4. 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.
5. 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
6. 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.
7. 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.
9. In this stage we are going to work through/with some channels/means and not with
ended customers.
By channels we understand every public- private institutions and cultural organizations
or universities, whose departments are dedicated to promote culture.
For this reason, we have interviewed these channels/means and not to the ended
customers.
Through the interviews to these channels/means we have learned about the behaviour
and needs of our potential customers.
We have interviewed to the following channels/means:
• Etxepare- Basque Institute
• Basque Goverment-Department of Cultural and Tourism Promotion.
• Deusto University (private)- International Relations Department
• EHU-UPV (public)- Basque Country University
• Euskaletxeak.net- Basque community abroad platform
10. From the interviews and surveys…
Do customers have the problem that we think they do? (Customers need a cultural trip based on Human+Experience+Understanding+Identity)
Etxepare: Yes, because users have to plan their own cultural trips, and have no time.
Department of Cultural and Tourism Promotion: Yes, because there is no trip proposal that satisfied compeletly their needs.
Deusto University (private): Yes, because there is no current market on trips with high content on understanding.
EHU-UPV: Yes, because there is no current market on trips with high content on understanding.
Euskaletxeak.net: Yes, because users have to plan their own cultural trips, and have no time.
If so, how are they currently solving it and how much do they pay for that solution?
Etxepare: Planing their own trips / Between 2000-3000 euros
Department of Cultural and Tourism Promotion: buying the current offers but including extra activities / 2500- 3500 euros
Deusto University (private): Planing their own trips visiting foros and social media / 800-1000 euros
EHU-UPV: Planing their own trips visiting foros and social media / 500-900 euros
Euskaletxeak.net: Planing their own trips / 2000-2500 euros
Are they interested in our solution?
Etxepare: Yes
Department of Cultural and Tourism Promotion: Yes
Deusto University (private): Yes
EHU-UPV: Yes
Euskaletxeak.net: Yes
Are they willing to pay us for it?
Etxepare: Yes
Department of Cultural and Tourism Promotion: Yes
Deusto University (private): Depends on the price
EHU-UPV: Depends on the price
Euskaletxeak.net: Yes
Is there a different problem that they are much more interested in having us solve for them?
Etxepare: No, because they are goint to be able to meet with their origins, and that’s the most important thing for them.
Department of Cultural and Tourism Promotion: their users are so varied that they haven’t detected a major problem
Deusto University (private): No
EHU-UPV: No
Euskaletxeak.net: No, because they are goint to be able to meet with their origins, and that’s the most important thing for them.
12. KaiXo’s target market is a cultural traveler with human,
experiential and understanding motivations.
Cultural traveler
Cultural Traveler
Traveler
Traveler Tourist
Tourist
Cultural Traveler =
Human,
Experiential
Understanding
13. Estimation of out market size in euros
Incoming Foreing = 0.8 million visits
Incoming State= 1.7 million visits
Total visits = 2.5 million
Tourists who are coming for cultural or events reasons = 10%
2.5 million x 0,10 (cultural or events reason)= 250.000 cultural visits
Average of spending per person in Basque Country= 1.000 euros
250.000 cultural visits x 1.000 euros=250 million
*Source: Ibiltur –Study of behaviors and types of visitors in Basque Country (2011)
14. Segmentation
We have defined our segments based on "who are" our potential
customers. For this we have done the following clasification:
1. Culturephiles. It’s engaged with the culture.
2. Basquephiles. It’s engaged with basque culture.
From this clasification, we have got five segments:
General Culturephiles: they are interested in culture in general with
independence of country of origin
Culturephiles interested in a particular discipline (art, history, music,
etc)
Culturephiles interested in minority cultures.
Basquephiles by identity (emotional). Interested in their origins.
Basquephiles by intellectual interest. Similar to culturophiles with
"intellectual expectation" but with prior knowledge on "Basque“.
15. Conclusions
We have identify from the learning on our potential customers, that:
We need to build Personalized Programs. Depending on the customer profile we
address, the program should have more intensity in a feature or in another. For
example, for a group of Basques living abroad we should go deeper into the issue of
identity.
Price can become the main characteristic. These is more highlighted in Universities.
Also we have realized that these segments have different ways to communicate, each
segment has to have their own channels and communication skills.
We assumed that our proyect is still viable