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Vision opportunities and experience in Content marketing

Rechten: Alle rechten voorbehouden

Vision opportunities and experience in Content marketing

Rechten: Alle rechten voorbehouden

Samenvatting

In order to create an emotional
engagement and deepen the relationship with its customers Center Parcs Europe wishes to
make use of content marketing. The purpose of this research is to determine what kind of
online content Center Parcs Europe should communicate with a target group of young families
with children (0-12). This is done by qualitative research into the question how the target
group experiences content published by Center Parcs at present and what kind of values and
feelings are significant in relation to the holiday experience. Results provide insights about the
current content consumption during different stages of the holiday experience regarding
media type and media usage. Additionally significant feelings and values in connection to the
holiday experience are identified, indicating the message for future content publications. Both
aspects conclude in a recommendation suggesting the creation of an editorial line, defined by
values and feelings that are meaningful for the customer in connection to the holiday
experience of the target group. Based on the editorial line content in form of images, videos,
advertorials and cross platform interactive tools are proposed to be created. Existing content
should be specified, updated and the user experience of the homepage improved. A content
distribution should take place through different owned channels, as for instance the
homepage, YouTube and social media, but also paid channels according to the timing and form
that is proposed

Toon meer
OrganisatieHZ University of Applied Sciences
OpleidingVitaliteitsmanagement & Toerisme
InstituutScaldis Academy
PartnersGroupe Pierre & Vacances - Center Parcs
Gepubliceerd in
Datum2015-06-30
TypeBachelorscriptie
TaalEngels

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