To promote and manage word-of-mouth communications, marketers use publicity techniques as well as viral marketing methods to achieve desired behavioral response. Companies can focus on Brand Advocates, the people who pro-actively recommend their favorite brands and products online and offline without being paid to do so. Influencer marketing is also increasingly used to seed WOMM by targeting key individuals that have authority and a high number of personal connections.(Source: Wikipedia)TOURISM INSIGHTS: “If of a positive nature, WOM/WOMM is universally regarded by destination marketers as the holy grail of marketing activity and THE most desired and significant factor in tourism success. But, until the arrival of social media (e.g facebook and tripadvisor), and the world wide web and its related viral marketing opportunities, WOM was also considered potentially challenging to generate. Its generation still requires a more creative, ethical and ‘quality experience’ approach to destination and attraction marketing. However, more fundamentally, a strong focus on achieving high visitor and customer satisfaction has never lost its inherent power to ‘influence for the better’ most WOM outcomes. If negative and outrightly critical WOM is being generated or even 'indifference' (e.g. as a result of ho hum/'been there done that' syndromes - with these creating a different set of strategic challenges), the consequences can be equally powerful, but in reverse. Just the potential prospect of this negative scenario necessitates regular monitoring of key WOM activity centers on the web, in the media and elsewhere. And an appropriate set of honest, ethical, well conceived and ready responses to be in place, and activated to address any possible damage. No matter how well known a destination may become, the more pro-active strategic goal and pathway is to try to achieve lasting (not fly by night or flavour of the month) WOM of the most favourable, and deep-rooted variety possible. This requires a solid and ethical approach to ongoing initiatives undertaken in co-ordinated partnershipwith all key destination players & leaders, with no room allowed for complacency.Besides internet-based actions and entrepreneurial/operator-based initiatives, actively planning for imaginative enhancements and additions to your civic and community (recreation, event and culturally-based) experiences, services & products, will play a valuable role here in the growth of destination reputation and building on its WOM status and brand. (The success of Queenstown, NZ is just one good example of this approach.) Powerful results can also be facilitated by actively encouraging a happy & supportive community's own regular ambassadorial work on behalf of the 'destination' they reside in (or near). - Bruce Dickson (TDS)
Tourism Definitions (7)Glossary of tourism industry termsPrepared by Tourism Development Solutions (TDS) Listed in alphabetical orderValue "Value has different interpretations: from a marketing or consumer perspective it is "the promise and delivery of an experience' ... as perceived by the customer."(Source: Brandchannel & TDS)Visiting Friends and Relatives (VFR)Visitors who are visiting friends and relatives.*INSIGHT: “Often the source of the most significant volumes of visitors for many destinations and also often closely related to the population levels of a place and other factors such as its levels of previous migrant influx. Potentially a more challenging market segment to market to, but a vital wellspring for development activities directed at enhancing a destination's 'word of mouth' activity levels and prospective traveler buzz.”- Bruce Dickson (TDS) Word of mouth (WOM) and Word of mouth marketing (WOMM)1. WOM (strict definition): “The passing of information from person to person by oral communication. Can involve storytelling and oral tradition.”(Source: Wikipedia)2. WOMM - “Word-of-mouth marketing, which encompasses a variety of subcategories, including buzz, blog, viral, grassroots, brand advocates, cause influencers and social media marketing, as well as ambassador programs, work with consumer-generated media and more, can be highly valued by product, social media and performance marketers. Because of the personal nature of the communications between individuals, it is believed that product information communicated in this way has an added layer of credibility. Research points to individuals being more inclined to believe WOMM than more formal forms of promotion methods; the receiver of word-of-mouth referrals tends to believe that the communicator is speaking honestly and is unlikely to have an ulterior motive (i.e. they are not receiving an incentive for their referrals). Word-of-mouth depends on the extent of customer satisfaction with the product or service, and on the degree of its perceived value.