The fundamentals of a tourism marketing strategy

[shukla7789]

It's quite natural to entrust a destination's tourism strategy to an external agency; it's a little less conventional to entrust this exercise to internal teams. However, this is a mission that was entrusted to me in tandem as part of a merger between two neighboring tourist offices in Auvergne. Through this professional experience as a digital marketing director, I wanted to return more broadly to the fundamentals of a tourism marketing strategy as a whole.

The collection and analysis of objective data
Although the personal experience of a marketing manager remains an important element in carrying out a marketing study, it is often marked by a personal feeling that may not be shared by all stakeholders. Thus, one of the first steps lies in the collection of several sources of data, both quantitative and qualitative, such as tourism diagrams, image studies, polls, surveys, interviews, focus groups, collaborative workshops, observatories, etc. All this data is then compiled, cross-referenced and analyzed to retain the salient elements and carry out a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) . This is often the most significant step and undoubtedly the most important as it will fuel reflection and allow future northeast mobile number database to be argued in terms of brand, positioning, markets and targets.

The realistic choice of the brand
From a purely marketing point of view, the brand is a name and a set of signs that give it power on the market , distinguishing it from competing offers and influencing the perception and behavior of customers.

The choice of brand must generate support and involve all stakeholders:

The teams that operate the brand around a positioning and an action plan.
Socio-professionals in the area who integrate and promote it, being aware of its strengths.
Elected officials who support her politically in the communities.
Customers who “buy” it and recommend it.
On this last point in particular, the strength of a brand lies more in the performance of the product than in the communication . It is surprising to see how some destinations can take the concept backwards by giving more strength to the communication than to the product. With the risk of creating a differential in the mind of the consumer on his perception of the brand image between the promise (partial vision) and the reality (real vision) which will inevitably influence the intentions of revisits and recommendations. We easily understand that it is complicated to recommend a destination that has disappointed us.