Next
Content is at the origin of this Observatory makers of eTourism through
an extensive survey conducted in March 2014 (sample of 126 decision
makers working in the private sector and 76 public and institutional
policymakers tourism).
Balance, vision and projects on new trends are at the heart of this
study, which will be unveiled tomorrow at Next Event Tourism Paris.
Etourisme.info shows you a preview of some of the results on institutional.
About priority projects on the Internet in 2014, 40% of the institutional eTourism makers consider that editorial content will be one of the key areas of work.
Then comes the optimization of websites, including among regional
actors and service marketing objectives assigned to them or they have
set.
Regional actors also emphasize on CRM, data. This effort around loyalty, knowledge "clients" can be connected to strengthen actions on social networks and community development. Many departmental actors intend to operate within the digital communication campaigns to build their brand. The mobile is also highly present in their priorities.
Regional actors also emphasize on CRM, data. This effort around loyalty, knowledge "clients" can be connected to strengthen actions on social networks and community development. Many departmental actors intend to operate within the digital communication campaigns to build their brand. The mobile is also highly present in their priorities.
In terms of content,
a third of institutional actors interviewed as a priority to develop
multimedia content when another third placing first on the editorial. The maps are a priority for a quarter of the tourist offices of a town or city. A regional mapping loses a lot of importance on the agenda of policy makers.
However, participatory mechanisms, especially around the reviews and
consumers appear to be a priority area of work for several agencies
and regional committees.
At the orientation of budgets among institutional stakeholders, on average, digital accounts for about 38% of investments in communication. The median is a little lower at 34%. The average is 37% for CDT, CRT surveyed and 39% for the tourist offices. But among the tourist offices, the dispersion of this indicator is much stronger.
Priority for Internet communication remains to develop the brand, reputation, particularly for developing spontaneous traffic.
Institutional players expected to significantly increase their
commitments on social networks and brand content, and to a lesser extent
on the mobile (mainly from the tourist offices). From the perspective of CDT and CRT, the search and video appear higher priority than the mobile.
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