Competitividad Desaf o Global para el Reto Local€¦ · personality that is different from all...
Transcript of Competitividad Desaf o Global para el Reto Local€¦ · personality that is different from all...
Branding and
Marketing Tourism
Clusters
Chris Seek
Solimar International
Topics
• Branding Strategy
• Role of Clusters in Branding
• Branding Case Studies• Branding Case Studies
• National: Australia
• Regional: Douro Valley,
Portugual
• Product Focused: Dominican
Treasures
World-Class Sustainable Competitive Tourism Clusters
Dominican Republic, Punta Cana 2010
AustraliaAustralia
• The sum of beliefs,
ideas, and impressions
that a person has of a
destination (Crompton, 1979)
Destination Image
• Destinations are
intangible they cannot
be sampled or tested
before the purchase like
most products
• The destination image
influences traveler’s
choice
Creating the Destination Image
Organic Induced
Images formed by individuals
themselves through such things as
past experiences with destinations,
and through unbiased sources of
Images created through information
received from external sources,
including destination advertising and through unbiased sources of
information (e.g., news reports,
movies, newspaper articles, etc.)
including destination advertising
and promotion
Dunn 1972
“Branding is perhaps the most powerful marketing
weapon available to contemporary destination marketers” (Morgan and Pritchard, 2002)
Branding
What is Destination Branding?
• A process used to develop a unique identity and
personality that is different from all competitive
destinations
• Combines all things associated with the 'place’ that • Combines all things associated with the 'place’ that
collaborate under one brand – what makes us unique?
• Its aim is to capture the essence of the destination, in a
unified manner, and can be consumed simultaneously at a
symbolic and experiential level
• It is then used to market those unique added values to
consumer needsAlastair M. Morrison, Donald J. Anderson - Purdue University
Photo Credit: The Dominican Republic Ministry of Tourism
culture
Photo Credit: The Dominican Republic Ministry of Tourism
Photo Credit: The Dominican Republic Ministry of Tourism
landscapes
Photo Credit: The Dominican Republic Ministry of Tourism
architecture
Photo Credit: The Dominican Republic Ministry of Tourism
aesthetics
Photo Credit: The Dominican Republic Ministry of Tourism
Photo Credit: The Dominican Republic Ministry of Tourism
festivals
Photo Credit: The Dominican Republic Ministry of Tourism
Photo Credit: The Dominican Republic Ministry of Tourism
heritage
Photo Credit: The Dominican Republic Ministry of Tourism
Photo Credit: The Dominican Republic Ministry of Tourism
nature
Photo Credit: The Dominican Republic Ministry of Tourism
Photo Credit: The Dominican Republic Ministry of Tourism
industry
Photo Credit: The Dominican Republic Ministry of Tourism
Photo Credit: The Dominican Republic Ministry of Tourism
cuisine
Photo Credit: The Dominican Republic Ministry of Tourism
Photo Credit: The Dominican Republic Ministry of Tourism
activities
Photo Credit: The Dominican Republic Ministry of Tourism
products
Photo Credit: Casa Bonita Tropical Lodge
services
Photo Credit: Casa Bonita Tropical Lodge
Photo Credit: The Dominican Republic Ministry of Tourism
experiences
Photo Credit: The Dominican Republic Ministry of Tourism
Personalizing the Branding Message
Experiential Marketing:
• Focus on the customer experience that goes beyond the
utilitarian value of products and services (hedonic value)
• Focus on the consumption situation and how to engage the
consumer in an emotional wayconsumer in an emotional way
One-to-One Marketing
• Each consumer is an individual with personality, life
experiences, personal stories, value system, etc.
• Consumption behavior and brand relationships are channels
of self-expression
Permission Marketing
• Voluntary engagement rather than interruption
Role of Clusters
and Branding
Source: World Tourism Organization. A Practical Guide to Tourism Destination Management (2007)
Australia Case Study
Target Market: Experience Seekers - looking for unique,
involving, and personal experiences from their holidays
Destination Image:
• ‘Nice to have’ as a travel destination not a ‘need to have’
• Have no compelling reason to visit now
• The Australian personality is clearly defined – open, real,
genuine, down to earth and welcoming
• The brand is positive but stagnant for them
Branding Strategy
• Communicating a sense of ‘new’ news
• Bringing the brand to life
• Staging experiences they can be involved in rather than
just observe
• Focus on the inextricable link between the Australian
personality and the physical environment
Australia Case Study
Douro Valley, Portugal Case Study
Situation Analysis:
• 3 UNESCO World
Heritage Sites with unique
cultural and natural
attractionsattractions
• One of the poorest regions
in Portugal and Europe
• Lack of tourism planning &
cooperation
• Unknown destination
image
Douro Valley, Portugal Case Study
Situation Analysis:
• 3 UNESCO World Heritage
Sites with unique cultural
and natural attractions
• One of the poorest regions • One of the poorest regions
in Portugal and Europe
• Lack of tourism planning &
cooperation
• Unknown destination
image
Douro Valley, Portugal Case Study
CED - System for
Measuring Excellence in
Destinations (SMED)
In depth analysis of:
• Destination • Destination
Sustainability
• Destination
Governance
• Activities
• Services
Douro Valley, Portugal Case Study
Outcome of SMED:
• Douro Valley, Destination Management Organization
Douro Valley, Portugal Case Study
Next Step: Creating the Douro Valley brand and
building the cluster
• Bring destination leaders together to form destination
sustainability council
• Engage residents and industry to identify the • Engage residents and industry to identify the
uniqueness of the destination
• Encourage and rewarding industry adoption of the
Global Sustainable Tourism Criteria
• Create destination competitiveness committees
Dominican Treasures, Case Study
Dominican Treasures, Case Study
Situation Analysis:
• Clusters, USAID and other
international donors have
supported community based
tourism throughout the DRtourism throughout the DR
• These enterprises lack
marketing and sales
• Dominican and international
tour operators are in
demand for new sustainable
tourism products
Dominican Treasures, Case Study
The Model
Develop Brand and Brand
Develop Brand and Brand
Identify Network Members
(Community Tourism, Boutique Hotels, Attractions, and Tour
Identify Network Members
(Community Tourism, Boutique Hotels, Attractions, and Tour Brand
CriteriaBrand Criteria
Hotels, Attractions, and Tour Operators)
Hotels, Attractions, and Tour Operators)
Provide Training
to improve sustainability and quality
Provide Training
to improve sustainability and quality
Connect Brand to Markets
Connect Brand to Markets
Dominican Treasures, Case Study
Anticipated Outcomes:
• Clusters provided a tool to
support community and
small enterprises
• Access to new markets for
Dominican tour operators
• Tourism businesses directly
supporting conservation,
community development,
and cultural preservation
Branding and Marketing Tourism Clusters
Summary
• Branding is one of the most powerful marketing tools
available for destination marketers
• Branding is an important tool to help build and • Branding is an important tool to help build and
strengthen clusters
• Branding can be used to support sustainable tourism
objectives
Contact Information and Questions
Chris Seek, President
Washington DC
www.solimarinternational.com
202-518-6192 x101