Research
European Travel Trends
This increase in travel is the result of the public wanting to spend more money on unique travel experiences rather than physical objects. Speaking about attacks, Yeganeh Morakabati, associate professor at Bournemouth University in Britain, said: “The tourism industry is a very resilient industry and people have quite a short memory.
Market Comparison of Small vs. Large Cities
The origin of the city is uncertain and there are many myths related to the first settlements (Tourism of Ravenna, 2018). The city has been updated and is one of the most modern places to visit in Europe.
Target Markets
They are up-to-date on technology and like to record their trips via Facebook and Instagram. These citizens are mostly well-educated couples and singles who enjoy living in the city. They live in large cities in the Northeast and California coasts along with some cities in the Midwest.
Couples living in the American Dreams section live in upper-middle-class, multilingual urban areas. They are married couples with a median age of 46.2 who either do not have children or have older children. They enjoy living in the suburbs near a big city, so they have privacy but can also take in the amenities of the city.
They are all more interested in quality over quantity and take pride in their homes.
Qualitative Interviews
51 cities they visited, but they also wanted to wander around and learn more about the cities they traveled through. Every couple interviewed said their favorite part of traveling to Europe was the history and culture of the locations they visited. The antiquity of the city added to the allure and elevated the experience for the couples traveling to each place.
Places where our ancestors lived before they traveled to America are also interesting to visit because they tie us to our family origins." Many people who travel to Europe want to reconnect with their roots and visit sites important to the path. These cities seem more thoughtful," says Alex, "from small details to the quality of food, clothing, art, etc. The history and cultures of many old cities are characteristics that attract couples to choose where to which cities to visit in Europe. From these interviews it was concluded that the main similarities between the four couples were: they wanted to feel safe in their city of choice, they wanted a unique and relaxing trip, and finally they were all attracted to the antiquity and personality of the European cities they visited.
Everyone was drawn to the history of Europe, but they were looking for cities to explore and relax without feeling like their surroundings were too busy.
Quantitative Survey
Their communication strategy must have a clear message and create a positive perception of the city for the target segment. Ravenna's marketing strategy must excite its consumers and lure them into the fantasy of the city. The tourism department will restore the city's social media accounts and incorporate the new slogan in all posts with the hashtag #ArtandLifeCombined.
These events will create buzz around the city and make more people want to visit. They will be able to answer any questions about the city and help consumers with the. Instagram can also be used to post photos of the various tourist destinations and museums around the city.
This would position Linz as an innovative city and inform future guests about the city's many features.
Marketing Communication Strategies
Goals
It is recommended that Toulon focus on couples visiting the city for several days, rather than just being a port of call for several different cruise lines. It has been suggested that Ravenna should bring its historical art museums and cultural centers into the 21st century by creating an app for the city that focuses on the history of all its monuments and suggests museums to visit based on couples' preferences. One of the main components of this goal is the Design Exhibition Center, which is the city's new convention center along with other innovative art museums.
For Ravenna, it is proposed to generate $400,000 in annual tourism revenue by focusing on the artistic aspect of the city. To achieve this, the city needs to become better organized and create a memorable and authentic message for its visitors. They plan to connect more stories from the city's history with elements of modern times.
This will entice people to visit the city and see its diversity of architecture and overall general feel.
Young Adventurers’ Strategies
63 There are few cities that use phone applications for their visitors, so Ravenna needs to position this technology as exclusive to the city and make their consumers feel special when they use it. This will help guests learn more about the city and mark the city as an ancient city with modern technology bringing it into the 21st century. Positioning Statement: To convince young travelers to visit Ravenna instead of traveling to other Italian cities because it is the perfect place to stay due to its beautiful mosaics and new satellite technology to help guests navigate the city.
The city can use its new Lentos Art Museum to host many music and art festivals, as well as the Design Exhibition Center to host conventions specially designed for couples. Positioning statement: Convincing young energetic couples seeking unique experiences to visit Linz instead of various Austrian cities because of its.
Experienced Excursionists’ Strategies
65 Positioning statement: Convincing more mature couples to visit Ravenna instead of better known Italian cities because of its artesian atmosphere. In order to achieve its goal of integrating the city's various forms of architecture, Linz must effectively connect its history with the city's future. The city can brand itself as the best of both worlds, using its new Ars Electronica Center to host art festivals designed for couples as well as hosting more traditional events in the Old Town Walk.
Linz tourism department should position the city as a place for couples to visit all kinds of architecture and culture and also focus on the art/design aspect of the city. If properly branded, the city would meet and exceed the goals it has put in place. Positioning statement: Convincing more experienced travelers to visit Linz instead of alternative Austrian cities due to its combination of modern and ancient affinities.
Shared Tactics
Other print ads will feature couples taking part in daring activities in the city with the slogan and city name in the corner of the ad. These ads and social media posts will entice couples to visit Toulon and give them more information about where to visit and the overall character of the city. Consumers could walk up to the truck and click on the touch screens to see different views and activities around the city.
Interactive videos would give visitors in the cabin an overview of the city's layout and tempt them to visit and see Toulon for themselves. Interactive videos would show visitors the layout of the city and highlight how diverse its architecture is, which would attract people to visit. Linz can select original works of art in the city and create a special art exhibit to travel around the United States.
The art would also have information about the artist and inspiration behind the painting, which would give viewers insight into the character of the city and its resident artists.
Young Adventurers’ Tactics
He would post about his experiences on all his social media platforms, exposing his 1.1 million Instagram, Snapchat and Facebook followers to the city. Toulon could also use it to post about different events and festivals that the city organizes. This is an interactive way to get consumers excited about Toulon and personalize their visit to the city.
Toulon invited Travel Insider team member Abby Narishkin to visit the city and create a video about Toulon for the company's blog. The video would give the city a lot of exposure and show viewers all the different activities Toulon has to offer. This would ensure that the city's viewers become more involved and engaged with what they see on the city's social media pages.
The story of Linz would focus on two different sides of the city and all the modern art couples could visit during their visit.
Experienced Excursionists’ Tactics
97 brands the city as an exclusive destination based on the type of sporting event it is. With the help of Facebook, Toulon can post photos and videos of activities in the city so that anyone who likes the page can see them. This form of social media is useful for informing potential guests about the city as well as creating a relaxing place for the tourism department to interact with visitors.
Ravenna would also create a contest on Facebook/Instagram where their viewers could win a free trip to the city. This would add more followers to Ravenna's social media and create more impressions about the city. Visually appealing advertisements and videos of Ravenna would attract visitors to the city to visit it.
These classes would gain exposure for the city and inform Americans about Linz.
Controls
Test subjects should be representative of the target market and can easily communicate how they have been influenced by the communication strategy (Parente & Strausbaugh-Hutchinson, 2014). An organization's market share is its share of total sales of all offerings within the service category in which the city competes (Chernev, 2014). All these tests would show how successful the marketing strategies were and whether or not they helped rebrand each of the cities in the minds of the target markets.
To evaluate the success of the new phone application, Ravenna is analyzing the number of people who download the app every six months and how long it remains. Other important components of where couples go are how safe they would be visiting the city and the character of the location. Retrieved February 11, 2018, from https://www.brookings.edu/research/improving-quality-and-value-in-the-u-s-health-care-system/.
Retrieved January 2, 2018, from https://en.toulon.fr/esprit-entreprise/article/the-chamber-of-commerce-of-the-var-department.
Marketing Communications Strategies
