Course curriculum

  • 1
    Welcome to the course
  • 2
    Understanding a destination's audience
    • From demographic to psychographic segmentation
    • Affinity and niche marketing
    • Singapore's passion groups
    • Emerging audiences in travel
    • Resources to understand different markets
    • References and resources to understand the market
    • Netnography and social listening
    • Copenhagen's Digital Traveller Project
    • Let's recap...
  • 3
    Reaching the right audience
    • Customer personas, ambassadors, influencers
    • Creating Customer Personas - Template
    • Customer Persona Card - Template
    • Northern Ireland Screen Tourism and Game of Thrones
    • The Power of Digital - Millennials
    • #DTTT Global Panel - Perspective on Asia
    • Let's recap...
    • Visit San Diego's strategy to reach the right audience
  • 4
    Creating your audience strategy
    • Dubai - Attracting and engaging Chinese visitors
    • Identifying Ambassadors and Influencers - Template
    • Crafting the right message for your audience - Template
    • Let's recap...