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  1. 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 CommitteeThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  2. 2. Day 1 OLYMPIA CASE STUDY Destination Marketing StrategyThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  3. 3. your expectations for today?This project is co-financed by the ERDF and made 3possible by the INTERREG IVC programme
  4. 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 theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  5. 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 5possible by the INTERREG IVC programme
  6. 6. A story about going to the grand pazarThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  7. 7. This project is co-financed by the ERDF and made 7possible by the INTERREG IVC programme
  8. 8. This project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  9. 9. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  10. 10. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  11. 11. This project is co-financed by the ERDF and made 11possible by the INTERREG IVC programme
  12. 12. 1. Photo Contest 2. Kids Paintings 3. Facebook setupThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  13. 13. The Mission of the campaign To increase awareness + engagement of destination’s target marketThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 13
  14. 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 madepossible by the INTERREG IVC programme 14
  15. 15. The Process • Take a picture • Enter the contest • And the winner is… • Follow us at online to find your photoThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  16. 16. 3 1 2This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  17. 17. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  18. 18. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  19. 19. At ITBThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  20. 20. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  21. 21. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  22. 22. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  23. 23. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  24. 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 ITBThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  25. 25. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  26. 26. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  27. 27. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 27
  28. 28. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 28
  29. 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 marchThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 29
  30. 30. Campaign Results Up to now…This project is co-financed by the ERDF and made possible by theINTERREG IVC programme 30The contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  31. 31. January-March 2012This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 31
  32. 32. ITB March 2012This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 32
  33. 33. April - May 2012 Olympic Flame Ceremony, OlympiaThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 33
  34. 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 emailsThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 34
  35. 35. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 35
  36. 36. Ok with your story,so I can do any campaign whenever I want?This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  37. 37. This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  38. 38. HOW?This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  39. 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 ΠΕΙΡΑΙΩΣpossible by the INTERREG IVC programme
  40. 40. STRATEGYThis project is co-financed by the ERDF and made 40 ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣpossible by the INTERREG IVC programme
  41. 41. Destination Strategy Process 1. Marketing research 2. Segmentation 3. Targeting 4. Positioning 5. Product 6. Price 7. Place 8. PromotionThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  42. 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 madepossible by the INTERREG IVC programme
  43. 43. Destination Strategy Process 1. Marketing research 2. Segmentation 3. Targeting 4. Positioning 5. Product 6. Price 7. Place 8. PromotionThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  44. 44. This project is co-financed by the ERDF and made 44possible by the INTERREG IVC programme
  45. 45. This project is co-financed by the ERDF and made 45possible by the INTERREG IVC programme
  46. 46. or The Movie While they were sleepingThis project is co-financed by the ERDF and made 46possible by the INTERREG IVC programme
  47. 47. Movie: The GAP Gap = visitors’ demographic profile – providers’ estimate of tourists’ profileThis project is co-financed by the ERDF and made 47possible by the INTERREG IVC programme
  48. 48. Research FieldThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  49. 49. Ancient Olympia, GreeceAn 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 worldPlace where Olympic flame is still litAn UNESCO Heritage SiteIt hosts one of the masterpieces of ancient Greek art, Hermes of Praxiteles.
  50. 50. Research methodology TOURISTS SURVEY PROVIDERS SURVEYStudy determined using determined usingpopulation 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 95Period 2 months 2 months
  51. 51. Research methodology TOURISTS SURVEY PROVIDERS SURVEYData Personal interview Personal interviewcollection using a questionnaire using structured in 6 languages questionnaireSampling Two stages Random Inventory method samplingResponse 71% 76, 5% response raterate
  52. 52. Results Were they sleeping?This project is co-financed by the ERDF and made 52possible by the INTERREG IVC programme
  53. 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’ profileThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  54. 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. 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’ profileThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  56. 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 56possible by the INTERREG IVC programme
  57. 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’ profileThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  58. 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 58possible by the INTERREG IVC programme
  59. 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’ profileThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  60. 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 60possible by the INTERREG IVC programme
  61. 61. Results Outline The REAL Tourist of The PERCEIVED Tourist of Olympia OlympiaBritish FrenchFemale MaleYoung (19-39) Olderholds a university degree uneducatedmonthly income exceeds 3.000euros. Poorer that he really is.This project is co-financed by the ERDF and made 61possible by the INTERREG IVC programme
  62. 62. The REAL Tourist of OlympiaThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  63. 63. The PERCEIVED Tourist of OlympiaThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  64. 64. The REAL Tourist of The PERCEIVED Tourist of Olympia OlympiaThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  65. 65. DiscussionThe findings are important for researchers and practitioners,because of:•the significance of demographic characteristics forconsumers’ 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. 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 66possible by the INTERREG IVC programme
  67. 67. Where do we go from here ?This project is co-financed by the ERDF and made 67possible by the INTERREG IVC programme
  68. 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 madepossible by the INTERREG IVC programme
  69. 69. DIGITAL AGENDA FOR NEW TOURISM APPROACH IN EUROPEAN RURAL AND MOUNTAIN AREAS REAL IMPACT OF BECOMEOLYMPIAN CAMPAIGNThis project is co-financed by the ERDF and made 69possible by the INTERREG IVC programme
  70. 70. • http://www.facebook.com/video/video.php? v=161389313880807This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  71. 71. This project is co-financed by the ERDF and made 71possible by the INTERREG IVC programme
  72. 72. More on… Day 2: Strategic Plan of a Destination: Olympia, GreeceThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  73. 73. Thank you!!!This project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  74. 74. Email: gzouni@gmail.comThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  75. 75. IF YOU WANT TO READ MORE OF WHAT WE ARE THINKING… www.slideshare.net/GeorgiaZouni www.academia.com/georgiazouniThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  76. 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 CommitteeThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  77. 77. Day 2 OLYMPIA CASE STUDY Destination Marketing StrategyThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  78. 78. Destination Strategy Process 1. Marketing research 2. Segmentation 3. Targeting 4. Positioning 5. Product 6. Price 7. Place 8. PromotionThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  79. 79. The Vision to help Olympia get the position it deserves in people’s mind as a tourism destinationThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  80. 80. Objectives Increase Overnight stay Increasing non package tourists’ stay Increase tourist expenditure at destinationThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  81. 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 81possible by the INTERREG IVC programme
  82. 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 responsesThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  83. 83. 2-3. segmentation- targeting 1st Target Market 1st Target market French & Germans 29-49 Family Travels High Income and EducationThis project is co-financed by the ERDF and made 83possible by the INTERREG IVC programme
  84. 84. Special niche target market Italian Friends and new couples 19-29 Graduates 1000-3000 eurosThis project is co-financed by the ERDF and made 84possible by the INTERREG IVC programme
  85. 85. Major Target Market Non Stayers Greek, German, Italian, Women 19-29 & 40-49Of all Education & Income LevelsThis project is co-financed by the ERDF and made 85possible by the INTERREG IVC programme
  86. 86. Five Patterns of Targeting Strategies Single-segment Selective Product concentration specialization specialization M1 M2 M3 M1 M2 M3 M1 M2 M3P1 P1 P1P2 P2 P2P3 P3 P3 Market Full market specialization coverage M1 M2 M3 M1 M2 M3 P1 P1 P = Product M = Market P2 P2 P3 P3This project is co-financed by the ERDF and made 86possible by the INTERREG IVC programme
  87. 87. 2-3. segmentation- targeting 1st Target Market 1st Target market French & Germans 29-49 Family Travels High Income and EducationThis project is co-financed by the ERDF and made 87possible by the INTERREG IVC programme
  88. 88. This project is co-financed by the ERDF and made 88possible by the INTERREG IVC programme
  89. 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 competitorsThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  90. 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 classThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme 90
  91. 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 91possible by the INTERREG IVC programme
  92. 92. Marketing Mix or 4P’sThis project is co-financed by the ERDF and made possible by theINTERREG IVC programmeThe contents reflect the authors views. The Managing Authority is not liable for any use that may be made of the information contained therein
  93. 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. 94. Gender Activities for both sexesThis project is co-financed by the ERDF and made 94possible by the INTERREG IVC programme
  95. 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 95possible by the INTERREG IVC programme
  96. 96. Education The visitor of this market is demanding High educational level and needs Accurate, instant and customized informationThis project is co-financed by the ERDF and made 96possible by the INTERREG IVC programme
  97. 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 97possible by the INTERREG IVC programme
  98. 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. 99. This project is co-financed by the ERDF and made 99possible by the INTERREG IVC programme
  100. 100. This project is co-financed by the ERDF and made 100possible by the INTERREG IVC programme
  101. 101. This project is co-financed by the ERDF and made 101possible by the INTERREG IVC programme
  102. 102. This project is co-financed by the ERDF and made 102possible by the INTERREG IVC programme
  103. 103. http://www.olympialand.gr/ This project is co-financed by the ERDF and made 103 possible by the INTERREG IVC programme
  104. 104. Pentathlon RevivalThis project is co-financed by the ERDF and made http://www.flickriver.com/photos/cathpain/ta 104possible by the INTERREG IVC programme gs/pentathlon/
  105. 105. 11-16 Sep 2011 Izmir, Turkey http://tourismsummerschool.orgThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme
  106. 106. 11-16 Sep 2011 Izmir, Turkey OLYMPIAN TOURISM SUMMER SCHOOL PARTICIPATION OPTIONS (prices in euro) cipation without Accommodation Fee (1) 150ek residents (courses only) /(5) 100versity of Piraeus students and graduates (courses only) /(5) 75icipation 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. 107. http://tourismsummerschool.orgThis project is co-financed by the ERDF and made 107possible by the INTERREG IVC programme
  108. 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. 109. This project is co-financed by the ERDF and made 109possible by the INTERREG IVC programme
  110. 110. Thank you!!! Email: gzouni@gmail.comThis project is co-financed by the ERDF and madepossible by the INTERREG IVC programme

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