Le rôle des DMO's par Roger Carter

Dossier archivé Analyse touristique , eTourisme , Office de Tourisme le novembre 27, 2006

Roger Carter, un des grands consultants pour le monde des DMO's (organismes institutionnels du tourisme) livre quelques réflexions décapantes suite à son intervention lors du congrès Wired Asia.

Vous livre une partie de l'article de Wired Magazine.

"DMOs must be clear about where they can add value and offer (or develop) a high level of competence. If their systems, data, processes and customer focus are inferior, then they do their destination a disservice.

"They must become expert in exploiting the opportunities that ICT (information communications technology) and the Internet offer, which must become central to their operations," said Carter.

To secure the future, there must be interoperability between the different levels of DMOs within a country and they must succeed in e-marketing.

He shared 10 principles to future success in e-marketing.

1. Reach as many potential customers as possible
2. Maximise the lifetime value of customers, by maintaining the relationship
3. Be aware of what consumers are saying about them through community websites and seek to influence it
4. Create a compelling website experience
5. Maintain high quality content
6. Deliver sales, directly or indirectly
7. Offer customized packaging
8. Engage tourism businesses to deliver the inventory
9. Demonstrate return on investment - performance evaluation and benchmarking
10. Ensure effective electronic distribution of information to travellers and visitors

J'ai bien noté les points 3, 6 et 8

A votre avis, quelles sont les priorités pour la France ?