The tourism challenge in the region for Paris Giverny

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The tourism challenge in the region for Paris Giverny

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Themes

Paris Giverny, marketing strategies, marketing mix, service, booking a hotel, price discrimination strategy, seasonality, premium price, distribution network, advertising, promotional strategies, stakeholders, social media, customer experience, waiting times, tourism development

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Abstract

One of the main priorities for the new McArthurGlen Giverny Brand Village will be to attract national and pan-European tourists. This is why a marketing strategy must be deployed, focusing in particular on destination marketing.
In different sectors, most companies recognize the importance of marketing. Yet, every industry has its challenges and doubts. Marketing strategies should fit the industry like a glove. And for that, a simple but effective proposal is self-evident.

Tourism Marketing Mix
1. Product
2. Price
3. Location
4. Promotion
The 4 essential strategies to implement in less than a year
1. Involve all stakeholders
2. Social media strategies
3. Destination branding
4. Improve the customer experience
What is the logic behind these strategic choices?
1. Ensuring that the economic and social benefits of tourism in the territories are balanced
2. Ensuring sustainable cohabitation between tourists and inhabitants of the territories
3. Attract a specific audience to Giverny

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[...] You need to get stakeholders to agree to use part of your broader destination brand and launch their own advertising or marketing campaigns, to maximize visitor interest. Why not get closer to cultural places that talk about Monet, or even get closer to the Hotel Baudy or the Musardière. The goal is to put in place a strategy that will create partners who will also talk about you. Connecting transport services and tourists is also a great idea. They will arrive mainly from Paris, and they will greatly appreciate the accompaniment to Giverny. [...]

[...] Promotions include advertising, public relations and promotional strategies. The purpose of promoting a service is to reveal to potential customers why they need it and why they should pay for it. Travel communication has its own challenges, especially in the post-COVID-19 era. Because the industry is competitive, fragile, consumers are price sensitive and consumers are looking for many things: value for money, unique and memorable experiences, safety and hygiene, luxury and comfort, the list goes on. We have just seen how to frame an effective marketing strategy. [...]

[...] Why couldn't locals be a new perspective for tourism development strategies in the territories. We have to bring in tourists for what Giverny is, so that integration will be optimal. Attract a specific audience to Giverny First of all, who would be the ideal tourist for Giverny? Let's make a Buyer Personae. Our example will be called Julia. Julia - 28 years old From Sweden (Northern Europe) Adventurer, active and loves the outdoors Interested in the destination (culture, painting, history and people) Looking for destinations off the beaten track Traveling with her boyfriend Flexible in planning Active on Instagram and Pinterest Average budget but paying quality The ideal tourist is someone who wants to get away from it all and will love Giverny for what the village represents. [...]

[...] This issue is of social importance because the disparity between the economic benefits of tourism to communities and local employment may amplify the perception of devaluation. Ensuring sustainable cohabitation between tourists and inhabitants of the territories The issue of cohabitation between tourists and inhabitants is important, because it addresses issues such as access to housing, security, hygiene, etc. and because a growing number of tourists want to experience places like a local for an authentic experience. Through public authorities, in places like Venice or Amsterdam, DMOs are reviewing their actions with this in mind, through campaigns to raise awareness, limit offers or promote alternative offers. [...]

[...] Location Location refers to where and how people buy your product. For traditional products, this requires a strong distribution network to increase your product availability and shelf share against competitors. In recent years, digital spaces have become an important part of "places". This digital space includes all the online stores where consumers can buy your products, such as web browsers, smartphone apps, or marketplace channels like Amazon or Walmart. For tourism marketing, the place varies a lot according to the companies. [...]

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