PowerPoint prezentacija

DESTINATION MANAGEMENT AND THE
IMPORTANCE OF LINKED ACTIONS
Mihaela Kadija,
Zadar Region Tourist Board
„Innovation and Sustainable Development of Special Interest Tourism Products“
Zagreb, 5-6 April 2016
PRACTICE OF PUBLIC-PRIVATE COOPERATION ON DEVELOPING SPECIAL
INTEREST TOURISM.
A DEEPER ISSUE OD DEVELOPING A BRAND
MORE THAN JUST RESOURCES TO TAKE ON THE COMPETITION
HOW DO WE POSITION AND PROMOTE AN ATTRACTIVE AND
DESIRABLE DESTINATION IN CONDITIONS OF HUMBLE BUDGETS BUT
AMAZING RESOURCES
LET’S GET TO THE BOTTOM OF THE PROBLEM
HOW CAN WE EXTEND THE MAIN SEASON?
MOTIVATION IN “MAIN” SEASON?
70% of our traffic is in July and August
90% in 4 summer months!
PRICES?
So… (HOW) CAN WE EXTEND THE MAIN SEASON?
the WRONG QUESTION!
HOW DO WE MAKE SEASON THE WHOLE YEAR AROUND?
IT IS NOT THE SAME.
COMPLETELY DIFFERENT MARKET
motivation, needs, product, the communication,
OUR ACTIVITIES.
The answer is in EXPERIENTIAL TOURISM.
THE EXPERIENCE ADVANTAGE
TRAVELERS WANT MORE
NOT SIMPLY SEE THINGS
BE ENGAGED
So, we initiated a project to create ZADAR REGION EXPERIENCES
WHAT IS EXPERIENTIAL TRAVEL?
ENGAGES VISITORS IN A SERIES OF
MEMORABLE TRAVEL ACTIVITIES
HOW DOES IT WORK?
PHYSICAL ASSETS
+
EMOTIONAL INTERACTIONS
DOESN’T HAPPEN OVERNIGHT
A FUNDAMENTAL SHIFT
IS IT WORTH A WHILE?
Experts: FOURTH LEVEL OF ECONOMIC VALUE
PREMIUM PRICE
cost of the basic package
+
enrichment with new personal experience
A TOURISM PRODUCT IS WHAT YOU BUY
A TOURISM EXPERIENCE IS WHAT YOU
REMEMBER
(source: CTC)
SO, WHO DO YOU CALL?
LOCAL SPECIALISTS – DMCs
- LOCAL-AREA KNOWLEDGE
- PERSONAL CONNECTIONS
-ADDING THAT SPECIAL TOUCH TO ANY
SPECIAL INTEREST PROGRAM
Identify agencies to become DMCs
PARTNERSHIPS
TOURIST BOARDS, the DMOs,
+ TOURIST AGENCES, the DMCs
=
ZADAR REGION EXPERIENCES
Croatian association of travel agencies
DEVELOPMENT OF ZADAR REGION DMCs
embarked on a six months’ journey
4 WORKSHOPS FROM MAY - NOVEMBER
a place where you create new programs
considering further development
much more than just education
FIRST DMC workshop APRIL - 40 TAs, TBs
some simple questions
1. What makes our community special?
2. What memories do we want our visitors to leave with?
Tourist Boards’ HOMEWORK =
200 ATTRACTIONS
SECOND DMC workshop MAY – TA only
more questions
1. traveler interests / our offer?
2. collaboration, human resources?
3. what alreads exist or is possible?
Tourist Agencies’ HOMEWORK GUIDELINES:
- create experiential programs
- evoke the best
- create a motive
- meet the expectations
THIRD DMC workshop SEPTEMBER - TA, TB -30 participants
programs needed further motivation
1. PERSONALIZATION
2. our most DESIRED GUESTS? the more you know, the better.
3. focus on WHAT YOUR BEST GUEST IS LOOKING FOR rather than
spending time thinking about what you currently offer.
COMPILED 80 PROGRAMS
FIVE KEY EXPERIENTIAL GROUPS
15 agencies
the whole territory of the region
FOURTH DMC workshop, DECEMBER, TA, TB, 25 people
WE CELEBRATE!!!
Not WHAT TO DO, WHAT TO SEE
We succeeded in defining WHY COME TO ZADAR REGION?
SUMMARY
KNOWLEDGE (WHAT WE HAVE & WHAT OTHERS HAVE)
ANALYSES
GETTING EVERYONE AT THE SAME TABLE (GET THE CREATIVE JUICES FLOWING)
PRODUCING EXPERIENCES THAT ARE NATIVE TO OUR REGION
We are just at the beggining
A STEP IN CREATING A BRAND – 365 DESTINATION
DESTINATION MANAGEMENT AND THE
IMPORTANCE OF LINKED ACTIONS
Mihaela Kadija,
Zadar Region Tourist Board
„Innovation and Sustainable Development of Special Interest Tourism Products“
Zagreb, 5-6 April 2016