Tourism Insights: Establishing A Value Proposition Key To Destination Marketing Success

Tourism Insights: Establishing A Value Proposition Key To Destination Marketing Success

Destination Marketing Organizations (DMOs) have transcended their simple role as a source of information for visitors. They play an important role as the voice of communities, businesses, workers and residents and as a link to the visitors they serve.

As the official Center County DMO, the Happy Valley Adventure Bureau (HVAB) plays this expanded role while maintaining its core mission of building a strong local tourism economy by promoting recreation, sports and tourism. Just as the role of DMOs has changed over the years, so too have the ways in which HVAB and similar organizations achieve their tourism promotion goals.

Historically, DMOs have sold a variety of things to see and do. Intended for a general audience; And they set their destination as everything to everyone. This approach is inefficient and costly and does little to differentiate a destination in a crowded and highly competitive tourism market.

The internet, social media and the rise of influencers and user-generated content have changed the game, with visitors having easier access to information about more travel options than ever before. All of the above are important tools that HVAB uses to sell Happy Valley. However, with so many ways to get your message across, it's important to focus on the user's main question: "Why should I visit?"

Answering this question means creating a value proposition for the destination and accepting that you cannot be everything to everyone, i.e. visitors. This is what HVAB did when it changed its name in October 2019.

For example, it is a major attraction in the state of Pennsylvania and will be especially valuable in our efforts to increase sports and recreational tourism. The problem is that there are still viewers who don't know Happy Valley after college. Many potential visitors don't know enough about our historic communities, our beautiful valleys, our craft beer and farm-to-table food scene, or our many outdoor activities.

All of Happiness Valley is our trademark and it is truly our value to be an accessible and affordable vacation destination for adults looking to escape the hustle and bustle of the big city to relax and unwind.

Attendance trends at Penn Cave and Wildlife Park, one of our most popular tourism resources, show that this value proposition is working.

After Pena Cave reopened in 2020 after being closed for more than 8 weeks, it has seen an increase in visitors from the New York area.

"Many of these people have told us they've rented a cabin, put the whole house up on Airbnb and brought the whole family out of town," said Terry Schleiden, marketing manager for Penn Cave and Wildlife Park. "They seem to feel most comfortable in the countryside, where they can take advantage of the outdoor recreation that our beautiful Happy Valley area offers."

Pena Cave still recognizes the tendency of big-city visitors to think of Happy Valley as a sacred place.

Along with new communication channels, HIVB is using new research tools to reach the right audience. AI is essential to destination marketing. Artificial intelligence, especially anonymized mobile phone technology, can help identify target audiences, understand visitor behavior at a destination, track visitor spending, and evaluate placement performance. HVAB shares this information with its tourism partners to promote coordinated marketing efforts.

The traditional model of the visitor center has also changed in providing tourist information. Successful shelters must be accessible themselves. HVAB at 204 W. Beaver Ave. It's creating a Happy Valley store where visitors — and residents — can buy Happy Valley artifacts and merchandise. The newly opened Moshannon Valley Heritage Center in Phillipsburg, in partnership with Visit Clearfield County, introduces people to the history of the area.

In today's competitive tourism promotion industry, effective DMOs must educate visitors and ask "why?" They stay on course by answering the all-important question. »

Fritz Smith is president and CEO of Happy Valley Adventure Bureau.

Who am I? Philosophical Studies - Amy Adkins

Comments

Post a Comment

Popular posts from this blog

Opinion: The Growing Impact Of Digital Marketing On Consumer Behaviour

Image
As consumers become exceptionally good researchers when it comes to making a purchase decision, the author lists digital marketing strategies for marketers. October 28, 2022 08:02:00 | Items | Ashtha Beecham While traditional marketing is limited to a local, at most national, audience, digital marketing, on the other hand, expands the market to reach everyone who connects online. According to a McKinsey report, “The Covid-19 crisis has accelerated the digitization of customer interactions around the world by years.” The first rule of marketing is to have the right offer in the right place at the right time. Digital marketing helps brands reach their ideal customers where they are today: ONLINE. A healthy digital marketing mix today includes email marketing, content marketing, social media marketing, lead generation campaigns, search engine optimization, digital outdoor, public relations online, mobile marketing, online content, branding and influencer marketing. What is consumer...
Read more

Ageless Media Announces Branding Strategy & Marketing Services In Seattle

Image
Seattle, USA - April 27, 2023 - With newly announced branding services, Ageless Media helps companies and entrepreneurs create unique visual identities and compelling messages. Agency professionals work with companies to develop an integrated branding strategy that will resonate with their target audience. Interested can get more information at https://www.agelessmedia.co/ With this announcement, Ageless Media introduced established companies to the need for a new brand, and new companies began building their brand endorsements to create a unique and effective social media presence. Companies can create targeted social media profiles, Facebook ads, Google ads, professional landing pages that link to all social media platforms, and more. Another important component of Ageless Media's brand new services is web design In today's highly digital world, a business's website is primarily its storefront, so it's important that the website and all online branding is aest...
Read more

What Are The Brands Strategies For Marketing During Indias Festive Times

Image
In a country like India where buying decisions are largely driven by emotions, the holiday season gives your customers the added benefit of reminding them of Indian culture by associating them with your products. The holidays provide a great opportunity to reconnect with current and potential clients or clients. During the festival you can develop effective marketing strategies that will help you communicate more effectively with your customers or clients. Internet sales also increase during the festival. Fintech simplifies and accelerates processes in general; The holiday season is simply a high-volume season. The holiday season is a great time to showcase your range of products, launch new products and services, and reach a wider audience. Banks and financial institutions offer a wide range of flexible solutions such as working capital, debt, supply chain finance, machinery finance, microfinance, commercial vehicle loans, commercial equipment loans, etc. As of September 9, 2022, pu...
Read more