This document discusses ideas for improving tourism in Ireland through cultural tourism experiences. It proposes developing a unified theme across attractions to provide a more cohesive visitor experience. Some key ideas include creating innovative marketing campaigns that highlight the emotional and conversational value of visits, and developing new events to attract niche markets year-round. Funding options discussed include commercial activities, EU social initiatives, and developing membership services. Consumer profiles are also outlined to help personalize the visitor experience through different personas. The focus is on moving beyond individual product silos to packaged cultural experiences that better engage visitors.

1. Ideas for Tourism in Ireland
A journey rich in emotional meaning, creating high
expectations and of great “conversation” value
By Ronan A. O’Reilly
• Worked at Dublin Airport Authority plc. in
Airport Operations Management
• Studied Cultural Anthropology &
Ethnography at TESC/University of
Washington

2. Ireland Overseas
Tourism 2011
6.2m visitors
(5% up over 2010)
5%
22%
44%
6%
7% No. Country Visitors
15% 1 Britain 2,786,000
2 Germany 410,000
3 France 390,000
4 USA & Canada 915,000
72% of visitors (4.7m)
from 4 countries
Source: CSO/Fáilte Ireland/NISRA

3. Ireland Overseas
Tourism 2011 - Revenues
€3,500,000,000
€3,000,000,000
€2,500,000,000
€2,000,000,000
€1,500,000,000
€1,000,000,000
€500,000,000
€0
Britain Mainland Europe North America Other Overseas Total Overseas

4. Consumer Trends 2011
1. Thrift – it‟s back in fashion
2. Experience is the thing
3. Glocal-thinking globally/acting locally
4. Staying ahead and well
5. Naturally green if price is right
6. Emerging market consumption up
7. Luxury coming in from the cold
8. Information now
9. Mobile apps to personalise
10.The grand role of culture
Euromonitor 2011

5. The Grand Role of Culture
(in consumption)
• The meaning that consumers make of
themselves & their surroundings – What kinds?
• Physical, digital, high, low, authentic & ideal
• Grasp of culture a must for brands - Why?
• Enters & fits into dialogue – this is moving
consumers more than traditional ads
Euromonitor 2011

6. Consumer Technographics
No. Type Online Profile
1 Creators Publish blog/webpage, upload videos, write articles, stories
2 Conversationalists Update status on social network site or twitter
3 Critics Post ratings/reviews, post blog comments, wiki contribution
4 Collectors Use RSS feeds, vote for websites, add tags to photos/pages
5 Joiners Maintain a profile on Social Network site(s), visit other sites
6 Spectators Read blogs, forums, tweets, ratings, watch video, podcasts
7 Inactives None of the above

7. Tourism Consumers?
• Character Profiles?
• Point-of-View Want Ads?
• Online Profiles?

8. Touring Visitor Profile
Somewhat adventurous,
eco-aware, urban middle-
aged person (who wants to
spend more time with
family/friends) seeks deep
rewarding experiences and
affordable artisanal
indulgencies.
George Smith
English
50 years of age Online Profile
Lives in Manchester Inactive, Spectator, Joiner and/or
In a relationship Conversationalist

9. Based Visitor Profile
Conservative thrifty urban
educated middle-aged
person seeks cultural
experiences they can rave
about to family and
friends.
Sylvia Morgan
Irish
55 years of age
Lives in Dublin Online Profile
Married Conversationalist and/or Collector

10. Passing Tourist Profile
Adventurous, time-starved
baby boomer seeking to
share culturally rich
experiences with family and
friends back home while
making effective use of
technology.
Helmut Rictnen
German
60 years of age
Lives in Frankfurt
Online Profile
Married
Joiner, Spectator and/or
Conversationalist

11. Special Interest Visitor Profile
Liberal slightly self-
centred adult with degree
who seeks to remain
stylish and in good health
by
cycling, surfing, roaming
and trying new things.
Jennifer O’Dowd
Irish Jennifer O’Dowd
29 years of age Creator, Conversationalist, Critic
Lives in Co. Kildare and/or Collector
Single

12. Local/Day-Trippers Profile
Somewhat adventurous,
Facebook-addicted adult
(who loves social networks
and social shopping) seeks
to be connected,
entertained and informed
24/7.
Monica Byrne
Irish
35 years of age Online Profile
Lives in Waterford Creator, Collector, Critic and/or
Married Conversationalist

13. Coherent Visitor Experience
No Particular Visitor Challenge Personalization
a. Touring How to catch Luxury/Offline contacts/SM Strategy
b. Based How to excite Thrift/Mobile App/SM Strategy
c. Passing Through How to stop Glocal/Mobile App/SM Strategy
d. Special Interest How to entice Staying Well/Mobile App/SM Strategy
e. Locals/Day-trippers How to excite Information/Mobile App/SM Strategy

14. Challenges in Past
Consumer Focus – Built Heritage/Gardens
Product/Marketing Focus
– Individual products/activities in “silos”
– Living culture – “exclusive” concept
– Few products – product development difficult
– Limited synergies across products
– Limited links to destination themes/concepts
Fáilte Ireland, 2010

15. Consumer Focus?
Three-pronged approach:
• Mainstream general tourists
• Niche visitors where it‟s a “sweetspot”
• Incidental visitors travelling 4 other purpose
Fáilte Ireland, 2010

16. Product/Marketing Focus?
• Packaged experience-based products across silos
• Living culture – an inclusive concept
• Dynamic/flexible product range
• Focus on building unifying themes/concepts
• Central to implementing destination concepts
Fáilte Ireland, 2010

17. Travel to Destinations
A highly involved PERSONAL experience:
• Extensively planned
• Excitedly anticipated
• Fondly remembered
Morgan et al., 2002

18. Total Branding
Places currently offer the greatest untapped
branding opportunities
WTO
• Benefits enormous
• Emotional power of travel
• Holistic
• Enrich & advance “personality” of area
Morgan et al., 2002

19. Branding Crucial
• Communication Device
• Perceptual Entity
• Value Enhancer
• Relationship builder
Morgan et al., 2002

20. Message Clear & Unambiguous
No. Mass Tourist Thinking Tourist
1 Sameness Difference
2 Crudeness Cultural
Sophistication
3 Destructiveness Constructiveness
(Sustainable)
Morgan et al., 2002

21. Cultural Tourism
Fáilte Ireland, 2010

22. Cultural Tourism
Cultural Tourism embraces the full range
of experiences visitors can undertake to
learn what makes a destination distinctive
– its lifestyle, its heritage, its arts, its
people – and the business of providing
and interpreting that culture to visitors.
Commonwealth of Australia Creative Nation, 1994
Access &
Demand Holistic interpretation
Fáilte Ireland, 2010

23. Types of Cultural Tourist
Motivated Inspired Incidental
Motivated by the Strong, broad Another primary
cultural element interest in culture reason for their trip
Interest may be A large element of Participate in
specialist or general their holiday is cultural activities
interest, and their inspired by the that are in keeping
focus might be on cultural with their travel
permanent fixtures opportunities plans or itinerary
such as architecture associated with a
or transient destination.
opportunities such
as a festival.
Fáilte Ireland, 2010

24. World Market
for Cultural Tourism
• Cultural tourism represents between 35-40%
of all tourism worldwide and growing (?)
• 15% per annum and – far in excess of the
growth of general tourism
Fáilte Ireland, 2006

25. Market for Cultural Tourism
Holidaymakers:
66.1 Million (Incidental)
43.5 million (Inspired)
20.7 million (Motivated)
Source Markets:
• Great Britain
• United States
• France
• Germany
Holidaymakers are defined as visitors who stated that
Fáilte Ireland, 2010
their main reason for visiting Ireland was a holiday.

26. Overseas Visitors in 2010
Historical/Cultural Places
7%
8%
9%
49%
France
Other Long Haul
22%
Germany
N. America
Britain
M. Europe
27%
Any visits to Places of Historical/Cultural Interest
Fáilte Ireland, 2010

27. Overseas Visitors in 2010
Interest in Culture/Heritage
140%
120%
100%
80%
60% France
Other Long Haul
40%
Germany
20%
N. America
0% Britain
M. Europe
Fáilte Ireland, 2010

28. 1a. Product Development
Move from a concentration of focus within
silos (e.g. Built Heritage, Natural
Heritage, Performing Arts, etc.) to across
silos
and
Moving from „observation-based‟ (‘look but
don’t touch’) visitor experiences to
something more embracing and participatory
Fáilte Ireland 2010 - A New Strategy for Cultural Tourism

29. An emotive theme between
all attractions
Rationale:
Assure an experience that‟s predictable &
unique for visitors
 This can lead to emotive marketing*
*rich in emotional meaning, of great
“conversation” value and holding high
expectations for visitors

30. Idea for Concept & Marketing
Fáilte Ireland, 2010

31. Norman Ireland:
Knights Templar

32. Norman Ireland:
Knights Templar

33. Risks to Implementing a
Unifying Concept
• Resistance to direction by individuals
• Failure to see connections/opportunities
• Reluctance to advertise vis-á-vis branding
Morgan et al., 2002

34. Establishing a Brand
Phase Detail
1 Market investigation, analysis and
strategic recommendations
2 Brand identity development
3 Brand launch and introduction:
communicating the vision
4 Brand implementation
5 Monitoring, evaluation and review
Morgan et al., 2002

35. 1b. Product Marketing
Moving from supermarket approach to
something that is more
compelling, distinctive, joined-up and
consumer needs-focused.
Fáilte Ireland 2010 A New Strategy for Cultural Tourism

36. Rationale for innovative
marketing campaigns
1. Rich in emotional meaning
2. Of great “conversation” value
3. Hold high anticipation for visitors
Morgan et al., 2002

37. Virtual Cooperation
http://www.cherokeetourismok.com/Attractions/Pages/Attractions.aspx#

38. Pyramid of Influence
4) Brand Media/Journalists
TV Radio, Fáilte Ireland,
John Murray, Derek Mooney
Catherine Mack, Spin 1038
4
Brand
3) Digital Influencers Media
Facebook, Twitter,
Hook Tourism Website,
Trip Advisor, Wiki sites
3
Bus Eireann/Irish Rail Digital
Influencers
2) Travel Books/Literature
Lonely Planet, Fodors 2
Tour Group Planners Travel Organizers/
Meeting Planners Books Literature
Universities
1) Consumers 1
Tourists’ (Domestic/Int.)
Friends, other tourists and family
Friends and family
Groups
Hill walkers’ clubs
Retirement groups

39. 2. Relevant New Events
Rationale:
• To attract niche markets all year long
in the summer and winter seasons
• To underpin and reinforce total brand
concept
Morgan et al., 2002

40. 3. Ideas for funding
• Tactical commercial activities
– Merchandising in venues
– Well-marketed activities (e.g. ticket sales)
• EU Social Business Initiative 2014-2020
– Encouraging responsible business
– Facilitating social entrepreneurship
– Cutting red tape for SMEs

41. 4. Develop great services
for members
• Membership agreement
• Optional services
 Subscription increase
 Membership income grows

42. Membership Fee Structure
Type No Member Service 2012 2013 2014 2015
Standard 1 Basic Member – €70 €90 €100 €110
Choice unaccredited organization
2 Standard – €100 €120 €130 €140
accredited organization
3 Advanced Member - N/A €220 €230 €240
accredited organization
Elective A Signage Initiative €0 €5 €5 €5
Services B Marketing sub-group €0 €5 €5 €5
C Network group €0 €5 €5 €5
D Peninsula Passport €0 €10 €10 €10
Discount Scheme

43. In Summary
1a Create an emotive unified theme between all attractions
- assure an experience that’s predictable & unique for visitors
1b Design innovative marketing campaigns
- rich in emotional meaning which have great “conversation” value
2 Design relevant new activities/events
- which attract niche markets in the summer and winter seasons
3 Create long-term sustainable sources of fundraising
- tailored to our needs, which are innovative and user-centred
4 Develop great services for members
- great optional services, annual membership income grows

44. Design Thinking Research
People & practices vis-á-vis their human experience
The Learning Phase The Development Phase

45. Understand Stage
1. Scope of Project Agreed (POS defined)
2. Fáilte Ireland: Q&A Sessions
3. Meeting Directors & Members at AGM
4. Project Planned (incl. visits to Wexford)
5. Secondary Research completed

46. Observe Stage
• Weekly Meetings
• Site Visits
• Innovation Audit Interviews
Individual Overall
Staff Survey Results Survey Result

47. Define Stage
Actionable problem statements
No Particular User Insights on challenges Needs (as per Industry & Trends)
1 Staff Learning & Linkages Defined Management System
2 Members Varied visions Leadership
3 Visitors Not personalized Coherent visit experience*
3a. Touring How to catch Luxury/Offline contacts/SM Strategy
3b. Based How to excite Thrift/Mobile App/SM Strategy
3c. Passing Through How to stop Glocal/Mobile App/SM Strategy
3d. Special Interest How to entice Staying Well/Mobile App/SM Strategy
3e. Locals/Day-trippers How to excite Information/Mobile App/SM Strategy
*via the use of a destination management system (DMS)resources of destination linked

48. Ideate Stage
Ideas for Theme Ideas for funding
• Various Concepts • Commercial activities
Ideas for Marketing • EU Social Bus Initiative
• Mobile application Ideas for Membership
• Social Media Plan • Branding/Signage
Ideas for Events • Discount System
• Cycling/Walking • Joint Marketing Efforts
• Winter Events • Network Opportunities
• Night Activities Other Ideas
Focus Group Ideas
“How we might” Brainstorming

49. Prototype Stage
Unifying Concept Marketing Strategy
• Discount Passport
• Virtual Co-operation
• SM Strategy Guide
• Phone App Guide
• Other Media Campaigns:
– Radio Competitions
– Advertisements
– Signage
– Advertisement for APP
• Off-line Marketing Events
• Mission Statement

50. Test Stage
“Hāl wes þū”- The Normans said hello like no
one else!
If you come expecting castles prepare to be
surprised!
Experience views of Ireland’s most beautiful
area
Visit historic sites connected to the Knights
Templars
And enjoy cultural tours!
Storytelling & authentic Norman meals &
much more!
Download the area free travel app and then:
Come say ““Hāl wes þū”, the Norman way to
say hello
Visit www.place.com for an experience like
no other ~
Hāl wes þū

51. Premier tourist destination unspoilt
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52. Experience Norman Ireland: K
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53. What kind of Total Branding?
Emotive, of great conversation value
and creates a sense of high anticipation!

54. Norman Ireland:
Knights Templars
A journey rich in emotional
meaning, creating high expectations
and of great “conversation” value.
Questions?
Thank you for your time

55. Destination Branding
Destination Branding: [Paperback]
Nigel Morgan (Author), Annette Pritchard (Author), Roger Pride (Author)

56. “Osiyo”
The Cherokee Way to say Hello