Product Strategy and Decisions

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Product Strategy
and Decisions
Garcia Henche B. (2018). Urban experiential tourism
marketing. Journal ofTourism Analysis 25 (1), 2-22

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Framework
1. A definition of Experiential Tourism
2. Analysis of Markets as resource of experiential
tourism and communication strategies
3. Use of social media by the markets of Madrid to
interact with new experiential consumer
marketing. Journal of Tourism Analysis 25 (1), 2-22

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Market
s
Before: Food Distributors (Traditional Function)
Now: Spaces that offer leisure experiences

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Qualitative :
1. promotional website ofTourism Department of
Madrid
2. DifferentTraditional Food MarketWebsites
3. Respective Social MediaAccounts
Social Media
(Communication
tool for clients)

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consists of an immersion of the consumers directly into the
product through the senses, triggering feelings, emotions
and thoughts that generate in them positive experiences
related the product or service.
Experiential Marketing
Literature
Review

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Market
s
Before: Producers are focused on
Manufacturing
Now: Product co-creation between
producers and tourists.
(Richards, 2016)
Literature
Review

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Five ways to Promote an
experience among consumers
1. via sensorial experience (perception)
2. via emotional experience (feel)
3. via physical experience/lifestyle (act)
4. via cognitive and creative experience (think); &
5. via social identity experience (relate)
(Schmitt, 1999,2003)
Literature
Review

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85% of travelers below 35 consider that living a local experience is one
of their main reasons in visiting a place (WYSETravel Confederation, 2015)
21st century tourists are known for their refined and sophisticated
taste, they tend to choose less exploited tourist products that highlight
new and innovative experiences (Castaño, 2015)
52% of Facebook users have stated that their friends' pictures
affected their choice in choosing a destination for a holiday trip (Four
Pillars Hotel)
66% Young travelers read travel blogs before trip (WYSE Travel
Confederation, 2014)
Literature
Review

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WOM vs. e-WOM
Traditional communication channels slowly
lose effectiveness in favor of new I.T. related
communication formats (Nail, 2005)
Literature
Review

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Comments from third parties (users, bloggers,
journalists, etc.) are more valued than official
information from websites, tourist information offices,
brochures, etc. (Huertas 2008; Litvin et al 2008)
Literature
Review

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NY Strategy
Town Council of New York (thru
NYC and company)
Bring tourists from crowded
Manhattan to other lesser-known
neighborhoods, Queens, Brooklyn,
etc.)
(Canalis, 2016)
Literature
Review

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Adaptations of Markets to
Tourist and Leisure habits:
1. Operating hours in the market are extended
for leisure and catering purposes
2. Increase in employment
3. Food markets becoming attractions in the
tourist map of Madrid
4. Food tasting, artistic events, cooking
workshop, and other experiential activities
Results

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There is a relationship between
greater use of social media and
having better position in trip advisor
Same case with markets of San
Miguel and San Anton with a very
high-ranking position in the "what
to do in Madrid" category under trip
advisor
Results

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Specific Markets
• San Ildefonso Markets – weak
Facebook, excellentTwitter
• San Anton Markets - Updated
Facebook page with at least 1
publication per day. Has quick
response function 4.44 rating
• Anton Martin Markets - make use
of Instagram, it also shows
geolocation for events
Results

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Specific Markets
• San Miguel Markets - active in different social
media networks, have daily posts (activities for
the day), IG - high-quality photos, photos of
recent visitors and hashtags
• Platea - does not have great number of
followers but quote retweets as interaction
mechanism and highlighting those mentioning
the market
• El huerto de Lucas - generates lots of
retweets and comments with updated
Instagram that reposts photos
Results

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Recommendation
Public Institution - City Council of Madrid
should include contact links of these
markets and improve markets' search
ability
Cultural and business-related - shall work
with more incorporation of cultural
immersion - Madrid Fusion and
Gastrofestival
Catering and Commerce (inside market
facilities) - shall include more experiential
activities "contact with local reality". Garcia Henche B. (2018). Urban experiential tourism
Recommendation

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Digital and Online Channels for
Tourism Marketing
1. Social Media
Facebook,Twitter, Instagram, Snapchat, Pinterest, Linkedin, Google
2. Website – conversion bridges
3. Branded Content – paid and sponsored
4.Travel blogs/vlogs – personal insights
5. Mobile Marketing –
6. Email Marketing –
7. Content aggregators / Booking engines
Additional
Insights

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Advantages
 Cost-related (usually free)
 Social interaction (encourages sharing)
 Viral nature (wider reach)
 Large audience: Facebook 1.5 billion monthly
users;Twitter 313M; Instagram 500M;
Pinterest 110M;TripAdvisor 390M
Additional
Insights

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Limitations
 Time intensive (requires a significant time
investment)
 Trademark and copyright issues, privacy and
security issues (viruses & malware, brand
hijacking, etc.)
 User-generated content – can make or break a
reputation
Additional
Insights

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Social Media Scheduling and Appropriation
Facebook – 8-15 posts per week
Instagram – 5-10 posts per week; 8-16 IG stories per week
Twitter – 21-70 tweets per week
Linkedin – 8-15 posts per week
Pinterest – 35-70 posts per week
Additional
Insights

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1. Number of followers
2. Reach (post impressions)
3. Engagement (comments, shares, etc.)
4. Click-through rates (directly impacts SEO)
5. Time spent on the page
6. Acquisition/Conversions (sales, bookings)
Additional
Insights
Metrics for Digital Media Impact

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