customer experience

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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#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™ at bottom implemented in the “Search button”. It has been developed to easily convert an online action into a combined action, a ...

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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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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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