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Presentation Focus Areas
1. Review of the current opportunity
2. Review the Canadian Tourism Commission’s Explorer Quotient™ model’s use of psychographic marketing segmentation
3. Explore how destinations can set visitors expectations and meet them, using the EQ™ model as an example of a values-based approach
Authentic Experiencer
Cultural Explorer
Free Spirit
Source: Canadian Tourism Commission, Explorer Quotient ™ www.keep-exploring.ca/eq
Link the visitor to the right experience
Setting Expectations Meeting Expectations
Reality versus expectations...
“...The visit DID NOT live up to our expectations... There were far far too many people and we were herded like cattle through each part of the museum...”
“... the gem of my vacation was the pilgrimage we made up the mountains to Nine Mile, the place where a legend was born ... I went there with 5 other people I loved as friends and left with them and many more as parts of my family.”
2 TripAdvisor reviews on Nine Mile, Jamaica
ALIGNING MESSAGING AND IMAGERY TO TRAVELLER VALUES
Setting Expectations
Modern family values
Ethical consumers
Enjoy personal challenge
Want to be on the move
Social Values
Source: Canadian Tourism Commission, Explorer Quotient ™ www.keep-exploring.ca/eq
Experience New Zealand culture
.........Could this be you?
Be Here By Morning
Authentic Experiencer?
Cultural Explorer?
Free Spirit?
Taken from: http://www.newzealand.com/travel/Canada/
?
Messaging
Discover your inner drover, South Australia
Experience life as a drover as you hop in the saddle and get behind 500 head of cattle on an unforgettable outback adventure along the Oodnadatta Track.
Imagery
Authentic Experiencer
Cultural Explorer?
Free Spirit?
.........Could this be you?
Messaging taken from: http://www.australia.com/campaigns/season_05/en/index.html
Screen shot of: http://www.stlucianow.com/romance.aspx
ALIGNING THE PRODUCT TO TRAVELLER VALUES
Meeting Expectations
Rented self-transportation and public transportation
Authentic cuisine
Open to all modes of travel
Tourism Product Values
Active transportation (bikes, kayaks, etc)
Source: Canadian Tourism Commission, Explorer Quotient ™ www.keep-exploring.ca/eq
parks
museums, galleries
viewing wildlife festivals, events
art/craft studios
local cuisine
mixing with the locals (living culture)
markets
Cultural Product Values
Products that facilitate:
- Visiting the ‘hot spots’
- Socializing (love crowds)
Adventure tourism
Products that facilitate:
- lots of nature, no crowds
- Unstructured exploration, learning (about nature) and self-discovery
Products that facilitate:- Closeness to the place’s cultureLearning about the place’s history and culture- Relaxing in beautiful, peaceful environments
Exercise:
1. Choose a destination
2. Choose 1-3 traveller types
Adapted from: Canadian Tourism Commission, Explorer Quotient ™ www.keep-exploring.ca/eq
Oistins, Barbados
CULTURAL EXPLORER
Fish market/Fish Fry Mixing with the locals
Enjoying B’dos cuisine & entertainment
Learning about B’dos lifestyles and culture
The beachRelaxing in a beautiful setting
Rental cars, busesSelf-touring day trips to places where they can learn about the culture: markets, the museum, etc.
FREE SPIRIT
Fish market/Fish Fry Socializing with the locals and other tourists
Enjoying B’dos cuisine & entertainment
Buying souvenirs
The beachHaving fun and showing off in a beautiful setting
Guided tourshit the island hot spots while socializing with other tourists
Exercise:
List attractions/ products that will appeal to your targeted Cultural explorers
parks
museums, galleries
viewing wildlife festivals, events
art/craft studios
local cuisine
mixing with the locals (living culture)
markets
Cultural Product Values
Products that facilitate:
- Visiting the ‘hot spots’
- Socializing (love crowds)
Adventure tourism
Products that facilitate:
- lots of nature, no crowds
- Unstructured exploration, learning (about nature) and self-discovery
Products that facilitate:- Closeness to the place’s culture
Learning about the place’s history and culture
- Relaxing in beautiful, peaceful environments
Exercise:For each attraction/product, list 2-3 qualities that appeal to each of your target cultural traveller types
Source: Canadian Tourism Commission, Explorer Quotient www.keep-exploring.ca/eq
STRATEGIES FOR PRODUCT AMENDMENTS
Meeting Expectations
Strategy #1: Cluster products around themes
Essex County, Massachusetts
Taken from: http://www.escapesnorth.com/
Strategy #2: Use Itineraries
Convict trail
Tasmania's Trails
Taken from: http://www.discovertasmania.com/itineraries/convict_trail
2006 2007 2008 2009
Scheduled Air and Sea Visitors
Convict Trail 298,200 288,600 336,000 319,700
Cradle Country 247,000 243,500 265,600 260,700
East Coast Escape 224,900 215,800 240,800 231,800
Great Nature Trail 194,400 181,000 205,500 193,400
Great Western Tiers 164,000 163,800 164,500 159,400
Heritage Highway 201,300 175,000 181,800 170,500
Huon Trail 160,300 157,100 193,400 175,800
North East Trail 162,000 140,800 158,700 154,200
Rivers Run 189,300 187,100 201,300 197,700
Tamar Valley 123,100 105,500 119,500 110,100
West Coast Wilderness 217,700 223,400 242,100 234,500
Total Visitors 14+ (S1) 427,500 409,500 483,600 466,600
Total Visitors to Tasmania 810,400 824,100 897,100 912,100
Tasmania – Total Touring Route Holiday Visitors
Source: Tasmanian Visitors Survey – Tourism Tasmania
2006 2007 2008 2009
Total Nights 3,781,500 3,625,800 4,173,200 4,079,100
Average length of stay
(nights)9 8.8 8.5 8.8
Tasmania – Total Holiday Nights Spent on Touring Routes by Holiday Visitors
Source: Tasmanian Visitors Survey – Tourism Tasmania
2006 2007 2008 2009
First trip 213, 500 201,000 227,400 219,800
Return trip 208,000 204,100 249,100 238,800
2006 2007 2008 2009
Partners/Couple 220,600 201,400 237,900 233,100
Families with children 53,700 50,400 55,500 52,300
Group of Friends 32,600 39,700 49,100 47,700
Tour groups 10,400 12,900 16,800 15,600
Alone 39,800 30,400 30,500 39,000
Dominant age group: 45-64Slightly more females than males
Tasmania – Who They Travelled With
Source: Tasmanian Visitors Survey – Tourism Tasmania
OTHER TIPS
North American Cultural Travellers
Pay attention to sustainability
Example: Hawaii
• Low resident satisfaction on tourism’s contribution to preserving Hawaiian culture and sustaining its natural resources
• “...they put on leis and sing ‘Tiny Bubbles’”*
* Source: OmniTrak Group, “Resident Sentiment Survey prepared for the Hawaii Tourism Authority”, Feb 2010
Make sure everyone is involved
Gastown, Vancouver Chinatown, Vancouver
In Conclusion
• Cultural tourism can differentiate your destination and draw North Americans
• Set and meet visitor expectations – ying and yang of cultural tourism
• Pay attention to sustainability
• Get everyone involved for a “total” culture experience
The North American Cultural Tourist
Mahon Jones & Associates
mmj@ mahonjones.com
www.mahonjones.com
1588 Look Out Point
North Vancouver BC
604-833-3290