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PEOPLEHAVEASPECIALREASONTOVISITOURDESTINATION.TRUE.
FALSE,ORDON’TKNOW?
COMESCEGLIAMODOVEANDAREINVACANZA?
AntonioPezzanoIFirenze,1Dicembre2016
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DMO
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THEPARADIGMLETOERIEALLABASEDELDESTINATIONMARKETING
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IMMAGINETURISTICAPOSITIVAA-I-D-A
U-S-P
SEGMENTAZIONEDIFFERENZIAZIONE
PERSUASIONE
LEPAROLED’ORDINEDELPENSIEROUNICODELMARKETINGDELLEDESTINAZIONI
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1 2 3
IPARADIGMIDELMARKETINGDELLEDESTINAZIONI
Ituristisonoconsumatorimoltorazionali,sidocumentanomoltoprimadeiviaggi
L’atteggiamento,ilmododipensareodivedere influenzalasceltadelladestinazione
Ilmioturistaèdiversodaltuo
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GRILLINGTHEPARADIGMCOSAFANNOITURISTI?NONTUTTIIVIAGGISONOGLISTESSI
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0 5 10 15 20 25 30
15+Notti
8-14Notti
4-7Notti
1-3Notti
Viaggi(inmilioni)pervacanzedegliitaliani
Viaggi(inmilioni)pervacanzedegliitaliani
Elaborazioni DMIsudatiISTAT2016.Ildatosiriferisceaiviaggifattinel2015
47%
14%
28%
4%
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Fonte:EUROSTAT2016,dati2014
TIPOLOGIEDIVIAGGIODEITURISTIEUROPEI
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3529
5765
71
43
0
10
20
30
40
50
60
70
80
Week-end 4-13gg piùdi13gg
%POPO
LAZIONEEU
ROPEA
DURATADELVIAGGIO
Quantivannoinvacanza?
No Si
Elaborazioni DMIsudatiEurobarometer 2016.Ildatosiriferisceaiviaggifattinel2015
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35
50
3730
16
412
5 20
10
20
30
40
50
60
Week-end 4-13gg piùdi13gg
%POPO
LAZIONEEU
ROPEA
DURATADELVIAGGIO
TipologiedivacanzieriinEuropa
Light(1-2) Moderati(3-5) Frequent(5+)
Elaborazioni DMIsudatiEurobarometer 2016.Ildatosiriferisceaiviaggifattinel2015
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TEDESCHI BRITANNICI FRANCESI SPAGNOLI ITALIANI
GERMANIA UK FRANCIA SPAGNA ITALIA
AUSTRIA SPAGNA SPAGNA FRANCIA FRANCIA
ITALIA FRANCIA ITALIA PORTOGALLO SPAGNA
SPAGNA USA GERMANIA ITALIA GERMANIA
FRANCIA ITALIA UK UK UK
Elaborazioni DMIsudatiEUROSTAT2016.Ildatosiriferisceaiviaggifattinel2014
LEPRINCIPALIDESTINAZIONI(xn.diviaggi)DEIPRIMI5MERCATIEUROPEI
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Latipologiadiviaggiopiùfrequentesonoiweekend.
Latipologiadiviaggiopiùpopolareèlavacanzalunga(4-13gg)
Ilmercatoècaratterizzatodaviaggiatori/turistilight
Nonsivapoicosìlontano
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Week-end nelpropriopaese50%deiviaggi
Vacanza (4+)nelpropriopaese27%deiviaggi
Week-endall’estero
6%deiviaggi
Vacanza (4+)nelall’estero17%deiviaggi
Pacchettoturistico 3% 5% 14% 31%
PrenotazionehoteltramiteAgenziao TO 7% 14% 23% 39%
Prenotazionehoteltramite
internet 13% 21% 42% 40%
ORGANIZZAZIONEDELVIAGGIOPERTIPOLOGIADIVIAGGIOEDESTINAZIONETURISTIEUROPEI
Elaborazioni DMIsudatiEUROSTAT2016.Ildatosiriferisceaiviaggipermotivipersonalideituristieuropeifattinel2014
Percezionerischio+bassa +elevata
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Week-end nelpropriopaese50%deiviaggi
Vacanza (4+)nelpropriopaese27%deiviaggi
Week-endall’estero
6%deiviaggi
Vacanza (4+)nelall’estero
17%deiviaggi
% viaggipervisitareparenti
eamicisutotalediviaggipermotivipersonali
54% 35% 26% 18%
Elaborazioni DMIsudatiEUROSTAT2016.Ildatosiriferisceaiviaggipermotivipersonalideituristieuropeifattinel2014
MOTIVAZIONEDEIVIAGGIDEITURISTIEUROPEI
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STESSOSOLE,STESSOMARE
Italiani40%Francesi37%
Britannici30%Tedeschi16%
Confesercenti(2014),YouGov (2014),ATOL(2016),GfK-Umfrage (2013)
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Quantotempoprima
Quantoduralaricerca
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Laesser,C.&Dolnicar,S.(2012)What DrivesPotential ImpulsePurchasing inTourism?DistanzaLunghezzadelviaggioPresenzabambinisi/no
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GRILLINGTHEPARADIGMILPENSIEROGUIDAL’AZIONEOL’AZIONEGUIDAILPENSIERO?
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2015
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2016
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What they say
What they mean
GeoffreyJWKentfounder,chairman,andCEOofAbercrombie&Kent
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GRILLINGTHEPARADIGMLEMOTIVAZIONIILADIFFERENZATRAVIAGGIETURISTI
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Viaggibrevieluoghivicini
ViaggilunghieluoghilontaniPUSH
The Science Behind Why We Buyby Phil Barden
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Indagineglobalesuifattoridisceltadiunadestinazioneturistica
Aparteleattivitàcoerenticonleattivitàgeografiche(es.prendereilsolealmare),imotivisonosempreglistessi
Duplicationofpurchaselaw
Mansfield, Annabel, Jenni Romaniuk, and Byron Sharp. ”COMPETITION AMONG INTERNATIONAL TOURIST DESTINATIONS: APPLYING THE DUPLICATION OF PURCHASE LAW."
Ognidestinazionecondividedituristiconaltredest.infunzionedellequotedimercato
PULL
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ANEWPARADIGMSCELGO,DUNQUESONO(LucianoCanova)
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From the blog post “Tortoise & Hare Marketing” by Tatiana Sturdza for BigArrowgroup]
1
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ATTEGGIAMENTO- COMPORTAMENTO
2
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3
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Adattato sul immagine salvata da spring.org.uk
NODIDepositidiinformazioni
LINKForzaassociazioni
MEMORIAUnnetworkdiinfoassociate
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ANDSOWHAT?BRANDSALIENCE
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Firenze
Adattato sul immagine salvata da spring.org.uk
WeekendromanticoAmetàstrada
NoncisonomaistatoBaseperfareungiroinToscana
SITUAZIONE IDECISIONEDIFAREUNVIAGGIO
BRANDSALIENCE
Shopping
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Conchisiviaggia?
Perquantotempo?Quantolontano–quantoèfacilearrivare?
Quando?
QUANTOCOSTA?
Motivi(push)
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IMPLICAZIONICOSACAMBIAPERILDESTINATIONMARKETER
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1
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2
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3
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3MESSAGGIXCHIUDERE
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PEOPLEHAVEASPECIALREASONTOVISITOURDESTINATION.TRUE.FALSE,ORDON’TKNOW?
DIPENDE
1
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2
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KISS
3