The destination or operator can choose whether and what to communicate directly (e.g., through their own website and blog) and what to communicate using other media (e.g., professional bloggers, online magazines, customers, residents, etc.). In the digital world, there are numerous channels for communication. A classification, called the PESO™ model (Fig. 4), introduced by Gini […]
In digital communication for tourism, the main sender is the destination itself, but it should rely on other voices besides its official voice. In fact, the destination is responsible for institutional communication, but it is crucial for communication to be enriched by the voices of tourists, residents (who work in tourism or simply live in […]
To achieve planned objectives, it is necessary to define a specific strategy. A strategy is the action scheme that will be implemented to achieve those objectives. The strategy materializes in activities that are the planned methods to achieve the goals of the plan.The strategy is the way to achieve a goal, while tactics are the […]
An essential aspect of the communication plan involves selecting the audiences, also known as targets, as it is not appropriate to address undifferentiated audiences (generalized and mass communication). Instead, it is crucial to select potential interested individuals for each message. Mass communication, by its nature, being generic and not targeted, does not elicit a particular […]
Communication objectives can include brand affirmation, product promotion, sales increase, highlighting specific experiences, conveying particular aspects, announcing news, promoting specific events in the area, and so on. Defining objectives is one of the key stages in any communication and marketing plan. Setting objectives provides an idea of where the organization is heading and allows for […]
Communication plans do not have a fixed and unchanging structure, but they are compiled based on the specific needs of a territory or an operator. However, it is possible to identify some logical areas (which often make up chapters of the plan) that are common to most plans. The digital communication plan consists of two […]
One of the most relevant parts of any strategic document is the definition of the current situation of the organization and its competitive environment. The analysis phase allows the development of a plan based on known reality and therefore must minimize risks in strategy development. This phase helps determine the organization and its situation in […]
Creating a digital communication plan means understanding how a destination or a tourism operator will reach its audiences with the right messages. Moreover, the communication plan is a document that allows sharing the strategic communication ideas with the DMO (Destination Management Organization) team and the stakeholders of the area, so that the main guidelines to […]
The convergence of sustainability and tourism has emerged as an impactful area of research in the 21st century, presenting a myriad of opportunities and challenges. In an era where the effects of overtourism and environmental degradation have become starkly apparent, sustainable destination management is pivotal in ensuring the longevity of tourist locations (Koens, Postma, & […]
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 […]
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