debated the strategic guidelines for working with promotion as tourist destination in the coming years. The province, from now on, I'll watch other characters representative of the most well known wine and mountains.
With great call, held the first plenary session of the Provincial Tourism Congress VI, held in Uspallata. The meeting took place on two days of debate and reflection. The same objective was to delineate the basis for strategic planning Mendoza as a destination. Attended by about 160 people, between congressional and invited members of chambers of commerce, associations, tourism service providers, managers, legislators and officials of the Provincial Executive.
For this plenary, the Organizing Committee and the Tourism Ministry organized a marketing workshop. This was led by a consultant specializing in brand-building complex, R & E by Fernando Moiguer.
The workshop meetings were held in congressional committees to debate and consensus-building activities. However, on the basis of a diagnosis of provincial tourism prepared by the firm.
As a result of the match, got a "strategic brief" document serves as a starting point for promotion planning. This is unique in selecting the product-service benefits, providing a concept that encapsulates strategic character and distinctive identity. The brief was approved and agreed by all attendees.
The three phases of the strategic stage.
At the beginning of the workshop, the consulting team explained the strategic planning process consists of two phases, one strategic and one tactical. As part of this whole strategic phase is defined in 3 stages: common diagnosis of strengths, weaknesses, opportunities and threats of Mendoza as a destination; attributes that will differentiate us from other places and the identity values \u200b\u200bthat will identify from now on the province. About
common diagnosis, concluded that Mendoza has a capital of natural resources, historical-cultural world value. With this, the committees agreed that the province will promote active tourism, where people involved with nature, the capitalization of the historical heritage of the province, recovering and enhancement, and the potential proposed urban culture (cinemas, theaters, shows, proposals youth, etc). The first two have an agreement of 100%, while the latter obtained 73%.
Also, workshop participants considered a growing change in holiday habits, ie, mini breaks or vacations now are becoming more frequent throughout the year. Following this, he concluded that the trips will be opportunity for the provincial tourism off-season bid and Mendoza work in putting together packages that take into account the factors of time, distance and budget.
Finally, they explained the existence of places to visit only once and others will work repeatedly. With 93% of participants attended the idea of \u200b\u200bdiversifying the province's tourism proposal not to remain a destination in which vacationing once.
attributes of the brand.
Completing the diagnosis, worked brand attributes. Thus, the participants discussed what those who help build a future positioning, differentiated and relevant to the province.
attributes were agreed, wineries wines, snow mountains, landscapes, active and sensory nature, rural tourism, historical and mythical stories. It is noteworthy that the first three and are recognized by the province, while the last two, so far have not been worked in the promotion.
The strategic concept was built was "mythical tale of a historical nature, active and sensory." Accordingly, the present in the plenary Mendoza agreed to work as tourist destination brand through the concept. So Moiguer said, "what can change is the communication, from now to 15 years, not the concept. So this has to be abstract, is what then build communication. " Therefore, in the next instances of the VI Congress Provincial Tourism, will discuss how this will be reflected in the communication and promotion of the province, among others.
With great call, held the first plenary session of the Provincial Tourism Congress VI, held in Uspallata. The meeting took place on two days of debate and reflection. The same objective was to delineate the basis for strategic planning Mendoza as a destination. Attended by about 160 people, between congressional and invited members of chambers of commerce, associations, tourism service providers, managers, legislators and officials of the Provincial Executive.
For this plenary, the Organizing Committee and the Tourism Ministry organized a marketing workshop. This was led by a consultant specializing in brand-building complex, R & E by Fernando Moiguer.
The workshop meetings were held in congressional committees to debate and consensus-building activities. However, on the basis of a diagnosis of provincial tourism prepared by the firm.
As a result of the match, got a "strategic brief" document serves as a starting point for promotion planning. This is unique in selecting the product-service benefits, providing a concept that encapsulates strategic character and distinctive identity. The brief was approved and agreed by all attendees.
The three phases of the strategic stage.
At the beginning of the workshop, the consulting team explained the strategic planning process consists of two phases, one strategic and one tactical. As part of this whole strategic phase is defined in 3 stages: common diagnosis of strengths, weaknesses, opportunities and threats of Mendoza as a destination; attributes that will differentiate us from other places and the identity values \u200b\u200bthat will identify from now on the province. About
common diagnosis, concluded that Mendoza has a capital of natural resources, historical-cultural world value. With this, the committees agreed that the province will promote active tourism, where people involved with nature, the capitalization of the historical heritage of the province, recovering and enhancement, and the potential proposed urban culture (cinemas, theaters, shows, proposals youth, etc). The first two have an agreement of 100%, while the latter obtained 73%.
Also, workshop participants considered a growing change in holiday habits, ie, mini breaks or vacations now are becoming more frequent throughout the year. Following this, he concluded that the trips will be opportunity for the provincial tourism off-season bid and Mendoza work in putting together packages that take into account the factors of time, distance and budget.
Finally, they explained the existence of places to visit only once and others will work repeatedly. With 93% of participants attended the idea of \u200b\u200bdiversifying the province's tourism proposal not to remain a destination in which vacationing once.
attributes of the brand.
Completing the diagnosis, worked brand attributes. Thus, the participants discussed what those who help build a future positioning, differentiated and relevant to the province.
attributes were agreed, wineries wines, snow mountains, landscapes, active and sensory nature, rural tourism, historical and mythical stories. It is noteworthy that the first three and are recognized by the province, while the last two, so far have not been worked in the promotion.
The strategic concept was built was "mythical tale of a historical nature, active and sensory." Accordingly, the present in the plenary Mendoza agreed to work as tourist destination brand through the concept. So Moiguer said, "what can change is the communication, from now to 15 years, not the concept. So this has to be abstract, is what then build communication. " Therefore, in the next instances of the VI Congress Provincial Tourism, will discuss how this will be reflected in the communication and promotion of the province, among others.
0 comments:
Post a Comment