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ICT-BASED TOURISM MARKETING
IN THE MEMBER COUNTRIES
Current Situation,
Main Challenges,
Recommendations,
& Prospects
David Brown | Solimar International
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
OUTLINE
Research Methodology
ICT Infrastructure
Digital Literacy
Marketing Strategy
Public-Private Partnerships
Policy Recommendations 2
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Research Methodology
Desk Research
Tourism Stakeholder Surveys
Site Visits
3
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
4 Pillars of ICT-Based Tourism
Marketing
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
PUBLIC-
PRIVATE COLLABORATION
DIGITAL
MARKETING
STRATEGY
SKILLED
WORKFORCE
STRONG ICT
INFRASTRUCTURE
EFFECTIVE
ICT-BASED
TOURISM
MARKETING
4
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
ICT Infrastructure
Connectivity Availability of
Equipment
ICT-Based Tourism Infrastructure
Digital
Marketing
Strategy
Public-
Private
Sector Collaboratio
n
Skilled
Digital
Workforce
Technological Readiness
• Availability of connections
• Access to hardware/software
• Skills to activate
5
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
The “Digital Divide”
RICH
EDUCATED
URBAN
OLD
POOR
ILLITERATE
RURAL
YOUNG
• Number of
Computer Users
• Online
Penetration
• Average
Connection Speed
6
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Asia Group
27.90 %
Africa Group
13.01 %
Arab Group
41.4 %
Source: Akamai, World Bank, ITU (2015)
Average Internet Penetration
7
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Regional Internet Penetration
High Bahrain 90%
UAE 88%
Low Mauritania 6.2%
Somalia 1.5%
Arab Group
41.4 %
Source: Akamai, World Bank, ITU (2015) 8
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Internet Penetration Internet Penetration
High Maldives 44%
Nigeria 38%
Low Sierra Leone 1.7%
Guinea 1.6%
Africa Group
13.01%
Source: Akamai, World Bank, ITU (2015) 9
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Internet Penetration Internet Penetration
High Brunei 64.5%
Azerbaijan 58.7%
Low Afghanistan 5.9%
Guyana* 3%
Asia Group
27.9%
Source: Akamai, World Bank, ITU (2015) 10
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Average Connection Speed
HIGH UAE
6.3 mbps
LOW Guinea
1.0 mbps
UK
11.6 mbps
South Africa
3.4 mbps
Russia
9.4 mbps
Australia
7.6 mbps
China
3.7 mbps
Japan
15.2 mbps
Source: Akamai, World Bank, ITU (2015) 11
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
ICT Taxes and Tarrifs
“Digital Drag”
Increased price Reduced
adoption rates
Negative impact on tourism economy
Africa Gabon 35%
Nigeria 14%
Asia Bangladesh 73%
Malaysia 6%
Arab Tunisia 21%
UAE >1%
Total taxes and tarrifs on ICT products (high/low)
Source: ITIF (2014)
0.7% - 2.3% reduction in
GDP per Capita among
countries with highest
ICT tarrifs and taxes
Asia has highest rates. 12
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Perceptions of IT Infrastructure
Biggest challenges for OIC Member States:
- Connection speed
- Cost of connection
- Cost of hardware
Not perceived as challenge:
- Freedom of access (3.4+)
Very Satisfied (4)
Not at all
Satisfied (1)
Arab Group Asia Group
Africa Group
2.79
2.75
2.48
13
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Digital Marketing Skillset
Analytics Mobile
Technology Content
Marketing
Social Media Email
Marketing Marketing
Automation
Search Engine Optimization
Digital Advertising
MOST DESIRED SKILLS:
Source: Econsultancy, Digital Marketing Institute (2015), WTTC (2014),
14
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Digital Literacy
Overall desire to improve among public &
private sectors across all regions.
My company
or org. has
adequate
skills to
compete in
the digital
marketplace:
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Asia Arab Africa
Disagree
Somewhat Agree
Completely Agree
Asia:
60%
Arab:
40%
Africa:
35%
15
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Challenges to Tourism Workforce
in OIC Member Countries
Career attractiveness
Competition
Retention Uncompetitive
Pay
Source: WTTC (2014) 16
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Digital Marketing Strategy
WHY INVEST IN A COMPREHENSIVE STRATEGY?
• Effectively use human and financial resources
• Maximize efficiency
• Better monitor return on investment
MAIN
CHALLENGES:
• Limited
resources
• Lack of
awareness
• Uncertain ROI
17
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
MARKETPLACE
TARGET
AUDIENCE COMPETITORS
Digital Marketing Strategy
18
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Digital Marketing Strategy
Promise
Visual Identity
Character & Tone
Messaging
MARKETPLACE
BRAND
19
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Digital Marketing Strategy
Traditional
MARKETPLACE
CHANNELS
Television
Magazine
Billboard
Direct Mail
Radio
Brochures
Trade Shows
BRAND
20
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Digital Marketing Strategy
Traditional ICT-Based
(Digital)
MARKETPLACE
CHANNELS
Television
Magazine
Billboard
Direct Mail
Radio
Brochures
Trade Shows
Website
Social Media
SEO
Digital Ads
E-Books
Influencers
BRAND
21
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Digital Marketing Strategy
Traditional ICT-Based
(Digital)
MARKETPLACE
CHANNELS
CAMPAIGNS
BRAND
22
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Website
• Image-rich
• Focus on Experiences
• Customized for different audiences
• Dynamic Content
• Social Media Integration
• Press Section
• Trade Section
• Email Capture
• Concierge or Support Services
• Responsive to Mobile
ANALYZED ACCORDING TO GLOBAL BEST
PRACTICES: Storefront
Information Gateway
Customer Service Platform
Business Networking
Media Interface
Research Tool 23
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Website Analysis - Asia
CountryImage-
RichFocuson
Experiences CustomizedDynamicContent
SocialMediaIntegration
PressSection
TradeSection
E-MailCapture
ConciergeorSupport
ResponsivetoMobile
Azerbaijan Yes Yes Yes Yes Yes Yes No No Yes NoIndonesia Yes Yes Yes Yes Yes Yes No Yes No YesIran No Yes No No No No No Yes No No
KyrgyzRepublic No Yes No No No No No No No NoMalaysia Yes Yes Yes Yes Yes Yes Yes Yes Yes YesTurkey Yes Yes Yes Yes Yes No Yes Yes Yes Yes
• Regional difference between Europe/Southeast Asia and
Central Asia
• Stronger websites for more developed tourism economies
24
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
• Relatively weak compared to other regions
• Some countries with a very basic presence or no website at all
• Many offline or domains expired
Website Analysis - Africa
CountryImage-
RichFocuson
Experiences CustomizedDynamicContent
SocialMedia
IntegrationPress
SectionTrade
SectionE-Mail
CaptureConciergeor
SupportResponsivetoMobile
BurkinaFaso No Yes Yes No No No No No Yes NoCameroon No Yes No Yes Yes Yes No No No NoGambia No No No No No Yes No No Yes NoMozambique No Yes Yes No Yes Yes No No No NoNiger No No No Yes No Yes No No No NoNigeria No No No No No Yes Yes No No NoSenegal Yes No No No No No No No No NoUganda Yes Yes No Yes Yes Yes Yes Yes Yes No
25
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
• Those with a website, have experience-driven content
• Trade sections are fairly uncommon
• Mostly static content
Website Analysis - Arab
26
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Social Media Analysis
• YouTube
• Official national
tourism page reviewed
• Many countries have
market-specific
platforms
• Some countries have
stronger regional or
attraction platforms
27
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Social Media Analysis - Asia
Most popular
network
Low use of photo-
centric platforms 28
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Social Media Analysis - Africa
Most popular network,
though numbers are low
No use of photo focused
platforms
Slim Twitter usage 29
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Social Media Analysis – Arab Region
30
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Website & Social Media
Key Observations
• Challenges:
– Mixed Messaging
(Trade vs.
Consumer)
– Multiple Languages
– Low shareability and
content interaction
• Solution:
– Separate page/accounts for industry partners (trade shows and policy)
– International accounts with English, domestic focus in local language, additional languages with targeting
– Minimize branded content and advertising
31
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Public Private Marketing Partnerships
• Asia & Arab Group:
– Generally positive perception of destination
marketing
– Programs available from tourism authorities,
strong desire for increased cooperation
• Africa
– Destination marketing needs improvement
– Few opportunities for collaboration, but desire for
closer ties from private sector
32
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
CASE STUDIES
Diversity of:
• Geography
• Tourism
Volumes
• Tourism
Attractions
• Tourism
Development 33
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Malaysia
• Key Challenge: – Private sector adoption
of ICT platforms
• Successes & Innovations: – Public sector ICT usage
– Experience-based Marketing
– Market adaptation
– Islamic Travel Centre
34
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Oman
• Key Challenge:
– Private Sector ICT-based tourism marketing skills
• Successes & Innovations:
– Public-Private Sector cooperation
• Digital Literacy Programs
• Connectivity Initiatives
35
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Mozambique
• Key Challenge: – Digital Marketing
Strategy
– Destination Marketing
– Connectivity
• Key Success: – Public-Private
Partnership – Nature-based Tourism Marketing
36
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Case Studies - Desk Research
Egypt – “Masr Wahashtouna” Campaign
Turkey – “Home Of” Online Brand
Saudi Arabia – Hajj & Umrah
Azerbaijan – MICE Market
Nigeria – Domestic Tourism
37
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
PUBLIC POLICY
RECOMMENDATIONS
38
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Public Policy Recommendations
Availability
of
Skilled
Employees
Educate Public Sector
Understand the
Context
Tourism
Industry
Workforce
Needs
SKILLS
GAP
Create a pathway
to success
Primary School
Secondary School
Secondary School
Certificate &
Professional
Programs
Digital
Literacy
Curriculum
Internship & Apprenticeships
Build a strong ICT workforce available for tourism marketing.
39
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
• Improve the ICT environment
– Minimize tax regimes on ICT goods and services
– Expand wireless and broadband capabilities
– Create social and shared spaces for technology usage
ACCESS CONNECTIVITY
ONLINE MARKETING
INNOVATION & COMPETITVENESS
Public Policy Recommendations
40
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
Facilitate cooperation within the tourism industry to improve ICT-based tourism marketing environment & activities.
Intra-governmental Tourism Taskforce Tourism, Transportation, Education, Technology, Finance
Public-Private
Working Group
NATIONAL
TOURISM
AUTHORITY
TOURISM
TRADE
- Generate experience-led content
- Launch coop marketing campaigns
- Gather consumer leads and push to bookings
Public Policy Recommendations
41
ICT-Based Tourism Marketing in the OIC Member States
Current Situation & Recommendations
THANK YOU
David Brown
Director of Tourism Marketing
Solimar International
+1 202 518 6192 x 107
42