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Soft Mobility and Tourism Marketing Strategy
SERBIA
Sustainable Transport and Tourism along the Danube www.transdanube.eu
Partner Meeting
Tulcea (RO) 13 - 16/05/2014
Sigth living
“value for money”
Sigth seeing
Reception factors
Price
Attractions and communications
Major guidelines
Mass tourism 1 on 1
Sustainability as inevitable ingredient for ALL forms of tourism
Soft mobility – integrated transport options
Covered region
Novi Sad Belgrade
Nature Preserve Carska Bara Vršac wineyards Special Nature Reserve Deliblato Sands Kalemegdan Fortress Smederevo Fortress
National Park Gornje Podunavlje Nature Reserve Koviljski Rit Karađorđevo Sirmium National Park Fruška Gora Petrovaradin Fortress
Aims and objectives
To promote soft mobility as a unique selling proposition and key fascination for tourism attractions in Serbia along the Danube
Tourists Local community
Increased value for tourists
and from tourism
• To improve accessibility of selected tourist attractions • To redefine tourism products by implementing soft mobility principles
• Market valorization of new tourism products and experiences • Long-term environmental and social sustainability of tourist destination
• Destination management principles applied • Capacity building of tourism stakeholders
Different development level and phase of lifecycle along the Danube flow and in selected destination Majority of accommodation capacities is located in administrative centers Other destinations are limited in quantity and quality of accommodation Current structure matches the requirements of targeted market segments (special interests and touring programs) but in long term period accommodation infrastructure need to be improved.
Tourism infrastructure / status
Existing accommodation structure should be diversified and improved, especially at the 3* level Camping accommodation and experience can be very lucrative niche market Local tourism authorities to work closely with private rooms and apartment owners
Tourism infrastructure / next
Pillars of development
Primary, secondary, tertiary
Soft Mobility Geo Markets for Serbia
Domestic residents, independent travelers, groups
Tour- operators
Soft Mobility Distribution Channels for Serbia
Travel Agencies
On line and social media
River cruising (20%)
Unique experience
(20%)
Exploring culture (15%)
Landscape and nature
(20% )
Joy and holiday (25%)
Key pillars of Soft Mobility tourism product development in Serbia
Local tourism organizations
Empty Nesters
Soft Mobility Target Markets for Serbia
Families with grown up kids Backpackers
Primary Secondary Tertiary
Key geo markets that are
and will be significant
Considerable efforts need
to be invested to attract
larger number of visits
Markets that are to be
followed regularly,
without particular
marketing efforts
Serbia (domestic) Countries of Ex-Yugoslavia Scandinavia
Germany France USA
Italy Romania and Bulgaria Turkey
Netherlands UK Russia
Austria Hungary Poland
Geo markets to target
Market segments / Backpackers
Profile:
• Young and dynamic segment of various interests
• (Relatively) long duration of stay within a destination, but often changing
destinations within a region
• Looking for affordable transport and easy access to and within destination
• Looking for affordable accommodation
• Looking for different and unique experiences
• Significant spending on additional services
Preferred tourism products
• Touring
• City Breaks
• Special interests
• Events
• Active & adventure
Product development
Holiday
Touring Key products
Midterm development
Added value
Marketing
Marketing + infrastructure
Marketing + quality
Special
Interests
Gastrono
my
Rural
tourism
Nautical
travel
Sport
tourism
Events/
Culture
Key tourists fascination:
• Danube
• Diverse multi-cultural experience and heritage
• Preserved nature and pristine areas
• Mix of urban and rural lifestyle
• Unique Serbian history and culture
• Emotions and dynamics
Supporting tourists fascination:
• Roman heritage sites
• Wine and winemaking tradition
• Autochthone flora and fauna
• Danube river canals
Key experience for communication
Vision
Soft mobility is an important tool of reaching economically and
environmentally sustainable tourism development of Danube region in Serbia.
Soft mobility influence increased tourist satisfaction, by combing nautical
experience, diverse touring options and special interests…
…providing entire Danube region of Serbia strong identity apparatus in
process of international market valorization
• Danube perceived as strategic tourism resource of Serbia and tourism in Serbia
• Existence of various tangible and intangible resources
• positive attitude of local communities towards soft mobility
• Product portfolio offers complex experiences for tourists
• Possibility of upgrading existing products, tours and experiences with soft mobility
• Numerous accommodation
Strengths
Weakness
• No brand • No regional tourism management
entities • Often lack of political
understanding • Human resource is not
adequately trained
• Different level destinations development
• No willingness off underdeveloped Danube destinations to learn and listen to developed destinations
• No clear understanding of all benefits that soft mobility brings
SWOT
• Danube international and regional brand
• Markets trends are in favor of Danube region in Serbia
• Current guests experiences are positive
• Significant potential market
Opportunities
Treats
• Highly competitive international market
• Competition is investing more in infrastructure development and marketing
• Sales oriented activities of competing destinations
• International support in development and joint marketing
• Knowledge and experience shared among Transdanube countries
• To use international Danube brand elements: promises, slogans, logo
SWOT
1 2
3 4
1. Who are our targeted tourists?
Description of target markets
2. What is our referent framework?
Defining the key tourist using our
brand to accomplish goals
3. What are our differentiating elements?
Why is our brand superior to
alternatives in the same framework
4. Do guests / tourists have reasons to believe us?
Elements that support referent framework and differentiating
elements
Brand position elements
1. Key segment
Individual tourists and groups eager to use soft mobility options in experiencing various destinations and attractions along Danube in Serbia. These tourists are looking for different, soft mobility experience of Danube cruise, pristine nature and various tours and itineraries, enriched by flavors of local tradition, heritage and various side activities.
2. Referent framework Danube region in Serbia is a perfect destination for tourists interested in learning and experiencing new fascinations, that are interpreting combination of urban and rural authentic values along the river flow
4. Reasons to believe … based on the Serbia Danube region culture, lifestyle and nature touch.
3. Differentiating elements Being a new destination on highly saturated international market, Serbia offers great memories, emotions and added values…
Framework for brand positioning
Tangible
Intangible
Benefits: what
brand offers Attributes: what is
brand
Inspired by river
Full of positive energy
Respect of nature
To feel safe
Understanding new culture and customs
Truly astonishing
Authenticity
Hospitality
Destination neatness
Vibrancy
Freedom
To see uniqueness in real time
To think and live healthy lifestyle
Back to the roots
Culture and tradition experience
Cuisine and beverage experience
All season soft mobility options
Belgrade
National Park Gornje Podunavlje
Nature Reserve Koviljski Rit
Karađorđevo Hunting Ground
Sirmium, the ancient Roman site
National Park Fruška Gora
Petrovaradin Fortress
Nature Preserve Carska Bara
Vršac vineyards
Nature Reserve Deliblato Sands
Kalemegdan Fortress
Smederevo Fortress
CORE
Elements of differentiations
•Responsible tourists and
locals behavior
•Eco and
sustainable tourism
experiences
• Traditional and rural
flavors
• Urban lifestyle
•Multi-cultural journey
• Joint European
heritage and culture
•Unique values of Serbian tradition
• Untouched nature and beautiful
landscapes
• Fusion of emotions
and choices
•Hospitality of locals
“Danube flows me down the
river of nostalgia and
emotions, where i can feel and give back to the
nature, enjoy the old spirit
of Europe, spiced by Serbian
hospitality and customs, with a pinch
of astonishing
past”
• Lively • Pleasant • New • Trendsetter • Revealing • Dynamic
•Journey • Unique
•Understand •Satisfaction
• Soft mobility touring
experience of new and
simply inspiring
destination
Brand values and attributes Brand values and attributes
Before travel During travel After travel
Friends acknowledgement
For being daring and brave
Innovation capacity
Self-respect
Of positive surprise
Of being one with authenticity , nature and culture
Of new experiences
Feel the trill… Increase….
Of ideal river cruise and visited locations
Of new soft mobility itineraries and tours
Of experiencing fusion of urban and rural lifestyle
Enjoying the idea….
High market satisfaction and recognition, based on the new experiences during ideal travel, range of diverse activities using soft mobility options
in harmonized balance between nature resources and traditional heritage
Brand promise
Emotional values
Brand promise
Inform target groups and
stakeholders on offer and packages
Motivate
target groups to take action
Action
is performed by target groups
IMC / communication channel
IMC / communication channel
• Exhibitions • Trade fairs • Open doors
• Stand alone events
• Television and radio, Internet • CDs and USBs • Booklets
• Newspapers
Develop communications
“toolbox” and framework for
outreach
Perform offline promotion techniques
Build strong online presence
IMC / communication channel