A study on the impact and positioning of the media
Year
2010 – 2011
Client
Council of Barcelona (Spain)
Applied services
Consultancy
The project
An analysis of the impact and presence of media on the province of Barcelona as a tourism destination in 7 foreign markets: Germany, Belgium, Spain, France, Italy, Holland and the United Kingdom.
The challenge
In the era of communication and new technology, the control and use of all media resources is a necessary and indispensable tool.
In the knowledge of the current situation, the tourism sector of the province of Barcelona, both public and private, will be determining a plan of action necessary to reach the desired media treatment in more suitable ways.
In this way, the aim of this study is to know in a more concrete way the media presence and positioning of destinations, resources, products and tourism services in the area of Barcelona, excluding the city of Barcelona itself, in its 7 main foreign tourism markets: Germany, Belgium, Spain, France, Italy, Holland and the United Kingdom.
Equally, like any analysis, the results have to be useful and permit the determining of recommendations, strategies and plans that have as their aim the bettering of the media’s positioning confirmed.
Actions taken
The determining of the framework of study and the elements to be analyzed:
- Traditional media.
- A guide in paper format.
- A catalogue of tour operators.
- Online environment.
The selection of the publications to be analyzed, for each issuing market:
- Some twenty traditional media publications (in paper format). All the editions during the year.
- 4 guides in paper format. The latest editions.
- The catalogues of 4 tour operators. Throughout the period of a year.
- 4 websites.
The reading of all materials, with the identification, treating and analysis of the information according to different viewpoints:
- Destinations
- Products
- Resources
- Opinion
For the impacts in media, specifically:
- Time evolution
- Media type
- Economic valuation
The determining of recommendations in regards to the communicative plans adapted to each issuing market.
The elaboration of a report specific to each issuing market.
The result
The detailed analysis of the media impact and presence in the province of Barcelona as a tourism destination in 7 foreign markets (Germany, Belgium, Spain, France, Italy, Holland and the United Kingdom) based on 4 areas of study: traditional media, guides in paper format, tour operator catalogues and online environment.
