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The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
OLYMPIA CASE STUDYDestination Marketing Strategy
Athens University of Economic & Business (AUEB) & University of Kent, Adjust Lecturer
PhD, University of Piraeus
OpenTourism Co-FounderTourism Summer School Head of Academic Committee
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
OLYMPIA CASE STUDYDestination Marketing Strategy
Day 1
3This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
your expectations for today?
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Why Marketing Research is the FIRST step any Tourism Destination should take!
DIGITAL AGENDA FOR NEW TOURISM APPROACH IN EUROPEAN RURAL AND MOUNTAIN AREAS
5This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Let the journey begin!
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
A story about
going to the grand
pazar
7This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
11This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
1. Photo Contest
2. Kids Paintings
3. Facebook setup
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
The Mission of the campaign
To increase awareness + engagement of destination’s
target market
13
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
The Goals of the campaign
• To get emails of our target market
• To reach 6000 likes in Facebook page
• To increase page penetration (reach)
14
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
The Process
• Take a picture
• Enter the contest
• And the winner is…
• Follow us at online to find your photo
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
1
2
3
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
At ITB
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
On Site RESULTS Some thousands of ITB visitors pictures for
social media content
Some thousands of individual emails for email marketing
A winner
Highlights page in ITB
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
26
From ITB to now…
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Olympic Torch LightingOlympia, May 10th
Step 2 of the Campaign
27
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
28
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Campaign Results
Up to now…
29
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
30
January-March 2012
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
31
ITB March 2012
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
32
April - May 2012
Olympic Flame Ceremony, Olympia
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
The Results of the campaign
• Reached 6000 likes on Facebook page
• Increased page penetration
from -100 to 18.000 person reached
from 8 talking about to 300
• Database of 5000+ targeted emails
33
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
34
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Ok with your story, so I can do any
campaign whenever I want?
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
HOW?
38This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
1 MORE S MUST BE ADDED TO OUR 3S MODEL(SEA SUN SAND*)
39This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
STRATEGY
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Destination Strategy Process1. Marketing research 2. Segmentation3. Targeting 4. Positioning
5. Product 6. Price7. Place 8. Promotion
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Marketing Research in Olympia1. Marketing research
• A PhD thesis (2011) • 2 Master theses with primary marketing
research • A new primary research (2009)• A destination strategic plan (2010)• An MBA thesis in online strategy (2012)
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Destination Strategy Process1. Marketing research 2. Segmentation3. Targeting 4. Positioning5. Product 6. Price7. Place 8. Promotion
43This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
44This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
45This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
While they were
sleeping
or The Movie
46This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Gap = visitors’ demographic profile – providers’ estimate of tourists’ profile
Movie: The GAP
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Research Field
An ancient Greek religious site dating back 10 centuries B.C.
The birth-place of the Olympic Games.
The location of giant gold Statue of Zeus, one of seven wonders of the world
Place where Olympic flame is still lit
An UNESCO Heritage Site
It hosts one of the masterpieces of ancient Greek art, Hermes of Praxiteles.
Ancient Olympia, Greece
TOURISTS SURVEY PROVIDERS SURVEY
Study population
determined using EUROSTAT and WTO
determined using Tourism Satellite Account of WTO.
Samples National and international tourists, 15+ years old.
Lists of the local chamber of commerce. Owners or managers.
Sample size 268 95
Period 2 months 2 months
Variables Nationality, age, gender, education, income
Research methodology
TOURISTS SURVEY PROVIDERS SURVEY
Data collection
Personal interview using a questionnaire in 6 languages
Personal interview using structured questionnaire
Sampling Two stages Random sampling
Inventory method
Response rate
71% 76, 5% response rate
Research methodology
51This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Were they sleeping?
Results
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
NATIONALITY
18.4
15.8
13.2 13.2
10.2
7.15.3
18.9
32.6
14.7
3.2
17.9
7.4
3.2
0
5
10
15
20
25
30
35
UK French German Greek Italian Spanish Nederlands
%
Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
Results
53This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
These are destination’s tourists Providers market for these tourists
Results …what that means ?
but…
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
AGE32.5
22.8
17.916
4.5
9.8
30.5 30.5
24.4
4.9
0
5
10
15
20
25
30
35
19-29 30-39 40-49 50-59 15-18
%Results
Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
55This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Results …what that means ?
These are destination’s tourists Providers market for these tourists
but…
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
EDUCATION
27.225.3
22.220.6
4.7
16.9
0
44.9
7.9
30.3
0
5
10
15
20
25
30
35
40
45
50
University graduate Postgraduate College graduate University Student Basic
%Results
Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
57This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Results …what that means ?
These are destination’s tourists Providers market for these tourists
but…
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
INCOME (monthly)41.9
26.5
17.214.4
26.7
21.1
14.4
37.8
0
5
10
15
20
25
30
35
40
45
3000€ + 1500 - 3000 Less than 800€ 800 - 1499
%Results
Visitors’ actual demographic profile Providers’ estimate of visitors’ profile
59This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Results …what that means ?These are destination’s tourists Providers market for these tourists
but…
60This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
British
Female
Young (19-39)
holds a university degree
monthly income exceeds 3.000 euros.
French
Male
Older
uneducated
Poorer that he really is.
Results OutlineThe REAL Tourist of Olympia
The PERCEIVED Tourist of Olympia
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
The REAL Tourist of Olympia
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
The PERCEIVED Tourist of Olympia
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
The PERCEIVED Tourist of Olympia
The REAL Tourist of Olympia
64This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
The findings are important for researchers and practitioners, because of:
•the significance of demographic characteristics for consumers’ buying behaviour
•the extensive use of them in market segmentation
•the identification of distinctive market segments.
Discussion
65This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
strategic fit
False perceptions lead to ineffective decision making for •marketing segmentation •positioning & •marketing mix formulation.
66This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Where do we go from here ?
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Importance of primary and timely marketing research among all stakeholders in a destination
Useful tool for management in order to develop a Strategy and propose an ‘integrated solution’ to customers.
Research Contribution
DIGITAL AGENDA FOR NEW TOURISM APPROACH IN EUROPEAN RURAL AND MOUNTAIN AREAS
68This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
IMPACT OF BECOMEOLYMPIAN
CAMPAIGN
REAL
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
• http://www.facebook.com/video/video.php?v=161389313880807
70This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Day 2: Strategic Plan of a Destination: Olympia, Greece
More on…
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Thank you!!!
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Email: gzouni@gmail.com
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
IF YOU WANT TO READ MORE OF WHAT WE ARE THINKING…
www.slideshare.net/GeorgiaZouni
www.academia.com/georgiazouni
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
OLYMPIA CASE STUDYDestination Marketing Strategy
Athens University of Economic & Business (AUEB) & University of Kent, Adjust Lecturer
PhD, University of Piraeus
OpenTourism Co-FounderTourism Summer School Head of Academic Committee
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
OLYMPIA CASE STUDYDestination Marketing Strategy
Day 2
The contents reflect the author's views. The Managing Authority is not liable for any use that may be made of the information contained therein
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Day 2: Strategic Plan of a Destination: Olympia, Greece
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
The Vision
to help Olympia get the position it deserves in people’s mind as a
tourism destination
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Objectives
Increase Overnight stay
Increasing non package tourists’ stay
Increase tourist expenditure at destination
80This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
French & Germans29-49
Family TravelsHigh Income and
Education
1st Target Market2-3. segmentation- targeting1st Target market
81This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
82This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Positioning Strategy
This market views Olympia as aKnownKnownHistoric andHistoric andWell established and visited Well established and visited DestinationDestination.
«Unique Experiences for the family»
83This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Olympia’s site should be in French and German, apart from EnglishPresence in French and German magazines, Social media, Fairs.
Nationality
84This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Gender
Activities for both sexes
85This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Age
Different packages and activities for young people (youth festival, online-mobile applications ect) and for families (funfair, kids room and menu ect)
86This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Education
The visitor of this market is demandingHigh educational level and needs Accurate, instant and customized information
87This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Quality assurance, ISO, value, informationPromote the activities and events to spend their money! (via internet before trip and via flyers at shops or mobile apps )
Monthly Income
88This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
ο προορισμός να κάνει στοχευμένη και δυνατή παρουσία σε (Γαλλικά-Γερμανικά) Social media, forums, e-wom. στρατηγική με άρθρα σε στοχευμένα τουριστικά περιοδικά
Travel Information source
89This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
90This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
91This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
92This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
93This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
http://www.flickriver.com/photos/cathpain/tags/pentathlon/
Pentathlon Revival
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
• that Hercules run measured before 776 BBC• where Alexander the Great competed and lost – his father won (356 BC)• were Plato and Aristotle visited• were Thales died• Where Phidias made one of the 7 wonders
• Were enemies met and discussed and solved their problems
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Thank you!!!
photos
96This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
97This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
98This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
ItalianFriends and new couples
19-29Graduates
1000-3000 euros
Special niche target market
99This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
100This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Non StayersGreek,
German, Italian, Women
19-29 & 40-49Of all Education & Income
Levels
Major Target Market
101This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
http://www.olympialand.gr/
102This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
http://www.flickriver.com/photos/cathpain/tags/pentathlon/
This project is co-financed by the ERDF and made possible by the INTERREG IVC programme
Thank you!!!
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