Dante destination marketing&communicationstrategy_georgi_zouni

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This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

OLYMPIA CASE STUDYDestination Marketing Strategy

Athens University of Economic & Business (AUEB) & University of Kent, Adjust Lecturer

PhD, University of Piraeus

OpenTourism Co-FounderTourism Summer School Head of Academic Committee




Day 1

3This project is co-financed by the ERDF and made possible by the INTERREG IVC programme

your expectations for today?



Why Marketing Research is the FIRST step any Tourism Destination should take!

DIGITAL AGENDA FOR NEW TOURISM APPROACH IN EUROPEAN RURAL AND MOUNTAIN AREAS


Let the journey begin!


A story about

going to the grand

pazar








1. Photo Contest

2. Kids Paintings

3. Facebook setup


The Mission of the campaign

To increase awareness + engagement of destination’s

target market

13


The Goals of the campaign

• To get emails of our target market

• To reach 6000 likes in Facebook page

• To increase page penetration (reach)

14


The Process

• Take a picture

• Enter the contest

• And the winner is…

• Follow us at online to find your photo


1

2

3



At ITB






On Site RESULTS Some thousands of ITB visitors pictures for

social media content

Some thousands of individual emails for email marketing

A winner

Highlights page in ITB




26

From ITB to now…



Olympic Torch LightingOlympia, May 10th

Step 2 of the Campaign

27


28



Campaign Results

Up to now…

29


30

January-March 2012


31

ITB March 2012


32

April - May 2012

Olympic Flame Ceremony, Olympia


The Results of the campaign

• Reached 6000 likes on Facebook page

• Increased page penetration

from -100 to 18.000 person reached

from 8 talking about to 300

• Database of 5000+ targeted emails

33


34


Ok with your story, so I can do any

campaign whenever I want?



HOW?


ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ

1 MORE S MUST BE ADDED TO OUR 3S MODEL(SEA SUN SAND*)


ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ

STRATEGY


Destination Strategy Process1. Marketing research 2. Segmentation3. Targeting 4. Positioning

5. Product 6. Price7. Place 8. Promotion


Marketing Research in Olympia1. Marketing research

• A PhD thesis (2011) • 2 Master theses with primary marketing

research • A new primary research (2009)• A destination strategic plan (2010)• An MBA thesis in online strategy (2012)


Destination Strategy Process1. Marketing research 2. Segmentation3. Targeting 4. Positioning5. Product 6. Price7. Place 8. Promotion




While they were

sleeping

or The Movie


Gap = visitors’ demographic profile – providers’ estimate of tourists’ profile

Movie: The GAP


Research Field

An ancient Greek religious site dating back 10 centuries B.C.

The birth-place of the Olympic Games.

The location of giant gold Statue of Zeus, one of seven wonders of the world

Place where Olympic flame is still lit

An UNESCO Heritage Site

It hosts one of the masterpieces of ancient Greek art, Hermes of Praxiteles.

Ancient Olympia, Greece

TOURISTS SURVEY PROVIDERS SURVEY

Study population

determined using EUROSTAT and WTO

determined using Tourism Satellite Account of WTO.

Samples National and international tourists, 15+ years old.

Lists of the local chamber of commerce. Owners or managers.

Sample size 268 95

Period 2 months 2 months

Variables Nationality, age, gender, education, income

Research methodology

TOURISTS SURVEY PROVIDERS SURVEY

Data collection

Personal interview using a questionnaire in 6 languages

Personal interview using structured questionnaire

Sampling Two stages Random sampling

Inventory method

Response rate

71% 76, 5% response rate

Research methodology


Were they sleeping?

Results


NATIONALITY

18.4

15.8

13.2 13.2

10.2

7.15.3

18.9

32.6

14.7

3.2

17.9

7.4

3.2

0

5

10

15

20

25

30

35

UK French German Greek Italian Spanish Nederlands

%

Visitors’ actual demographic profile Providers’ estimate of visitors’ profile

Results


These are destination’s tourists Providers market for these tourists

Results …what that means ?

but…


AGE32.5

22.8

17.916

4.5

9.8

30.5 30.5

24.4

4.9

0

5

10

15

20

25

30

35

19-29 30-39 40-49 50-59 15-18

%Results





but…


EDUCATION

27.225.3

22.220.6

4.7

16.9

0

44.9

7.9

30.3

0

5

10

15

20

25

30

35

40

45

50

University graduate Postgraduate College graduate University Student Basic

%Results





but…


INCOME (monthly)41.9

26.5

17.214.4

26.7

21.1

14.4

37.8

0

5

10

15

20

25

30

35

40

45

3000€ + 1500 - 3000 Less than 800€ 800 - 1499

%Results



Results …what that means ?These are destination’s tourists Providers market for these tourists

but…


British

Female

Young (19-39)

holds a university degree

monthly income exceeds 3.000 euros.

French

Male

Older

uneducated

Poorer that he really is.

Results OutlineThe REAL Tourist of Olympia

The PERCEIVED Tourist of Olympia


The REAL Tourist of Olympia





The REAL Tourist of Olympia


The findings are important for researchers and practitioners, because of:

•the significance of demographic characteristics for consumers’ buying behaviour

•the extensive use of them in market segmentation

•the identification of distinctive market segments.

Discussion


strategic fit

False perceptions lead to ineffective decision making for •marketing segmentation •positioning & •marketing mix formulation.


Where do we go from here ?


Importance of primary and timely marketing research among all stakeholders in a destination

Useful tool for management in order to develop a Strategy and propose an ‘integrated solution’ to customers.

Research Contribution

DIGITAL AGENDA FOR NEW TOURISM APPROACH IN EUROPEAN RURAL AND MOUNTAIN AREAS


IMPACT OF BECOMEOLYMPIAN

CAMPAIGN

REAL


• http://www.facebook.com/video/video.php?v=161389313880807




Day 2: Strategic Plan of a Destination: Olympia, Greece

More on…


Thank you!!!



Email: [email protected]


IF YOU WANT TO READ MORE OF WHAT WE ARE THINKING…

www.slideshare.net/GeorgiaZouni

www.academia.com/georgiazouni




Athens University of Economic & Business (AUEB) & University of Kent, Adjust Lecturer

PhD, University of Piraeus

OpenTourism Co-FounderTourism Summer School Head of Academic Committee




Day 2



Day 2: Strategic Plan of a Destination: Olympia, Greece


The Vision

to help Olympia get the position it deserves in people’s mind as a

tourism destination


Objectives

Increase Overnight stay

Increasing non package tourists’ stay

Increase tourist expenditure at destination


French & Germans29-49

Family TravelsHigh Income and

Education

1st Target Market2-3. segmentation- targeting1st Target market



Positioning Strategy

This market views Olympia as aKnownKnownHistoric andHistoric andWell established and visited Well established and visited DestinationDestination.

«Unique Experiences for the family»


Olympia’s site should be in French and German, apart from EnglishPresence in French and German magazines, Social media, Fairs.

Nationality


Gender

Activities for both sexes


Age

Different packages and activities for young people (youth festival, online-mobile applications ect) and for families (funfair, kids room and menu ect)


Education

The visitor of this market is demandingHigh educational level and needs Accurate, instant and customized information


Quality assurance, ISO, value, informationPromote the activities and events to spend their money! (via internet before trip and via flyers at shops or mobile apps )

Monthly Income


ο προορισμός να κάνει στοχευμένη και δυνατή παρουσία σε (Γαλλικά-Γερμανικά) Social media, forums, e-wom. στρατηγική με άρθρα σε στοχευμένα τουριστικά περιοδικά

Travel Information source






http://www.flickriver.com/photos/cathpain/tags/pentathlon/

Pentathlon Revival


• that Hercules run measured before 776 BBC• where Alexander the Great competed and lost – his father won (356 BC)• were Plato and Aristotle visited• were Thales died• Where Phidias made one of the 7 wonders

• Were enemies met and discussed and solved their problems


Thank you!!!

photos




ItalianFriends and new couples

19-29Graduates

1000-3000 euros

Special niche target market



Non StayersGreek,

German, Italian, Women

19-29 & 40-49Of all Education & Income

Levels

Major Target Market


http://www.olympialand.gr/


http://www.flickriver.com/photos/cathpain/tags/pentathlon/


Thank you!!!

Documents

Dante destination marketing&communicationstrategy_georgi_zouni