Order the book Towards a new approach to territorial marketing

Order the book Towards a new approach to territorial marketing

Should we oppose in today's tourism, Territorial Marketing and destination brands?

Welcome to the Tourism Marketing book soon available from L’harmattan editions .

In a world of tourism where the advent of digital has profoundly changed the situation, globalized the offer or accentuated the divide between destinations and their territorial policies. Tourism players have seen their jobs change too. Their destinations have become brands and marketing departments have arrived to manage them as products.

That’s in an ideal world where there are no intermediate measures…

The reality is that the change is taking place but it is also accentuating the divide between the different territories, those who have taken advantage of the digital wave to completely review their approach to tourism and those who are still waiting, not necessarily knowing how to attack the problem. Tourism is a multidisciplinary and complex field of activity, its transversality of action makes it a complex whole to understand and manage.

Close to and dependent on local governance, tourism tends to be easily apprehended through the personal experience of an elected official or a territorial civil servant who, if I may allow myself the parallel with events, sees in organization made for the school penny fair, the same work as for a music festival welcoming artists of international stature.

Tools and techniques evolve

However, the tools and techniques evolve with the world and the technicians in the field of Tourism have weapons that allow them to offer the customer assets and an exacerbated knowledge of their territory.

Traditional marketing has been supplemented by variants such as customer relations or territorial marketing; where the destinations have the same codes as the brands and serve to contribute to the attractiveness of their territory

In short, everything is there to make Tourism a field of innovation and cutting-edge in terms of today’s marketing. But local governance systems do not have the same responsiveness as destination customers and are still struggling to move in the direction of the latter or to take them into consideration. Yet it is these same governances that own their destination brands.

We must therefore ask ourselves questions about the use of tools such as territorial marketing, what place should it occupy and how to use destination brands to increase its attractiveness.

What role does the destination have in relation to the territory? Does the brand have a relationship with the daily action carried out by the territory and its governance?

And finally, is attractiveness linked to the commercial success of the destination brand?

These are all the questions to which we are going to try to provide answers through this white paper, based on numerous literatures or lived experiences through my professional career as a tourist office manager in mountain resorts ( I consciously avoid the term skiing or winter sport, considering the mountain destination as able to live throughout the year, disregarding seasonality and strong or weak periods of affluence dictated by the activities of his territory).

Territorial marketing is one of our specialties. You can find all of our know-how in the dedicated section .

Definition of the method of Attractiveness Canvas

In the white paper of Tourism Marketing, we talk about the method created by us: The attractiveness Canvas.

You can download the latest version of the matrices below. They are copyright free.

Attractiveness Canvas