Philippines takes new ‘psychographics’ tack in tourism marketing

The Philippines will soon adopt a new marketing strategy focussed on psychographics rather than demographics, and anchored on responsible tourism and stewardship.

The new direction, to be complemented by a “refreshed” It’s more fun in the Philippines campaign, is in keeping with changes in global realities that are already shaping travel and tourism, said Tourism and Promotions Board’s (TPB) new COO, Marie Venus Tan.

While in the past, “we looked at (tourists’) demographics – age, propensity to travel, income, where they come from, religion and so on, we are now going to start looking at psychographics – what motivates people”, she told TTG Asia at the sidelines of the Kain Na (Let’s Eat) culinary tourism launch in Davao City last Friday.

TPB’s plans and programmes for 2019 specify that its marketing and promotions focus will be on “people’s interest”, and will shift from “hard sell” to “soft power”, building on culture, gastronomy, Filipino values and the country’s unique national assets.

“The paradigm has shifted to people looking at experiential travel… No longer are people just wanting to go to a hotel and relax at the beach,” Tan said.

She added that the destination has been marketed using the same photos over and over again, and with the same stories. This has put its products in comparison with too many competing offerings not just globally, but also regionally.

“So if we talk about the beach, other destinations (in Asia) will always say, ‘we have the best beach, mountains, waterfall’. All of that is always debatable. So we’re now branching into a new direction that will really bring out what is uniquely ours.”

Read more...