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Tourism Consulting

Guiding Principles

Forerunner’s tourism consultancy brings into play a number of Guiding Principles:

Guiding Principles

 

 

The Research/Product/Marketing Continuum

The Research/Product/Marketing Continuum is a never-ending process of investigation, invention and intervention. All three of these energies must work in concert to achieve optimum results in order to arrive at a true tourism economy. The Continuum illustration elaborates on the fact that tourism operators and organizations too often leap-frog from research to marketing without thinking the product challenge through. Forerunner believes that it is product – not marketing – which generates true demand:Product Drives Brand which Drives Marketing which Drives Demand.

 

Marketing Continuum

 

The Ten Essentials of Successful Travel Products

The Ten Essentials speak for themselves – a series of ideals which, regardless of the audience – provide clarity to the very heart and nature of great tourism experiences. The philosophy holds that in order to be truly successful, operators must employ all of the Ten Essentials in their day-to-day practices.

 

Ten Essential Things

  • Well-themed
    Experience matches a distinguishing theme or brand

  • Authenticity
    Real versus contrived

  • Emotional Trigger
    Experience causes an emotional reaction

  • Accessibility
    Ease of access to product information, purchase, site location and mobility at the site

  • Educational
    Experience provides a unique learning opportunity

  • Enriching
    Experience leaves the customer changed

  • Entertaining
    Experience evokes joy, laughter, fun

  • Hands-On
    Customer is a participant versus a spectator

  • Value-Added
    Experience has the element of surprise

  • Exceed Expectations
    Experience ‘blows’ the customer away

 

 

©2012 Harvey Sawler/Forerunner Creative. All Rights Reserved.

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