Targeted Online Communication in Tourism

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Young volunteers planting trees in green park together. By LightFieldStudios

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 page of the globalvolunteers.org website [globalvolunteers, 2023], which showcases different types of volunteer tourism (also known as volunteering or voluntourism). In fact, volunteer tourism, despite already being considered a niche tourism, is no longer a single concept but is divided into numerous categories that volunteers can choose based on their inclinations.

Analyzing the projects offered by the website, which correspond to different types of volunteer tourism, we have the following:

  • English conversation
  • Healthcare assistance abroad
  • Summer camps
  • Building repair and painting
  • Projects for children abroad
  • Parenting workshops
  • Classroom tutoring and teaching
  • Computer skills
  • Gardening
  • Food education
  • Health and hygiene education
  • Administration and finance
  • Home visits in villages
  • Food production
  • Elderly care
  • Literacy and math testing
  • GED tutoring (General Educational Development)
  • Women’s sewing/knitting cooperatives
  • Professional assistance
  • Housing assistance

Fig. 1 – The evolution of volunteer travel according to [globalvolunteers, 2023].

If we examine another volunteer travel website (Fig. 2), www.projects-abroad.co.uk/, we find a classification of different volunteer tourism types that partially differs from those found on the previous website. This demonstrates that even tourism niches are highly fluid today, and the challenge of effectively communicating one’s offerings lies in the ability to know, understand, and reach one’s specific target audiences.

Exploring the project menu on the website [projects-abroad, 2023], we encounter a new extensive list of possible volunteer tourism proposals (Fig. 2):

  • Volunteer abroad: Childcare; Wildlife conservation; Marine conservation; Teaching; Construction; Women’s empowerment; Youth development; Sports coaching; Archaeology; Refugee support.
  • Internship abroad: Medicine and healthcare; Medical internships; Law and human rights; Microfinance; Economics; Engineering; Journalism; Veterinary medicine and animal care; Social work; International development.
  • Study abroad: University abroad; Language learning.
  • Authentic adventures: Gap year projects; Going beyond: immersive gap year abroad 2021; Discovery tours; Food and wine tours; Traditional healing and wellness; Cultural immersion; Family trips.
  • Ethical consumerism travel: Wine and culture; Coffee and chocolate production; Fast fashion awareness; Plastic education and recycling.

Fig. 2 – The evolution of volunteer travel according to [projects-abroad, 2023].

In conclusion, the emergence of digital media has transformed the landscape of targeted communication, enabling precise and detailed messaging towards specific audiences in the tourism industry. This is exemplified by the evolution of volunteer tourism, which has expanded into numerous categories catering to volunteers’ diverse inclinations. Websites like globalvolunteers.org and projects-abroad.co.uk exemplify the fluidity of tourism niches, as they offer distinct classifications of volunteer tourism types. The challenge lies in effectively communicating offerings to these specific target audiences, necessitating a deep understanding and knowledge of their preferences. As the tourism industry continues to evolve, it is crucial for providers to adapt their communication strategies to effectively reach and engage their desired segments. By doing so, they can successfully promote their offerings and meet the evolving needs and desires of today’s travelers.

References:

[globalvolunteers, 2023] globalvolunteers.org

[projects-abroad, 2023] www.projects-abroad.co.uk/

[Rossi, A. 2022] Rossi A., Comunicazione Digitale per il Turismo, KDP, 2022

#TargetedCommunication; #DigitalMedia; #TourismIndustry; #VolunteerTourism; #Volunteering; #Voluntourism; #NicheTourism; #SpecificAudiences; #TourismSegments; #DigitalMarketing; #AudienceTargeting; #CommunicationStrategies; #TravelIndustry; #TourismTrends; #VolunteerTravel; #TourismEvolution; #TourismNiche; #InclusiveTourism; #TravelersPreferences; #SustainableTourism

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The Art of Tourism Marketing: Essential Strategies for Success

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Adventure tourism. By nd3000

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 key strategies for successful tourism marketing, including targeting the right audience, building a strong brand identity, and creating engaging content across various platforms.

Targeting the Right Audience

Successful tourism marketing begins with a clear understanding of your target audience. In recent years, there has been a substantial shift towards personalization in marketing strategies, aimed at providing individualized experiences to potential tourists (Li, Li, & Hudson, 2013). The tourism industry has increasingly recognized the value of tailoring marketing content to align with the specific interests, values, and preferences of different demographic groups (Bieger, Laesser, & Wittmer, 2011). For example, millennial and Gen Z travelers show a marked preference for authentic and experiential travel experiences over traditional tourism offerings. As such, tourism marketing strategies have begun to highlight local and immersive experiences, geared towards these younger demographics.

Building a Strong Brand Identity

In an increasingly competitive market, establishing a robust and unique brand identity is essential for a destination to stand out. A strong brand identity not only differentiates a destination but also creates an emotional connection with potential tourists, promoting loyalty and repeat visits (Konecnik & Gartner, 2007). For instance, since 2018, several cities have launched innovative branding campaigns to highlight their unique attractions and appeal to specific demographic groups.

Creating Engaging Content Across Multiple Platforms

Creating and distributing engaging content across multiple platforms is another crucial component of successful tourism marketing. With the rise of social media and digital technologies, tourists now have access to a wide array of online content (Munar & Jacobsen, 2014). This content, whether it be stunning visual imagery, compelling narratives, or interactive virtual experiences, plays a significant role in influencing tourist behavior. In recent years, destinations have begun to leverage user-generated content, such as photos and reviews shared by tourists on social media platforms, to enhance their marketing efforts (Sigala, 2018).

In conclusion, the art of tourism marketing hinges on understanding your audience, crafting a strong brand identity, and creating engaging content that is distributed across multiple platforms. As the tourism industry continues to evolve and adapt to changes in consumer behavior and technological advancements, so too must the strategies used to market destinations (Sigala, 2018).

References:

  • Bieger, T., Laesser, C., & Wittmer, A. (2011). Consumer heterogeneity in the context of different levels of destination loyalty. Journal of Travel Research, 50(3), 274-287.
  • Konecnik, M., & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of tourism research, 34(2), 400-421.
  • Li, X., Li, X., & Hudson, S. (2013). The application of generational theory to tourism consumer behavior: An American perspective. Tourism Management, 37, 147-164.
  • Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism management, 43, 46-54.
  • Rossi, A. (2022) Comunicazione Digitale per il Turismo. Ed. Rossi
  • Sigala, M. (2018). Tourism and customer engagement management in the digital age. Journal of Travel & Tourism Marketing, 35(7), 771-779.

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