2. 01. Kaixo > Company Presentation
Brief presentation
We are a cultural association that through its history and experimentation and
learning of their people, has accumulated a deep knowledge of Basque culture.
And in particular, the years of experience support our remarkable ability to
recover and develop our culture.
4. 02. Kaixo > Mission
In response to our commitment to restore and develop the Basque culture
And because of the knowledge and experience we have achieved to do so,
In .... We propose to offer a solution of Basque cultural tourism.
DISCLOSE our knowledge of Basque culture
Tourism + Basque Culture
Tourism on Basque Culture
5. 02. Kaixo > Misió n
“Spread basque culture identity all over the world thorugh travel
Desinging and offering basque culture based travel experiences
through which the travellers intend to widen their knowledge and
acquire deep understanding of minority cultures.”
7. 03. Kaixo > Strategic goals
Basque Culture Tourism
Awaken foreigner´ s interest for learning and
discovering the origin and evolution of our language.
Develop and pass on knowledge and experiences
that help as spreading our culture identity abroad.
Cultivate the atmosphere which favoures the
exchange of people’s custom, tradition and way of
life.
9. 04. Kaixo > Our understanding of the Basque Culture
Kaixo’s good-will statement :
• We will transmit a positive image and reputation of the Basque Culture.
• Well do it from a partial point of view; We don´ t pretend to cover everything as
if it was a “master”.
• We won´ t be restrictive; We will integrate and consider each and every cultural
expression.
• We are not academic: We are educational and intend to teach and share what
we know.
• Well work under the premise of ther participació n.
11. 05. Kaixo >Value proposition
Kaixo Basque Tourism Agency= Cultural
Heritage Tourism:
• Basque: As particular interpretation of ethnic and identity
tourism of a culture. Understanding as an alive culture: Tradition
+ Modernity.
• Educational: Intellectual motivations with deep
learning/acquisition of knowledge that increases the profit of
experiences.
• Experiential: Participatory experiences to transform them into
something memorable.
• Human: As a place for encounter and dialogue between people
by generating an emotional connection.
12. 05. Kaixo >Unique Selling proposition
3 levels of motivation:
•Different and unique experiences.
•Establishing relationships with other people.
•Understanding / Acquisition of knowledge.
Experiences
Human Contact
¡¡innovative!!
Knowledge
13. 05. Kaixo> Unique Selling proposition
Differential Keys:
• Basque: as purpose, it isn’t a means.
• Educational: learning/acquisition of knowledge.
“Diferencial key, through the transmission of knowledge, for the enhancement
of the Basque Culture ".
Other keys:
• Experiential: fun, participatory.
• Human: intimate, close, shared. Establishing lasting bonds.
Other keys of competitiveness (an operating level):
• Management Experience: receptive skills.
• Prestige: reputation among offer intermediaries.
• Promocionalization: promotion and sale at the same time/ channel. Online
channel as a key element.
15. 06. Kaixo > Program prototype
Kaixo develops cultural travel programs for groups interested in learning Basque
cultural Identity. From the map of cultural events, to our knowledge, defines
Basque culture will design programs capable of transmitting knowledge and
providing extraordinary experiences for visitors.
This program will have the right mix of information and experience, and will
include the participation of members of the group experts Zenbat Gara and his
extensive and valuable network of relationships.
Kaixo programs may be:
On demand: in an initial phase, we will consider the characteristics and
interests of the visiting group to design a program that meets your needs more
clarifiers knowledge and experiences more rewarding for each individual case.
Predesigned: subsequently, and without leaving customized programs, we will
have more knowledge to establish fixed programs to which any interested party
may join individually
16. 06. Kaixo > Program prototype
All these cultural manifestations can fit in Kaixo:
sociology, dressing, eating, drinking, industry, die, sports, holiday,
nature, geography, government, history, living, communications,
culture, education, language, religion, communications, art
18. Interview model
1. Which of these statements do you identify with? Mark an X beside the statements.
19. 2. Which needs do you look for in your travels? Mark an X beside needs.
3. In your travels, have you managed to satisfy those needs?
4. How do you get it? If you haven’t got it, why? (organization, programme, etc.)
5. ¿Does the following travel proposal satisfy your expectations? Travel of cultural heritage, with a high learning
and strong relationships with natives.
6- Which of these features are the most important for you at the time of choosing a travel? On a scale of 1-5, 1
being “not at all” and 5 being “very”.
Identity _____
Educational _____
Experiential _____
Human _____
20. 1st Interviewee
Profile of the interviewee
Name: Ana Gutierrez
Profession: Freelance, with strong interest on minority cultures.
Age: between 30-40
21. 2nd Interviewee
Profile of the interviewee
Name: Elena Aguirre
Profession: Tourist guide
Age: between 30-40
22. 3rd Interviewee
Profile of the interviewee
Name: Gorka Inoriza
Profession: Teacher of Philology at the UNED
Age: between 30-40
23. 4th Interviewee
Profile of the interviewee
Name: Maria Arce
Profession: Teacher of Anthropology at the UPV
Age: between 30-40
24. Conclusions & Results
More adverse outcomes have occurred in the key differentiating of our proposal. Indeed, the
IDENTITY VALUE does not raise any interest, which is presented as a weakness, while the
EDUCATIONAL ASPECT is configured as a remarkable strength.
The reason why identity has received very little acceptance may be due to:
1. We have not transmitted the idea successfully
2. The Interviewees are not interested in that aspect.
We opted for the first option, as are profiles that identify the characteristics associated
with these key value (identity and educational).
Another conclusion drawn after analyzing the results, is that there is no supply
aparentement market that resembles our value proposition.
