TOURISM MARKETING AND THE INCREASING SIGNIFICANCE OF AUTHENTICITY .pdf
Nombre del archivo original: TOURISM MARKETING AND THE INCREASING SIGNIFICANCE OF AUTHENTICITY.pdf
Título: Tourism Online Marketing
Autor: Tourism News
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TOURISM MARKETING AND THE INCREASING SIGNIFICANCE OF AUTHENTICITY
A study conducted quite recently by the leading German
market researcher marketagent.com attempted to find out how
effective pictures prove to be when it comes to tourism online
marketing ads. To say the least, the results were quite
What the research company found is that, although pictures do
matter to a great extent and make a difference when it comes
to attracting tourists, clichÃ© photos that contain sceneries and landscapes often do not work very well.
What work, instead, are images that speak compelling stories visually.
Differentiating offerings is important
Examining the utilization of promotional pictures to promote alpine skiing spots located in Austria and
Germany, the study found that the majority of promoters relied on interchangeable tourism marketing
themes and photos to gain best results. Among the brands promoting the 68 destinations examined,
about 60 percent showed such inclination.
Advertising a destination by showcasing its best foot forward in every way, often with the help of photos
of natural attractions, is a good idea. But, differentiating ads from competitors is utterly crucial, too.
Storytelling can move the youth
To carry out its study, marketagent.com created a number of different campaigns associated with a
fictional alp destination. The researchers examined 2500 participants in total, and measured a large
number of factors.
The study found that, during the early stages, different types of campaigns did not produce very
different results. However, it ascertained that images that describe a visual story can impact consumers
for a better duration, assuring an effect that is longer lasting.
It seems that using tourism industry images to tell a story can achieve market differentiation quite
effortlessly. The strategy can present a particular destination under a unique light, especially to young
affluent travelers and experience seekers.
Opportunities for online tourism marketing
To conclude, the study found that while most tourists look for an appealing natural destination in the
alpine, they also look for something unique an exciting.
That means if a travel brand wants to remain on top of its competition, it must differentiate its offerings
by exhibiting its authentic flavors by telling stories with its tourism industry images.
Further, these days, digital media gives brands plenty of opportunities for developing something that is
both visually exciting and authentically appealing. Not just that, tourism brands can enhance the impact
of their ad campaigns even more by working with travel bloggers and utilizing effective content that is