It is always top of mind for us that the SPDRD Roundtable Discussion is for YOU and about YOU the destination researchers! To that end, you set the agenda!
For topics this year, we are asking you to take a look at the 2017 Conference Program and look for what’s missing. It’s a great program but what do you want to talk about that you don’t see on the program? Is there a topic that you want to get your fellow researchers take on before you see the session? To be sure your topic makes it on the agenda, send your ideas to Dee Ann McKinney at deeann.mckinney@ded.mo.gov.
Also, Andreas Weissenborn, Director of Research & Analytics, Destination Marketing Association International will address the SPDRD Breakfast to update delegates on DMAI initiatives and get input into how DMAI can help support travel and tourism researchers.
We are thrilled to announce the third ttra Qualitative Research Methods workshop! This workshop continues to provide ttra attendees with the opportunity to learn more about the joys and challenges of qualitative research. This year’s program will provide opportunities for attendees to learn from each other through roundtable presentations and from Dr. Heather Mair who will lead a workshop on the use of memory-work. The roundtable presentations focus on discussion and engagement with a small audience and do not utilize powerpoints, but rather other presentation aids are encouraged (e.g. audio files, short videos, or photographs).
SCHEDULE:
1:00 PM - 2:20 PM - Workshop with Dr. Heather Mair
Dr. Mair will lead an 80-minute workshop designed to bring together tourism scholars to consider the potential of memory-work for tourism research and teaching. The goal of this workshop is to have participants get a sense of the memory-work approach. The workshop begins with a very brief introduction of the main tenets of the methodology as well as some discussion of its use in tourism studies and elsewhere. Next, in order to illustrate how the methodology works, participants will be asked to reflect on their personal travel experiences and to write a short memory to be shared with the group. After reading the memories, a short, collective analysis will be facilitated and the process will be discussed in relation to memory-work’s potential to tourism studies. As the workshop will illustrate, however briefly, memory-work is rather demanding. It requires a considerable amount of time and commitment by all involved. Nonetheless, the workshop will offer participants a sense of how the methodology works and will have an opportunity to ‘practice’ memory-work on their own and with the group.
2:20 PM - 2:30 PM - Break
2:30 PM - 2:55 PM - Roundtable Presentations: Research Findings 1
Table 1: "Scenario Planning: A Planning Tool for an Uncertain Future."
Gyan Nyaupane, Arizona State University; Christine Buzinde, Arizona State University
Table 2: "The Emergence of Craft Distilling Tourism: The Role of Community Capitals."
Whitney Knollenberg, North Carolina State University; Carla Barbieri, North Carolina State University
Table 3: "Discerning Differences in Cross-border Shopping Occasions."
Michael Mulvey, University of Ottawa; Michael Lever, University of Guelph
Table 4: "A Grounded Theory Analysis of Local Residents’ Perceptions of Social Meanings of Recreational Beaches."
Mingjie Gao, University of Waterloo
2:55 PM - 3:00 PM - Break
3:00 PM - 3:25 PM - Roundtable Presentations: Methods
Table 1: "Reflections on Using Video as a Data Collection Tool in Narrative Inquiry."
Tom Griffin, Ryerson University
Table 2: "Qualitative Research Methods for Critical Inquiry: An Emergent Method of Analysis from the Social Sciences."
Linda Lowry, University of Massachusetts-Amherst; Elizabeth Cartier, University of Massachusetts-Amherst
Table 3: "A Changing Netnographic Landscape: Is There a Place for Online Ethnography in Hospitality and Tourism?"
Elizabeth Whalen, University of Houston
Table 4: "Photo Elicitation in Tourism Research: Investigating the Travel Experiences of Study Abroad Participants."
Ara Pachmayer, Humboldt State University; Kathleen Andereck, Arizona State University
3:25 PM - 3:30 PM - Break
3:30 PM - 4:00 PM - Panel Discussion
Moderators: Nancy McGehee, Virginia Tech; Nicole Vaugeois, Vancouver Island University; Marlise Taylor, VisitNC
As researchers, we love stats, data, and facts. They are the bread and butter of what we do best and are the cornerstone of evidence-based decision making. But too often, we get caught up in providing the data, the charts, the graphs, the sources, the important details on the data, the caveats, and the methodologies that our audience becomes overloaded and tunes out. This can happen as often with CEOs as with researcher colleagues.
There is so much information available, that one of the core skills of the modern researcher is to communicate your analysis and findings in a way that engages your audience, helps them understand why your research is important, and guides them to make decisions – whether that is a government policy, a marketing strategy, an investment decision, or even to continue reading your research.
Storytelling offers clues on how to keep your audience engaged and tuned-in. This workshop will review techniques to use stories as structure and hero in your presentations; stories that will be remembered and inspire action.
You are invited to join colleagues from the Central States for a cross-cultural gathering on Tuesday, June 20 at 4:15 pm. Meet in the lobby of the Hilton Quebec for a short walk to Délices Érable & Cie Boutique | Bistro (translates to Maple Delights). Come sample some local delicacies, learn more about maple syrup production and network with follow CenStates members at this maple-themed attraction and learn the things that Canada and Wisconsin have in common (including both hosting TTRA meetings this year).
In June 2016, the Ontario Tourism Marketing Partnership (OTMPC) launched its summer campaign as a game with a 10-day teaser phase asking Ontarians to visit WhereAmI.com to guess "Where Am I in the world?" At reveal day, consumers were then directed to OntarioTravel.net to see "Where Am I in Ontario?" This phase lasted 2 days and was followed by a sustain phase for 17 days. The campaign achieved 4.9 million video views in the 29-day period across multiple digital and social channels with total impressions of 38.6 million, far exceeding expectations. The game generated 28,000 guess entries during the intrigue phase with 1.9 million video views during the 2-day reveal phase, exceeding the goal by 146%. Currently being tested in the United States, campaign results and insights gained will be shared with the audience at the TTRA 2017 conference.
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En juin 2016, la Société du Partenariat Ontarien de Marketing Touristique (SPOMT) a lancé sa campagne estivale sous la forme d’un jeu en plusieurs phases. La phase 1, étalée sur 10 jours, demandait aux Ontariens de visiter le site WhereAmI.com pour deviner «Where Am I in the world?» (Où suis-je dans le monde ?). À la fin de cette période, la phase 2 de la campagne débutait et dirigeait les consommateurs vers OntarioTravel.net pour voir «Where Am I in Ontario?» (Où suis-je en Ontario ?). Cette phase a duré 2 jours et a été suivie d’une troisième phase, d’une durée de 17 jours. La campagne dans son ensemble a généré 4,9 millions de visionnements sur les différentes plateformes, avec un impact total de 38,6 millions d’impressions, dépassant largement les attentes. Le jeu a généré 28 000 participations pendant la phase initiale et 1.9 millions de visionnements pendant la seconde phase ce qui dépassait le but fixé par 146%. Le jeu est présentement testé aux États-Unis et les résultats de la campagne seront partagés lors de la conférence à #ttra2017.
SKIFT is on a mission to transform their knowledge services from a “nice-to-have” to a “must-have” for savvy travel executives and marketers. Luke Bukjarski, Founding Director & Head of Research, will share recent research from Skift's Digital Destinations Survey, information on the new methodologies and datasets available to destination marketers, how SKIFT maps the traveler journey (beyond the funnel), what's next in travel tech from perspective of platforms and the big online brands, and loyalty strategies for destinations and repeat visitation in travel.
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SKIFT s’est donné pour mission de faire de leurs services de recherche un incontournable pour les cadres avisés du domaine du tourisme et du marketing. Luke Bujarski, Fondateur, directeur et chef de la recherche de Skift, partagera une étude récente de Skift sur les sondages numériques de destination. Les sujets abordés sont : comment Skift cartographie le périple des voyageurs, que réserve la technologie du voyage du futur en ce qui concerne les plateformes et les grandes marques en lignes, et les stratégies de fidélisations et les visites répétées pour les destinations.
"Les PPP en tourisme pour la mise en place de la durabilité à Essaouira au Maroc."
Hadach Mohamed, l'Ecole Supérieure de technologie Essaouira; Bouaabid Hanane, l'Ecole Supérieure de technologie Essaouira
"Utilisation du smartphone pendant l’expérience de loisir : le rôle des facteurs contextuels."
Tan Vo Thanh, Ecole Supérieure de Commerce de LaRochelle; Valentina Kirova, Ecole Supérieure de Commerce de LaRochelle
"L’insertion du tourisme en milieu fragile entre finalités aménagistes et vulnérabilité du milieu, cohérence ou paradoxe ? Cas de la station touristique Taghazout Bay et de l’écolodge Atlas Kasbah."
Khalid Benamara, l’Université Ibn Zohr; Essaadia Ait Lhou, l’Université Ibn Zohr; Mohamed Ait Nacer, École Doctorale Sciences de l’Homme et de la Société
"L’evaluation de la competitivite touristique de destinations : etude de trois villes patrimoines ; Hue (Vietnam), Hoi An (Vietnam) et Luang Prabang (Laos)."
Phan Van Thuy, Université de Perpignan Via Domitia; Laurent Botti, Université de Perpignan Via Domitia; Tan Vo Thanh, Ecole Supérieure de Commerce de LaRochelle
In this session, four young professionals will present their thoughts on research trends that could affect the travel and tourism industry in the next five years. The presenters will each have five minutes to introduce their research trend, discuss its importance, and outline potential challenges and opportunities related to their research trend.
The presenters will then lead audience members in small group conversations to share ideas on how to address these trends. The session will conclude with the presenters providing “take away” ideas from their small group conversations.
This session has been designed to generate networking opportunities and conversation among participants. The presenters will be required to utilize a presentation which emphasizes the rapid introduction of ideas using mostly pictures rather than text. This style will result in a lively session with plenty of the time for audience members to talk and share ideas.
ttra 2017 Conversation Starters Topics
Harnessing Narcissism to Gain a Competitive Advantage: The Role of Local Tourism Experiences
Presented by: B. Bynum Boley, Ph.D., Assistant Professor of Natural Resources Recreation and Tourism, University of Georgia
Three demand-side narcissistic forces are converging at once to raise the importance of marketing a destination’s unique natural and cultural resources. These include a growing emphasis from tourists to appear sustainable while on vacation, their desire for unique locally-based experiences, and the ability for tourists to leverage these manicured “sustainable experiences” into social status through posting them on social media. This talk will focus on the importance of understanding these three trends and how destination marketers can utilize research to harness these trends in order to create a more competitive tourism destination.
Integrating Research into Tourism Crisis Management
Presented by: Ashley Schroeder, Ph.D., Assistant Professor, University of Hawaii at Manoa; Managing Director, Tourism Crisis Management Initiative
In recent times, there has been a documented increase in crises around the globe. The frequency, strength, and intensity of crises has amplified, often causing dramatic environmental, social, and economic consequences which affect destinations. Tourism is considered to be one of the most vulnerable industries in the world, as a wide variety of natural and man-made crises have had significant effects on the tourism industry. At the same time, attention to safety, security, and crisis management has dramatically heightened. As a result of this trend, there has been increasing pressure on destinations and tourism organizations to effectively manage their business and safeguard both their visitors and their images. Accordingly, there is a significant need to prioritize crisis management initiatives in the tourism industry. This discussion will focus on how research can contribute to a better understanding of factors which promote successful reduction, readiness, response, and recovery. In addition, the role of research in providing responsive and innovative solutions to destination managers and industry partners will be discussed. Examples of how destination managers and industry partners have integrated research into their tourism crisis management initiatives will also be presented.
Intersectionality in Tourism Marketing: Appealing to Consumer Identities
Presented by: Kate Thompson, Research Manager, Destination DC
As our organizations think about marketing strategies, we consider the different parts of our visitor base, and market accordingly. At conferences like these, we think about how these groups are defined, what their interests are, their travel tendencies, and the best ways to access them. We feature these groups in all types of ads, provide specific content in guides and online, and constantly watch for changes in their behavior. However, we often forget about how these identities intersect with others. An LGBTQ Millennial with children may travel more like the average family than other members of the LGBTQ community or Millennials. This presentation will focus on the research behind these concepts and ways to market to these groups while highlighting the diversity of people and opportunities in our destinations.
Utilizing New Methodologies and Predictive Metrics for Tracking Global Travel
Presented by: Andria Godfrey, Director of Accounts, ADARA
The amount of data available for tracking and evaluating travel is increasing at an astronomical rate, providing the industry with new metrics for keeping the pulse on travel trends as well as employing the use of new predictive measures. Primarily in the International space, we are now able to track travel behavior in real time to an extent that was not previously possible. Where we as an industry used to mostly look backward to what has occurred, we now are able to see travel behavior today as well as utilize predictive data to gain insight as to what's ahead. Keeping a constant pulse on new metrics allows us as an industry to better understand how global events are impacting the industry.
Join us for the very popular Ideas Fair on Wednesday evening. This is a chance to see new research presented in a creative way. These visual papers offer a different way to experience research! Please be sure to take a bingo card and visit the various presenters.
When you have a bingo, turn your card in at the registration desk for a chance to win a 2018 ttra Annual Conference registration. All cards must be received by 11:45 AM on Thursday to be entered into the drawing.
We will also have a signature drink, hosted by the Ideas Fair sponsor, William Angliss Institute as well as some snacks. There will be a cash bar available. Please have a drink, eat some munchies and check out the papers (see listing below)! You’ll be glad you did.
"An Investigation of the Influence of Chronotype and Time-of-Day on Travellers’ Behavioural Intentions and Overall Satisfaction with a Tourist Destination."
Maryse Côté-Hamel, Université Laval
"Brexit Referendum Influence on Londoners’ Overseas Travelling."
Nikolaos Pappas, University of Sunderland
"Coping and Co-Creating Strategy to Overcome Tourist-To-Tourist Encounter by Using Critical Incident Technique."
Hsuan Hsuan Chang, Ming Chuan University
"Destination Advertising in a Smarter Way: A Machine Learning Model for DMOs’ Photo Selection."
Ning Deng, Beijing International Studies University; Xiang (Robert) Li, Temple University
"Does Destination Image Affect Tourist Satisfaction and Visit Recommendation at a Small Cruise Port?"
Jenny Cave, University of Waikato; Thu Thi Trinh, Pegasus International College
"Drivers of Customer Value in a Zoological Theme Park."
Marc-Antoine Vachon, Université du Québec à Montréal; Laurence Boyer-Turp, Université du Québec à Montréal
"Effects of Touristic Elements in Photographs on Potential Visitors’ Evaluations of a Volcano."
Ryota Nakamata, Tokyo Metropolitan University; Taketo Naoi, Tokyo Metropolitan University; Shoji Iijima, University of the Ryukyus
"Glocalization Management Strategies of NGOs Engaged in Transformative Tourism."
Joelle Soulard, Virginia Polytechnic Institute and State University; Nancy McGehee, Virginia Polytechnic Institute and State University
"Measuring Loyalty in Tourism Events: Evidence from the World Travel Market."
Marietta Fragkogianni, University of Suffolk
"Optimizing Social Media Functionalities and Message Format for Persuasive Crisis Communication in Tourism."
Ahmad Fitri Amir, University of Florida; Lori Pennington-Gray, University of Florida
"Paris, Je T’aime: (Post) Feminist Identities, Emotional Geographies and Women’s Travel Narratives of Paris."
Kelley McClinchey, Wilfrid Laurier University
"Passport to Terrorism."
Danielle Barbe, University of Florida
"Role of Service Leadership in Transforming Supply Chains in the Accommodation Sector."
Kimberley Thomas-Francois, University of Guelph; Marion Joppe, University of Guelph; Michael von Massow, University of Guelph
"Sub-Dimensions of Destination Brand Love and Their Influences on Destination Brand Loyalty."
Kai Jiang, University of Waterloo; Luke Potwarka, University of Waterloo; Mark Havitz, University of Waterloo
"Sustainable Promotion of Homestay Tourism in the Remote Himalayas of India."
Jyoti Sood, Arizona State University; Deepak Chhabra, Arizona State University; Kathleen Andereck, Arizona State University
"Technology Meets Tradition in Central Asia. Kazakhstan: A Case Study of Implementation of Business Tourism Institutions."
Slawomir Wroblewski, Narxoz University
"The VFR Hosting Activity of Immigrant and Canadian-Born Residents."
Tom Griffin, Ryerson University; Daniel Guttentag, Ryerson University
"Tourism Market Segmentation Using Big Data Approach: Where is the Next Non-Stop Destination?"
So Young Park, The Pennsylvania State University; Bing Pan, The Pennsylvania State University
"Tourist-to-Tourist Encounter Effect: More Conflicts or Less?"
Hsuan Hsuan Chang, Ming Chuan University
"Wine Tourism and Gastronomy in North Portugal."
Darko Dimitrovski, Universidade de Trás-os-Montes e Alto Douro
"Would Self-determination Intervention Facilitate Leisure Travel Pursuit at Different Challenge Levels? The Exploration among People with Mobility Impairments."
Ye Zhang, Florida Atlantic University; Jie Gao, Montclair State University; Peter Ricci, Florida Atlantic University; Ye (Sandy) Shen, University of Guelph
"Une approche participative pour évaluer les risques et les opportunités touristiques dans un contexte climatique en évolution au Québec (Canada)."
Kate Germain, Université du Québec à Montréal; Claude Péloquin, Université du Québec à Montréal; Stéphanie Bleau, Ouranos - Consortium sur les changements climatiques; Marc-Antoine Vachon, Université du Québec à Montréal
Quebec is renowned for its cuisine and Quebec City has many fine restaurants in every price range. Wednesday evening will be your opportunity to head out and enjoy the local cuisine.
To ensure you will find seating during this very busy time, Québéc City Tourism has made reservations at several popular restaurants and will be onsite at the conference to help with your selection.
Plan to stop by the Québéc City Tourism Welcome Table to make your reservation on Tuesday from 11 am to 2 pm and on Wednesday from 8 am to 2 pm.
To help you plan, see the list of available restaurants below:
Located on Grande-Allée Street:
Pot de Vin restaurant Grande-Allée
Savini Resto Lounge
Located on Saint-Louis Street:
Chez Jules
Located on Saint-Jean Street:
Restaurant Beffroi Steak House
Portofino Bistro Italiano
Located on Saint-Paul Street:
Legende Restaurant
Located on Cartier Avenue:
Graffiti
Located on Jacques-Parizeau street (Near the Grand Théâtre):
We've got more data than we ever dreamed possible...so why are answers so hard to come by? Jon Bromstein, Analytical Lead at Google Canada, will discuss the need to re-examine the way we ask questions as he walks through the truths, myths, and endless possibilities of the information Google generates and analyzes every day.
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Nous avons désormais accès à plus de données que nous en avions rêvé… alors pourquoi est-ce si difficile de les faire parler ? Jon Bromstein, expert en analyse de données chez Google Canada, discutera de l’impératif de revoir notre manière de questionner les données. Il déboulonnera les mythes et exposera les possibilités infinies à exploiter à partir des données que Google génère.
"La saisonnalité des produits touristiques hivernaux de plein air de la région de Charlevoix: Stratégies et innovations."
Andréanne Goupil, Université Laval; Pascale Marcotte, Université Laval
"Le développement touristique et sa gouvernance en milieu rural insulaire."
Marc LeBlanc, University of Moncton
"Adoption d’innovation Web: Le cas des hôtels indépendants en France."
Mustafeed Zaman, Université de Perpignan Via Domitia; Laurent Botti, Université de Perpignan Via Domitia; Tan Vo Thanh, Ecole Supérieure de Commerce de LaRochelle
"Style de vie et main-d'oeuvre en tourisme d'aventure et écotourisme sur le territoire québécois".
Christine Hersberger, Université Laval
In today’s divisive climate, it is an especially important for U.S. tourism marketing groups to convey a message of welcome to people of all cultures. But how can a DMO do this effectively? Saying it is one thing; being convincing—and authentic—is another.
Despite a growing amount of general consumer research on different domestic cultural populations, there is a lack of shared research on U.S. travelers of specific ethnic and cultural groups. Conducting custom studies on cultural traveler groups can be particularly challenging because of the difficulty in attaining adequate sample size, lack of research expertise in that cultural group, and cost. Session speakers Lauren Hansen-Flaschen from VISIT PHILADELPHIA and Michael Rodenburgh from Ipsos want you to know that it is doable—and well worth it.
Working with Ipsos, VISIT PHILADELPHIA recently completed two such studies to better understand the African-American traveler and the Latino traveler from the Northeastern United States. A major reason for these studies was to determine whether connecting and attracting these markets is effective through the general market campaign, or if VISIT PHILADELPHIA should create more tailored marketing and messaging to reach these audiences.
Based on these very recent studies, this presentation covers:
Need to better understand your customers, employees, or stakeholders?
A Custom Panel offers an ongoing survey environment with regular access to your panelists for quick screenings, deep dives, longitudinal surveys or ad-hoc qualitative sessions such as co-creation or online chats. As experts in this field, IPSOS employs several techniques to ensure respondent engagement and better insights. One of their favorite techniques is gamifying research activities and other panel communications.
Join Pricilla Fisk as she shares interesting Custom Panel case studies where gamification and other engagement techniques resulted in strategy-driving results.
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Vous aimeriez mieux comprendre vos clients, employés ou parties prenantes ?
Un panel sur mesure offre l’accès continu et régulier aux participants, que ce soit pour un aperçu rapide ou plus approfondi, une étude longitudinale ou des sessions qualitatives ad-hoc telles que la co-création ou des clavardages en ligne. Avec une vaste expertise dans le domaine, IPSOS a recours à plusieurs techniques pour favoriser l’engagement des répondants ainsi qu’une analyse fine. Parmi ces techniques, les activités de recherche ludiques et autres panels de communication figurent comme des favoris.
Joignez-vous à Pricilla Fisk alors qu’elle partagera des cas de figure où la ludification et d’autres techniques d’engagement des répondants ont permis d’obtenir des résultats dignes d’orienter la stratégie d’organisations de prestige.
Sho't Left, is one of the marketing campaign strategy of South Africa’s domestic tourism initiative. "Sho’t Left” is derived from everyday South African “taxi lingo”. A commuter wanting a ride to a destination close by will say “Sho’t left, driva” – meaning, I want to jump off just around the corner. Now In its fifth phase, the Sho't Left campaign is aimed at the youth market, married couples and independent workers and stretches to target visitors from neighboring countries Botswana and Mozambique to explore South Africa' adventure, entertainment, and nightlife.
With this, the paper examines the integration of social media marketing communications and brand strategy from the perspective of the destination marketing organization. The format and objectives of the Sho't Left campaign, as well as the factors that affect the effectiveness of tourism marketing communications, were also examined.
Qualitative case study methodology generated an understanding of the approach to DMOs’ marketing. Data was collected through purposive qualitative method and interview with DMO managers allows exploration of how online marketing strategies with the practice of social media used in destination branding processes and content analysis to analyze audience engagement to social media platforms.
Canadian and US online travel shoppers are now consuming billions of minutes each year engaging in travel content. This presentation explores how The Hawai’i Tourism Authority (HTA) and global online giant Expedia have used a collaborative approach to taking marketing technology to the next level.
In what was widely considered to be a ground-breaking campaign, Discover Your Aloha, Hawai’i, and Expedia used facial recognition software to guide consumers further down the path to purchase.
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Les consommateurs qui achètent leurs produits de voyage en ligne aux Canada et aux États-Unis consacrent désormais des milliards de minutes chaque année à la consultation de contenu touristique numérique. Cette présentation explore comment Hawai’i Tourism Authority (HTA) et Expedia ont eu recours à une approche collaborative pour projeter la technologie marketing à un niveau supérieur.
Avec leur campagne avant-gardiste «Discover Your Aloha», HTA et Expedia ont eu recours à la reconnaissance faciale pour guider leurs clients sur le chemin de l’achat.
As we all know, tourism funding has been front page news in North America, more specifically the US since late last year and the role of the DMO researcher has been taken places where it hasn't been in recent memory or ever.
In this interactive session, we will share insights on what’s happening, what is working and what else there is left to do. The aim will be to share learnings in a frank and honest way – so honest that we will be invoking the ‘Chatham House Rule’. The aim will be to equip DMOs and those who support them with practical outcomes to support their wider organization.
Les tendances économiques, sociale, politiques et de consommation exercent des forces importantes sur la manière dont les touristes voyagent à l’échelle globale. M. Henry-Biabaud partagera la vision et les méthodes de recherche de TCI Research portant sur les sondages et les données massives. Il présentera comment celles-ci peuvent aider les destinations et les entreprises touristiques à comprendre et mesurer l’influence de ces tendances globales.
David Goldstein, President & CEO of Destination Canada relies heavily on fact-based decision-making as head of the country’s national tourism marketing organization. In his keynote address, Goldstein will discuss how a balance of “poetry” and “plumbing’ is essential for good marketing. Consumers usually see the “poetry” or storytelling aspect of a marketing campaign, but it is the “plumbing” – market research and analytics– that drives strategy and demonstrates return on investment. Find out how Destination Canada is using commercially relevant research to hone its marketing campaigns, gain market share and stimulate further investment for the tourism sector in Canada.
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David Goldstein, président et PDG, Destination Canada, l’organisation responsable du marketing de destination canadien, appuie fortement son processus décisionnel sur des faits, c’est-à-dire des données issues de la recherche. Dans sa conférence, M. Goldstein discutera de l’équilibre à atteindre en marketing entre la «poésie» et la «mécanique». Les consommateurs voient la «poésie» et l’aspect «récit» d’une campagne marketing, mais c’est la «mécanique» - la recherche et l’analyse de marché - qui dirige la stratégie et démontre le retour sur investissement. Découvrez comment Destination Canada utilise la recherche pour affiner ses campagnes marketing, gagner des parts de marché et stimuler les investissements en tourisme au Canada.
A detailed outline is available. The session also prepares instructors to be able to present the CHIA-T training to students in tourism management programs. A comprehensive training package is available including PowerPoints, application exercises, supporting materials, quizzes and practice exams. It is easy to personalize the training related to a specific area of the world or for the specific needs of a school, company or organization.
For more information, and for details on how to register, visit www.ttra.com/events/str-chia-workshop/.
