Competitividad Desaf o Global para el Reto Local€¦ · personality that is different from all...

Branding and

Marketing Tourism

Clusters

Chris Seek

Solimar International

Topics

• Branding Strategy

• Role of Clusters in Branding

• Branding Case Studies• Branding Case Studies

• National: Australia

• Regional: Douro Valley,

Portugual

• Product Focused: Dominican

Treasures

World-Class Sustainable Competitive Tourism Clusters

Dominican Republic, Punta Cana 2010

AustraliaAustralia

• The sum of beliefs,

ideas, and impressions

that a person has of a

destination (Crompton, 1979)

Destination Image

• Destinations are

intangible they cannot

be sampled or tested

before the purchase like

most products

• The destination image

influences traveler’s

choice

Creating the Destination Image

Organic Induced

Images formed by individuals

themselves through such things as

past experiences with destinations,

and through unbiased sources of

Images created through information

received from external sources,

including destination advertising and through unbiased sources of

information (e.g., news reports,

movies, newspaper articles, etc.)

including destination advertising

and promotion

Dunn 1972

“Branding is perhaps the most powerful marketing

weapon available to contemporary destination marketers” (Morgan and Pritchard, 2002)

Branding

What is Destination Branding?

• A process used to develop a unique identity and

personality that is different from all competitive

destinations

• Combines all things associated with the 'place’ that • Combines all things associated with the 'place’ that

collaborate under one brand – what makes us unique?

• Its aim is to capture the essence of the destination, in a

unified manner, and can be consumed simultaneously at a

symbolic and experiential level

• It is then used to market those unique added values to

consumer needsAlastair M. Morrison, Donald J. Anderson - Purdue University

Photo Credit: The Dominican Republic Ministry of Tourism

culture

Photo Credit: The Dominican Republic Ministry of Tourism

Photo Credit: The Dominican Republic Ministry of Tourism

landscapes

Photo Credit: The Dominican Republic Ministry of Tourism

architecture

Photo Credit: The Dominican Republic Ministry of Tourism

aesthetics

Photo Credit: The Dominican Republic Ministry of Tourism

Photo Credit: The Dominican Republic Ministry of Tourism

festivals

Photo Credit: The Dominican Republic Ministry of Tourism

Photo Credit: The Dominican Republic Ministry of Tourism

heritage

Photo Credit: The Dominican Republic Ministry of Tourism

Photo Credit: The Dominican Republic Ministry of Tourism

nature

Photo Credit: The Dominican Republic Ministry of Tourism

Photo Credit: The Dominican Republic Ministry of Tourism

industry

Photo Credit: The Dominican Republic Ministry of Tourism

Photo Credit: The Dominican Republic Ministry of Tourism

cuisine

Photo Credit: The Dominican Republic Ministry of Tourism

Photo Credit: The Dominican Republic Ministry of Tourism

activities

Photo Credit: The Dominican Republic Ministry of Tourism

products

Photo Credit: Casa Bonita Tropical Lodge

services

Photo Credit: Casa Bonita Tropical Lodge

Photo Credit: The Dominican Republic Ministry of Tourism

experiences

Photo Credit: The Dominican Republic Ministry of Tourism

Personalizing the Branding Message

Experiential Marketing:

• Focus on the customer experience that goes beyond the

utilitarian value of products and services (hedonic value)

• Focus on the consumption situation and how to engage the

consumer in an emotional wayconsumer in an emotional way

One-to-One Marketing

• Each consumer is an individual with personality, life

experiences, personal stories, value system, etc.

• Consumption behavior and brand relationships are channels

of self-expression

Permission Marketing

• Voluntary engagement rather than interruption

Role of Clusters

and Branding

Source: World Tourism Organization. A Practical Guide to Tourism Destination Management (2007)

Australia Case Study

Target Market: Experience Seekers - looking for unique,

involving, and personal experiences from their holidays

Destination Image:

• ‘Nice to have’ as a travel destination not a ‘need to have’

• Have no compelling reason to visit now

• The Australian personality is clearly defined – open, real,

genuine, down to earth and welcoming

• The brand is positive but stagnant for them

Branding Strategy

• Communicating a sense of ‘new’ news

• Bringing the brand to life

• Staging experiences they can be involved in rather than

just observe

• Focus on the inextricable link between the Australian

personality and the physical environment

Australia Case Study

Douro Valley, Portugal Case Study

Situation Analysis:

• 3 UNESCO World

Heritage Sites with unique

cultural and natural

attractionsattractions

• One of the poorest regions

in Portugal and Europe

• Lack of tourism planning &

cooperation

• Unknown destination

image

Douro Valley, Portugal Case Study

Situation Analysis:

• 3 UNESCO World Heritage

Sites with unique cultural

and natural attractions

• One of the poorest regions • One of the poorest regions

in Portugal and Europe

• Lack of tourism planning &

cooperation

• Unknown destination

image

Douro Valley, Portugal Case Study

CED - System for

Measuring Excellence in

Destinations (SMED)

In depth analysis of:

• Destination • Destination

Sustainability

• Destination

Governance

• Activities

• Services

Douro Valley, Portugal Case Study

Outcome of SMED:

• Douro Valley, Destination Management Organization

Douro Valley, Portugal Case Study

Next Step: Creating the Douro Valley brand and

building the cluster

• Bring destination leaders together to form destination

sustainability council

• Engage residents and industry to identify the • Engage residents and industry to identify the

uniqueness of the destination

• Encourage and rewarding industry adoption of the

Global Sustainable Tourism Criteria

• Create destination competitiveness committees

Dominican Treasures, Case Study

Dominican Treasures, Case Study

Situation Analysis:

• Clusters, USAID and other

international donors have

supported community based

tourism throughout the DRtourism throughout the DR

• These enterprises lack

marketing and sales

• Dominican and international

tour operators are in

demand for new sustainable

tourism products

Dominican Treasures, Case Study

The Model

Develop Brand and Brand

Develop Brand and Brand

Identify Network Members

(Community Tourism, Boutique Hotels, Attractions, and Tour

Identify Network Members

(Community Tourism, Boutique Hotels, Attractions, and Tour Brand

CriteriaBrand Criteria

Hotels, Attractions, and Tour Operators)

Hotels, Attractions, and Tour Operators)

Provide Training

to improve sustainability and quality

Provide Training

to improve sustainability and quality

Connect Brand to Markets

Connect Brand to Markets

Dominican Treasures, Case Study

Anticipated Outcomes:

• Clusters provided a tool to

support community and

small enterprises

• Access to new markets for

Dominican tour operators

• Tourism businesses directly

supporting conservation,

community development,

and cultural preservation

Branding and Marketing Tourism Clusters

Summary

• Branding is one of the most powerful marketing tools

available for destination marketers

• Branding is an important tool to help build and • Branding is an important tool to help build and

strengthen clusters

• Branding can be used to support sustainable tourism

objectives

Contact Information and Questions

Chris Seek, President

Washington DC

www.solimarinternational.com

chris.seek@solimarinternational.com

202-518-6192 x101