Tourism Review Online Magazine - Destination Marketing Update

8/6/2019 Tourism Review Online Magazine - Destination Marketing Update

1/12

Dea ae ad

bad ae a eea pat

f a p pject et t

aet aac, ct, e

or the whole country. Get

updated the e f caeda ae, a ecet

d ead ct bad-

, ad ecet evet a-

e.


2/12

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PROFESSIONAL Destination Marketing update

May, 2011

City branding and identy f pace haveaued cete-tae pc debate audbth ecc devepet ad uba eade-hp ecet ea, a uba aea ae fcedt cea cpete aat each thef vetet, taet ad vt. A ept bEUroCiTiEs exaed the bet pacce aEupe ead etpe a a ea tpvde a tt f the t app th ea- t fuate the w bad det

ad p tate. The ept tae exape f ce a dvee a machete,ghet ad Tapee.

introDuCtion

i ea 2010, EUroCiTiEs etabhed aW gup Ct Aacvee adBrand Management, which involved over 40Eupea ce a daue aud a w-

abe udetad f the e f pace bad- ad ba p the eccdevepet tatee. The w, dcuedat evea evet ac Eupe, cuated a peca cfeece zaaa, spa Decebe 2010, whee the ept waadpted.

i h tduc, the Deput ma fl ad Vce-Pedet f geate l Jea-Michel Daclin charts the emergence of city

bad a a cequece f the ecc

de f uba devepet, fw teae cceta paa, ecut adata ue. Th ew uba epha

ae ad bad, he cde, a at-

ua devepet ve the ba ea whchce w have t cpete teaafor talent, investors, events and tourists. As a

e t f uba devepet theefe, ct

City branDinG MuSt refleCt

on the paSt anD point to the future


3/12

18


May, 2011

Fax +49 (0) 30 25 00 85-275

Erich Schmidt Verlag GmbH & Co. KG

Genthiner Strae 30 G10785 Berlin, Germany

Order Form

Tourism Development after the CrisesGlobal Imbalances Poverty Alleviation

Edited by Prof. Dr. Peter Keller and Prof. Dr. Thomas Bieger

2011, XII, 248 pages, with numerous figures and tables, (D) 39,95/USD 58.00, ISBN 978-3-503-13002-3

International Tourism Research and Concepts, Volume 5

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We only collect and process your da ta for the performance of the contract, for thefostering of the ongoing customer relationship and to inform you ab out our offersand prices. You can stop your data being used for advertising purposes at any time.If you would like to do so, please send a letter by post or fax, or send us an email [email protected].

Erich Schmidt Verlag GmbH & Co. KG Sitz: Berlin Persnlich haftendeGesellschafterin: ESV Verlagsfhrung GmbH Amtsgericht: Berlin-Charlottenburg 93 HRB 27 197 Geschftsfhrer: Dr. Joachim Schmidt

Please order at your bookshop or send it directly to:

Erich Schmidt Verlag GmbH & Co. KGGenthiner Str. 30 G 10785 Berlin GermanyFax +49 (0) 30 250085 27 5 www.ESV.info [email protected]

erich schmidt verlag

A u f W i s s e n v e r t r a u e n

.. , . ,

, , , : ..

,

. ., ,

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. : : : -

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This book provides a unique analysis of therecent financial crisis on world tourism andparticularly the development models whichcontribute to reduce poverty.

The volume is based on the knowledge of anetwork of more than 300 researchers andincludes experiences from Europe, Africa andAsia. It focuses on the latest economic crises asa framework for analyses and as a real life casestudy.

A substantial contribution for the impactof tourism development in time of globalimbalances!

For further information:

www.ESV.info/978-3-503-13002-3

Lessons

to be learned

for the Futureof Tourism
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19


May, 2011

devepe have t cde What is a citybrand? How should it be developed and withwhom? Which communicaon tools should beused? How should the brand be managed?heargues.

m Dac cue hweve that the ept

hud t be ee a hed pduct f ead-ade bad u appcabe a Eu-pea ce but eve that t hud bethe ta pt f debate, a ce ae bydenion, mullayered and highly varied en-es, where specic tailor-made policies are aprerequisite for durable long-term results. It wth that the acadec pubhaet ht ve-budeed wth cthw t bad ce te ad that the e-

date vaue f th (fee) ept that t c-de ee pae ad ucce tef wde debate athe tha -the-pe pccup.

Main finDinGS

The ept aue that hav a ct badtate b the fw vaue t ce:

ceaed cpevee, eu a

pve pact vetet, jb, habt-ants, visitors and events;

hhe etu vetet ea etate,infrastructure and events;

cheet ct devepet, a the phca,ca, ecc ad cutua apect c-be t deve the bad pe;

pde the ct a the habtat, bu-ee ad tu expeece a ew

ee f pupe ad dec.

it cte the exape f gea, whee the1980 ad 1990, t evu f a du-ta pt t a ct ec ceted tu-

ism, services and technology saw the inter-aa ewed achtect re Paeped b the ct t ctuct a ewae. Pa pa aw gea e-aeda a uba abat pud f t pat butpe t va, whe fte a ee fcu a we a wth thuh the pa- pce. Th wa bed b a ew, ceted the wd gea but f- wath. i ctat, the swedh ct f

katad ha etaed the ae bad ce

1989, e t eputa f hptatad quat f fe.

The ept cde that e t th pcef w up a ct bad :

aw ce t devep a te v

f theeve b th abut what thect , what the ct wat t be, ad hw twants to get there;

hep ce t fcu hw the wh tdevep the futue;

ecua ce t th bed the cu-et tua de t ceate ew pp-tue;

cea a dac evet that waact ad eta cecve dvdua ta-

ents.it a aue that ce eed t dee the

tate f the bad, cud the e e-ae, the bjecve, ad the taet audece.Whe dea wth a bad ached a ctdet, a ube f p ae avaabe:

the fu achtectued bad: the bad haa ad a a wth a pece eathat creates an image and is highly memo-abe;

the ppa bad: the bad a tate-et f, ad a pf f, the p f thecity;

the aed bad: the bad the ct tef,ad the aete ha t chae pepe pe-cep f the ct.

Hee the exape f much ve,wheeb befe the 2006 Wd Cup, the ctdecded bud a ct bad f a vaet

f ue. it bea b de a et f eque-


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May, 2011

et f the bad: that t hud be quct ceate, ef-expaat, cve a facet fthe ct, bud eced b, be te-be t ba audece, utabe f pub-c ad eda ea, ue the ct tef aedu ad aw f pate tea. The

end result, the slogan Munich loves you wascdeed t eect a thee equeet.Design features and imagery were then gen-eated t captue the ct ce chaacte-c: quat f fe ad eue e; exceetetw; ecc ad cec hptat;teace ad cpta ut; dacwth hh-achev pt.

The ept a advace the vew that tae-hde devepet cuca f a ucce-

fu ct bad a ct authe cat actae but eque put ad wehp b theca pvate ect, tut face ad cvcet. A uch, the taehde appachut ecpa a ube f tad:

patehp: the taehde epeetaveeed t w tethe u a patehpappach, t eue bu- ad bad ced-bt;

eadehp: the taehde pate eed

t eadehp t vece a teadeece ad t eue pe ad eec-ve dec a;

cut: cut fudaeta bththe patehp ad the eadehp, teue a -te tate ad bad dua-bt;

haed v: taehde ut hae avision for the future of the city if they are tofuate a cea bad tate;

ac-baed peeta: t peet

the bad tate ad ceate the bad,

taehde ut aee a apppate et

f ac at each tae.

Fa, ce the ct bad ha bee deve-ped, t eed t be pted ad cu-

cated t t deed taet up. The ept

uet that ube f ted ca be de-

ed te f hw ce cuet pte

the bad:

tadta eda uch a ewpape,

aae, ad ad TV, ae t ve uch

pat f the x; appache va f ta -

dta pe eat t bta edta

cveae taeted ewpape, aa-

e TV chae, t pue advet,ht thuh t pt a ct a

ata teata ct cpa- tabe;

pecc evet, whee cutua, p

ecc acve ae hted, ae uefu

p the ct eae t a pecc

taet up;

abaad etw ae hep t pead

ct eae ac the be ad ae a

uefu a bad uppt f e-be f the ca cut, b v the

Abaad tatu;

ca eda cea e the pp-

tunity to communicate with younger target

audece wh a be hade t acce

thuh e tada eda; echa-d t ca be a ve ecet wa

f p the ct bad t a ae aud-

ence.

ConCluSion

The ept ccude daw thee ce-

ta eceda f the w ve thepat ea:

as part of the link between a citys brand oerand its identy, it must ensure that the brandmessage both points to a future perspecveand remains rooted in the true story of thecity. Cies should not seek to stretch the gapbetween rhetoric and reality however.

there are no shortcuts to successful branding,stakeholder involvement in brand development

is crucial to ensure connuity and shared vision.However, clear leadership and brand manage-ment and governance are also necessary.

there is no single formula for success as cit-ies have to respond to their own parcularsituaon, but those which are proacve andaware of the experiences of others stand agreater chance of succeeding.

ByAndrew Stevens

hp://www.citymayors.com


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May, 2011

Working on the German aet ve qutea peve vew hw the whe wd cpe t aact the gea tutt the w dea. Eve 2010, ge-a, the caed wd tave chap,ced t p a the tp pede e-

ue ad bue tp.

Eve pbe tate deveped ad ae pet adve capa.Nevertheless, to a certain extent, Germanyea ae tada t appach tadve. F tace, f the ca edaae eea ta a wde pat the a-

e tatee, the gea aet the

uece dete e eevat tha ee-

whee. The eea pubc ted t be fath-fu t t w chce, ee v theae tut dea f eea. Ce-ta t qute dcut t dee a ea ated tate uch a aet, a x f betpacce ea a vabe u.

Eve f, athe tave fa, te-net use has reached the widest majority ofthe ppua, t e extet ceta taetup each a hua ctact de

t pace the a chce. F th ea fapa a ve ptat e ad e athe t uccefu tu exhb thewd tae pace gea. it qute c- t vt a fa a a fa suda evet.

Pe w pa a ve ptat e acut whee ewpape ad aae aewde pead ad ae eea cdeedauthtave. Theefe a d ace evate e pepe tha web 2.0 tate-

e. The aa f pe ad fa tp

DeStination MarketinG

for GerMan travelerS


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May, 2011

ha f th ea a paaut ptace de t cve the dea expeeceto the media and the travel trade.

The eed f cpeheve fabefe a a dea chce eathat t t awa a ea ta t vatea cet t chae t habt f ethew. T cucate ew fact abut a wew dea t t ead a ctuetwad a ew e vve pcet wt- ad a d x betwee adveta adadve techque. The gea eed tfee afe ad t pepae a tp thuh

de t e ptea , ea at t d theeve a ufaa tua- wthut w hw t eact.

Depte the cpext th aet htpeet, w gea hh ewad- epeca te f eea pubcfathfue. oce cvced, ad pvepeed, the gea w pbab eepc bac t a tut dea ad peadthe ew a h acquatace.

By Maggioni Tourist Markeng

hp://www.maggioni-tm.de
http://www.tourism-review.com/


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May, 2011

As the popularity of social media increasesa ue, de the ppuat f caeda ae a dea. Thekey words for tourists and marketers in thisctat-cha e ae ae CrEATE,sHArE ad inTErACT.

In recent years, a growing share of destina-tion marketing efforts was directed to socialeda t uch a b, Twtte, Facebad yuTube. sca eda aet ee

to engage customers with the destination, ina actve tate whch ue bece pa-tcpat. sca eda aet evvearound social interaction, conversation, col-abat ad the ceat f e c-tent.

i 2011, th ae ted a evee pwe, a the ppuat f ca edabea a t. F exape, thee ae w

ve 500m acve Faceb ue ad appx-ate 175m Twe accut. Eve f eateptace, that ca eda chae aebec aj t f hua teac, whch pepe hae fa ad eawhat ew ad what ae.

sca eda ae 2011 tae the uef the audece e tep futhe, h evee ct ad epbt t the hadf web ue. Wth th ctext, the e

tut w ta evea e:

CREATE. Web ue ae cea a tu-ism-related user generated content, sucha upad pctue ad vde, haeexpeece ad eced aac.F th pupe, a w ube f

dea pvde e teac

pa uch a a Faceb pae ad aTwe accut.

SHARE. Web ue hae the ctet thegenerated with their social network, add- e fed t the cvea ad

dtbu the dea. Dea

SoCial MeDia MarketinG:

touriStS are the neW MarketerS


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May, 2011

ht uppt the ha pce ucpe whch ue have t avotes or likes.

INTERACT. Web ue teact wth thedea, evea e vt t a-te e eahp. B ceat- ad ata eahp, thedea w ech aude ad ethuh the web, ad ea fe a we.

F exape, Captue Jda a ew aet- ave auched b Jda Tu Bad mach 2011. i th pht ctet, pepe

wh vted Jda ae ecuaed t upad

the pctue ad cpete f a pe. Th -pe ctet efd the e ca eda aet-

cpet: ue ae cea ctet bupad pctue; hae the pctue wth thenetwork to gain more votes; and interact withdea Jda, e-v the ee adupp tu f the cut.

T ccude, a the ppuat f ca edaceae a ue, de the ppuatf ca eda ae a dea.i th ctat-cha e aea, webue ae w bec the cete f a ae

whch the eeate the ctet, dtb-

ute t ad cue t. Whe the e f webue chae, de the e f deaae aa, equed f -depthudetad f ew eda, ud-beaceavt ad pee va.

By Eran Keter

Eran Keer is a tourism markeng professional, thedirector of E. Keer Consulng and the co-author ofthe book: "Media Strategies for Markeng Place in Cri -sis: Improving the Image of Cites, Countries and TouristDesnaons" (Elsevier, 2008).

hp://www.eKeer.com


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May, 2011

Thee pt aveae. We wdad b a ceaue ecet that have tuc achd. se f the buwd that have beepevaet u dut the pat ea have

included

1. Vaue

2. sutaabt

3. Ceavt / Budet

4. ROI, ROE, ROR (I for investment, E foreaeet, r f eahp)

What we have ae cet wh eed tceate evet wth pact, but wh a utpve the vaue f the evet t the teacet. o ceve pa, we have de-te ee the ube t deceae p-a a quaf f ceve pabece e chae whe ae taetac a dute ae hade t each. Fcfeece pa, ube ae wbe t e aa a tave etc aeed. The wdwde ue f the teet adits many associated social media streams hasade u ba ce ad ha expeaceaed u acce t fa.

A the acce t fa cue tw, the eed f evce pvde wh aeexpet the aea w bece eve eptat. Th w cut ac a ect a the

need for life-long learning drives conference

DeStination MarketinG:

CreatinG eventS With iMpaCt

aedace f aca ebe wh utta cuet wth the apd chae aeca ba dute.

oaa at the aec eve ce-ve hue, Pr ad expeea aet-ing agencies will need to remain ahead of thecuve t eue ucce f the cet. De-a maaeet Cpae wh pvdeevce t bth ed cet ad aec cet

epee the have a expee that

cude the bead ad bue c ftapta, accda, acve adevet ad whe th expee fu uedthee uch a t be had f the cet.

Ft udetad u pa bjecve cca. yu ut che a dea thateet thee bjecve, whethe thee aeewad, va, pa tafa-. oce the dea che, a pate

who not only has the knowledge of the des-


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May, 2011

t, the u w be aued f a uccefu p-a whee eahp ae deepeed adbjecve ae exceeded.

That is the future of what every event needs

t be. i t up? ye, dete, cetae t the futue athe tha eac uch t edate eed, ad ae abe tee that wth pa ad tuctue, pathat w dve ae ae bac the e adthat tave ceve ea a uateewad, e that wth ped the et ea. Cfeece a ted abve ae a

a, but a ate udetad f hwt deve eevat ad pacu evet thatw dve t thee bjecve cca. sea-e pea ae the aveae, the , theba f u pa. Udetad hw tweave eeet that w pe aa,

dve va, ebace ad ecuae c-ec ad cuca th whethe expeece bece eevated ad ea-fu. Th eque tatec devepetf a pa that at each tuch-pt, fthe t auceet t the a d-be eabe. it eque a tea that pa-ate abut cua a the ba, adwec uet t the he wth pehearts and smiles that engage, and who wants

to make sure that at the end of the day, thecet ba the w f hav ade a eatchoice, even as we know they are moving on toathe pa.

Whe ee the evce f a pfe-a evce aa, u d eed tseek value, and to understand the value is notawa the wet pce. rathe eat vauece f a cba f chce. F aee ceve pa th a cude

the a, ud tapta ad acc-da p, aee, vea fee fthe dea ad the acve ad evet,ad ptea educa ad etwpptue. Uate pat f th beceabut ch a tea that w have ewth u tea ad b a v t fe. Wheu ca d the cba that ha the bet

the upw, ad tade hw ae eepved aedace. The ut t qute, but t ceta efeh t ee thatthe ptace f face t face cec eced, ad the pptue w c-ue t w.

By Tahira Endean

CMPDirector, Team Creave and Producon, CantravServices Inc.

hp://www.cantrav.com

Tourism Review Online Magazine - Destination Marketing Update

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