Rather than be threatened by the Digital Age and new tourist expectations, tourism managers should embrace them by fostering a city -or region- wide culture of innovation, adaptation and collaboration. Crafting the brand of a tourist destination is more important than ever.
The days of a destination manager simply pumping out advertising and PR releases to influence consumer preferences are over. Savvy DMs are now tapping social and mobile networks, smart phones and tablets, GPS apps, e-commerce and booking engines, Google maps, user-generated-content, kiosks, crowdsourcing and the opportunity to economically reach consumers globally.
Websites can now deploy video, text, audio, photos and real time comments from customers. So tourists also have their say; before, during and after their visit. User-generated content enables consumers to thoroughly compare options, rate experiences, post images, and make comments to assist others.
This leaves little room for hype, boosterism or propaganda.
Thus to thrive and survive, destination managers must learn these new skills and be more adaptive in conveying their destination’s distinctiveness and benefits —in short their brand identity. They must be guided less by politics and appeasement, and more by collaboration, product development, and true customer focus.
While it’s true that the technological innovations are many, it is more true that the more profound changes have been to consumer behavior influencing how we communicate, buy, work, relax, learn, consume and react.
The destinations that adapt to the new rules and consumer behaviors and continue to use their brand as their rallying point for partners will thrive and build ever more meaningful brands.
Written by Marie Nelson for Mijo! Brands of Mexico.