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Analyserapport Destinatiemarketing - Social Media Boost - Hogeschool Saxion Tourism Management (module 3) - jaar 1
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Het analyserapport (social media boost) voor Destinatiemarketing in leerjaar 1, kwartiel 3.
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By: celinebruggert • 1 year ago
By: iriswesten • 1 year ago
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1,Inleiding
Dit analyserapport geeft de Social Media Boost van de stad Breda weer. Om de Social Media Boost
te maken is er eerst onderzoek gedaan naar het aanbod van Breda aan de hand van het model ‘the
elements of a tourist destination’ met de zes A’s van Page en Connell en een toegevoegde A voor
algemene informatie. Daarnaast is de huidige online en offline marketing van Breda geanalyseerd.
Tegenwoordig is technologie niet meer weg te denken in onze samenleving. Daarom is er gekeken
naar manieren om steden en in dit geval Breda op de kaart te zetten. Breda maakt al gebruik van
bepaalde technieken maar in dit analyserapport is er tevens gekeken naar andere mogelijkheden.
Vanuit de analyse van het aanbod van Breda is gekeken naar de meest geschikte doelgroep voor de
stad. Hiervoor is de Leefstijlvinder gebruikt en kwam de Stijlzoeker naar voren. Hieruit is een persona
gemaakt. Verdere uitleg over de gekozen doelgroep staat beschreven in het analyserapport.
Uit de analyses en onderzoeken is een content planning gemaakt en een content strategie bedacht.
Deze worden in het analyserapport verder toegelicht.
Het analyserapport wordt afgesloten met een economisch overzicht van de content strategie.
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,Inhoudsopgave
1.1 Algemene informatie..........................................................................................................................................5
1.2 Attractions..........................................................................................................................................................5
1.2.2 Natural attractions ........................................................................................................................................5
1.2.3 Sfeergebieden..................................................................................................................................................6
1.3 Activities.............................................................................................................................................................6
1.4 Amenities............................................................................................................................................................7
1.4.1 Accommodaties...............................................................................................................................................7
1.4.2 Hospitality en tourist services.........................................................................................................................7
1.4.3 Retail...............................................................................................................................................................7
1.4.4 Food & Beverages...........................................................................................................................................8
1.5 Available packages.............................................................................................................................................8
1.6 Accessibility........................................................................................................................................................9
2. Omgaan met living technology In dit hoofdstuk wordt gekeken hoe Breda Marketing technologie toepast
bij het vermarkten van de bestemming. Daarnaast wordt een advies gegeven over een nog niet gebruikte
technologie die zij nog niet gebruiken voor de gekozen doelgroep...............................................................11
3. Beschrijving en analyse doelgroep........................................................................................................... 12
3.1 Doelgroep.........................................................................................................................................................12
3.2 Stijlzoekers.......................................................................................................................................................12
3.3 Gesegmenteerde Stijlzoekers...........................................................................................................................12
4. Beschrijving en analyse huidige marketing van destinatie........................................................................14
4.1 Marketingdoelstellingen..................................................................................................................................14
4.2 Doelgroepen.....................................................................................................................................................14
4.2.2 Talenten en bedrijven....................................................................................................................................15
4.3 De online marketing.........................................................................................................................................15
4.3.1 Websites........................................................................................................................................................15
4.3.2 Tone of voice.................................................................................................................................................16
4.4 Sociale mediakanalen......................................................................................................................................16
4.5 De offline marketing.........................................................................................................................................17
5. Contentstrategie en content plan............................................................................................................ 18
5.1 Doelstellingen...................................................................................................................................................18
5.2 Content onderwerpen......................................................................................................................................18
5.3 Content format.................................................................................................................................................19
5.4 Presentatievorm...............................................................................................................................................19
5.5 Contentcreatie..................................................................................................................................................20
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, 5.6 Social mediakanaal versus doelgroep..............................................................................................................20
5.7 Gedrag..............................................................................................................................................................20
5.8 Content verzamelen.........................................................................................................................................20
6.1 Social mediakanaal versus boodschap.............................................................................................................21
6.2 Technische inzet social mediakanaal...............................................................................................................21
6.2.1 Hashtags.......................................................................................................................................................21
6.2.2 Tijd van posten..............................................................................................................................................21
6.2.3 Call to action.................................................................................................................................................22
7. Economische/financiële analyse.............................................................................................................. 23
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