With the development of digital media, which are more widespread and targeted compared to broadcast and generalist media, it is possible to carry out targeted communication towards specific audiences, stimulating the needs, desires, and dreams of particular groups (targets/segments/niches) of tourists with greater precision and detail. For example, in Figure 1, we see the web […]
The Digital Marketing funnel is a strategic model that represents the entire customer journey of tourists, from the moment they come into contact with the brand until they become customers and then loyal customers. It is called a funnel because it resembles a funnel that gradually narrows down (at least in the first part).The concept […]
In the ever-evolving landscape of tourism marketing, contemporary strategies have begun to place a significant emphasis on digital tactics, targeted outreach, and unique brand development. With the rise of social media and online platforms, the ability to effectively engage and entice potential tourists is an art unto itself (Sigala, 2018). This post will discuss the […]
In this brilliantly innovative advertising campaign, the creators playfully tackle the obscure nature of Vilnius, the capital of Lithuania, with a delightfully tongue-in-cheek approach that combines humor, nostalgia, and a sense of adventure. Drawing upon the city’s previous promotional campaigns, which daringly labeled Vilnius as “the g-spot of Europe” and playfully subverted the conventional Christmas […]
The tourism industry has always been at the forefront of adopting new technology, seeking ways to enhance and streamline the travel experience. As we continue to dive deeper into the digital age, the scope of technological innovation in tourism has expanded exponentially. This article explores some of the latest developments in technology that are shaping […]
The “Scandi horror flick” advertising campaign for Sweden is a truly innovative and captivating way to draw visitors to the country. In an effort to tap into the popularity of horror and suspense, Visit Sweden has crafted a two-minute horror film that is both frightening and alluring. The film, which can be found on YouTube […]
The advent of digital communication has not eliminated offline channels, that is, traditional communication (newspapers, weeklies, monthlies, guides, radio, TV, etc.), which continue to have their audiences and therefore continue to be important for conveying our tourism messages. An effective strategy in the digital communication era must therefore be able to integrate online and offline […]
Traditional communication, constrained by rigid tools and a poor understanding of the target audience, their needs, passions, uncertainties, and their position in the customer journey, is not very effective in meeting the needs of new tourists who are more skeptical than ever of stimuli sent by traditional and institutional communication, and are also more accustomed […]
According to the UNWTO (World Tourism Organization) [López de Ávila A., 2011], a tourist’s customer journey (the process that characterizes the interaction between consumer and brand, from need to purchase and post-purchase) consists of 5 stages [Fig. 1]: Fig. 1 – The Tourist’s Customer Journey (own elaboration) The Dreaming stage is the most critical phase […]
Using Porter’s classic strategic model, several factors have changed in the digital age, which are essential to understand in order to define an appropriate marketing and communication strategy (Fig. 1). Fig. 1 – Classic Porter’s Model (Author’s elaboration) Indeed, with the advent of the Internet, low-cost flights, and the era of personalized tourist experiences, the […]
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