destination

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 ...

0
ShareMore

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 ...

0
ShareMore

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 ...

0
ShareMore

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 ...

0
ShareMore

#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 ...

0
ShareMore

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 ...

0
ShareMore

Destination Personality Ireland: a new frontier for destination marketing

A few months ago, we were announcing our research project with Tourism Ireland about the Destination Personality Ireland. The time has now come to let you know what we exactly have measured. What was the project about? We wanted to understand how Italians travelling to Ireland perceive their destination before and after their visitor experience. To do so, we combined marketing/economics and psychological studies. The research was ran between the 1st of June and the 31st of August. A collaboration with airports and industry partners was orchestrated across Italy and Ireland, collecting the opinions of about 2.000 subjects. Our methodology In order to collect exhaustive and reliable data in a limited period of time, a collaboration with four major Italian airports ...

0
ShareMore

What is Brand/Destination Personality?

The Brand/Destination Personality can be one of the main key to link customers to brands or destinations. The Brand Personality Everything started in the late 1970s. At that time, advertising agencies realized that due to the abundance of similar products, it was more and more difficult to differentiate brands just on the basis of their performance. This raised the need to identify brands and products not only by their physical characteristics, but by other attributes too. Brand Personality is a part of the Brand Image which includes all attributes of an intangible product. This is defined in its most recent wording as: ‘The set of human personality traits that are both applicable to and relevant for brands’. (Azoulay & Kapferer, 2003) A brand’s ...

0
ShareMore