A small school on contemporary trends in tourism: Niche marketing and constant monitoring of feedback

Niche marketing Niches are shelves with "classified customers" by demographic structure, habits, needs, available budget… Niche marketing takes into account the needs of the market, price range, quality of product or service. Cycle...

Niche marketing

Niches are shelves with "classified customers" by demographic structure, habits, needs, available budget… Niche marketing takes into account the needs of the market, price range, product or service quality. The cycle begins with market research according to all the above parameters. We turn the obtained "picture" into a "person", we can also give it a name: eg Ana.

Ana is 35 years old, lives with Anton, they are both passionate cyclists. They ride a bike, road or mountain, every day. They also have a dog that they ride on a bike trailer. They are well situated, travel by camper and love pitches with nice views. They like to explore the destination by bike. Ana is present on social networks every day, sharing her experiences from cycling tours with friends. She is a kind of leader for a larger group of people like her…

Creating an offer for a famous "person"

To successfully create an offer, it is necessary to "get into the shoes" of the "person". We have to identify with Ana. What would I, as Ana, appreciate on a trip, a vacation? An attractive location for my camper at a competitive price? Pet Welcome Package? A garage with the necessary equipment and tools to store and maintain the bike? (cleaning, washing, drying, clothes…) A good system of bike paths that are well maintained and marked, bike maps, GPS tracks, good bike service, bike friendly public transport…?

Quality and price

The quality of the offered content must be standardized, it must have the characteristics of the most frequently requested and well-rated content. These facilities must carry a quality label, a kind of certificate, best by the public sector that guests trust (tourist boards, municipalities, counties). The contents presented in this way are valued in the price range with similar contents in other destinations. The price must be adequate.

Constant monitoring of feedback

Such an offer that bears the quality label must be constantly "under scrutiny". Seeking and respecting the opinions of guests is extremely important. When, over a period of time, guest satisfaction is predominant and when the guests themselves become "ambassadors" of the offer, then we can say that our special, standardized and quality-labeled offer has become a BRAND.

Until that point, the label was just a label, just a quality label.

To be continued…

Author: Nedo Pinezić, www.nedopinezic.com / Photo: Kvarner Family

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