Should tourists matter to museums?
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- 1. Should tourists matter to museums?
- Andrew Bateman Tourism Manager
- Kirstin Monk Tourism Officer
- Economic Development Office
- 2. Are tourists a worthwhile target market for museums?
- Britains unique culture and heritage attracts 4.5bn worth of
spending by inbound visitors annually
- UK is fourth best out of 50 for its culture in the Nation
Brands Index
- 57% of respondents from 20 countries agreed that history and
culture arestrong influences on their choice of holiday destination
(only 15%disagreed)
- 3. Hampshire & IoW rank well nationally
- Hampshire is the 6 thmost visited county nationally
- 2.40bn is spent by tourists annually in the county
- Day visitors are the key market
- 4. The Hampshire destination brands North Wessex Downs
Hampshire Winchester Test Valley South Downs New Forest Southampton
Portsmouth The Solent Hayling Island
- 5. Traditional Push marketing
- Take your product to the customer
- 6. Destination marketing
- Creating a holistic visitor experience
- Inspiring people to visit through video, imagery and
stories
- Social media engagement & word of mouth
- Working in partnership with other tourism providers
- Meaningful product packaging
- 7. What does your museum mean to you?
- 8. What are visitors looking for?
- Experiences with friends and family
- 9. Drivers for visiting museums
- Social e.g. nice place to spend time with friends and family,
or to visit the shop/caf
- Intellectual e.g. to improve my own knowledge
- Emotional e.g. to see beautiful things in an attractive
setting
- Spiritual e.g. for peaceful contemplation
- 10. Thematic approach to destination marketing
- 11. Visit Hampshire
- Linked to national database
- Partnership working with local authorities
- www.visit-hampshire.co.uk
- 12. Destination marketing in Hampshire
- The New Forest Tourism Association
- Winchester & Heart of Hampshire DMO
- 13. Online marketing examples
- Website editorial & database entry
- 14. Off-line marketing examples
- Publications e.g. visitor guides
- Tourist Information Centres
- Tourism networking groups
- Collaborative working and promotion
- 15. Joining up the cultural offer
- What other complementary tourist product is located near your
museum?
- How are you networking with these businesses?
- Are you selling your museums product or promoting the visitor
experience in your literature and on your website?
- How integrated is your marketing with your local destination
website?
- 16. Any questions? Thank you for listening