Welcome to our exploration of the digital era's impact on the travel and tourism industry through the lens of Zero Moment of Truth (ZMOT). As travelers increasingly turn to online resources to shape their journey, understanding and harnessing ZMOT becomes essential for marketers navigating this dynamic landscape. Last week, the Australian Bureau of Statistics (ABS) released some extraordinary figures: - In 2010-11, 79% of persons aged 15 years and over had accessed the internet in the previous 12 months - 68% of internet users had used the … [Read more...]
Archives for February 2012
Regional Tourism Branding Case Study
“With the COVID-19 virus, we have been talking about how important it is to make sure your branding is aligned. So we went back to this blog piece we wrote a few years ago. Not sure if your region needs a brand, here is the evidence” One of the most common discussions I hear in tourism (at the small business end) is around the role of branding. There often seems to be an assumption that virtue will be rewarded – if you are good enough you don’t need to boast about it. It vaguely reminds me of Juliet’s lament in Shakespeare’s play when she … [Read more...]