Op basis van de geformuleerde lange termijnvisie, de bestemmingsanalyse, doelstellingen en beleidslijnen is duidelijk geworden dat de destinatie Suriname zich verder moet gaan ontwikkelen. Stichting Toerisme Suriname, de DMO van Suriname, is verantwoordelijk voor het creëren van de ‘brand’ van...
Voor u ligt het Portfolio ‘Destination Branding’ die gemaakt is vanuit de DMO (Stichting Toerisme
Suriname). Door middel van visualisaties die in dit portfolio te zien zijn is zowel de huidige situatie van
Suriname geschetst als de gewenste toekomstvisie. De ondervonden inzichten zijn relevant en
bruikbaar in relatie tot toekomstige situaties in het toeristisch werkveld.
Dit rapport is geschreven in het kader van het kwartiel ‘Destination Development & Management
2021/2022’ aan de opleiding Tourism Management aan Hogeschool Saxion te Deventer.
Wij willen iedereen bedanken die direct of indirect hebben bijgedragen aan het ontwikkelen van ons
Destination Branding portfolio.
Nena Brokers, Estelle Gouders, Jaime van Leer, Jane Perik & Maud Veldscholten
Deventer, 25 januari 2022
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, Inhoudsopgave
Voorwoord .............................................................................................................................................. 3
Inhoudsopgave........................................................................................................................................ 4
Inleiding................................................................................................................................................... 6
Branding .................................................................................................................................................. 7
Het huidige ‘merk’............................................................................................................................. 7
Analyse sterkte ‘merk’ ..................................................................................................................... 8
Gewenste merkstrategie ................................................................................................................. 9
The value proposition canvas....................................................................................................... 10
Destination Brand Benefit Pyramid heden ................................................................................. 11
Destination Brand Benefit Pyramid.............................................................................................. 11
Interne/externe analyse ....................................................................................................................... 12
Spinnenwebmodel Suriname ....................................................................................................... 12
Concurrentieanalyse ...................................................................................................................... 13
Trends en ontwikkelingen analyse .............................................................................................. 15
Market scan .......................................................................................................................................... 16
Interne stakeholdersnetwerk van STS ........................................................................................ 17
Externe stakeholdernetwerk van STS......................................................................................... 17
Huidige bronmarkten/doelgroepen .............................................................................................. 18
Persona nieuwe doelgroep ........................................................................................................... 19
Marketing .............................................................................................................................................. 20
Huidige marketingstrategie ........................................................................................................... 20
Marketingdoelstellingen................................................................................................................. 21
Huidig toeristisch product .............................................................................................................. 22
Nieuw productportfolio ................................................................................................................... 23
Nieuw communicatieplan .............................................................................................................. 24
Aanbevelingen ...................................................................................................................................... 25
Routekaart ............................................................................................................................................ 26
Bronnenlijst ........................................................................................................................................... 28
Bijlage I – Huidig ‘merk’ Suriname ........................................................................................................ 31
Bijlage II - Analyse sterkte ‘merk’.......................................................................................................... 31
Bijlage III - Gewenste merkstrategie ..................................................................................................... 31
Bijlage IV – The value proposition canvas ............................................................................................. 32
Bijlage V - Destination Brand Benefit Pyramid heden .......................................................................... 32
Bijlage VI - Destination Brand Benefit Pyramid toekomst .................................................................... 32
Bijlage VII - Spinnenwebmodel Suriname ............................................................................................. 33
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