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#CHANGE4DESTINATION - 13 proposals for the future of publicly financed tourism marketing 

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Change4Destination is a think tank of experts from the tourism industry. It deals with strategic questions relating to publicly financed tourism marketing and its future in a digital society.
How can publicly financed tourism marketing significantly influence travel decisions in an increasingly networked and high-tech society?
Do structures, and therefore organisations, have to change in order to keep up with fast-changing demand in tourism?
What effects do these changes have on the products and services offered at the destination?
The objective of the Change4Destination think tank is to identify new perspectives and opportunities, rather than to deliver answers that are universally applicable. More: http://bit.ly/2cDZJx2

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#CHANGE4DESTINATION - 13 proposals for the future of publicly financed tourism marketing 

  1. 1. #CHANGE4DESTINATION
  2. 2. 13 proposals for the future of publicly financed tourism marketing
  3. 3. 3 THINK TANK PARTICIPANTS
  4. 4. ORGANISATIONAL AND LEADERSHIP PROPOSAL
  5. 5. 1. LOCATIONS OF THE FUTURE ARE ENABLERS, NOT FULFILLERS LOCATIONS OF THE FUTURE REQUIRE VALUE-ORIENTATED LEADERSHIP WITH AN EXCEPTIONAL NETWORK OF PARTNERS. Photo:Greg Snell
  6. 6. 2. CHANGE CAN ONLY BE ACHIEVED IF YOU’RE WILLING TO MAKE MISTAKES THE CREATION OF SAFE AREAS FOR TAKING CALCULATED RISKS ENCOURAGES INNOVATION. Photo: Greg Snell
  7. 7. 3. LEAD THE WAY, DON’T FOLLOW MODERN LEADERSHIP AND EXPERTISE IN THE USE OF DIGITAL TECHNOLOGY ARE VITAL TO THE FUTURE ROLE OF PUBLIC ORGANISATIONS. Photo: Greg Snell
  8. 8. 4. THE ROLE OF INCUBATOR: BREEDING NEW IDEAS, NOT JUST SHOWCASING THEM TAKING ON THE ROLE OF INCUBATOR FOR INNOVATION AND GROWTH AT THE LOCATION. Photo: Greg Snell
  9. 9. TECHNOLOGY PROPOSAL
  10. 10. 5. FAST EATS SLOW TECHNOLOGICAL AND SOCIETAL CHANGES ENTAIL NEW TASKS AND QUICK ACTION. Photo: Greg Snell
  11. 11. 6. DATA QUALITY IS THE CORE TASK UNDERPINNED BY A DIGITAL INFRASTRUCTURE, IT IS POSSIBLE TO ADD REAL VALUE FOR THE VISITOR. Photo: Greg Snell
  12. 12. 7. OPEN UP YOUR DATA SILOS ON A PAR WITH GLOBAL PLAYERS THANKS TO AN OPEN DATA STRATEGY AND CLEAR RULES ON USE. Photo: Greg Snell
  13. 13. MARKETING AND COMMUNICATION PROPOSAL
  14. 14. 8. THE END OF THE WEBSITE IF YOU’VE LEFT A TRAIL, NO MATTER WHERE, YOU’LL BE FOUND. Photo: Greg Snell
  15. 15. BRAND PROPOSAL
  16. 16. 9. THE IMAGE IS DEAD – LONG LIVE THE IDENTITY Photo: Greg Snell
  17. 17. GUEST AND CUSTOMER PROPOSAL
  18. 18. 10. THE CUSTOMER HAS NO BOUNDARIES THE CUSTOMER NOT ONLY CROSSES DIGITAL BOUNDARIES, BUT ALSO REGULATORY ONES. Photo: Greg Snell
  19. 19. PRODUCT PROPOSAL
  20. 20. 11. PRODUCT QUALITY IS THE KEY PRODUCT FOCUS – IN DIGITISED MARKETS THE QUALITY OF THE PRODUCT IS MORE IMPORTANT THAN EVER. Bild: Greg Snell
  21. 21. 12. EXCEPTIONAL LEADERS INSPIRE PLAYERS THE PRODUCT, THE VISION AND THE EXPERIENCE IN HARMONY WITH LOCAL PLAYERS. Photo: Greg Snell
  22. 22. 13. HOLISTIC, CROSS-BORDER PRODUCT DEVELOPMENT AS THE CUSTOMER HAS NO BOUNDARIES, PRODUCT DEVELOPMENT MUST HAVE NONE EITHER. Photo: Greg Snell
  23. 23. #CHANGE4DESTINATION

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