culture marketing people or people marketing culture
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Giannopoulos- Kladou IEMA Tourism Summer School 2012 Olympia Greece Culture marketing People or People marketing CultureTRANSCRIPT
Summer Schools ‐ Olympia, 2012
Culture marketing PeopleCulture marketing PeopleCulture marketing People Culture marketing People oror
People marketing CulturePeople marketing Culture
An acquaintance with the Chariots of FireAn acquaintance with the Chariots of Fire
Antonios GiannopoulosAthens University of Economics & Business
Stella KladouStella KladouHellenic Open University, Istanbul Bilgi University, University of Rome “La Sapienza”
2828thth July 2012July 2012
CultureCulture: What do we mean?: What do we mean?CultureCulture: What do we mean?: What do we mean?
The word "culture" is most commonly used in three basic senses:
high culture, which refers to the excellence of taste in the fine arts and humanities,
an integrated pattern of human knowledge, belief, and behavior that depends upon the capacity for symbolic thought and social learning and,
the set of shared attitudes, values, goals, and practices that characterises an institution,the set of shared attitudes, values, goals, and practices that characterises an institution, organization or group
Source: Kroeber &Kluckhohn, 1952
Chariots of Fire
Olympic Games‐> cultural event (sports, spirit etc.)
Notions of Olympic Ideals, culture, place image to be discerned
# S E i ’ h (f ith d i l d t )
Summer Schools ‐ 2012
# Scene: Eric’s speech (faith and running, values and sports)
From Culture & Heritage To Destination BrandingFrom Culture & Heritage To Destination Branding
Academic works focus on one or more aspects of culture, such as music & cuisine (i.e. Slater, 2004) ( )
Flagship cultural projects, such as museums and arts centers, intended to enhance the city image (Grodach, 2008)
l l f l d d l d d dCultural festivals conducted in a city ‐> lead to improved awareness and assist in updating their role as a sustainable tourism product (McKercher et al., 2006)
The missing link… (focus on product only?)
Paradox to be considered: “the more unique the urban attraction, the less likely is the visit to be repeated” (Ashworth & Page 2011 p 8)the visit to be repeated (Ashworth & Page, 2011, p. 8)
e.g. Luxor and Pisa will tend to be a once‐in‐a‐life‐time experience while more generalized place products selling an ambiance or way of life (Paris, Vienna, New Y k) th th ifi tt ti lik l t t t i itYork) rather than a specific attraction are more likely to generate repeat visits
# Scene: Paris “cavalier” image vs. US – media coverage
Summer Schools ‐ 2012
The Place Brand perspectiveThe Place Brand perspective
Destination branding (tourism field):
“the set of marketing activities that (1) support the creation of a name, symbol, logo, word mark or other graphic that readily identifies and differentiates a destination; that (2) consistently convey the expectation of a memorable travel experience that is uniquely associated with the destination; that (3) serve to consolidate and reinforce the emotional connection between the visitor and the destination; and that (4) reduce consumer searchconnection between the visitor and the destination; and that (4) reduce consumer search costs and perceived risk” Source: Blain et al. (2005, p. 337)
e.g. “I ♥ NY”, “Iamsterdam”
TourismTourism
Export Export PeoplePeople
In general: Place branding hexagon (Anholt, 2003)
Culture, heritage & sport, give places richness, dignity, trust and respect abroad & quality of life
brandsbrandsPeoplePeople
Foreign and Foreign and DomesticDomestic
Culture and Culture and
PlacePlaceBrandBrand
dignity, trust and respect abroad & quality of life at home ‐> distinct dimension
Cultural element inherent in all other dimensions e g “Made in Switzerland” watch (precision Domestic Domestic
PolicyPolicyInvestment Investment and and
ImmigrationImmigration
HeritageHeritagee.g. Made in Switzerland watch (precision, reliability etc.)
Summer Schools ‐ 2012
ImmigrationImmigration# Scene: Country‐of‐origin effect – Jewish (place brand‐> dimensions and vice versa)
The Relationship PerspectiveThe Relationship Perspective
Based on the human‐intensive character, tourism services may actually go beyond the simple dyadic exchange of traditional marketing
Need to create long‐term, trusting, “win–win” relationships that have a particular effect on customer satisfaction and retention as well as a considerable impact oneffect on customer satisfaction and retention as well as a considerable impact on loyalty (Huang & Chiu, 2006) i.e. repeaters
Relationship marketing introduced and applied to establish, develop and maintain successful relational exchange between tourists, the service‐providers and the local people
“Relationship marketing is to identify and establish maintain and enhanceRelationship marketing is to identify and establish, maintain and enhance relationships with customers and other partners, at a profit so that the objectives of the parties involved are met. This is achieved by mutual exchange and fulfillment of promises” (Grönroos, 1994, p.9)fulfillment of promises (Grönroos, 1994, p.9)
# Scene: Abraham’s dispute with Dean, Cambridge image, relationships built within, coach‐athlete relationship, in search of “win‐win”
Summer Schools ‐ 2012
Culture, Destination Branding & Relationship MarketingCulture, Destination Branding & Relationship Marketing
Source:Kladou Giannopoulos Mavragani and Chytiri 2012
Culture as a driving force for a sustainable competitive advantage: e.g. a well‐branded cultural event has the advantage of co‐branding itself and the destination, and may finally help in building and maintaining a strong destination brand over time
Kladou, Giannopoulos, Mavragani and Chytiri, 2012
help in building and maintaining a strong destination brand over time
Advantage: a framework of D.B. & R.M.
E.g. museum referred as “one of the most transformative symbols of city place‐making of the last decade” (Evans, 2003, p. 432)
Culture, Marketing and People element: highly intermixed in the “Olympic” setting (place, event, services etc.)
Summer Schools ‐ 2012
(p , , )
Culture Marketing People AND People Marketing Culture
From Olympia to … the world!From Olympia to … the world!
Olympic Games mainly consideredi l C l l d S Eas a single Cultural and Sport Event
Possible reconsider?A special marketing tool for place branding and destination marketingand destination marketing(& the case of Olympia)
Summer Schools ‐ 2012
Let the Game(s) begin!Let the Game(s) begin!
rack an Olympic ‐related noun/ adjective of at least 6 characters
ach word of the acrostic should characterize your team (skills,
y p / j fthat will be the name of your team and use it to create an acrostic*
ac o d of t e ac ost c s ou d c a acte e you tea (s s,members etc.)
ll members of the team should take part during a 5‐minute f p gpresentation describing at least one characteristic
ake sure that you all participate and have fun!!ake sure that you all participate and have fun!!
Summer Schools ‐ 2012
* Verse in which certain letters such as the first in each line form a word or message
Antonios A. GiannopoulosAntonios A. GiannopoulosPh D Researcher in Services/Tourism Marketing & CommunicationPh.D. Researcher in Services/Tourism Marketing & CommunicationDepartment of Marketing & Communication, Athens University of Economic and Businesse‐mail: [email protected](Eng): http://gr linkedin com/in/antoniosgiannopoulos(Eng): http://gr.linkedin.com/in/antoniosgiannopoulos(Fr): http://gr.linkedin.com/in/antoniosgiannopoulos/frAcademia: http://aueb.academia.edu/AntoniosGiannopoulosTwitter ID: antonneve
St ll Kl dSt ll Kl dStella KladouStella KladouPh.D. Researcher in Place BrandingSchool of Social Sciences, Hellenic Open UniversityM.A. in Cultural Management, Istanbul Bilgi UniversityUniversity of Rome “La Sapienza”e‐mail: [email protected](Eng): http://gr.linkedin.com/in/stellakladou
Summer Schools ‐ 2012
will run on the of …
Feel the of the Summer School relay!
Summer Schools ‐ 2012