A different methodology for the development of a tourism brand: a case study

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A different methodology for the development of a tourism brand: a case study

项旅游品牌发展的不同方法：案例研究

西班牙，韦尔瓦大学

Alfonso Vargas-Sánchez 教授

http://www.uhu.es/alfonso_vargas/

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“Your brand is what people say about you when you are not there”

你的品牌商标就是当你不在的时候，人们对你的评价Jeff Bezos,

Founder of amazon.com亚马逊创始人

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Huelva, near by-韦尔瓦，靠近

• At the extreme southwest of Europe-在欧洲西南角

• No more than 3 hours by plane from any European capital-乘飞机去欧洲任何国家的首都不超过三小时

• Close to two international airports-两大国际机场附近:

*Faro and Seville less than 1 hour away-距Faro和Seville机场不到1小时

*Transfers to beaches-转去海滩

• Connections to Madrid by-到马德里，你可以乘坐:

*High-speed train-高铁

*Dual carriageway-双向高速公路

Faro

Sevilla

Huelva

OsloLondon

BerlinParis

Rome

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Huelva, natural-韦尔瓦，自然之美

• One third of its area is protected-三分之一地区被保护

• 60% of its area is woodland-森林覆盖率60%• Marshes, virgin dunes, meadows, row forests--

沼泽，未经开发的沙丘，草原，森林

• Iberian lynx, Spanish imperial eagle, black stork, monk vulture-伊比利亚猞狸，西班牙弟雕黑鹳，秃鹫

Doñana National Park

-Major natural areas-主要自然地区:*Doñana National and Nature Park-Doñana 的国家自然公园。*Sierra de Aracena y Picos de Aroche-Aracena山脉和 Aroche的山峰.*Odiel marshes-Odiel 的海滨沼泽*21 protected areas-21个被保护地区

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Huelva, coast-韦尔瓦，海岸

More than 120 km. of coastline-超过120公里海岸线:

*80 km undeveloped-80公里未被开发

*One of the least built-up destinations on the first kilometre of the coastline (13%)-13％海岸线的城划

25 beaches-25沙滩:*Fine, white sand-白色细沙

*Long and spacious-绵长宽广

*Natural setting-自然

*Calm-宁静

Mazagón. Parador Beach

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Huelva, cultural and festive-韦尔瓦，文化节日

• We receive cultures-我们接受文化:*Tartessian, Phoenician, Roman, Visigoth, Islamic, Christian-塔特西人，腓尼基人，罗马人，西哥特人，伊斯兰教，基督教

• We send out cultures-我们传递文化:*La Rábida, starting point for the discovery of the New World-La Rábida，发现新大陆的起点

• The British legacy-英国遗迹:*Riotinto Mining Park-Riotinto 矿山公园

• El Rocío pilgrimage festival-Rocío的庙会

• Traditional festivals throughout the year-贯穿每年都有传统节日

• Holy Week, carnival, etc.-圣周，狂欢节,等等

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Huelva, exquisite-韦尔瓦，美食

• The cradle of ham and prawns-火腿和大虾的摇篮

• Delicacies from the coast-海岸美食:

*Shellfish, fish, coquina clams, squid, etc.-贝壳，鱼，蛤蜊，鱿鱼，等等

• Delights from the sierra-山区美食:*Ham, jerky, meat-火腿，肉干，肉

• Other products of the countryside-乡村其他产品:

*Strawberries, oranges, El Condado wine and vinegar-草莓，橙子，和Condado葡萄酒和醋

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Huelva, active-韦尔瓦，活力四射

• Golf pioneers. 10 courses-精英高尔夫，10节课

• Hiking-远足: 600 km in Sierra de Aracena y

Picos de Aroche Nature Park-在Aracena山区和y Picos de

Aroche Nature Park的600公里远足.

• Green trails-绿色通道: 96 km- 96公里

• Tourism on horseback-骑马之旅

• Bird watching-鸟瞰，俯视美景

• Tourism by boat-乘船旅行 Sierra de Aracena yPicos de Aroche

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1. Its mild climate makes it ideal to visit all year round-温和的气候让韦尔瓦适合全年参观

2. 120 km of largely undeveloped beaches with fine sand-120公里未被开发的柔软沙滩

3. Nature overflowing with varied landscapes and places of great ecological value-各种各样的自然景观汇聚在此，具有巨大生态价值

4. Gastronomy with excellent raw materials (ham, wine, prawns, strawberries)-优质原材料制成的美食（火腿，啤酒，虾，草莓）

5. New hotel facilities-新型旅店设施

6. Excellent quality/price ratio-优质，价格公道

7. A safe, calm destination, ideal for family tourism-家庭旅行理想首选，安全宁静的目的地

To sum up, why Huelva?-综上所述，为什么选择韦尔瓦？

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-5.1-% Variation-变化(2013-2008)

47.30-€/day (2013)DAILY AVERAGE SPEND每日平均消费

5.310.2% Variation-变化(2013-2008)

7.93.7Number of days-程子AVERAGE STAY LONG平均停留时间

--7,0% Variation-变化(2013-2008)

-3,401,997Total overnight stays-过夜住宿

NUMBER OF OVERNIGHT STAYS

过夜住宿数量

-14.0-12,9% Variation-变化(2013-2008)

1,730,267957,965Total Persons-总人数NUMBER OF TOURISTS游客数量

TOTAL TOURIST DEMAND旅游总需求

HOTEL DEMAND旅店需求

TOURIST DEMAND, YEAR 2013 - 2013年旅游需求

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Visitor profile (2013) - 游客资料（2013） • Spanish tourist, family, in the summer-在夏天，西班

牙家庭游客

• Origin (overnights)-来自（过夜）:*75% Spanish: Andalusia, Madrid, Extremadura-75%是西班牙人：安达卢西亚游客，马德里游客和Extremadura游客

*25% international: Germany, UK, France, Portugal-25%是国际游客：德国，英国，法国，葡萄牙

• High degree of satisfaction-满意度很高

• High loyalty to destination-对于目的地的忠诚度很高

• Concentrated on the coast and in the summer-对夏天出行，去海岸旅游特别关注

• Most highly valued: calm / tranquility, light, beaches, service & treatment, landscapes/nature, new hotels-高性价比的关注点是：宁静，光线，沙滩，服务和

接待，自然美景，新的旅馆

Cuesta de Maneli

12-6,8% Variation-％变化 (2013-2008)

-163Variation-变化 ( 2013-2008)

2,220Average Personnel-平均雇员PERSONAL EMPLOYED雇用人数

15.0% Variation-％变化 (2013-2008)

19Variation-变化 (2013-2008)

146Beds/Establishments-床位／新建AVERAGE CAPACITY平均客容量

5.0% Variation-％变化 (2013-2008)

1,004Variation-变化 (2013-2008)

20,899Total Beds (nº)-总床NUMBER OF BEDS

床位数

-8.9% Variation-％变化 (2013-2008)

-14Variation-变化 (2013-2008)

143Total Hotels (nº)-酒店总数NUMBER OF HOTELS多家酒店

OFFER IN HOTELS报价在酒店

TOURIST OFFER, YEAR 2013 – 2013旅游报价

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Segments-旅游分布

• Coast (beaches)-海岸（沙滩） • Golf-高尔夫

• Nature / Nature areas-自然地区

• Rural tourism-乡村旅游

Main-主要项目• Conferences, meetings and incentives-

会议，激励机制

• Gastronomy-美食

• Cultural-文化

• Sports tourism-体育旅游

• Health and beauty-健康和美丽

Emerging-新兴项目

宾馆宾馆

村俗的房子野营宾馆

成套房

147.597.867.937.387.657.15Overall satisfaction

8.63(1º)

8.78(2º)

8.44(4º)

8,52(1º)

8.77(1º) ---TRANQUILITY

8.02(6º)

8.28(6º)

8.34(6º)

7.89(6º)

8.01(5º)

7.60(5º) ACCOMODATION

8.28(3º)

8.38(5º)

8.63(1º)

8.52(2º)

7.95(6º)

7.90(4º)

NATURAL FEATURES OF BEACHES

8.24(4º)

8.48(4º)

8.36(5º)

8.01(5º)

8.45(2º)

7.92(3º)

SERVICE AND TREATMENT RECEIVED

8.23(5º)

8.63(3º)

8.53(3º)

8.04(4º)

8.04(4º)

7.92(2º)

LANDSCAPES AND NATURE

8.42(2º)

9.02(1º)

8.57(2º)

8.21(3º)

8.37(3º)

7.94(1º)

THE LIGHT OF HUELVA-韦尔瓦光

2004-2008Average

(RK)

2008Average

(RK)

2007Average

(RK)

2006Average

(RK)

2005Average

(RK)

2004Average

(RK)

DEGREE OF SATISFACTION

(over 10)

The Birth of a Brand-品牌诞生

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• Spanish province with highest average number of clear days (156)在西班牙的省份中，晴天的日子多每年（156天）

• Nearly 3,000 hours of sunshine per year-每年几乎有3000个小时的阳光

• More hours of sunshine per month than any other destination in the European coastline-相比于欧洲其他的海岸线，每个月拥有更多的日照时间

• Five times more hours of sunshine per month than northern Europe每个月日照时间是欧洲北部的五倍

• A pleasant, temperate climate-宜人的温度和气候:Average temperature 18,6ºC / 65,5ºF-平均温度 18,6摄氏度/ 65,5华氏度

• Marketing: “The Route of the Light“-营销：阳光之路

Huelva, a different light-韦尔瓦，感觉不同的光线

(sensations, emotions, experiences-感觉，情感，体验)

VIDEO: “Huelva, La Luz”-视频：韦尔瓦 , 阳光之城

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The Route of the Light-阳光之路:

A proposal for the traveller who wants to discover Huelva with a different eye, to know it, to feel it.

一条我们建议的路线，适合于想要用不同眼光发现和感受韦尔瓦的游客

Book & Video-书和视频

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Huelva, a different methodology (strategic innovation, G. Hamel)韦尔瓦，不同的方法（创新战略，G. Hamel）

NEW…新的

VOICES声音

CONVERSA-TIONS对话

PASSIONS激情

PERSPEC-TIVES

透明视角

EXPERI-MENTS体验 Interdisciplinary

“Group of the Light”跨专业团队¨光之团队¨

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Interdisciplinary “Group of the Light”

跨专业团队¨光之团队¨MISSION (what we are)-任务（我们是谁）: • The “Group of the Light“ is configurated as a mixed and interdisciplinary

"community of practice“, composed of academics from the University of Huelva and technical staff from the Provincial Tourism Board.¨光之团队¨是一个综合的，跨学科的¨实战团队¨，由来自韦尔瓦大学的学术人员和省旅游局的技术人员组成

• Its purpose is to study the phenomenon of the light of Huelva from various disciplines but with an integrated approach, contributing to build an articulated, powerful and attractive discourse about the light of Huelva, as a way to strengthen the content and meaning of the brand "Huelva, the light“.它的目的是从变化的规律中研究¨韦尔瓦阳光¨的现象，但是有一个整体的办法，它建立了一个强大，有力，吸引人的标语来定义¨韦尔瓦阳光¨ ，这是一个加强¨韦尔瓦阳光¨品牌内容的好方法。

• The values that inspire the work of the group are: respect, tolerance, transparency and critical thinking.激励小组进行工作的核心价值是：尊重，理解，透明，批判性思维

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VISION (what we want to be)-前景（我们想成为）: • The “Group of the Light” aspires to be recognized as a regional and national

reference in the application of interdisciplinarity to the development of a tourist brand. - ¨光之团队¨渴望作为一个地区性的，国家性的跨学科旅游品牌发展参考团队而被大众认可。

• We want to become a useful tool for the local tourism industry because of our ability to generate proposals for the development of the brand "Huelva, the light“. - 我们想变成一个对当地旅游工业有用的工具，因为我们有能力创造和发展这样一个品牌：¨韦尔瓦，阳光之城¨

• We aim to contribute, from the generation of knowledge, for the consolidation of the province of Huelva as a tourist destination, integrating inputs from the diverse scientific, technical and artistic fields related to the concept of light. -我们的目标是从一代人的经验中，为让韦尔瓦省作为旅游目的地而作出贡献，这包括从科学，技术，艺术等多样的和阳光概念相关的领域的整合。

• Patterns of our work will be: participation, interdisciplinarity, networking, creativity and innovation. - 我们的工作模式将会是：参与，跨学科，网络工作，创新和创意。

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Interdisciplinary “Group of the Light”

跨专业团队¨光之团队¨

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Group of the Light: Disciplines 光之团队：纪律

STRATEGY & MARKETING

营销策略

FINE ARTS艺术

HISTORY历史

GEOGRAPHY地理

PHISYCS (photometric)物理（光度计）

BIOLOGY生物

HEALTH健康

Huelva University--Tourism Board

韦尔瓦大学旅游协会

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FIGURE

Physics Health

Geography History Fine Arts

Strategy & Marketing

Biology

Structure of the Research Team 该研究团队的结构

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…OF KNOWLEDGE (because of

its Universities) 知识

（因为由大学举办）

…OF MODERNITY (tourism with values,

with a soul) 现代

（有价值的灵魂之旅）

…OF OUR ANCESTORS

(heritage tourism)我们的祖先（遗迹之旅）

…OF ARTS(cultural tourism)

艺术（文化之旅）

…DIFFERENT (a different light,

a different tourism:active & outdoor)

（不同的阳光，不同的旅游，充满活力的，户外的旅游）

…OF LIFE & BIODIVERSITY

(nature and slow tourism)

生活&生物多样性自然慢速之旅

…OF HEALTH(health tourism-

-healthy destination)健康

（健康旅游，健康目的地)

HUELVA, THE LIGHT…

韦尔瓦：阳光之城…

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…OF HEALTH…健康



HEALTH TOURISM-HEALTHY DESTINATION

健康之旅，健康目的地

• Sunlight as a medicine-阳光是药:-for depression, irritability, "diseases of the soul" (it influences mood)-对于抑郁，易怒

（它影响心情）;-beneficial to the health of children (helps synthesize vitamin D)-有益于儿童健康

（帮助维生素D合成）;-beneficial to the health of the elderly (necessary for calcium absorption)-有益于老人健康

（钙吸收的必要性）;-it influences fertility-它影响生育能力。

• Some studies link exposure to natural light with a decline in Alzheimer's disease, a greater impact on brain cortical activity, higher quality & lower sleep disorders, & a reduction of the process of jet lag-许多相关研究表示，自然光线可以降低阿尔茨海默氏病的发生，对大脑波质的活动也有影响，让你有更高质量的睡眠，同时能降低时差感。

• These arguments would help to develop segments like family tourism-这些论证可以帮助发展家庭旅游项目。

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www.turismohuelva.org

El Portil beach Guadiana river

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韦尔瓦：阳光之城

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…OF LIFE & BIODIVERSITY

---生活与生物多样性的

NATURE AND SLOW TOURISM

自然和慢速旅游

• The light, energy of life-阳光，生命的能量:-The light and the beginning of life-阳光和生命的开始.-The light and biodiversity (the light as a fundamental ecological factor, modeling of ecosystems: wetlands, meadows)-阳光和物种多样性（阳光作为生态建设的基本因子，可以建立生态模型：湿地，沼泽）.-The light, the basis for vision-阳光，未来前景的基础.-Light as a regulator of daily and seasonal cycles of living things-每天规律性的阳光的季节的交替是生命的本质.

• Light-nature relationship (biodiversity, ecosystems, landscapes, flora and fauna, migratory routes of birds, ornithology, etc.)-阳光的大自然的关系（物种多样性，生态系统，景观，动植物，鸟类的迁徙路线，鸟类等等）.

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…DIFFERENT…… 不同…

ACTIVE & OUTDOOR TOURISM

主动及户外旅游

• …For quality: number of hours of sunshine per year, number of cloudy days per year, number of days with poor visibility, amount of aerosols or particles suspended in the air (clarity), number of days with Saharan intrusion, etc.-阳光的质量：每年大量时间的阳光，大量时间的多云，能见度较差，大量的空气颗粒悬浮物（清晰度），大量的沙尘暴入侵，等等

• Based on official data (1971-2000), Huelva (Coast) and its light…-根据官方数据（1971-2000），韦尔瓦（海岸）和它的阳光…

-…stands at the national maximum number of clear days for ten months a year, from February to November. The average number of clear days is the highest in Spain-…每年从2月到11月有10个月的晴天，是全国多天数的晴天。是西班牙平均晴天数量多的地方

-…holds the national peak sunlight hours between April and September-…在四月到九月是日照时间的高峰

-…doubles the number of hours of sunshine to Bilbao (North of Spain), and five times the number of clear days in this city-是Bilbao（西班牙北部）日照时间的两杯，是这座城市晴天数量的五倍 26

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…OF ARTS-painting-

…艺术，绘画

CULTURAL TOURISM

和文化之旅

Tuna fishing in Ayamonte (Joaquín Sorolla, 1919)

Tuna 在Ayamonte (Joaquín Sorolla, 1919)

Painting, as an artistic expression, has been able to strongly demonstrate significant arguments on the light of Huelva.绘画，作为一种艺术表达方式，已经可以强烈的证明韦尔瓦是阳光之城的论点。

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…OF OUR ANCESTORS… 寻根之旅

Dolmens

支石墓

HERITAGE TOURISM

遗产旅游Other resources

其他来源

More than 200 megalithic monuments in the province of Huelva, dating from the III millennium BC.

在韦尔瓦省有超过200座的巨石纪念碑，全部建于公元三千年前。

They have been interpreted as astronomical observatories, with a strong presence of the solar symbolism.

他们被理解为天文观测，象征着太阳系的强大存在。

This is oriented from east to west, so that, at the equinox, the first rays of sun move through the corridor and are projected onto the camera for a few minutes, perhaps a ritual where the deceased reborn in the afterlife, bathed in sunlight.

它由东向西，这样在春分的时候，太阳移动的第一缕光线可以在走廊移动，并能有几分钟的时间投射在相机上，在那里有死者往生的仪式，他们在前往来生时在阳光下沐浴。

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…OF MODERNITY

…现代性

TOURISM WITH VALUES, HUMAN TOURISM

区域旅游价值，人文旅游

• Huelva, a land of tolerance, peace, progress.

韦尔瓦，包容平静进步的土地。

• Today, Huelva is a meeting place of different nationalities and cultures, which becomes a target of reflection, thought and artistic interpretation: South Americans, North Africans, Chinese, Romanians, Bulgarians, Ukrainians, ... are mixed. Coexistence, harmony, understanding and prosperity are features to be highlighted to show Huelva as a land of peace, bathed in a light that allows for tolerance, openness and solidarity.

在今天，韦尔瓦是一个不同国籍，文化的人们互相包容的地方，这是反思思想，诠释艺术的目标：南美，北非，中国，罗马尼亚，保加利亚，乌克兰，他们混合在这里。共存，和谐，理解和宽容，这些特点显示出韦尔瓦是一片祥和的土地，它沐浴在阳光下，允许人们宽容，开放，团结。

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COMPANIES

公司

PUBLIC ADMINISTRATION

行政部门

UNIVERSITY

大学

A Triple Helix Model三股螺旋模型

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Viganella: The Mirror维加内拉: 镜子

https://www.youtube.com/watch?v=t8qkY12Hb0Y&hd=1

VIDEO-视频:

“Huelva de Cine”-韦尔瓦电影 31

镜子

阴影

北部南部村

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“The real power is in the brand, and it’s critical to have a strong person to drive and inspire the brand”

真正的力量在品牌中，关键是有一个坚强的人，能带动并创造品牌价值

Domenico De Sole, Former President and CEO of Gucci Group

GUCCI前总裁

33http://www.uhu.es/GEIDETUR/33

A different methodology for the development of a tourism brand: a case study

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Transcript of A different methodology for the development of a tourism brand: a case study