emotional connection

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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#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 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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#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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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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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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