- 61. The REAL Tourist of Olympia This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
- 62. The PERCEIVED Tourist of Olympia This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
- 63. 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
- 64. 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 64 possible by the INTERREG IVC programme
- 65. 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 65 possible by the INTERREG IVC programme
- 66. Where do we go from here ? This project is co-financed by the ERDF and made 66 possible by the INTERREG IVC programme
- 67. 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
- 68. 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 68 possible by the INTERREG IVC programme
- 69. • 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
- 70. This project is co-financed by the ERDF and made 70 possible by the INTERREG IVC programme
- 71. 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
- 72. Thank you!!! This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
- 73. 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
- 74. 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
- 75. 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
- 76. 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
- 77. 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
- 78. 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
- 79. 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
- 80. 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 80 possible by the INTERREG IVC programme
- 81. This project is co-financed by the ERDF and made 81 possible by the INTERREG IVC programme
- 82. 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 82 possible by the INTERREG IVC programme
- 83. 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 83 possible by the INTERREG IVC programme
- 84. Gender Activities for both sexes This project is co-financed by the ERDF and made 84 possible by the INTERREG IVC programme
- 85. 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 85 possible by the INTERREG IVC programme
- 86. 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 86 possible by the INTERREG IVC programme
- 87. 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 87 possible by the INTERREG IVC programme
- 88. Travel Information source ο προορισμός να κάνει στοχευμένη και δυνατή παρουσία σε (Γαλλικά-Γερμανικά) Social media, forums, e-wom. στρατηγική με άρθρα σε στοχευμένα τουριστικά περιοδικά This project is co-financed by the ERDF and made 88 possible by the INTERREG IVC programme
- 89. This project is co-financed by the ERDF and made 89 possible by the INTERREG IVC programme
- 90. This project is co-financed by the ERDF and made 90 possible by the INTERREG IVC programme
- 91. This project is co-financed by the ERDF and made 91 possible by the INTERREG IVC programme
- 92. This project is co-financed by the ERDF and made 92 possible by the INTERREG IVC programme
- 93. Pentathlon Revival This project is co-financed by the ERDF and made http://www.flickriver.com/photos/cathpain/ta 93 possible by the INTERREG IVC programme gs/pentathlon/
- 94. • that Hercules run measured before 776 BBC • where Alexander the Great competed and lost – his father won (356 BC) • were Plato and Aristotle visited • were Thales died • Where Phidias made one of the 7 wonders • Were is co-financed by the met and discussed and solved their problems This project enemies ERDF and made possible by the INTERREG IVC programme
- 95. Thank you!!! photos This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
- 96. This project is co-financed by the ERDF and made 96 possible by the INTERREG IVC programme
- 97. This project is co-financed by the ERDF and made 97 possible by the INTERREG IVC programme
- 98. 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 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. 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 100 possible by the INTERREG IVC programme
- 101. http://www.olympialand.gr/ 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 http://www.flickriver.com/photos/cathpain/ta 102 possible by the INTERREG IVC programme gs/pentathlon/
- 103. Thank you!!! This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Notas del editor
- (Refers to slide 3 ) So , by the end of this presentation we will have investigate such a gap for the first in marketing literature!
- (Refers to slide 2 ) As you can see from the title, this presentation is about to examine the gap between the actual demographic profile of visitors and providers’ estimate of this profile within the context of a tourism destination
- sto OVERVIEW pes oti apo ta -100 atoma reach phgame sta 18000 me content se 3 mhnes k apo ta 8 talking about this sto 300 - no budget PES OTI PETYXAME TO STOXO TWN 6000 LIKES ANHMERA!!!!
- (Refers to slide 16 ) After reviewing the critical points of this study let’s now proceed to the empirical study of this presentation.
- (Refers to slide 5 ) Alternatively, This examination would possibly have the format of a scary movie named…MIND THE GAP…Or better…
- (Refers to slide 5 ) The Movie “While THEY were sleeping”…starring not Sandra Bullock in this case but the providers of tourism services and products in a tourism destination! So Let the movie begin!
- (Refers to slide 17 ) This research investigates the gap between the demographic profile of visitors and providers’ estimate for this profile using a modified gap analysis. The implicit assumption of this investigation is that the possession of market knowledge by destination stakeholders is crucial for the successful operation and long-term sustainability of any destination.
- (Refers to slide 18 ) The Study field for this research was the heritage destination of Ancient Olympia in Greece. Olympia is one of the most famous and visited destinations in Greece.
- (Refers to slide 19) The cultural significance for humanity in general, the historical monuments and museums hosting extraordinary findings render Olympia one of the word’s finest treasures. The Olympic flame is still lit there .
- (Refers to slide 20) Primary data was obtained from tourists and service providers in Olympia in two separate survey efforts. At this table you can see some methodological details of those surveys. Namely both surveys lasted 2 months and gave two samples consisted of 268 tourists and 95 tourism providers. For the examination of tourist demographic profile five broad categories were used : Nationality, age, gender, education, and income
- (Refers to slide 21) A questionnaire was developed and translated in six languages ( according to past data of tourist arrivals in the destination ). The response rate for the tourist survey was 71% Whether the service provider survey achieved a 76, 5% response rate.
- (Refers to slide 22 ) Next slides analyse the main findings of the analysis. And now ladies and gentlemen The results
- (Refers to slide 23 ) Concerning the nationality of tourists survey revealed that The majority of tourists that visit Olympia is British. But as we can see at the graphs Destination providers seem to hold a faulty perception of tourists’ nationality As they believe that most of destination are French.
- (Refers to slide 24 ) This finding is of particular importance for destination Marketeers and professional. According to a survey of Britain's official travel and tourism guide Brit i s h abroad today quickly mark out their territory, fight off the Germans trying to get to their deckchairs and then get the beers in. Moreover, a ll restaurants must be made to speak English and must serve English 'cuisine' (if you can call it that). Th is stereotype above is actually one of the more known stereotypes currently available in tourism cultural research . On the other hand, Pizam and colleagues have conducted a number of studies about French tourists. French are most adventurous but less interested in London-based shopping And are perceived to be less interactive and social . The differences mentioned above are major and destination marketers show to operate under miscomprehension. That is they market their products to meet french-type service (that is, less interactive and social ) whether most destination’s tourists need an English-type service.
- (Refers to slide 25 ) Moreover, the majority of tourists that visit Olympia are young people aged from 20 to 40. Destination providers seem to hold a faulty perception of tourists’ age As they believe that most of destination tourists are middle aged and senior travellers.
- (Refers to slide 26 ) This finding is also of particular importance. According to providers’ estimations visitors of the destination are senior people. This perception leads managers to the delivery of tourism offerings and services adjusted to senior visitors. The existence of too many jewellery shops in the destination – product that traditionally target older visitors argues in favour of the finding of the study. On the other hand, younger visitors’ traditionally spend more on music or multimedia tourism applications, books and gifts for others. This example clearly demonstrates the fact that false perceptions might lead to ineffective decision making for marketing.
- (Refers to slide 27 ) Concerning education level of tourists survey revealed that The majority of tourists are university graduates and postgraduates (1 out to 2). Destination providers seem to hold an almost faulty perception of this tourists’ characteristic as they believe that tourists are college graduates or of basic education.
- (Refers to slide 28 ) The influence of education level on tourism behaviour is well documented in the tourism literature: educate d tourists require more information and more time to reach travel decisions, and a higher level of education is conductive to higher levels of spending but lower levels of satisfaction. On the other hand, higher levels of impulse purchases are associated with “some” college educational experience (Wood 1998). Those differences have a direct impact on marketing tourism products and services.
- (Refers to slide 29 ) Finally, concerning the monthly income of tourists the survey revealed that The majority of tourists that visit Olympia are of the upper monthly income (more than 3000 euros). Destination providers seem to hold an totally faulty perception of tourists’ income level in providers’ estimations as They believe that tourists are of the lowest braquet of the middle income category. As We can see at the graphs.
- (Refers to slide 30) Moreover, Tourists’ income has proven to be a key factor in determining many tourism behaviors and choices such as: length of stay at a destination , shopping patterns and preferences Generally, people with higher levels of income and mobility in general reveal greater levels of consumption on cultural activities. Several studies have demonstrated this kind of relationship. This result clearly advocates for the need of bearing these differences in mind when designing policies for destination’s visitors.
- (Refers to slide 31) Finally , study’s r results can be summarized to two categories: The REAL tourist of the destination, according ofcourse tourists’ statements. and , The PERCEIVED Tourist of Olympia , according providers’ estimate of tourists profile. As we can see the real tourist is: British, Woman, Young, holds a university degree and her monthly income exceeds 3.000 euros. On the other hand The PERCEIVED Tourist of Olympia is: French, Man, Older, uneducated and Poorer that he really is. Next slides visualize those results in the following way: We inputted simultan eous ly those words in GOOGLE IMAGES application First search was about real tourists’ demographic profile And second search was about perceived tourists’ demographic profile Results of this experiment are stunning…
- (Refers to slide 32) When inputted the words British, woman, young, educated and rich in GOOGLE IMAGES The application resulted on this girl. This is Gail Trimble, said to be the smartest contestant ever to appear on University Challenge. But when inputted the perceived by providers tourists’ profile The result was the following image…
- (Refers to slide 33) A sympathetic old homeless! These two totally different pictures…
- (Refers to slide 34) Stand for more than a 1000 words depicting the fact that destination providers market for the wrong type of tourists! They should produce and make offerings for a tourism market consisting of many tourists like this girl On the contrary, they create offerings for a totally targer market, according their estimate of destination’s tourists profile.
- (Refers to slide 35) Those findings are of particular importance for Marketing researchers and practitioners, considering both the significance of demographic characteristics for the buying behaviour of consumers, and the extensive use of those characteristics in market segmentation and the identification of distinctive market segments/target groups.
- (Refers to slide 36) But the most important implication of the results is that False perceptions might lead to ineffective decision making for marketing in terms of segmentation, positioning and marketing mix formulation.
- (Refers to slide 37) But the qustion now is ... Where do we go from here ?
- (Refers to slide 38) This research demonstrates the importance of primary and timely research among tourists as a source of information for service providers. This Gap analysis is critical because it may prove to be an extremely useful tool for management to identify the service problems or service fail points in the tourism industry in destination. Surveying both visitors and providers, as part of a gap analysis, on a regular basis is an excellent way for a destination to be able to reach each target market with a ‘comprehensive range of offerings’ and to propose an ‘integrated solution’ to customer needs and wants. Finally, such an approach to is also in line with the notion of “co-creation marketing” that involves both the marketer and the customer interacting in all aspects of the design, production, and consumption of the service. Because in co-creation marketing co-operation and communication are very important, it is essential for the reality perceptions of both parties to be amply synchronized.
- (Refers to slide 36) But the most important implication of the results is that False perceptions might lead to ineffective decision making for marketing in terms of segmentation, positioning and marketing mix formulation.
- (Refers to slide 41) THANK U
- (Refers to slide 42) THE END
- (Refers to slide 8) The Study field for this research was the heritage destination of Ancient Olympia in Greece. Olympia is one of the most famous and visited destinations in Greece.
- (Refers to slide 5 ) The Movie “While THEY were sleeping”…starring not Sandra Bullock in this case but the providers of tourism services and products in a tourism destination! So Let the movie begin!
- (Refers to slide 5 ) The Movie “While THEY were sleeping”…starring not Sandra Bullock in this case but the providers of tourism services and products in a tourism destination! So Let the movie begin!
- (Refers to slide 5 ) The Movie “While THEY were sleeping”…starring not Sandra Bullock in this case but the providers of tourism services and products in a tourism destination! So Let the movie begin!