The practice focuses on a creation of unified image of cross-border destination providing services in the field of tourism, culture, relaxation and sport.
The good practice is related to the area of the Small Danube, which has the conditions for the development of tourism, but it does not have a unified image. It is not being presented as one whole, the current situation in the supply and demand in tourism was not analysed.
The objectives from the perspective of marketing were fulfilled via the marketing strategy. The overall concept of the marketing strategy as a starting point for marketing activities includes the formulation of goals and of ways for their attainment. The strategy has three main parts: (1) determination of the target markets, (2) product lines, (3) distribution and communication strategy.
To create community, events, like collecting garbage from the water and the shore of the small Danube, were organized. People could also participate in competition to win an e-bike. They were asked to send a photo from some place on the small Danube. Also other events were organized as well, e.g. Solstice on the Danube and paddling marathon, workshops, conferences and summer camps.
Resources needed
Danube Fund Charter (www.dunajskyfond.sk); regional resources for the support of tourism; resources of business entities in the area; public resources; the creation of the coordination committee (10 persons). The budget of the project is 2,863,279.37 EUR.
Evidence of success
The practice implemented and effective marketing of the destination (towards the target markets), creating, eventually, a brand of the destination – Danube islands – which became highly recognizable. As a result:
Citizens benefit from the provision of touristic services
Sustainable development of the area is achieved
Services for the customers are improved (i.e. online transactions)
Difficulties encountered
Communication with the stakeholders is substantial, which enables understanding and presentation of the benefits for each entity separately. Communication is the most vital process and it should be continuous, being performed during each project’s phase.
Potential for learning or transfer
e-smartec looks at using marketing approaches for engagement and creating communities in sustainable mobility planning. this GP offers a successful framework (strategy) of marketing, which indeed increased the community feeling. The main aspect of this GP that could be adjusted for SUMP is related to the elements of the marketing strategy such as creation of unified image for the different categories in transport (e.g. public transport – unified image for public transport modes) and identification of target markets and orientation on them supporting EU climate-neutral long-term strategy
Tags: Development, Tourism, Strategy
