The Internet introduces new business choices for customer interaction. In this article we introduce two claims. Firstly, we will show that the way companies shape their customer interaction, and not their sector or size, determine the market segmentation. Secondly, Internet dynamics and its effect on customer interaction rebalances the companies’ marketing and sales function: the Internet shortens the time window for new market opportunities and makes everyone a salesman. Therefore, traditional marketing activities become more and more part of Sales. Corporate communication and branding become more vital.
Creative tourism has recently emerged as an important area of tourism development, particularly in the Global North. In the Global South, studies of the profile of creative tourists and their motives for partaking in creative tourism are limited. This paper investigates creative tourism demand among South African millennials, analysing what motivates their participation and developing a descriptive consumer profile. CHAID analysis was used for segmentation, revealing a group with a high participation intention and a second group with a low probability of creative tourism participation. Creative tourism intentions were linked to knowledge acquisition, skills and escape motivations, and demographic characteristics including relationship status and gender. Respondents were more likely to participate in domestic rather than international creative tourism, indicating the potential for creative tourism development in South Africa. The findings could help managers and policymakers meet the needs of creative tourists, addressing shortfalls in product development, experience design and marketing.
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Dutch National Sports Organizations (NSFs) is currently experiencing financial pressures. Two indications for this are described in this paper i.e. increased competition in the sports sector and changes in subsidy division. Decreasing incomes from subsidies can be compensated with either increasing incomes from a commercial domain or increasing incomes from member contributions. This latter solution is gaining interest as a solution for the uncertainties. Many NSFs have therefore participated in a special marketing program in order to enlarge their marketing awareness and create a marketing strategy, in order to (re)win market share on the sports participation market and gain a more stable financial situation. This paper introduces my research related to the introduction of marketing techniques within NSFs and the change-over to become market oriented. An overview of existing literature about creating marketing strategies, their implementation, and market orientation is given. This outline makes obvious that the existing literature is not sufficient for studying the implementation of marketing techniques and market orientation within NSFs. Therefore, it shows the scientific relevance of my research. The paper concludes with the chosen research methodology.
Creating and testing the first Brand Segmentation Model in Augmented Reality using Microsoft Hololens. Sanoma together with SAMR launched an online brand segmentation tool based on large scale research, The brand model uses several brand values divided over three axes. However they cannot be displayed clearly in a 2D model. The space of BSR Quality Planner can be seen as a 3-dimensional meaningful space that is defined by the terms used to typify the brands. The third axis concerns a behaviour-based dimension: from ‘quirky behaviour’ to ‘standardadjusted behaviour’ (respectful, tolerant, solidarity). ‘Virtual/augmented reality’ does make it possible to clearly display (and experience) 3D. The Academy for Digital Entertainment (ADE) of Breda University of Applied Sciences has created the BSR Quality Planner in Virtual Reality – as a hologram. It’s the world’s first segmentation model in AR. Breda University of Applied Sciences (professorship Digital Media Concepts) has deployed hologram technology in order to use and demonstrate the planning tool in 3D. The Microsoft HoloLens can be used to experience the model in 3D while the user still sees the actual surroundings (unlike VR, with AR the space in which the user is active remains visible). The HoloLens is wireless, so the user can easily walk around the hologram. The device is operated using finger gestures, eye movements or voice commands. On a computer screen, other people who are present can watch along with the user. Research showed the added value of the AR model.Partners:Sanoma MediaMarketResponse (SAMR)
The project focuses on sustainable travel attitude and behaviour with attention to balance, liveability, impact and climate change (as indicated above). The customer journey is approached from the consumer side and intends to shed light on the way COVID-19 has influenced (or not) the following aspects:• consumer’s understanding and appreciation of sustainability • the extent to which this understanding has influenced their attitude towards sustainable travel choices• the extent to which this change is represented in their actual and projected travel behaviour throughout the travel decision-making process • conditions that may foster a more sustainable travel behaviourThe project can be seen as a follow up to existing studies on travel intention during and post COVID-19, such as ETC’s publication on Monitoring sentiment for domestic and Intra-European travel – Wave 5, or the joint study of the European Tourism Futures Institute (ETFI – www.etfi.nl) and the Centre of Expertise in Leisure, Tourism and Hospitality (CELTH – www.celth.nl) highlighting four future scenarios for the leisure, tourism and hospitality sectors post COVID-19. The project will look beyond travel intention and will supplement existing knowledge with crucial information on the way consumers view sustainability and the extent to which they are willing to adjust their travel behaviour to aid the recovery of a more sustainable travel and tourism industry. Therefore, the report aims to generate knowledge vital for the understanding of consumer trends and the role sustainability will play in travel choices in the near future.Problem statementPlease describe which question in the (participating) industry is addressed.How has the sustainable travel attitude and behaviour in selected European source markets been influenced by the COVID-19 pandemic? Further questions to be answered:• How did the COVID-19 pandemic influence the consumer’s understanding and appreciation of sustainability?• To what extent did this understanding influence their attitude towards sustainable travel choices?• To what extent is this change represented in their actual and projected travel behaviour throughout the travel decision-making process?• What are the conditions that may foster a more sustainable travel behaviour?
