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Information providing is selling your tourism destination. This strategy becomes more important with the power of internet. Lecture for 1st year tourism management students, case study ThailandReisgids and Euro Leisure B.V.
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Euro Leisure & ThailandReisgids.nl - case study
Information = selling your destination…
A case study….Thailand
Objective of this presentation
“To explain the importance of information providing on destination development”
Euro Leisure & ThailandReisgids.nl - case study
Topics Introduction Euro Leisure & ThailandReisgids Influences on destination development Tourism Masterplan & Thailand From plan to action TAT to ThailandReisgids Campaigns TRG – informing = selling Future…?
Euro Leisure & ThailandReisgids.nl - case study
Introduction Euro LeisureEuro Leisure: Tourism Management & Consultancy company.Core business: development of tourism
Euro Leisure & ThailandReisgids.nl - case study
MICROHotels, resortsHoliday parksTheme parks
MACRONational Master planNat. marketing plan
Regional policy plans
Introduction ThailandReisgids.nl
100% online Largest Thailand portal of
Benelux From information site to travel
seller. Now: also Thailand
travel specialist.
Selling tailor made tours, tickets, hotels, maps etc.
Euro Leisure & ThailandReisgids.nl - case study
Influences Destination development
Euro Leisure & ThailandReisgids.nl - case study
Destination
Influences Destination development
Euro Leisure & ThailandReisgids.nl - case study
Destination
Market developm.
Economy
Politics
Tour operators
Accessibility
Attractive-nessAccommo
dations
YOU!!! (consumer behaviour)
Tourism Master PlanObjective: To attract more European tourists to Thailand
2 things to do: 1.Develop/ improve tourism inside the country – Development strategy2.Approach potential tourists actively – Marketing strategy
Euro Leisure & ThailandReisgids.nl - case study
T. Master Plan - recommendations
Development strategy: Get pressure of existing tourist centers Locate new development areas Clean beaches Involve local people in development process
Euro Leisure & ThailandReisgids.nl - case study
TMP - recommendationsMarketing strategy:
Eye opener 1: Europe is not the same. Eye opener 2: tourists coming in low season are not the same as in high season
New target groups: Niche markets (spa, golf etc.) Main promotion channels: friends & relatives & Upcoming internet (1999)!!
Euro Leisure & ThailandReisgids.nl - case study
Influences Destination development
Euro Leisure & ThailandReisgids.nl - case study
Destination
Market developm.
Economy
Politics
Tour operators
Accessibility
Attractive-nessAccommo
dations
YOU!!! (consumer behaviour)
=to be “manipulated” by internet
From plan to action!Internet is booming and will turn the travel world upside down.Informing = sellingAction: Establish Dutch TAT website
Euro Leisure & ThailandReisgids.nl - case study
TAT website: informing = selling2000 TAT website established by Euro Leisure
Basic information about practical matters (money, visa, communication etc.)
Basic destination information and to see and to do No commercial purposes
Euro Leisure & ThailandReisgids.nl - case study
TAT website to TRG2004 TAT to Brouwer Betist – website handed overEuro Leisure has knowledge and informationCould be commercialized
2006 Thailandreisgids online!Objective: to become the largest Thailand information portal of the BeneluxOver 350 pages of Thailand informationNew development: get direct in contact with supplier in Thailand.
Euro Leisure & ThailandReisgids.nl - case study
TRG - now
Problem so new strategy needed:Too little income and many requests for travel
products. Why not selling Thailand tours/ trips?
New strategy: by providing Thailand information selling the destination
Euro Leisure & ThailandReisgids.nl - case study
Informing = selling: TRG campaigns
Austrian Airlines campaign
Euro Leisure & ThailandReisgids.nl - case study
Examples Viral Marketing: Jump mee naar Thailand
Euro Leisure & ThailandReisgids.nl - case study
The future…?
Online marketing communication - ThailandReisgids.nl - case study
Microsoft
Thank you!
Euro Leisure & ThailandReisgids.nl - case study