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AIEST 2006 report on workshop 3 Marketing tactics

AIEST 2006 report on workshop 3 Marketing tactics AIEST 2006 - Report on Workshop 3 AIEST 2006 - Report on Workshop 3: Marketin g Tactics CLAUD E ORIGE T DU CLUZEAU A tactic can be considered as a way to imple­ graph libraries for journalists and PR/Public ment a strategy and fulfil its objectives; in relations (in particular familiarisation tours terms of marketing, it is an actual fact of pro­ for journalists and tour operators). This motion, pricing, branding or distribution, could stimulate a structured image of the meant to bring to reality the pursued goals. country and its summer activities, and this enriched image may feed the desire of the The four papers presented in this work­ British to travel there. A whole branding strat­ shop have been tackling this topic of the egy would then need to be implemented. marketing tactics, in quite different ways. They demonstrated strongly the variety of The presentation of Michael Fux is means that a tourism marketing strategy can rather a question than a demonstration, be­ adopt, as well as the deadlocks it may face. cause his study is just starting. It deals with "Cooperative Customer Relationship Man­ As far as deadlocks are concerned, it agement in Tourism Destinations - Evalua­ seems that the case presented by Tomasz Studzieniecki can illustrate them: the trans- tion of an Outsourcing Concept". The basic situation is that multiple service providers border region of BUG (in Poland, Bialorus- end up with a pretty ineffective system, sia and Ukraine) is a place with high ambi­ where many actions are undertaken twice or tions of collaboration, namely in tourism. But, in spite of the fact that BUG can dis­ more. The idea to be benchmarked is to play common cultural themes (on war, reli­ transfer the CRM to another body, directly related to the DMO, and to identify the type gion, rural life...), with a consistent cultural of body and the way it should operate. heritage, there is up to now no common tourism authority to promote it together: Dagmar Lund-Durlacher's presenta­ each region has its own tourism office tion on "Affinity Group Marketing and working independently and there are few Success Factors of Marketing Cooperation" common tourism projects. Furthermore, is a typical example of what a practical tac­ the border points are difficult to pass, be­ tic can consists of in terms of promotion cause of the long waiting lines, customs and and distribution. The Austrian Tourism procedures that mostly depend on the re­ Board (working as intermediary between spective states. Besides, the sen-ices are of­ tourism and culture enterprises and the ten pretty poor. So the logo is ready, know clients) has concentrated its efforts on the how transfers are starting, but BUG is yet affinity group of classical music lovers, a definitely not a tourism destination. pretty homogenous segment of the tourism market of the country. Targeting How can Finland improve its market these affinity groups means to first acquire shares on the British market? The presenta­ a good knowledge of them, in terms of pro­ tion of Saila Saraniemi on "Publicity and im­ files and propensity to travel to classical age in a country". Case Finland in British music events and festivals. It then needs to press", deals with the image of Finland in the apply appropriate means of informing and British press, through the analysis of 155 trav­ serving this market. And, last but not least, el articles written by 83 journalists. It appears the wise thing to do is t o build up a network that, in these articles, Finland is mainly relat­ Claude ORIGET d u CLUZEAU of these clients. In the case of classic music ed to winter activities and to Christmas, less C.O.C. Conseil lovers, the process goes "from passion to to Helsinki and a few other cities (like Tam­ 9, Avenue Ducis profit". It is also an efficient way of coun­ pere with the ghost of Lenin), and finally that 92500 Rueil-Malmaison teracting volatile demand. Lapland is more notorious than Finland. The Phone: +33-1-47 51 02 78 research points out the need for a stronger ac­ Fax: +33-1-47 51 01 22 As far as tactics are concerned, there tion in terms of publicity, ready-made photo­ E-Mail: c.o.c@wanadoo.fr seem to be no limits to imagination. Tourism Review, Vol 61, No 3/2006 http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

AIEST 2006 report on workshop 3 Marketing tactics

Origet du Cluzeau, Claude
Tourism Review , Volume 61 (3): 1 – Mar 1, 2006
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Emerald Publishing
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Copyright © Emerald Group Publishing Limited
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1660-5373
DOI
10.1108/eb058480
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Abstract

AIEST 2006 - Report on Workshop 3 AIEST 2006 - Report on Workshop 3: Marketin g Tactics CLAUD E ORIGE T DU CLUZEAU A tactic can be considered as a way to imple­ graph libraries for journalists and PR/Public ment a strategy and fulfil its objectives; in relations (in particular familiarisation tours terms of marketing, it is an actual fact of pro­ for journalists and tour operators). This motion, pricing, branding or distribution, could stimulate a structured image of the meant to bring to reality the pursued goals. country and its summer activities, and this enriched image may feed the desire of the The four papers presented in this work­ British to travel there. A whole branding strat­ shop have been tackling this topic of the egy would then need to be implemented. marketing tactics, in quite different ways. They demonstrated strongly the variety of The presentation of Michael Fux is means that a tourism marketing strategy can rather a question than a demonstration, be­ adopt, as well as the deadlocks it may face. cause his study is just starting. It deals with "Cooperative Customer Relationship Man­ As far as deadlocks are concerned, it agement in Tourism Destinations - Evalua­ seems that the case presented by Tomasz Studzieniecki can illustrate them: the trans- tion of an Outsourcing Concept". The basic situation is that multiple service providers border region of BUG (in Poland, Bialorus- end up with a pretty ineffective system, sia and Ukraine) is a place with high ambi­ where many actions are undertaken twice or tions of collaboration, namely in tourism. But, in spite of the fact that BUG can dis­ more. The idea to be benchmarked is to play common cultural themes (on war, reli­ transfer the CRM to another body, directly related to the DMO, and to identify the type gion, rural life...), with a consistent cultural of body and the way it should operate. heritage, there is up to now no common tourism authority to promote it together: Dagmar Lund-Durlacher's presenta­ each region has its own tourism office tion on "Affinity Group Marketing and working independently and there are few Success Factors of Marketing Cooperation" common tourism projects. Furthermore, is a typical example of what a practical tac­ the border points are difficult to pass, be­ tic can consists of in terms of promotion cause of the long waiting lines, customs and and distribution. The Austrian Tourism procedures that mostly depend on the re­ Board (working as intermediary between spective states. Besides, the sen-ices are of­ tourism and culture enterprises and the ten pretty poor. So the logo is ready, know clients) has concentrated its efforts on the how transfers are starting, but BUG is yet affinity group of classical music lovers, a definitely not a tourism destination. pretty homogenous segment of the tourism market of the country. Targeting How can Finland improve its market these affinity groups means to first acquire shares on the British market? The presenta­ a good knowledge of them, in terms of pro­ tion of Saila Saraniemi on "Publicity and im­ files and propensity to travel to classical age in a country". Case Finland in British music events and festivals. It then needs to press", deals with the image of Finland in the apply appropriate means of informing and British press, through the analysis of 155 trav­ serving this market. And, last but not least, el articles written by 83 journalists. It appears the wise thing to do is t o build up a network that, in these articles, Finland is mainly relat­ Claude ORIGET d u CLUZEAU of these clients. In the case of classic music ed to winter activities and to Christmas, less C.O.C. Conseil lovers, the process goes "from passion to to Helsinki and a few other cities (like Tam­ 9, Avenue Ducis profit". It is also an efficient way of coun­ pere with the ghost of Lenin), and finally that 92500 Rueil-Malmaison teracting volatile demand. Lapland is more notorious than Finland. The Phone: +33-1-47 51 02 78 research points out the need for a stronger ac­ Fax: +33-1-47 51 01 22 As far as tactics are concerned, there tion in terms of publicity, ready-made photo­ E-Mail: c.o.c@wanadoo.fr seem to be no limits to imagination. Tourism Review, Vol 61, No 3/2006

Journal

Tourism Review – Emerald Publishing

Published: Mar 1, 2006

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