Marketing Olympia as a Tourist Destination
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Transcript of Marketing Olympia as a Tourist Destination
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Case Study: “Marketing Olympia as a Tourist
Destination”
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SUMMER SCHOOL – OLYMPIA 2012
“TORCH TEAM”
• Sercek Efe – University of Dokuz Eylul• Koliomichou Aggeliki – University of Piraeus• Papadopoulos Georgios Marios – University of Patras• Serfou Chrisanthi – University of Piraeus• Strafioti Dimitra –University of Leeds
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Contents1. Vision
2. Mission
3. Goals
4. Situation Analysis
5. Segmentation & Target Markets
6. Branding Strategy
7. Differentiation & Positioning strategy 8. Product Strategies9. Promotional Strategy and Media10. Partnership alliances & Strategies11. Human Resources12. Conclusion 2
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Vision
Being a sustainable and distinguished tourism destination, preserving the cultural heritage but also offering a
unique travel experiences.
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Mission
Offering specified and individualized products- services
in order to foster the local community – economy.
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To boost the local economy.To promote Olympia as a unique destination
Educate the local people & staff
Improve service quality.
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Situation Analysis [1] Internal Environment
STRENGHTSo Heritage, Culture, History
o Global Reputation
o Scenery
o Hospitality
o Traditional Cultural Events
o Accessibility (easy-border pass)
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WEAKNESSESo Non – sustainable economic growth
o Transportation
o Lack of educated – experienced personnel
o Weak promotional strategy
o Unstable pricing policy
o Weak partnerships
o Dependence upon tour operators
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Situation Analysis [2]External Environment
OPPORTUNITIESo Attract new target markets
o Create new product experiences
o Attract potential investors
o Establish new partnerships (NGO)
o IT development,
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THREATSo The surrounding areas (Katakolon
Clemoutsi’s Castle).
o The economic situation of the country
o The negative publicity and all the stereotypes about the country
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Segmentation [1]
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Segmentation [2]Geographic: • German, British, Italian, French
Demographic: • 19-29 & 40 – 49• High income• High educated• Couples, Families, Students
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Psychographic: • Visiting attractions• Contact with local
people• Touring – Know new
places• Relaxation – Fun
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Target Markets
Visitors but non stayers in Olympia: the most important (Greek or
not, travel by car, low or high income, younger or not...).
Cruise passengers visiting Olympia (American - British , couples,
over 40 years old, high income, seeking to get in touch with locals).
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Branding Strategy
Where the myths come alive…
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Differentiation & Positioning strategy [1]
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Differentiation & Positioning strategy [2]
• Olympia has to focus on its existing & distinctive assets (heritage, history.. ) & values (tradition, quality, authenticity) so as to stand out as a sustainable tourism destination and communicate its unique value proposition among its target groups.
• Positioning as a destination that offers not only a unique culture but value-for-money and a wide variety of experiences to visitors.
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Product Strategies [1]1. Improvement of existing tourism products
& services
- Improvement on existing activities (e.g. sports, cultural activities, festivals)
- Improvement service quality (e.g. hotel providers, restaurants..)- Improvement of existing superstructure (e.g. renovate
accommodation buildings, illuminate the village roads, expanding the roads)
- Re-opening of Modern Olympic Games Museum
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Product Strategies [2] 2. New Product Development
- Develop new activities especially for children & young people (e.g. sports, eco tourism / fishing activities, voluntary programs, playgrounds)- Develop cheaper tourism packages according to the market needs (e.g educational)- Shops with genuine local products- Restaurants with traditional food- Open market , exhibitions (e.g. local products)- A coffee station within the archeological area- Opening an official store within the museum (e.g. exhibit replicas, crafts, traditional clothing)- Establish facilities for disabled people
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Promotional Strategy and Media [1]
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Promotional Strategy and Media [2]
• A consistent campaign specifically for Olympia• Use the traditional media (brochures, posters, TV ads) and on- line – social media channels (e-brochures, IT applications)• Olympian Ambassador Club (could be integrated within the site
that promotes Ancient Olympia)• Participating to International Tourism Fair as a destination • Promoting potential events / exhibitions of Olympia within and in
the surrounding areas (flyers, tourist guides, etc )
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Promotional Strategy and Media [3]
• Invite the newspaper/magazine columnists to Olympia in order to make them experience the destination and culture.
• Support Social Responsibility Projects (e.g . promote Olympia with the logo on plastic bags).
• Support the film producer to make a film in Olympia.
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Partnership alliances & Strategies
• Build new partnerships or reinforce the existing ones with tour operators, travel agencies, national tourism organization, trade associations, with the academics, Ministry of culture and tourism
• Establish good public relations / gain positive publicity / dealing with stereotypes 19
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• Build a sharing culture (communicate vision / goals, share existing knowledge)
• Implement service training programs for staff which is in contact with the visitors
• Educate the staff - skills building (e.g. language training)
• Involve your staff on the decision making
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“Where there is a will, there is a way”
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Thank you for your attention
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