{"id":3199,"date":"2019-09-17T14:41:49","date_gmt":"2019-09-17T14:41:49","guid":{"rendered":"http:\/\/zipzapsocial.com\/?p=3199"},"modified":"2019-09-17T14:41:49","modified_gmt":"2019-09-17T14:41:49","slug":"marqueting-turistic-per-al-viatger-britanic","status":"publish","type":"post","link":"https:\/\/zipzapsocial.com\/ca\/marqueting-turistic-per-al-viatger-britanic\/","title":{"rendered":"M\u00e0rqueting tur\u00edstic per al viatger brit\u00e0nic"},"content":{"rendered":"<p><strong>Saps com establir estrat\u00e8gies en m\u00e0rqueting tur\u00edstic per al viatger brit\u00e0nic?<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>El viatger brit\u00e0nic, com tot viatger modern, navega per Internet per a investigar, planificar i reservar els seus viatges.<\/p>\n<p>&nbsp;<\/p>\n<p>Recorre a multitud de fonts i a l&#8217;\u00fas de diferents dispositius durant el proc\u00e9s de compra.<\/p>\n<p>&nbsp;<\/p>\n<p>Per\u00f2 els viatgers brit\u00e0nics tenen algunes caracter\u00edstiques que val la pena ressaltar per a poder determinar les estrat\u00e8gies de m\u00e0rqueting que hem d&#8217;implementar als nostres hotels:<\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li>Reserven dues vegades m\u00e9s viatges internacionals que nacionals.<\/li>\n<li>Els agraden els viatges de m\u00e9s dies, amb estades m\u00e9s prolongades. D&#8217;una i dues setmanes de durada.<\/li>\n<li>Gaireb\u00e9 sempre viatgen en parella o en fam\u00edlia, per\u00f2 les noves generacions comencen a viatjar amb major freq\u00fc\u00e8ncia sols.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p>Si analitzem amb atenci\u00f3 aquestes dades ens adonarem que el proc\u00e9s de compra d&#8217;un viatger brit\u00e0nic \u00e9s llarg, ja que ha de combinar els interessos d&#8217;almenys, dues persones i d&#8217;una estada a l&#8217;estranger de molts dies que suposa una inversi\u00f3 financera important.<\/p>\n<p>&nbsp;<\/p>\n<p>D&#8217;aquesta complexitat neix la necessitat d&#8217;establir una bona estrat\u00e8gia en m\u00e0rqueting tur\u00edstic per al viatger brit\u00e0nic.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Com \u00e9s el viatger brit\u00e0nic?<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><strong>a. Consum de contingut tur\u00edstic<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Tres de cada quatre brit\u00e0nics consumeix contingut tur\u00edstic digital, consumint m\u00e9s de 2.400.000 minuts en contingut tur\u00edstic digital cada mes. El contingut a trav\u00e9s del smartphone arriba als 27 milions, enfront dels 25 milions d&#8217;usuaris que consumeixen contingut a trav\u00e9s del seu ordinador.<\/p>\n<p>&nbsp;<\/p>\n<p>Per\u00f2 hem de tenir en compte que ni el smartphone ni l&#8217;ordinador ni la tablet s\u00f3n departaments estancs, ja que el 34% dels consumidors utilitzen de forma indistinta aquests dispositius, per la qual cosa cal tenir clar que s\u00f3n viatgers multipantalla i per tant cal crear estrat\u00e8gies en m\u00e0rqueting per a hotels que es basin en contingut d&#8217;alta qualitat, que siguin integrades i multiplataforma.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>b. El proc\u00e9s de compra<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>El viatger brit\u00e0nic triga una mitjana de 45 dies a realitzar la compra del seu viatge i en aquest tr\u00e0nsit visita una mitjana de 121 p\u00e0gines web relacionades amb el turisme, la qual cosa suposa una hora setmanal dedicada a la lectura de contingut tur\u00edstic.<\/p>\n<p>&nbsp;<\/p>\n<p>Resulta interessant observar l&#8217;evoluci\u00f3 de les p\u00e0gines que visita durant el proc\u00e9s de compra (45 dies). En les primeres setmanes l&#8217;usuari presta major atenci\u00f3 a la compra dels bitllets d&#8217;avi\u00f3 i als hotels, mentre que l&#8217;\u00faltima setmana les webs de les OTA&#8217;s i dels hotels prenen les primeres posicions de consum de contingut.<\/p>\n<p>&nbsp;<\/p>\n<p>A m\u00e9s, no nom\u00e9s estem competint amb els hotels de la nostra destinaci\u00f3, sin\u00f3 que en comen\u00e7ar la cerca del seu viatge, el consumidor angl\u00e8s est\u00e0 investigant, com a m\u00ednim una altra destinaci\u00f3. El que ens indica que no nom\u00e9s hem de treballar en pro del nostre producte, sin\u00f3 que el potenciar la nostra destinaci\u00f3 tur\u00edstica, els seus encants i possibilitats resulta fonamental.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>c. Repercussi\u00f3 de la inversi\u00f3 publicit\u00e0ria<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>La publicitat influeix en m\u00e9s del 30% dels consumidors brit\u00e0nics. L&#8217;objectiu que hem d&#8217;implementar \u00e9s potenciar el consum de contingut a trav\u00e9s de la inversi\u00f3 publicit\u00e0ria, \u00e9s a dir, derivar el tr\u00e0nsit a contingut espec\u00edfic que hem publicat en la nostra web a trav\u00e9s d&#8217;inversions de pagament per cerca, display o xarxes socials.<\/p>\n<p>&nbsp;<\/p>\n<p>Per\u00f2 els impactes publicitaris que rep el consumidor brit\u00e0nic s\u00f3n constants i hem de fomentar el record dels nostres impactes, aix\u00ed que la creaci\u00f3 d&#8217;un branding de qualitat , que impacti i millori el record del nostre hotel resulta imprescindible en l&#8217;estrat\u00e8gia de m\u00e0rqueting tur\u00edstic per al viatger brit\u00e0nic.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>A manera de conclusi\u00f3:<\/strong><\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li>Cal crear contingut convincent, efica\u00e7, sense pauses i adaptat als diferents dispositius.<\/li>\n<li>Tots els canals de distribuci\u00f3 del contingut s\u00f3n importants. Cal establir estrat\u00e8gies multicanal.<\/li>\n<li>Cal impactar en els diferents moments del proc\u00e9s de compra. Si no impactem en tots els moments del proc\u00e9s de compra el client s&#8217;oblida de nosaltres.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p>Aix\u00ed que hem d&#8217;establir estrat\u00e8gies en m\u00e0rqueting tur\u00edstic per al viatger brit\u00e0nic que englobin cadascun dels punts analitzats. Coneix algun dels nostres <a href=\"http:\/\/zipzapsocial.com\/ca\/casos-de-exito\/\">casos d&#8217;\u00e8xit<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Saps com establir estrat\u00e8gies en m\u00e0rqueting tur\u00edstic per al viatger brit\u00e0nic? &nbsp; El viatger brit\u00e0nic, com tot viatger modern, navega per Internet per a investigar, planificar i reservar els seus viatges. &nbsp; Recorre a multitud de fonts i a l&#8217;\u00fas&hellip;<\/p>\n","protected":false},"author":3,"featured_media":3216,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[110],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>M\u00e0rqueting tur\u00edstic per al viatger brit\u00e0nic - ZipZap Social<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/zipzapsocial.com\/ca\/marqueting-turistic-per-al-viatger-britanic\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u00e0rqueting tur\u00edstic per al viatger brit\u00e0nic - ZipZap Social\" \/>\n<meta property=\"og:description\" content=\"Saps com establir estrat\u00e8gies en m\u00e0rqueting tur\u00edstic per al viatger brit\u00e0nic? &nbsp; El viatger brit\u00e0nic, com tot viatger modern, navega per Internet per a investigar, planificar i reservar els seus viatges. &nbsp; Recorre a multitud de fonts i a l&#8217;\u00fas&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/zipzapsocial.com\/ca\/marqueting-turistic-per-al-viatger-britanic\/\" \/>\n<meta property=\"og:site_name\" content=\"ZipZap Social\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-17T14:41:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/zipzapsocial.com\/wp-content\/uploads\/2019\/09\/DSC8143.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1198\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrit per\" \/>\n\t<meta name=\"twitter:data1\" content=\"David\" \/>\n\t<meta name=\"twitter:label2\" content=\"Temps estimat de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuts\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/zipzapsocial.com\/#website\",\"url\":\"https:\/\/zipzapsocial.com\/\",\"name\":\"ZipZap Social\",\"description\":\"Just another WordPress site\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/zipzapsocial.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"ca\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/zipzapsocial.com\/ca\/marqueting-turistic-per-al-viatger-britanic\/#primaryimage\",\"inLanguage\":\"ca\",\"url\":\"https:\/\/zipzapsocial.com\/wp-content\/uploads\/2019\/09\/DSC8143.jpg\",\"contentUrl\":\"https:\/\/zipzapsocial.com\/wp-content\/uploads\/2019\/09\/DSC8143.jpg\",\"width\":1198,\"height\":800,\"caption\":\"Para viajeros brit\u00e1nicos\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/zipzapsocial.com\/ca\/marqueting-turistic-per-al-viatger-britanic\/#webpage\",\"url\":\"https:\/\/zipzapsocial.com\/ca\/marqueting-turistic-per-al-viatger-britanic\/\",\"name\":\"M\u00e0rqueting tur\u00edstic per al viatger brit\u00e0nic - ZipZap Social\",\"isPartOf\":{\"@id\":\"https:\/\/zipzapsocial.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/zipzapsocial.com\/ca\/marqueting-turistic-per-al-viatger-britanic\/#primaryimage\"},\"datePublished\":\"2019-09-17T14:41:49+00:00\",\"dateModified\":\"2019-09-17T14:41:49+00:00\",\"author\":{\"@id\":\"https:\/\/zipzapsocial.com\/#\/schema\/person\/8e70e506ef950a7d5bb7b39d4fceb6d1\"},\"breadcrumb\":{\"@id\":\"https:\/\/zipzapsocial.com\/ca\/marqueting-turistic-per-al-viatger-britanic\/#breadcrumb\"},\"inLanguage\":\"ca\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/zipzapsocial.com\/ca\/marqueting-turistic-per-al-viatger-britanic\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/zipzapsocial.com\/ca\/marqueting-turistic-per-al-viatger-britanic\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\/\/zipzapsocial.com\/ca\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"M\u00e0rqueting tur\u00edstic per al viatger brit\u00e0nic\"}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/zipzapsocial.com\/#\/schema\/person\/8e70e506ef950a7d5bb7b39d4fceb6d1\",\"name\":\"David\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/zipzapsocial.com\/#personlogo\",\"inLanguage\":\"ca\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c95ce2af4fc4839f3ffe6fcbb0b0481b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c95ce2af4fc4839f3ffe6fcbb0b0481b?s=96&d=mm&r=g\",\"caption\":\"David\"},\"url\":\"https:\/\/zipzapsocial.com\/ca\/author\/david\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"M\u00e0rqueting tur\u00edstic per al viatger brit\u00e0nic - ZipZap Social","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/zipzapsocial.com\/ca\/marqueting-turistic-per-al-viatger-britanic\/","og_locale":"ca_ES","og_type":"article","og_title":"M\u00e0rqueting tur\u00edstic per al viatger brit\u00e0nic - ZipZap Social","og_description":"Saps com establir estrat\u00e8gies en m\u00e0rqueting tur\u00edstic per al viatger brit\u00e0nic? 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