The methodology used to gain insight into the target market and branding of rural tourism destinations includes secondary and primary research that aided in understanding. Destination image is defined as “the sum of beliefs, ideas, and impressions that a person has about a destination” (Dan et al. 860).
Millennials and Travel
Based on a study done on the impact of social media on tourism, 76% of travelers post vacation photos on social media and 40% post activity and attraction reviews, while over 90% of consumers reported relying on recommendations from friends (Živković et al. 760) . The ability for a brand to interact instantly with the consumer through comments, likes and shares on social media provides a personal connection with the consumer.
METHODOLOGY
The logo created for the campaign features the John James Audubon Bridge, a bridge that connects St. Francisville to Pointe Coupee Parish over the Mississippi River. The new slogan created for the campaign is “St. Francisville..A Place to Discover,” to implement the theme of discovery in St. Francisville, an element important to millennials. This encourages the target audience to imagine their own version of St. Francisville and customize their experience to make it purposeful and individualized for the traveler.
With the phrase 'A place to discover', the destination invites you to discover the city and become part of the community and culture of St. The slogan, through these elements, refers to the use of the Audubon Bridge in the logo . The first step in improving the digital media presence for the St. Francisville brand is to make all social media platforms consistent to promote the proposed logo, tagline and overall brand for the campaign. This is not consistent with St. Francisville's brand identity as these profile pictures are the only places where advertising occurs.
This is a picturesque image of St. Encompassing the allure of history and culture, the outdoors and beautiful scenery, Francisvilla. Because in St. Francisville's many events do not receive the digital media attention needed to attract more visitors, a monthly calendar of events will be rolled out across all forms of social media. Using the hashtag to promote the city of St. Francisville, all posts using the hashtag will be aggregated across social media sites to generate brand awareness and interest in the topic.
Those who run social media for St. Francisville, can easily interact with visitors using this hashtag with likes, shares and comments, creating a connection between the brand and the consumer.
CONCLUSION
The destination image of St. Francisville has been touted as one that will appeal to Millennials. 34; Community Involvement and Sustainable Rural Tourism Development: Perspectives from the Local Communities." European Journal of Tourism Research, vol. 34; The Relationships between Brand Experience, Brand Resonance and Brand Loyalty in Experiential Marketing: Evidence from Smart Phone in Taiwan." Journal of Economics and Management, vol.
34; Rural Tourism: Evolving Practice and Research Approaches—Toward a New Generation Concept?" Journal of. 34; Millennials, Built Form, and Travel Insights from a Nationwide Typology of U.S. Neighborhoods." Journal of Transport Geography, vol. 34; Tourism Services: Meeting the Challenge of New Tourism Profiles." Worldwide Hospitality & Tourism Themes, vol.
What is your opinion about St. to Francisville as a resident. What are the properties of St. In terms of tourism, what is the current branding for St. Is there a slogan for St. Who comes up with a brand for St. What are the examples of how St. Francisville marketed in the past?
A PLACE TO DISCOVER
Information..1 The Problem..2 The Destination..3 Industry Analysis..4 The Target..5 Consumer Profiles..6 SWOT Analysis of Competitors..7 Baton Rouge SWOT..8 Zachary SWOT..9 New Paths SWOT. ..10 In-Depth Interviews..11 Interview with Laurie Walsh..12 Interview with Johnny Patrick..14 Insights..15 Key Insights..16 St.
INFORMATION
A town with a population of approximately 1,700 in the city limits and 15,00 in the parish limits, St. They spend $16.8 billion on their trips, and $1.04 billion of Louisiana's total state tax revenue is generated by travel and tourism activities in the state. The travel and tourism industry is the fourth largest employer in the state, employing 231,567 residents.2.
In the state, food and beverage services generate the largest share of tourism-generated gross domestic product, closely followed by recreational activities and food and lodging. The leading markets from which most visitors travel are within driving distance in the Texas, Mississippi, Alabama and Florida areas. Millennials in Baton Rouge will be most specifically targeted based on the close proximity 38 minutes away.
They seek authentic experiences and purpose over material things and consider themselves “travelers” rather than “tourists.”6 Millennials prefer instant gratification.7. Millennials want to connect with the local community and residents and immerse themselves in the culture.
DEMOGRAPHICS
These feeder markets offer a large population of Millennials close enough to frequent them. They are drawn to meaningful experiences within destinations that they can connect and be a part of rather than observe. They hold the opinions and values of their peers in the highest regard and form opinions based on those of their friends.
Millennials are highly connected to multiple social media and digital platforms such as Facebook, Instagram, Twitter and email, which are their biggest influencers.10. They value immediate interaction with brands, products and other people, and appreciate the opportunity to interact with brands on social media to build a personal connection. Two-way communication where the destinations and the brand can respond to the target group is preferred.11 Millennials are very active on mobile phones, including text messages, e-mail, applications, as well as on the Internet via blogs and e-mail.
PSYCHOGRAPHCS
Laura Jones
Henry Baker
SWOT ANALYSIS OF COMPETITORS
SWOT
IN-DEPTH INTERVIEWS
Walsh has worked for the Main Street Program for 17 years, the tourist commission for seven, and has been involved in the tourism industry for 25 years. According to Walsh, the town and parish have different brand identities and brand lines, and a goal for the 2018 and 2019 is to find a new brand for the West Feliciana Parish Tourist Commission. Wash explained that these events are offered by different entities in the town and parish, but the tourist commission will advertise them through various platforms.
Walsh says the tourism board has tried to market to millennials in the past, but hasn't specifically marketed to millennials recently. Johnny Patrick currently works for the West Feliciana Tourism Commission and has been involved in tourism for the past six years. Francisville, Louisiana, and moved back and lived in the city for the past seven years.
Patrick plays a primary role in managing the social media outlets for the West Feliciana Tourist Commission. Currently, the West Feliciana Tourist Commission does not use scheduled posting for social media, but uses a social media calendar to help keep a rotation.
INSIGHTS
Marketing efforts have focused on travelers between the ages of 40 and 70, so Millennials are unaware of the appeal St. Francisville has to offer, this leaves them with the ability to build a positive destination image for St. A lack of awareness in St. attractions that appeal to this target are evident, resulting in low motivation for visits from Millennials.
The challenge is to overcome this attitude and replace it with an attractive view of St. Another challenge the destination faces, especially when marketing to Millennials, is the lack of a strong digital media presence. The West Feliciana Parish Tourist Commission has a limited budget, which means all social media platforms are run by volunteers who have other jobs and commitments.
Social media, run on a voluntary basis by different people, results in a lack of consistency in posts and between platforms. Millennials, who are digital natives, get large amounts of information from the Internet, digital sources and social media.
SOLUTIONS
Discover
DISCOVERY”
Physical Aspect
Emotional Aspect
St. Francisville is a place of discovery for Millennials
St. Francisville gives visitors the chance to discover local residents and connect with the community
St. Francisville offers an authentic experience to discover
The city has a variety of attractions, including a charming center, outdoor activities, opportunities for rest and leisure and a rich history and culture that appeal to its target group. The city offers many different attractions that allow travelers to take a trip to the St. Through the history found in plantation homes and other attractions, Millennials can discover the culture of the South and its deep past.
Outdoor activities lead to discovering new places like waterfalls at the end of a hiking trail. Francisville are unique to the city, allowing travelers to discover new facilities with shopping and dining experiences not offered anywhere else. We have an opportunity to show Millennials why it's easier for them to experience a sense of discovery in St. Louis.
The message includes ideas of sharing and connection as well, which appeal to the target market. Using the phrase "A place of discovery," the destination is an extension and invitation to come and discover the community and culture of St.
IMPLEMENTATION
Updated Brand
PROPOSED LOGO/TAG LINEBRAND
Updated Brand (cont.)
PURPOSE
CONNECTION
Feature Stories
To connect with the community and make the consumer feel connected to the consumer and be part of an authentic experience.
IDEA
- Giveaways
- Event Calendars
- Post Rotation
- Implementation of a Hashtag
Donations will lead to the discovery of accommodation, attractions, restaurants, businesses and experiences in St. Francisville because the giveaways will be based on social media following the social media pages for Visit St. The visual appeal of the graphics will attract the attention of social media followers who can use the information to stay informed about events and events worth attending.
Every month, a graphic will be created with events, dates and descriptions of events in the city, which will be published on Facebook and Instagram. A social media calendar will be in place, alternating posts from the following categories: History & Culture, Lodging, Shopping & Dining, Landscape Photography, and Outdoor Activities. In addition, there will be announcements about special events, a monthly calendar of events, monthly news and quarterly giveaways.
Currently, some photos posted on both Facebook and Instagram are blurry, low-quality photos, and the revitalization will transition to only high-quality photo posts. Another push will be to use photos that feature people so that consumers can see themselves as part of the culture and local community.
PURPOSE HASHTAG
MySFV
SHORT-TERM PLAN
LONG-TERM PLAN
Updated Brand
Post Rotations
Hashtag Implementation
Evaluation of Brand Awareness
Evaluation of visits
Evaluation of social media presence
