Dante pa presentation_zouni

The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein

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




27


28


Overall Results of the campaign• Reached 6000 likes on Facebook page

• Increased page penetration (reach)

• To get 5000+ targeted emails

• janmar

• mar april einai to reach se aytes

• k to overview ti exoume twra

• sta pics einai h ITB to march

• k meta h flame ceremony

•

• sto OVERVIEW pes oti apo ta -100 atoma reach phgame sta 18000 me content se 3 mhnes k apo ta 8 taliking about this sto 300 - no budget

•

•

• PES OTI PETYXAME TO STOXO TWN 6000 LIKES ANHMERA!!!!

29



Campaign Results

Up to now…

30


31

January-March 2012


32

ITB March 2012


33

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

34


35


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


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

5. Product 6. Price7. Place 8. Promotion


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


dividing a total market, such

as all tourists, into

manageable sub-groups

(Middleton, 2001)


Geographic

DemographicAge, gender, family size and life cycle, or income

PsychographicSocial class, lifestyle, or personality

BehavioralOccasions, benefits, uses, or responses

Nations, states, regions or cities

Segmentation Criteria


French & Germans29-49

Family TravelsHigh Income and

Education

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


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


Five Patterns of Targeting Strategies

Single-segmentconcentration

ProductspecializationM1 M2 M3

P1

P2

P3

SelectivespecializationM1 M2 M3

P1

P2

P3

M1 M2 M3

Full marketcoverage

P1

P2

P3

MarketspecializationM1 M2 M3

P1

P2

P3

P1

P2

P3

M1 M2 M3

P = ProductM = Market


French & Germans29-49

Family TravelsHigh Income and

Education

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



Positioning & Branding

Positioning establishing an image for a product or service in relation to

others in the marketplace Branding

technique that enables organizations to gain competitive advantage by offering a product that has features not available in offerings of competitors

This project is co-financed by the ERDF and made possible by the INTERREG IVC programme 90

Positioning Strategies• Positioning by specific product attributes• Positioning by benefits• Positioning for user category• Positioning for usage occasion• Positioning against another competitors• Positioning against another product class


Positioning Strategy

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

«Unique Experiences for the family»



Marketing Mix

or 4P’s


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


Social media, forums, e-wom in Germany, FranceTargeted publicity in selected travel magazines

Travel Information source






http://www.olympialand.gr/


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

Pentathlon Revival


http://tourismsummerschool.org

11-16 Sep 2011Izmir, Turkey


11-16 Sep 2011Izmir, Turkey


OLYMPIAN TOURISM SUMMER SCHOOL PARTICIPATION OPTIONS (prices in euro)

Participation without Accommodation Fee (1) 150

Greek residents (courses only) / (5) 100

University of Piraeus students and graduates (courses only) / (5)

Participation With Accommodation

75

Fees for all Early Registration Fee (2) Late Registration Fee (2)

BB price per person

(3)

HB price per person

(3)

BB price per person

(3)

HB price per person (3)

4**** 350 400 400 450

3*** 270 300 300 350




Ancient Olympia after

becomeolympianOlympia has a unique internet strategy, supported by the local Hotel Union, creating a new targeted brand.

Olympia is being promoted by social media with becomeolympian in facebook, twitter and flickr

Visitors of www.visitgreece.gr will discover that Olympia offers one of the best experiences Greece can give.

ResultOlympia now is a destination.

A project planned, led and promoted by detour (www.detour.gr)



Thank you!!!

Email: [email protected]

Documents

Dante pa presentation_zouni