Mastering Geographic Scale
An understanding of geographic scale is essential to marketing success. Location theorists have proven again and again that the majority of all commercial activities happen at the local level. When it comes to travel, good sense tells us that geographic scale shrinks even further since visitor’s activities are limited by transportation, time, and a lack of familiarity with more remote regions at their destinations. Commercial growth needs to rely on using technology and content to increase opportunity awareness within the confines or activity spaces imposed by distance and circumstance. It will not rely on widening the outward search perimeter or geographic scale to include places that visitors will never explore.
Control the Clock
Not only is there a relationship between geographic space and commerce when it comes to travel, there is also a relationship between commerce and time. To succeed, marketers and technologists need to work within the confines imposed by both time and distance from a circumstantial or fixed geographic hub—the epicenter of a visitor’s activity space.
Given modern technology, visitors not only want highly personalized experiences, they also want what they want on highly personalized schedules. For every visitor that frequents an aquarium during the day, there is just as many that wander the streets looking for a six-pack of micro-brew to take back to their hotel room at 1 in the morning.
Think Hyper Local
Trends show that visitors are becoming increasingly interested in hyper-local opportunities