Russian social media for the destination marketing
Julia Trushina
Travel Zoom, International Conference on Strategic and Creative Marketing in Tourism, 2013
Bled, Slovenia
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Russian social media for the destination marketing
1. Russian social media
for the destination marketing
27th March 2013
Julia Trushina, Saint-Petersburg, Russia
3rd Conference on Strategic and Creative Marketing in Tourism,
Slovenia
http://travelzoom.livecd.net/?page_id=9
2. Rucola project for Finland
Research on consumer's behaviour of Russian tourists in
social media
Project in 2011-2012 for Finnish regions:
Turku, Savonlinna, Helsinki, Espoo, Rovaniemi, Jyväskylä
3. Rucola project for Finland
what Russian travelers talk about Finland in social media
how they search information
how they choose where to go
what they discuss in travel communities and forums
what they like and dislike
4. Rucola project : methods
• social media monitoring
• own polls and discussions
• blogger trips (9 trips - 9
families)
5. Forums are still alive. There are Russian
forums for independent travelers
6. There are travel communities in
Livejournal.com
http://ru_travel.livejournal.com/
7. Creators of travel content
in Russian social media
Active travelers post travel reports with photos in blogs,
communities and accounts
Beginners describe the trips in details : visa, transport,
hotels and so on in personal blogs
Experienced give advices and recommendations in travel
travelers communities and forums
plan trips for the families, ask questions in
Mothers travel communities and woman forums,
where they know each other
Newbies ask questions about first trips
8. Travel communities in Livejournal.com
Open search campaign of bloggers will work also as
promo for the destination, sponsors and travel companies.
http://ru_travel.livejournal.com/
9. Reports from bloggers were not only tests
of Finnish touristic services, but work also
as promo for travel activities in Finland.
32. 3. Travelers from Moscow are interested more in calm,
relax, nature, silence. Travelers from Saint-Petersburg
search cultural and historical facts and places.
33. 4. Russian travelers like to test local cuisine.
Before visit the restaurants they usually
check reviews and read menu on site.