Destination Monitor /2

Visitors’ opinions and trends during

MTM XI - Final project

1. Evaluate the perceptions of Italy by Italian and foreign visitors to Milan during

Expo :

• 1.145 tourist interviews

• Analysis of Images posted by tourists on social media during Expo

2. Provide useful guidelines on how to design and develop tourism offers after Expo

3. Lay the basis for a permanent innovative system of monitoring tourist demand

for tourism operators and institutions

Destination Monitor (DM)

2

Objectives

The MTM project contributes to preliminary data collection and analysis of 2 sources of the DM

with the aim of providing guidelines for an extensive implementation of the DM

3

1.Face to face interviews with 1.145 tourists in Milan in in the month of June

2. Exploratory analysis of visual content on Instagram

MTM Project – Contribution to DM

The exploratory analysis, carried out by the students of MTM 11 under the supervision of the lecturers of the course “Social media marketing” (Profs. Gretzel e Dinhopl, Queensland University), aims to: 1) Verify the potential of the methodology for analysis of the visual content on social media for

the Destination Monitor.

2) Formulate hypotheses for an extensive study of:

• The perception of specific segments of visitors on the experience of visiting Milan and Italy. • The relationship between the image communicated by the destination and that perceived by tourists.

3) Formulate preliminary guidelines for effective communication action in terms of engagement for foreign tourists.

Exploratory Analysis Objectives

Research Questions

• What are the characteristics of the photos posted on Instagram profiles by foreign tourists in Milan?

• What differences are there between the photos posted on Explora and those on personal Instagram profiles?

• What hypotheses emerge for future research which can guide the actions of destination managers and tourist organizations to increase the engagement of visitors?

The leading questions of the exploratory analysis are as follows:

Methodology

Phase 1: Convenience sampling

• 30 of the most recent photos of Milan with #expo2015 posted by foreign tourists*:

from Belgium, Brazil, Denmark, Finland, Germany, Great Britain, Iran, Kuwait, Malaysia, Russia, Saudi Arabia, Spain, UAE (Dubai) *excluding professional photographers, communication agencies, tourist agencies and TO

• 30 of the most recent photos of Milan with #wonderfulexpo2015

Phase 2: Analysis

• Content analysis : number, type, features of the elements present in each photo Elements of compositional analysis: colors, positions, relevance of the elements present in each photo.

Variables Values

Time Day; night; undefined

Environment Inside; outside; not specific

Location Identifiable; not identifiable; added in #/description; not added in #/description

Focus Entirety; detailed

Building Duomo; Sforzesco Castle; Unicredit tower; Pirellone; Aria and Solaria towers

Place Piazza San Babila; Navigli; Piazza Duomo; Vittorio Emanuele Gallery; hotel; restaurant/bar; disco; public garden Indro Montanelli; Metropolitan Market

Top attractions Yes ; No

Food Pizza; coffee; ice cream

Brand Italian; Foreign

People 1 person; 2 people; crowd

Gender Male; female; undefined

Face Visibility Yes; no

Activities Eating; jumping; walking; standing/seating

Color Black & brown; blue; white & grey; red; green; orange & yellow

Selfie Yes; no

Distance Focus on foreground; focus on background; not specific

Methodology – Variables for Tourist photo analysis

Variables Values

Time Day; night; undefined

Environment Inside; outside; not specific

Location Identifiable; no identifiable; added in #/description; not added in #/description

Focus Entirety; detailed; collage

Nature Sky / Clouds / Trees / Flowers-Plants / Sea / Lake / Mountain / Hills / Wood / Rocks / Beach / Canal / Waves / Cliffs / River / Sun

Place Lignagno Sabbia d’Oro / Bologna / Milan / Liguria / Officine del volo / Turin / Varese / Lake Maggiore / Cividale / Expo 2015 / Varigotti / Fisherman’s Island / Bergamo / Friuli Venezia Giulia / Tellaro / Vicolo Lavandai Naviglio / Sacile / Laux lake / Piedmont / Trieste / Lombardia / Genova / Brescia / Gnome’s wood / Piazza Gae Aulenti / Sirmione / Breno / Duino / Orta San Giulio / Friulian Dolomites

Buldings Statue / Parigi Palace / Venaria Palace / Villa Panza / Borromeo Palace / Boschi House / Expo Pavilions / Bell Tower / Church / Bridge / Houses / Pirellone tower / Unicredit tower / Castle / Arch / Courtyard /

Food (pasta) Lasagna / Canonsei / Trofie and Gnocchi al pesto / Tarajin with truffle / Cjarson

Significant objects Chairs / Table / Candles / Beach umbrella / Beach chair / Airplane / Window / Flag / Spoon / Boat / Wooden pillar / Street light / Cars

People Few people; crowd

Colors Black-Brown / Blue / White-Grey / Red / Green / Orange-Yellow

Text Yes; no

Distance Focus on foreground; focus on background; not specific

Methodology – Variables for Explora photo analysis

Observations on photos posted by tourists (Sample 1)

Results

Results

• Italian cuisine is the focus of attention for tourists; however, in Milan, the main focus is on the usual well-known elements (pizza, ice cream, coffee) with no reference to typical Milanese specialties.

• When present, food is the center of attention in the photo. We find people eating in only one of the images.

FOOD AND WINE IS A RECOGNISED ASSET, BUT STEREOTYPES PREVAIL

• The Cathedral is the most represented icon; but the new skyscrapers in Milan have also become places of interest for foreign tourists.

• The Docks and the Metropolitan Market are present, but as places of lesser interest.

• The buildings are almost always represented from the outside; very few details of the interiors are shown.

NEW LOCATIONS IN THE CITY SHOULD BE PROMOTED BESIDES THE TRADITIONAL ICONS ALONG WITH EXPLANATIONS THAT MOTIVATE TOURISTS TO ENTER THE BUILDINGS.

Obsevations on the photos by tourists (Sample 1)

• When people appear in the photos, they are usually single or as a couple.

• In most of these photos, specific details of the individuals are featured.

INDIVIDUALS AND COUPLES NEVER GROUPS

• In photos with people and buildings, the focus is on the people with little attention to the fact that the monument is fully visible in the shot.

• The persons posting the photo want to share everything they are doing and their whereabouts.

FOCUS ON PEOPLE, PLACES IN THE BACKGROUND

• No filters are used • Natural light predominates • Blue and grey are the predominant colors (sky, buildings

and clouds)

NATURAL EFFECT, BLUE AND GREY CHARACTERIZE MILAN

Results Obsevations on the photos posted by tourists (Sample 1)

Results Observations on photos posted by Explora (Sample 2)

• Prevalence of Italian landscapes (sky, water, clouds and trees) along with images of Lombardy and Milan

• Most of the photos are, therefore, are taken outside • Grey and blue are the dominant colours

FOCUS ON LANDSCAPES

BROAD PERSPECTIVE AS OPPOSED TO DETAILS

• Most of the places represented are not identifiable, especially by foreign tourists, but the name is always shown in the description

• Only 1/3 of the photos analyzed depict details of the location and over half do not have a specific focus (in the foreground or the background)

• 6 out of 30 photos are a collage of different images

Results Observations on photos posted by Explora (Sample 2)

• Most of the photos are taken by professionals • The images are very bright with extensive use of

filters • 80% of the photos are taken in daylight

REFINED LIGHTING EFFECT

• Hardly any trace of human elements • Very little space dedicated to the variety of

regional foods (pasta in only two photos)

LESS ATTENTION GIVEN TO FOOD AND PEOPLE

Results Obsevations on photos posted by Explora (Sample 2)

Indications and preliminary hypotheses

Improve fine-tuning with tourists concerning communication on social media

• Food and wine is an interesting theme for tourists, but the focus is still on stereotypes. Tourist comunication should emphasize the variety of regional cuisines by posting photos in tune with the awareness/perceptions of tourists (e.g. detailed photos of a typical dish)

• Cultural heritage as well as historical and contemporay buildings are interesting for visitors; however, it is also important to set the camera on people

• Milan has recognizable iconic places, but there is great potential for promoting new places of attraction that tourists have already reported spontaneuosly

• The quality of the photos is important, but posting less artificial and studied photos would be more in tune with the sensations of the tourists

Some further considerations based on international best practices

1. Frequently re-post followers’ contents to emphasize the interaction between the DMO and the users

2. Create story telling in every photo album; also itinaries in regional territories, rather than in only one specific place

3. Create specific # for food, monuments, places, events and use them on specific days of the week on different days each week: for example on Monday @wonderfulfoodLombardia, on Friday#wonderfuleventLiguria… 4. Create #recipes linked to the theme of Expo 2015

These indications are activated by more advanced destinations in their communication on social media (e.g. Australia)

Preliminary guidelines and hypotheses