Market survey
Upstream promotional act, we committed ourselves to realize a market survey able to "steer" the same promotion.
This action is divided into two main phases: demand analysis and offer analysis.
Demand analysis
In addition to the geographical identification of reference target (the promotion is set on Eastern Europe and Russian market) was conducted a survey on the characteristics of distribution and promotional channels and on the characteristics of demand, in particular, on target’s behaviours’ specific needs of which knowledge has made more targeted promotional messages and product’s policies.
Offer analysis
In addition to a data collection on the system of Campania’s tourist offer, a survey was conducted about qualitative characteristics of companies which represent the total tourist offer of internal areas. Based on a reconstruction of interested system and types of companies which are involved, the main parameters determining the quality level of services which make up the products subject of interest have been identified.
In fact, the project was aimed also, among its sub – aims, to determine, firstly, a minimum achievable and traceable quality standards according to well-defined parameters and, subsequently, to create an integrated quality circuit identified by giving a "green coupon of adhesion" to all companies which adapt to these parameters.
Coherently with the planning action, among the parameters which define the quality, is taken into account elements of particular interest for the Russian and Eastern Europe markets identified in demand analysis.