What are the key elements required for a successful and effective word of mouth tourism marketing campaign? – Case analysis
Piltonen, Anna (2016)
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The purpose of this thesis was to further study what are the key elements for successful and effective word of mouth marketing campaign in tourism. The objective was to identify the key elements by analysing a real life case provided for this thesis where a tourism board used word of mouth as part of their marketing campaign to increase awareness of the destination and drive tourism in the destination. The case was analysed with the support of secondary research conducted around the topics of word of mouth marketing, tourism marketing and digital marketing. It was found that the key elements for a successful word of mouth marketing campaign in tourism are to engage with the customers, design a sound marketing plan that incorporates word of mouth and digital marketing in the integrated marketing communications plan, understanding the needs and wants of the target consumer, develop a marketing mix that meets the wants and needs of the target consumer, work with the local authorities as well as other businesses, and measure the performance of the campaign with suitable metrics.
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