THE FUTURE OF DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 Welcome to Digital Marketing Strategies Session 1: Course Overview and Direction This is Dale Fodness THE FUTURE OF DESTINATION MARKETING

ANNOUNCEMENT: Upcoming Events Thursday, May 18 Final Exam Thursday, May 18 Sustainable Destination Marketing assignment (reports and presentation due to be submitted to MyCourses) by 23:59. Friday, May 19 Sustainable Destination Marketing Presentations (recorded) Peer Evals due by 13:59

Destination Marketing Animations used on this page PREVIEW SESSION 12 The Future of Destination Marketing The Future of Destination Marketing Sustainable Destination Marketing (Punkaharju Hotelli) workshop a. GREAT Experience feedback b. Assignment review SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

Destination Marketing Animations used on this page PREVIEW SESSION 12 The Future of Destination Marketing The Future of Destination Marketing SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

In-Class Exercise: Trend Spotting One of the best ways to begin to get an idea of what the future of destination marketing holds is to take a look at what’s trending. Trend: a general direction in which something is developing or changing Instructions: Go out on the internet (in assigned teams) and explore <your team’s assigned> trends: Destination marketing Tourism marketing Sustainable tourism Travel industry Hospitality industry Each team will make one submission where indicated at MyCourses that includes one trend per team member. Explain your trend so that it can be understood, i.e., don’t simply label it. No duplicate trends within teams. Trends 2017

Destination Marketing Animations used on this page PREVIEW SESSION 12 The Future of Destination Marketing The Future of Destination Marketing Sustainable Destination Marketing (Punkaharju Hotelli) workshop a. GREAT Experience feedback SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

In-Class Exercise: Describe a GREAT Punkaharju Hotelli Experience for Your Target Traveller Type Step 1: Review the experience statement (posted at MyCourses) of the team assigned to you using the handout provided and hand in. Step 2: As a team, review the feedback you received from other class members on your experience description. Step 3: As a team, self-assess how well you described the GREAT Punkaharju Hotelli experience for the traveller type for which you were responsible. Reconsider the three key questions: Why does this GREAT experience appeal to your traveller type? Why would they want to have this experience? How would they feel before, during and after this experience? What will they be doing when engaged in the GREAT experience you describe and how will they be doing it? What is it that differentiates this GREAT experience at Punkaharju Hotelli from other similar businesses? Step 4: Revise your experience description based on your team discussions of Steps 1 and 2, and post your revised experience description where indicated at MyCourses including the name of all participating team members.

If you are on this team… …review the experience statement of this team Authentic Experiencers Free Spirits Cultural Explorers Gentle Explorers Free Sprits Rejuvenators

Destination Marketing Animations used on this page PREVIEW SESSION 12 The Future of Destination Marketing The Future of Destination Marketing Sustainable Destination Marketing (Punkaharju Hotelli) workshop a. GREAT Experience feedback b. Assignment review SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

Sustainable Destination Mkt Assignment (250 pts) Sustainable Destination Marketing Project (250 points) Sustainability, in the context of this project, does not refer to environmental issues. Rather, it addresses the health and growth of Punkaharju Hotelli as a business. It is a new destination which is struggling to get started and your project is intended to help the owner/manager in that effort. When you write up your report and create your presentation for this project, be sure to consider your audience as the owner/managers of Punkaharju Hotelli and not the professor. In other words, write directly to them using a business, rather than an academic style. Think of this as a consulting report rather than as a class assignment. The deliverables for your project include: Written report to Punkaharju Hotelli (< 10 pages, not including peripherals; 125 points) Due to be posted to MyCourses by 23:59 Thursday, May 18 Presentation (10 min or less; to be recorded and provided to Punkaharju Hotelli; 100 points) Peer evaluations (TEAMMATES; 25 points) Due to be completed by 13:59 Friday, May 19

Sustainable Destination Mkt Assignment 1. Match the Punkaharju Hotelli experience to your target traveller type. A comprehensive overview of what your team has found to be the current and potential fit between your target traveller type’s values and interests and Punkaharju Hotelli (P.H.) including a description of your traveller type (social values, travel values and experience appeal), a comparison between what you have found (in your online and on-site research) that P.H. has to offer and what your traveller type is looking for, and perhaps a SWOT / TOWS analysis of P.H. relative to its attractiveness to your target traveller type. Conclude your overview with some ideas for changes to the P.H. experience (pre, during or post consumption) that can strengthen its appeal for your target traveller type.

Sustainable Destination Mkt Assignment 2. Describe a GREAT Punkaharju Hotelli experience from the perspective of your target traveller type. Identify what might be a signature (peak) or “moment-of-truth” experience for your traveller type at P.H. It may be, for example, a specific activity that is important to them. Based on what you know about your target traveller type and what motivates them, describe that experience from their perspective. Imagine that this experience statement might be used in marketing materials for P.H. The following elements must be addressed in defining in describing the experience: Why does it appeal to your target traveller type? What are the emotional triggers the experience addresses or satisfies? What are the key components of the experience? What is it that differentiates this experience at P.H. from those offered by their competitors?

Sustainable Destination Mkt Assignment 3. Compare the Punkaharju digital presence with its competitors from the perspective of your traveller type. Report on your content audit of the web presence (web sites and social media of P.H. and similar businesses in the area (i.e., share your audit); summarize how well you found that the current web presence matches up with your target traveller type values and interests, and recommend how P.H. might change their digital presence to be more attractive to your target traveller types values and interests.

THE FUTURE OF DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 Welcome to Digital Marketing Strategies Session 1: Course Overview and Direction This is Dale Fodness THE FUTURE OF DESTINATION MARKETING