With the pandemic process, tourism and travel came to a
halt, and many things in this area were re-evaluated. Of course, a group of
those who seek innovation and develop projects for this have created local and
national tourism offices. Here in this article, I want to talk about one of the
projects that caught my attention ...
One of the national tourism organizations that I have been
following for years is the New Zealand Tourism Organization. I noticed a
campaign they developed last May to stimulate domestic tourism during the
period of home closure due to the pandemic: "Do something NEW New Zealand".
The idea of the birth of this campaign is; A contest was organized to
encourage people to do something new, emphasizing that the country has many
places and experiences worth seeing instead of travels to take repetitive
photos that are shared insensibly on social media. If you pay attention, social
media is not denigrated here, on the contrary, a campaign on social media
encourages people to have new experiences and see new places. Yes, we were also
tired of seeing the photos taken by making the same figures in the same places!
Poses with hats in lavender gardens, rich breakfasts, swings at the mountain
top, etc ...
At this point, as people who think about tourism
communication, the following question may come to mind: Could the great fame in
the short time brought by the popularity of social media be far from deepening
the relationship established with the visitors - about destinations? Or is
there a danger that expectations will fail? I think it would be useful to
examine these questions by our tourism academics. However, the following truth
is clearly visible; Communication is acceptable and sincere and long-term.
There are also very simple ways to achieve this:
Define yourself correctly, appreciate your values and be
sincere. Do not wear off your personality for the sake of short-term benefits.
When we embody all of these in the identity of a destination, I think the
biggest duty here falls on those who manage that destination and those who live
there.
As the campaign says: "Do something new and be sincere
..."
30 Ocak 2021
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