To get started with an influencer marketing strategy, do some research about influencers who already post content about your industry. An example of an exchange could be an influencer visiting your area for free, and the influencer will create a YouTube video about their experience. This is a win-win for both parties. The influencer will have the opportunity to create original content for their following and your brand will be exposed to a new audience.
Some additional video ideas include locals giving insight into their favorite places to dine, shop and explore; tips about getting around the city; where the best photo opportunities are; and more. These will be a natural fit for sharing on social media and will add a nice mix of photos and videos to your feed. This allows you to be a resource for helpful visitor information, rather than solely trying to sell your destination.
By leveraging visitor analytics and adopting tourism marketing trends, you can strengthen your strategy and move past your competition. Why Buxton? The final sample includes twelve official websites operated by official tourism organizations from the following cities: London, Paris, Istanbul, Barcelona, Amsterdam, Milan, Rome, Vienna, Prague, Munich, Madrid and Frankfurt.
The results show that to compete in this specific market, tourist products and packages, cultural attractions and gastronomy are the critical elements chosen to attract visitors. The prevalence of these strategies in all cases indicates their crucial role for these competitive urban destinations. The results also identify that strategies related to history, accommodation and leisure attractions are the main sources of differentiation between European cities. Among the European urban destinations studied, the content analysis revealed three main areas of differentiation D1, D2 and D3 which can be used to place smaller destinations on the market.
The main difference between destinations can be explained by the dichotomy between the advertising strategies related to leisure and culture D1.
However, the areas related to infrastructure D2 and location near tourist sites D3 represent a significant source of differentiation. The results of this study point to the clear need to promote the city's tourist products and packages, its cultural attractions and its gastronomy in the online competition as European urban destination.
In addition, infrastructure and transport, landscape and natural resources, events and sports also seem to have a more stable presence through communication practices, although these categories are less important in the discourse than the previous ones.
Materials provided by Universitat Pompeu Fabra - Barcelona. Note: Content may be edited for style and length. Science News. Journal Reference : Sara Vinyals-Mirabent. A benchmark study of communication practices. Following on from the development of Tivat other high-end destinations in the area have started to emerge, including Lustica Bay and Portonovi, Dukley and Plavi Horizonti.
As tourist interests and habits change, destinations need to innovate in response. Currently, one major trend is for travellers wanting to explore beyond the walls of their hotel to see what a wider destination has to offer. While the hotel offers a base and provides amenities for guests, the surroundings are what often trigger the lasting memories. Today, a destination should not only be a place where people want to visit, but also one in which people aspire to live in order to create an appealing vibrant ambience.
Developing an amenity provision that looks beyond the built product is where a destination can flourish. These amenities should include:. To achieve a well-balanced and sustainable development it is important to acknowledge the roles played by individual amenities and components within a destination.
While some, such as beaches and restaurants, look great on the front cover of a brochure or social media, others, such as retail or restaurants, are typically less aesthetically pleasing, but will drive forward the financial performance of a destination.
A successful destination requires a combination of those that have a strong intrinsic appeal and those that essentially help to drive the cash flow of the development. While historically destinations were often associated with a narrow end-user market, diversifying the product offer can create a destination that appeals to a broader mix of visitors and provides the opportunity to overlay peaks of demand in one market with troughs in another. When establishing a new ski destination like Arkhyz in Russia, this focus on year-round appeal was a significant consideration.
With the climate reaching up to 30 degrees Celsius in the summer, Arkhyz, has the potential to establish itself as a year-round destination.
Activities such as mountain biking, hiking and water sports were all possibilities that were contemplated for Arkhyz over the summer months, along with concerts and festivals to really promote the location as a cultural summer destination as well as a winter sports hub. Allowing for flexibility and evolution is essential when designing a destination.
While the purpose built US and Canadian ski destinations generally have space to grow, the villages in the Alps have long been constricted. A resort destination should be able to respond to the different seasons and adapt to the changing needs of visitors. Creating a sustainable destination essentially comes down to giving consideration to the environment and the local community.
Similarly, establishing a carefully considered landscape plan is a critical long-term investment; while buildings typically start to deteriorate over time, the landscape should grow in elegance. Within a competitive market context, effective marketing and communications of a destination are essential to establish awareness of the offer and maintain its market position.
Creating a marketing strategy for the overall destination, and gaining the buy-in of the diverse mix of stakeholder groups involved in the delivery of the concept vision may be challenging, but collaboration is key for a destination to punch above its weight and draw worldwide attention.
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