engagement

#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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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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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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