Marketing and communication
The challenge of thrilling tourists
Until not long ago, tourism marketing was characterized by different sales techniques, essentially related to promotion and publicity. The approach used involved very little differentiation and was dominated by messages designed to espouse the virtues of a destination and not those aspects that can satisfy the needs/appetites of potential tourists and accordingly awaken their interest.
There is no experience without emotion.
In light of these shortcomings, a different approach to tourism marketing is required, considering all the variables of destinations to identify the underlying DNA that makes them different; analyzing visitor data not only in terms of quantity, but also exploratory studies of tourist motivations that go beyond conventional marketing parameters and concepts.
Marketing needs to be understood as more than just sales, involving deep reflection regarding the overall situation of the offer and demand. The emotional marketing we employ involves new methods that add innovation and freshness to the conventional marketing panorama.
This idea also inevitably incorporates digital marketing in all its formats, placing technology at the service of emotions: apps, webs and social networks become tools with heart and soul.
This holistic approach to marketing must also include the viewpoint of the local population, an essential part of the process.
This post is also available in: Español