Strategies & Visibility
Games in various formats (physical and virtual ones) are interactive tools to create experiences for tourists at the destinations. However, it is also a great technique to attract potential customers; gamification for promotion has become especially relevant since the Covid-19 crisis.
Storytelling is especially important since consumers no longer want to hear promotional messages; they want to hear authentic stories to experience and learn about the destination even from home. ‘Telling a story serves to transmit the DNA of a brand: its essence and values’ (Open Calabria, 2021). A well-used storytelling would immerse potential visitors in the destination, would facilitate the meeting and connecting with local communities and culture as well as experiencing the natural wonders.
The use of virtual travel experiences peaked during the first year of Covid-19 crisis when the travel was restricted. However, it can be a useful tool not only in times of travel restrictions; it allows potential customers to get acquainted remotely with the destination, which can be useful for visitors as an inspirational tool as well as a tool for planning their trip. Virtual tours can also provide a chance to preview some of the attractions, such as museums or cultural heritage sites as well as natural protected areas.
Digital or electronic word of mouth is one of the key marketing tools for the consumer acquisition. It is like a quality badge for the destination, services, and products since it provides direct feedback from previous customers. This practice can also be used by destinations and businesses to understand aspects of the product that visitors like the most as well as to see what are the aspects that need to be improved.