Mass Media Advertising is Ineffective.
Dr Robert Govers (International Place Branding Association) gave an interview to TravelDailyNews where he explained what is place brand. He shared really interesting thoughts. For example: before creating a place brand a destination should research the market and form a strategy. He also said that mass media advertising is ineffective because you just don’t know what audience will see this ad and visit the destination. Governments should not care about big numbers of tourists, they should think of how to use tourism to develop a destination as a whole.
We fully agree with Mr. Govers that mass media advertising is ineffective. Modern world requires modern solutions, and many DMOs already use Internet marketing to analyze the market and draw the portrait of a tourist. You can find our lessons on Internet marketing basics here: https://centersmarttourism.world/for-tourism-organisations/internet-marketing-basics/
Watch interview with Dr Robert Govers here: https://www.youtube.com/watch?time_continue=573&v=uYxo9XQlQuY&feature=emb_logo