27. Classic Tourism Marketing plan
dilemma
Plan what we should offer to the
potential visitor (services)?
OR
Plan how we could bring the
potential visitor here?
28.
29. Characteristics of the tourism product
-
Marketing + tourism + online=
Product
Leisure
?
Price
Experience
Distribution
Promotion Happiness
Vacation
Customer FUN
satisfaction
by value
creation Sea – sun – food
31. Tourism is more than an industry or a service,
is an attitude, a life approach…
• Lifetime experience
• Once in a year
• Family moment yearly
• Happiness, relax, enjoy, fun
• More & more demanding customer
–dynamic Travel behaviour
• Travel adopts technology very fast
• ONLINE- NOW and mobile*
• NOT CHEAP- PRICE is not to play with*
32. *3 tourism characteristics
related to SM for our planning process
first is tourism is a social
phenomenon, a need that is
being expressed with SM
Second most important travel
information source is friends
and family
The third is that in social media
you can easier control your
advertisement cost for your
target audience
42. Hotel as a travel
experience component
• A hotel is just ONE component of the travel
product (and not even the basic).
• Hotel is like running a hospital and offer fun
• Greece offers just BEDS, there is NO Hotel/stay
product, few experiences
• This is bad but also good as an opportunity
• Greek hoteliers major weakness is distribution –
tour operators- and for individuals SM could
cover it
• Where is the marketing? And the customer?
46. Classic Tourism Marketing plan
dilemma
Plan what we shall offer to the
potential visitor (services)?
OR
Plan how we can bring him to our
destination?
48. OLYMPIA* CASE STUDY
Visitor Behaviour Analysis & Strategy**
*Η Ολυμπία δεν ζχει καμία ςχζςθ με τθν Κατερίνθ ωσ
προοριςμοί (ώριμοσ)– δε ςθμαίνει επειδι τα βιματα εδώ
κάνουν για τθν Ολυμπία, κάνουν και για τθν Κατερίνθ
**Η ςτρατθγικι μάρκετινγκ είναι κάτι αρκετά πολφπλοκο
49.
50. Ολυμπία 2009-2012
1. Μάκαμε τα προβλιματα, τον προοριςμό και τον
πελάτθ-ποια είναι θ αγορά – ςτόχοσ, πωσ μασ
βλζπει ο πελάτθσ -2009
2. Κάναμε ζνα site για awareness -2010
3. πιγαμε ςτθν ΙΣΒ με περίπτερο -2011
4. Οι ξενοδόχοι δε ςυνεχίηουν και κάναμε νζο site
5. Πιγαμε ξανά ςτθν ΙΣΒ και κάναμε διαγωνιςμό -
2012 δθμιουργώντασ κανάλι κτλ
6. Κάνουμε δικά μασ events ςτον προοριςμό και δικι
μασ προώκθςθ ςτα Social media
54. ΕΘΝΙΚΟΤΗΤΑ NATIONALITY
ΤΟΥΡΙΣΤΩΝ
%
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
Τουρίςτεσ Ολυμπίασ Επαγγελματίεσ Τουριςμοφ
55. Results …what that means ?
Αυτοί είναι Οι επαγγελματίεσ
οι Σουρίςτεσ Ολυμπίασ νομίηουν ότι είναι αυτοί
Αλλά…
56. Τι σημαίνει αστό;
British quickly mark out The French tourists
their territory, fight off the •are most adventurous
Germans trying to get to •less interested in
their deckchairs and then shopping
but…
get the beers in (*). •less interactive and social
All restaurants must be
made to speak English and
must serve English 'cuisine'
(if you can call it that).
(*) Britain's official travel and tourism guide
57. 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.
65. 1η Βασική Αγορά - Στότος
Γάλλοι & Γερμανοί
29-49 ετών
Σαξιδεφουν
οικογενειακώσ
Ανωτζρασ μόρφωςθσ και
μθνιαίου ειςοδιματοσ
66. Συγκεκριμζνεσ προτάςεισ - πακζτα
ΠΟΛΙΣΙΣΙΚΟ ΣΟΤΡΙΜΟ
Πακζτο Α
Γεξκαλνί
Γάιινη
Στις τώρες αστές η Ολσμπία θεωρείται ένας
γνωστός, ιστορικός και δημουιλής προορισμός
κληρονομιάς
.
«Εμπειρία για όλη την
οικογζνεια»
84. υμπεράςματα
1. (online/offline) Customer behavior comes first
2. 3 things- Hotel is something, destination is
something else, businesses are something else as
well.
3. YOU choose what is the best path for you to move-
according to your CUSTOMER.
4. Facebook (and social media) is a distribution
channel –a MEDIUM- for YOU- and your content
is your advertisement. YOU are your product
advertiser. You need training to learn how to do it.
5. Events are really important for your visitors & SM
95. -2
Planning and executing
• First is RE-SEARCH online
• Second is define your offline goal
(money is not a goal, is the result)
• Third plan carefully the online
strategy (where we want to go how)
based on offline goals
• Fourth execute with the proper tools
• Fifth Play and learn with everything
96. -1
Think MKT wise!
• Unfortunately few hoteliers LOVE their hotels…
• Hotel management is not really efficient in Greece-
it is a weakness (such as MKT) in the GT SWOT
analysis since 2001
• There is NO central planning in Greek Tourism
Industry
• In mkt distribution is the key- not price
• In tourism experience is the value proposition and
a good package is the sales proposition
• A returning customer is better than a new one
• Always remember Customer is FIRST, not YOU
97. Ελπίηω να ςασ ζμεινε κάτι!!
papadimopoulos@gmail.com
Opentourism.gr