Opleiding Karavaan 20 april 2013: motieven en beleving van toeristen en nieuwe media op reis

mo#even en beleving van toeristen en nieuwe media op reis

J. Bryon, 20.04.2013 Karavaan

Jeroen Bryon, 20.04.2013

exceed your tourists’ expectations!

get to know your tourist!put the tourist at the heart of your trip!

offer a transforming experience!

connect with your customer!

Toerisme is de industrie

die (poten/ële) bezoekers brengt bij de bronnen van beleving

From: Page & Connell (2006: 186)

Economie

Socio-‐cultureel

Technologie

Geopoli4ek

Ecologie

Demografie





the long tail (Chris Anderson)

Segmenta#on methods Method Descrip4on Example

Geographic Local, regional, na#onal, interna#onal

Regional versus na#onal visitors

Demographic Gender, ethnicity, age, family stage, income, occupa#on

Single professional Asian women, ages 22-‐35, with incomes over $75,000

Psychographic Values, lifestyle, social class Independent, adventuruous tourists interested in winter sports

Usage Business travelers, those visi#ng family/friends, day/weekend tourists, tradi#onal vaca#oners

Business travelers who wish to add addi#onal ac#vi#es to their agenda while visi#ng

From: Kolb (2006: 109)

moeder waarom reizen wij?

From: Toerisme Vlaanderen (s.d.: 18)

beschrijf de (arche)typische Joker-‐reiziger




engage with your customer!

Ego needs Social needs

Security needs

Biological/physiological needs

Self-‐actualisa4on / fulfillment

From: Maslow (1970)

Need Descrip4on Rela4on to tourism

Physiological Food, clothing, shelter, and other basic necessi#es

Dining establishments Grocery stores Suites with cooking facili#es Barbeques at campgrounds Hotel, motel, B&B’s Public toilet facili#es

Security Personal safety and sense of well-‐being

Phone numer to summon police Private security guards Guides on streets Informa#on center Signage Safe transporta#on

Belonging Need to feel welcome and part of a group

Friendliness of community Gree#ngs from store owners Ethnic community outreach Social ac#vi#es Nightlife tours Roman#c ac#vi#es

Self-‐esteem Need to feel special and unique Unique ac#vi#es not found elsewhere Status events with limited availability Celebrity contact Opportunity for lessons

Self-‐actualiza#on Need to feel they are the best person they can be

Par#cipa#on in lessons with professionals Opportunity to volunteer for worthy cause

From: Kolb (2006: 143)

Be relevant. Or exclusive.

Immerse. Mul4-‐sensorially.

61

62

Go local. Really local.

Go local. Really local.

Immerse. Mul4-‐sensorially.

Be relevant. Or exclusive.

make it meaningful

grondstoffen

goederen

diensten

betekenis

beleving

Based on Pine & Gilmore (1999)

de chocolade progressie



offer a memorable experience!


INTRO


© hfp://www.melvin-‐online.nl/seo-‐social-‐media/

• general (wikipedia, …) • niche (wikitravel, …) wikis • social (facebook, myspace, google+, …) • niches (linkedin, ecademy, xing, …) networks • media/content (youtube/vimeo, flickr/picasa, slideshare, instagram…) • preferences & bookmarks (last.fm, delicious, digg, …) sharing • blogs (wordpress, blogger, …) • micro-‐blogs (twifer, plazes, jaiku, …) blogging • check-‐in & explore (foursquare, (gowalla), places, …) • trips (tripit, tripline, triposo, gogobot, …) loca#on • products & services (amazon, …) • loca#on (yelp, tripadvisor, google hotpot…) recommend • stories (tumblr, storify, …) • mash-‐ups (qwiki, ebooker explore, …) aggregate

SOME EXAMPLES


MOBILE


Bron: GSM: Global survey mobile – barometer (2011)

INSPIRATION


how can you use all this?

Pre During Post

(social) search

connect & engage

share

“In the past you were what you owned.

Now you are what you share.”

(Charles LeadbeUer)


@jeroenbryon

Jeroen Bryon

jeroenbryon

jeroenbryon


Technology

Opleiding Karavaan 20 april 2013: motieven en beleving van toeristen en nieuwe media op reis