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Case Study: “Marketing Olympia as a Tourist

Destination”

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SUMMER SCHOOL – OLYMPIA 2012

“TORCH TEAM”

• Sercek Efe – University of Dokuz Eylul• Koliomichou Aggeliki – University of Piraeus• Papadopoulos Georgios Marios – University of Patras• Serfou Chrisanthi – University of Piraeus• Strafioti Dimitra –University of Leeds

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Contents1. Vision

2. Mission

3. Goals

4. Situation Analysis

5. Segmentation & Target Markets

6. Branding Strategy

7. Differentiation & Positioning strategy 8. Product Strategies9. Promotional Strategy and Media10. Partnership alliances & Strategies11. Human Resources12. Conclusion 2

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Vision

Being a sustainable and distinguished tourism destination, preserving the cultural heritage but also offering a

unique travel experiences.

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Mission

Offering specified and individualized products- services

in order to foster the local community – economy.

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To boost the local economy.To promote Olympia as a unique destination

Educate the local people & staff

Improve service quality.

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Situation Analysis [1] Internal Environment

STRENGHTSo Heritage, Culture, History

o Global Reputation

o Scenery

o Hospitality

o Traditional Cultural Events

o Accessibility (easy-border pass)

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WEAKNESSESo Non – sustainable economic growth

o Transportation

o Lack of educated – experienced personnel

o Weak promotional strategy

o Unstable pricing policy

o Weak partnerships

o Dependence upon tour operators

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Situation Analysis [2]External Environment

OPPORTUNITIESo Attract new target markets

o Create new product experiences

o Attract potential investors

o Establish new partnerships (NGO)

o IT development,

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THREATSo The surrounding areas (Katakolon

Clemoutsi’s Castle).

o The economic situation of the country

o The negative publicity and all the stereotypes about the country

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Segmentation [1]

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Segmentation [2]Geographic: • German, British, Italian, French

Demographic: • 19-29 & 40 – 49• High income• High educated• Couples, Families, Students

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Psychographic: • Visiting attractions• Contact with local

people• Touring – Know new

places• Relaxation – Fun

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Target Markets

Visitors but non stayers in Olympia: the most important (Greek or

not, travel by car, low or high income, younger or not...).

Cruise passengers visiting Olympia (American - British , couples,

over 40 years old, high income, seeking to get in touch with locals).

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Branding Strategy

Where the myths come alive…

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Differentiation & Positioning strategy [1]

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Differentiation & Positioning strategy [2]

• Olympia has to focus on its existing & distinctive assets (heritage, history.. ) & values (tradition, quality, authenticity) so as to stand out as a sustainable tourism destination and communicate its unique value proposition among its target groups.

• Positioning as a destination that offers not only a unique culture but value-for-money and a wide variety of experiences to visitors.

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Product Strategies [1]1. Improvement of existing tourism products

& services

- Improvement on existing activities (e.g. sports, cultural activities, festivals)

- Improvement service quality (e.g. hotel providers, restaurants..)- Improvement of existing superstructure (e.g. renovate

accommodation buildings, illuminate the village roads, expanding the roads)

- Re-opening of Modern Olympic Games Museum

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Product Strategies [2] 2. New Product Development

- Develop new activities especially for children & young people (e.g. sports, eco tourism / fishing activities, voluntary programs, playgrounds)- Develop cheaper tourism packages according to the market needs (e.g educational)- Shops with genuine local products- Restaurants with traditional food- Open market , exhibitions (e.g. local products)- A coffee station within the archeological area- Opening an official store within the museum (e.g. exhibit replicas, crafts, traditional clothing)- Establish facilities for disabled people

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Promotional Strategy and Media [1]

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Promotional Strategy and Media [2]

• A consistent campaign specifically for Olympia• Use the traditional media (brochures, posters, TV ads) and on- line – social media channels (e-brochures, IT applications)• Olympian Ambassador Club (could be integrated within the site

that promotes Ancient Olympia)• Participating to International Tourism Fair as a destination • Promoting potential events / exhibitions of Olympia within and in

the surrounding areas (flyers, tourist guides, etc )

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Promotional Strategy and Media [3]

• Invite the newspaper/magazine columnists to Olympia in order to make them experience the destination and culture.

• Support Social Responsibility Projects (e.g . promote Olympia with the logo on plastic bags).

• Support the film producer to make a film in Olympia.

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Partnership alliances & Strategies

• Build new partnerships or reinforce the existing ones with tour operators, travel agencies, national tourism organization, trade associations, with the academics, Ministry of culture and tourism

• Establish good public relations / gain positive publicity / dealing with stereotypes 19

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• Build a sharing culture (communicate vision / goals, share existing knowledge)

• Implement service training programs for staff which is in contact with the visitors

• Educate the staff - skills building (e.g. language training)

• Involve your staff on the decision making

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“Where there is a will, there is a way”

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Thank you for your attention

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