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The Combi-Action Button ‘Travel Companions’ helps generate personalisation

Months ago we were already talking about how well our combi-action button ‘Travel Companion’ was doing on Irish Day Tours website. If you don’t remember it, just check it out. Now the time has come to dig a little bit further in the results we obtained in this period and define what are the next steps. Goal of the Combi-Action Button The Combi-Action Button is a technology that helps us monitor the booking conversion while adding a special label, in this specific case the Travel Companion. With just one click, every customer of the website who is booking a tour is then able to tell us if he is coming to Ireland alone, with his/her partner, with his/her friends or with his/her family. What did we ...

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dp sofia

A new #DestinationPersonality research about Sofia, Bulgaria

B-sm@rk, an Irish-Italian company based in Dublin and specialized in destination research and marketing, is starting a new research project about the capital city of Bulgaria, Sofia, with a program called Destination Personality, in which the firm has much experience. The idea of this project was born via a collaboration between the company and a soon-to-be graduate at Ca’ Foscari University of Venice, Jasmin Arifi, studying Economics and Management, and now intern at b-sm@rk. It will be realized with the collaboration of local partners. The project aims at analyzing the perception that tourists in Sofia have of the city, before, during, or after their tours, alongside a general study of tourism in Sofia. The Destination Personality concept uses a method ...

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The MySmark Combi-Action-Search tailored for a Chinese audience

As we can see from the literature and the articles regarding Chinese tourism, Chinese tourists are becoming more and more aware of which are their needs and desires. Nowadays, their tastes have changed; they are satisfied no more with just a blitz group tour of all the European capitals, with a Chinese tour guide and Chinese tailored services. They want to taste the real tourist location with its real food and culture. They want to explore and have new experiences. They are becoming more and more independent travellers, more and more similar to the “seasoned western travellers” we are used to (Z_punkt The Foresight Company, TUI Think Tank. 2017). This is the reason why Chinese tourists have the same needs ...

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#DestinationPersonality: a real help for travelers and locations!

In the recent months, we focused our attention on the travel market because we believe our efforts and researches in Brand and Destination Personality could become useful in order to increase the travel experience. As Svetlana Masjutina pointed out in one of her latest article published on LinkedIn, the phenomenon of globalization and the ease of the outbound tourism all over the world have led several benefits for local economies. On the other hand, we have to consider that mass tourism is not all for good and it brings with it several concerns about the real experience that a tourist can have. In the fast growing tourism culture we have nowadays, we are inclined to visit as many places as we can ...

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#DestinationPersonality: Northern Ireland VS Ireland

Despite Northern Ireland and Ireland belong to the same Island there are some interesting perception differences when we talk about destination. We have observed in a new research how their main touristic attractions looks in terms of #DestinationPersonality. The main destinations that we’ve considered are Giant’s Causeway and Belfast for Northern Ireland, Cliffs of Moher and Dublin for Ireland. In this way, we balanced the naturalistic and the urban aspect of the two countries. We started analysing the travel motivations and we noticed some differences in the tourists’ response; we asked them to rate the four locations according to four factors: “Culture”, “Pleasure”, “Relaxation”, “Sport”.   Belfast and Giant’s Causeway have the highest values concerning the cultural factor.Both the Cliffs ...

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Travel trends & Performance 2017 #DestinationPersonality

The European Travel Commission has recently published its report about travel Trends and Performances, you can read the entire document here. As mentioned in the report Europe has experienced a rapid growth in term of arrivals, especially from foreign tourists. Focus Ireland Between January and May in Ireland, the International Arrivals are increased 2% compared to the same period of the previous year. This number seems encouraging but is one of the worst performances throughout all the country analysed.   Focus China Recently here at b-smark we concentrate our efforts focusing on the Chinese outbound tourism in Ireland. In the European report, we can see how this topic is very hot in the travel market. Chinese are started to travel ...

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#DestinationPersonality for Chinese tourists in Ireland

Since 2011, B-sm@rk, an Italian-Irish company has been developing research and technology based on consumer behaviour and marketing automation for travel, hospitality and brands. Through MySmark, a customer experience platform, the company provides research and digital marketing tools for online travel and commerce. The cornerstones of the company are the Brand and Destination Personality (BP and DP) tools and researches. The personality of a brand or a destination is identified by a set of human characteristics associated with that brand or destination (This concept is more and more important in marketing since, as we all well know emotions matters).  The concept serves as a connector between tourists, travel brands and places. It can be used to improve the customer experience ...

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Mysmark on TechIreland – Growth of TrevelTech in Ireland

In the recent years, Dublin has attracted a lot of companies and start-ups. The entrepreneur environment, especially in the tech market, is now more active than ever and one of the hottest topics is the Mysmark one! That is developing new technologies for travel market.   This topic, the Irish TravelTech, has been the subject of a recent work provided by TechIrelad, a no profit organization whose mission is providing data and insights on product innovation in Ireland. In this podcast you can listen an interesting interview with Mark Lenahan focusing on the data collected in Ireland about the number of employees in the High tech travel market, the most interesting travel start up and the total amount of funds. ...

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Destination Personality and Venice Islands: new insights

Burano and its colorful houses, Murano and its antique art of glass, Lido and its International Film Festival… Each island somehow contributes to the uniqueness and magnificence of Venetian territories. Although rich of history and tradition, Venice islands are not enough valued and promoted, and the paradoxical touristic overcrowding of Venice city center versus the scarce flow of visits suffered by the islands is the proof of that. An experimental research has been conducted this year by b-sm@rk, an Italo-Irish company specialized in digital marketing, following a proposal from an intern native from Pellestrina who wanted to identify the main reasons of this circumstance. During this study, a sample of five significative islands (Burano, Murano, Pellestrina, Giudecca and Lido) has ...

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Focus on Chinese outbound tourism future trends

The numbers of Chinese tourists in the world is growing at an amazing pace. Approximately 135 million outbound trips have been ventured by Chinese travellers in 2016, a number set to grow rapidly, reaching 200 million outbound trips in 2020. The size of the Chinese middle class has risen steadily with the rise in average income. Per capita GDP has increased by 148% in the last ten years: between 2003 and 2013 it grew at an average annual rate of 5.5%. Moreover, Oxford Economics predicts that by the year 2023 there will be another 61 million families who will be able to afford international travel by strengthening China’s role as the main market for international tourism. The flow trend of ...

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#DestinationPersonality: Peggy Guggenheim Collection

Everything started with a collaboration among Ca’ Foscari University of Venice, Peggy Guggenheim Collection (Venice) and b-sm@rk (Italo-Irish marketing company). Thanks to trust and teamwork, always present in this market research project, here we are with interesting and catching news. Sounds exciting? Keep reading! First of all, a survey is not such if we do not have human contribution. So, we start thanking everyone who has dedicated some of his/her precious time to complete the questionnaire, helping us in our innovative research. You are the main actors in this play, and you represent all PGC visitors! So let’s start form you, let’s start from the description of our international sample. This may not be surprising news if you have already ...

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Converting an online action into a ‘COMBI-ACTION’

Nowadays, having a personalized and tailored advice about a possible location is what tourists are looking for. According to their needs and personality, they try to find the best place possible; and they want to find it as quick as possible!  Provide this kind of recommendations is one of the main Mysmark’s goals with its ‘COMBI-ACTION’. Among all the research done during the recent months is the one made for Tourism Ireland where we tried to analyze in deep this new opportunity. After the fulfillment of the socio-demographic form (Age, Gender, Nationality) the user needs to click on Combi-Action-Bottom implemented in the “Search button”. It has been developed to easily convert an online action into a combined action, a collaborative filter ...

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#DestinationPersonality Venice Islands – Work in Progress

Do you remember the project about #Destination Personality in Venice Islands? Here in b-sm@rk, after a market research based on innovative methods of Brand and Destination Personality Scales, we came up with new interesting news. First of all, through our data, we managed to confirm that Brand and Destination Personality are valid methods useful to measure and profile users’ perceptions with regard to unique touristic destinations. Moreover, this type of analysis helped in finding out the key elements of Venice Islands and also their strengths and weaknesses. Then, through across data analysis, we identified valuable opportunities that could be enhanced with ad hoc marketing actions and stakeholders’ involvement. In this specific case, the sample taken into consideration outlined a need ...

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AirBnB bets on travellers and #DestinationPersonality

In the recent years, more and more companies tried to increase their knowledge about their consumers. Since the beginning of any form of trade and market, the knowledge about who are the people you are talking to is one of the crucial steps to increase the profit. Airbnb, the most famous hospitality service, is steadily increasing its business and the company recently announced plans to launch flights and service recommendations too. So, in order to play on multiple fronts they started to think about new forms for collecting data. Airbnb with a simple and funny feature has started to explore the possibility to discover also the personality of the users in order to give them the best choice possible about ...

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Google tests new Hotel rating system grouped by traveler types

Customer experience especially in the digital context is one of the most important topics now and for the future. The importance of easy usability, fast services and personalized content grows steadily and is addressed by many players. Now Google tested a new rating feature for Hotels, which takes these trends into consideration. The feature shows reviews for Hotels based on the type of traveler. For example, search results are categorized by “Couples”, “Families”, “Solo” or “Business”.   This means that customers can much faster identify the rating of the Hotel they would like to book, based on their specific needs and personal preferences. Therefore making the search and booking process a lot easier and more user friendly. Hotels can use ...

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Insights from experimental research on the perception of #DestinationPersonality from the web

MySmark recently started a short experimental research about the perception of #DestinationPersonality from the web. Therefore, two destinations in Ireland were selected and the official online websites of these destinations were used in order to get a first impression of the destination. Most of the Interviewees have never visited the specific destination, which contributed to the concept. During the survey, the participants were able to scroll through one of the websites for one minute. After that the survey began automatically. The destinations chosen for this research were County Clare and County Kerry. The outcome of the research gives some interesting insight. The results show, that the website of a destination is still the most used channel when it comes to ...

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#BrandPersonality and Human Resources Management

Every big brand has its own spirit or charisma, which works on the emotional side and pulls the people right towards the brand. This is the so called Brand Personality. Through this concept, human personality traits are applicable to brands, making this emotional side better definable. With the help of the Brand Personality scale, an analysis of a brand´s personality can be achieved: A brand´s personality is a very important aspect, which should be carefully considered and evaluated within the brand´s identity and image, because it is the connecting emotional piece between a brand and its customer. Note, however, that a brand´s customer can as well be internal, speaking of the human resources of the brand. These internal customers are ...

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B-sm@rk is one of the 5 finalists of the ITB China travel innovation award in Shanghai

The Chinese Tourism market has been on a rise for the past few years and continues to grow even stronger in the next time. In 2016, the outbound travel market of China reached a new high. 5.13 million Chinese visitors came to Europe and that number is expected to grow up to 5.5 million visitor arrivals in 2017 (China Travelnews). Therefore, China is the place to watch and should be in the focus of the European Tourism industry. The Chinese tourist follows the trend of digitalisation and now books most of his holidays through online channels like apps or websites. Considering this evolution, especially digital travel services can make the most out of this situation and will play a major ...

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Smart marketing for destinations: destination personality

Imagine you would want to book a holiday. Or maybe you have already booked one and want to look for experiences you could do on your vacation. You would start with searching online for a good fit for your needs and wants, which we all know, can be very time consuming, because there is just too much information and too many options to choose from. When you finally make a decision and actually go on that holiday and experience the destination, would you want to revisit or promote that certain destination to your friends and family? The answer to that question is often influenced by a concept called destination personality. It suggests that every place has a certain personality, meaning ...

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A new #DestinationPersonality project has been launched: focus on Chinese tourism

China is the biggest touristic market in terms of flows and expenditure on overseas markets. European destinations have indeed reinforced their position towards this direction, attracting far about 10 million visitors during the whole 2016, more or less the 11% of the total of Chinese tourists in the world. In this sense the year 2018 has been declared the “Chine-Europe touristic year”, as announced by the European Commission’s President, Jean Claude Junker. During the whole 2018 a great focus will be dedicated to the raising attention around the Chinese market, which sees evolving and changing the behaviour of his tourist. European Travel Commission (ETC) looks ahead for the cooperation with the European Commission and other stakeholders of the sector in ...

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Brand Personality – which human traits do you see in your favourite brand?

When you think about yourself, how would you describe your personality? Outgoing, cheerful and adventurous? Or maybe rather the opposite? Now think of your favourite brand. Can you find some of your personality attributes within their image or identity? This is exactly the concept of brand personality. Every brand has a certain, so called, image, which consumers have of it. It is the perceived functional and emotional value of the brand or the product. Because of this image, a consumer might or might not decide to like the brand. Mostly, the brand image somehow reflects either the actual or the ideal self of potential customers. Thus, a brand can make itself much more accessible to its favourable customers by simply ...

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#DestinationPersonality East Lombardy – European Region of Gastronomy

The personality of residents and tourists of East Lombardy featured in the project European Region of Gastronomy European Region of Gastronomy is an international project created to improve the quality of life in Europe’s regions, enhancing the local typical food and wine and international cooperation. The integration between culture, tourism and gastronomy is a way to enhance local food cultures that are a rich source of cultural, economic and social diversity, and to encourage the use of sustainable methods of production and consumption, In addition to broadcast an increasing nutritional education. The Eastern Lombardy – East Lombardy, a founding member of the international platform, has been recognized for the year 2017. This area, combining the territories of Bergamo, Brescia, Cremona ...

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A new research project of #DestinationPersonality about Venice Islands has started

Venice, with its royal charm and beauties, has always been one of the most exclusive touristic destination and millions of tourists every year land in the Venetian Lagoon, noble house of Venice, but not exclusively. If Venice can be considered “the queen” of the Lagoon, there are also other beautiful “court damsels”: Islands of Venice. The Venetian lagoon presents many islands, more or less big, each of those with particular features, culture and history. However their potential is not fully harnessed although they could be interesting places to visit, relax and have fun: from the “genuine” Pellestrina to the “graceful” Lido of Venice, or from the “coloured” Burano and Murano to the “historical” Giudecca, and so on. B-sm@rk Ltd, an ...

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tourism ireland

Tourism in Ireland 2016

Tourism in Ireland is one of most vibrant sectors, and recently played a leading role in the country’s economical renewal. In the last 3 years there has been a significant growth in terms of tourist flow

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