Word-of-mouth is the core of tourism marketing. Remarkable tourism product and experiences drive word-of-mouth. No amount of advertising can build credible awareness or brand like word-of-mouth.
While in Riga for the ETC eBusiness academy, I came across a few great examples of remarkable experiences that I’ve told to at least 50 people. Plus the people in my social networks have seen videos and photos. Many of these people asked follow-up questions. What are the people like? Is it expensive? Where is it?
I had dinner in 4 or 5 restaurants while I was there. They were all good. But I don’t remember their names. Except one: Hospitalis, a soviet style hospital themed restaurant. The video I took of my Austrian friend Martin below will explain why.
My new friend Maija from Riga invited me and Martin to “go flying”. No idea what she was talking about but how can you say no to that? About 20 minutes outside Riga was the Aerodium. Hovering 10 meters over a huge ventilator was one of the coolest things I’ve ever done. I would fly back the 12 hours just to do that again.
I’ve talked to people. I’ve posted photos and videos on Facebook, Flickr and YouTube. I am the media and the message for Latvia Tourism. I wonder how many of the people I’ve connected with have heard of Riga before? And I wonder how many have Googled either Riga, Latvia, Hospitalis of Aerodrome. Will you?
Tags: experience, travel, word-of-mouth
Great example of the power of experience to build business. If Riga, Latvia and Hospitalis were not creating highly creative experiences, you wouldn't have much to share. Now that anyone can be an intermediary, it's time that destinations understood that their role is more to facilitate and accelerate innovation and stellar customer experience than promotion…Thanks for these practical examples Wilhemus and, for tying it all back the the Cdn. McLuhan..
Completely agree William. I also “went flying”at Aeordium while I was in Riga for business and can assure you I did almost the same as you: talk to everybody about it, but apart of doing it “live” to my friends, I also spread this message through facebook, flickr,…
It's impressive the power of “Word-of-mouth” with new technologies.. a big change, no doubt.
Totally agree Anna. A destination brand is the sum of all experiences with the destination for an individual. Through collaboration with industry and local governments, a DMO can do a lot to create great experiences and customer service to get people talking. That's why at Tourism BC our World Host Training Services is an important tool to achieve this.
Can't believe I didn't put the online channels in my original post, because that's the whole point right? Word-of-mouth is electronic, real time and with everybody you know.
I've added it now.. 😉
This is great – I love the video clip of Martin – could be used as a cautionary tale about what happens if you come to EBA? The Aerodium looks amazing, I want one for my back yard!!
This looks great. When was this? I've missed something!
You should have stayed an extra day Isabel. You clearly missed out.
You should have stayed an extra day Isabel. You clearly missed out.
[…] a remarkable product first, otherwise people will have nothing to talk about. Here’s a good post from William Bakker at Tourism BC about being remarkable. When I dive deep into my memory bank, […]