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FRANCESCO TAPINASSI - BTO 2014 - Misurare la local brand reputation

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BTO 2014
2 e 3 dicembre, a Firenze in Fortezza da Basso
Francesco Tapinassi
Misurare la Local Brand Reputation
Day TWO | #2 Focus Hall | 15.20 - 16.10
http://www.buytourismonline.com/eventi/misurare-brand-reputation/

La reputazione di una destinazione diviene, ogni giorno di più, un fattore determinante nel percorso di scelta delle mete turistiche.
Ma come affrontare gli effetti della condivisone delle esperienze dei nostri ospiti?
Come possiamo “misurare” la local brand reputation?
Quali sono le metodologie e le esperienze in Italia ?

Introduzione, moderazione e conclusioni
Francesco Tapinassi
Cultore della materia per legislazione turistica

Nella Tavola Rotonda
Rodolfo Baggio
Master in Economia del Turismo Università Bocconi
Antonio Preiti
Direttore Sociometrica
Mirko Lalli
Founder Travel Appeal

Veröffentlicht in: Präsentationen & Vorträge
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FRANCESCO TAPINASSI - BTO 2014 - Misurare la local brand reputation

  1. 1. MISURARE LA LOCAL BRAND REPUTATION La reputazione di una destinazione diviene, ogni giorno di più, un fattore determinante nel percorso di scelta delle mete turistiche. Ma come affrontare gli effetti della condivisone delle esperienze dei nostri ospiti? Come possiamo “misurare” la local brand reputation? Quali sono le metodologie e le esperienze in Italia ? Francesco Tapinassi
  2. 2. Il brand management è l'applicazione delle tecniche di marketing a uno specifico prodotto, linea di prodotto o marca (brand). Lo scopo è aumentare il valore percepito da un consumatore rispetto a un prodotto, aumentando di riflesso il brand equity (valore del marchio o patrimonio di marca). Gli operatori del marketing vedono nella marca la "promessa" implicita di qualità che il cliente si aspetta dal prodotto, determinandone così l'acquisto nel futuro. Gestione del brand Francesco Tapinassi
  3. 3. Brand ? Francesco Tapinassi
  4. 4. visione onfalocentrica Il tempio di Apollo delfico era il più importante di tutto il mondo greco, per questo l'omphalos indicava che Delfi, col suo santuario, era il centro del mondo, il suo ombelico. Francesco Tapinassi il primo grande problema:
  5. 5. la marca è chiamata a creare un mondo, all’interno del quale il consumatore possa sentirsi a proprio agio, possa trovare valori e modelli di comportamento che condivide, che avverte affini ai suoi, scatenando una proiezione della propria identità all’interno del brand . (S.Gnasso, Existential marketing, ed Hoepli 2014 ) Francesco Tapinassi nel settore travel tutto ciò è da mettere in relazione con il desiderio di scoperta, di confronto con altri modelli sociali e comportamentali , di comparazione tra stili di vita contemporanei ma collimanti
  6. 6. Esperienze condivise, in forma aggregata, diventano il brand. Brian Solis Brand reputation La brand reputation è la valutazione del giudizio in rete di un brand, di una azienda o di un marchio. Maurizio Galluzzo Francesco Tapinassi
  7. 7. voi siete ciò che avete promesso voi siete anche ciò che gli altri raccontano di voi voi siete ciò che avete pubblicato owned media or earned media ? Francesco Tapinassi
  8. 8. quanto promettiamo ha un ruolo rilevante nel generare aspettative in chi deve scegliere la promessa e' persistente e la delusione contagiosa ( G.Diegoli, Minimarketing) in particolare diventa rilevante la percezione del differenziale tra quanto promesso e quanto percepito la promessa Francesco Tapinassi
  9. 9. qual’è il percorso decisionale per scegliere una travel destination? Francesco Tapinassi
  10. 10. il viaggiatoreinizia a farsi un'idea cercando sul web, informandosi e raccogliendo idee e suggerimenti Google, the Traveler nov. 2013 Francesco Tapinassi
  11. 11. Francesco Tapinassi
  12. 12. Francesco Tapinassi
  13. 13. Francesco Tapinassi
  14. 14. Francesco Tapinassi
  15. 15. Francesco Tapinassi
  16. 16. Francesco Tapinassi
  17. 17. path to purchase Francesco Tapinassi
  18. 18. PROCESSO DECISIONALE CLASSICO www.riccardoperini.it Francesco Tapinassi
  19. 19. Francesco Tapinassi
  20. 20. Francesco Tapinassi
  21. 21. Francesco Tapinassi
  22. 22. è il cosiddetto momento zero della verità ( zmot ) ogni volta che si incontra un'azienda si genera un momento della verità , il web ha anticipato l'inizio della relazione in un ambiente virtuale la condivisione e' il momento definitivo della verità Ultimate Moment of Truth Brian Solis Francesco Tapinassi
  23. 23. L’ULTIMO MOMENTO DELLA VERITA’ , OLTRE AD INFLUENZARE IL MOMENTO ZERO DELLA VERITA’ DIVIENE FONTE DI ISPIRAZIONE E QUINDI INTERVIENE SULLO STIMULUS Francesco Tapinassi
  24. 24. l’ispirazione del viaggio nasce da molteplici fattori , può essere frutto di campagne di mkt ( dirette o indirette ) che fanno riferimento anche agli aggregatori di recensioni e alle OTA. l’ispirazione può essere: branded ( sappiamo già dove andare) unbranded ( sappiamo solo che vogliamo viaggiare o come vogliamo viaggiare ) Francesco Tapinassi
  25. 25. l’inspirazione UNBRANDED genera la First Search: si ottiene un result set che genera ulteriori ricerche branded, quindi rientriamo nella ZMOT le ricerche branded rientrano nello ZMOT per destinazioni diventa rilevante presidiare : lnspiraction ,First search ,Zmot E Umot Francesco Tapinassi
  26. 26. Francesco Tapinassi
  27. 27. Francesco Tapinassi
  28. 28. come si misura la local brand reputation? quali sono gli indicatori di ospitalità ? quale ruolo ha il pubblico e quale il privato?
  29. 29. la mia opinione è che non ci sia una metodologia unica , le caratteristiche delle singole destinazioni richiedono ricerche personalizzate
  30. 30. MBI: i numeri del 2011 La ricerca ha riguardato tutte le imprese della Maremma, le loro recensioni e la loro presenza su Facebook, tutte le pubblicazioni della Provincia degli ultimi 12 anni, guide e riviste a partire dal 1950.
  31. 31. MBI: i numeri del 2012
  32. 32. Grazie per l’attenzione Francesco Tapinassi Cultore della materia per Italian tourism legislation Università di Firenze www.francescotapinassi.it https://www.linkedin.com/in/FrancescoTapinassi francescotapinassi@francescotapinassi.it go where your customers are

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