Turistik
Hop on-Hop off
IN4626-1 Consumer Behavior, 2015
Professor :
Todd Pezzuti.
Group :
Javier Farias S.
Pablo Vergara
Dorra Merai
Léa Chauvet
Clément Blin
Turistik:
● Touristic company founded in
October 30, 2007.
● Has served more than 100.000
tourists.
● (2007) Distinct as one of the
most innovative companies of
the year.
● (2009) Touristic Merit
Distinction in the Business
Category.
Turistik’s Services
● Tours: Wineries, Andes, Santiago, Viña del Mar and
Valparaíso.
● Transfers: Airport - Hotel 24/7.
● Hotels booking.
● Packages: Transfer + Hotel + Tours.
● Santiago Hop on - Hop off.
Turistik’s presentation
Mission
“We are a touristic and entertainment operator focused on providing valuable choices
on culture and amusement in Santiago and its surroundings, through a service that is
safe, trustful and high quality.”
Vision
“We work to be a company where its continuous innovation and commitment at all
levels to do things right, translates into better products for our clients; a better place to
work; a contribution to the communities where we are immersed; and a profitable
company for our investors.”
Santiago Hop On - Hop Off
● Iconic Red Buses
● Bus tour with 12 stops
placed in relevant parts of
the city: touristic places,
shopping center and
hotels.
● Audio guides in spanish,
english, portuguese,
german and french.
● $18 .000-$20.000 / day
The Value Proposition
“Meet this wonderful city with flexibility and depth, on
board of our characteristic double decker buses, very
similar to the ones in New York, London, Madrid and Paris.”
“You can hop on and hop off as many times as you like during
the day.”
“If you choose not to hop off, you'll complete the tour in 2
hours.”
Industry Rivalry: Competitors and Substitutes
● A lot of tourist agencies for little tourist that stay in santiago.
● Biggest competitors:
○ Santiago tours, Ruta Chile: Guided tours in Santiago and
its surroundings. More attractions, but less flexible.
● Substitutes:
○ Free tours, Tour 4 tips; cheaper, good guides but visits a
smaller part of the city (walking tours).
○ Visiting the city by yourself: You can do what you want,
but without a guide. It can be expensive if you don’t
optimize your moves
Conceptual Map of the market place
Very guided
Tour for Tips
Ruta Chile
Santiago tours
Turistik
Cheap
Expensive
Touristic guides
books + Public
Transportation
Taxi
Not guided
Other Competitors:
¿ What others things do tourists in
Santiago?
- Shopping: Malls and Outlets
- Snow related sports
- Gourmet tourism
Sources: Chile Travel, Go Chile.
SWOT analysis
Strenghs
-
-
Characteristic buses
Complete service; touristic sites, audio
guides, shopping center and hotels.
Good customer service, close to the
customer (social networks)
Positioning (strategy partnership with
Parque Arauco)
The entire tour without getting off the
bus lasts only two hours, which is
convenient to know the city quickly.
A lot of publicity and promotion of the
service.
Opportunities
-
-
Tickets for the week / 2-3 days
Add tourist spots that other
services do not cover
(Differentiation)
Motivate people of Santiago
to use this service.
Santiago’s new tourist places
SWOT analysis
Weaknesses
-
Waiting times can be very long.
Attractions covered by the tour are
not the most recognized of Santiago.
The quality of service really depends
on the guide.
To compare with similar services,
Turistik has a price above average,
which can be expensive for the
chilean public.
Threats
-
-
-
-
Many tourists who come to
Chile spend little time in
Santiago.
It is easy to visit the same
points by public transportation
or taxi, and is cheaper.
The stops at shopping centers
may be unattractive for some
tourists.
Competitors with lower costs.
SWOT analysis
Weaknesses
-
Waiting times can be very long.
Attractions covered by the tour are
not the most recognized of Santiago.
The quality of service really depends
on the guide.
To compare with similar services,
Turistik has a price above average,
which can be expensive for the
chilean public.
Threats
-
-
-
-
Many tourists who come to
Chile spend little time in
Santiago.
It is easy to visit the same
points by public transportation
or taxi, and is cheaper.
The stops at shopping centers
may be unattractive for some
tourists.
Competitors with lower costs.
Secondary Data
●
●
●
Trip Advisor is a website on which consumers can leave comments about
how they experienced some good or services related to travel or tourism.
688 Reviews about Turistik, among which about 275 are only about the Hop
on / Hop off.
To avoid biases due to a missattribution for people who experienced several
services with Turistik, we only focuses on reviews which were only about the
Hop on / Hop off
Secondary Data : Results
Secondary Data : Results
- Almost every review come from English-speaking
countries
- Average grade : 3,44
- Advantages : friendly staff ; narratives ; not expensive
- Shortcomings : have to wait for the bus, map not clear
Tourism in Chile (1)
● ~3 554 279 tourists / year
● 61,1% of the tourists come from neighbor
countries, 24,2% from the rest of America.
● 11,1% from Europe, 1,2% from Asia.
● 38,6% of the tourists in Chile arrive to the
airport of Santiago.
Source: SERNATUR, 2012.
Tourism in Chile (2)
● 43% of the tourists come from High Spending Countries.
○
○
○
America (Brasil, Canadá, USA, México) and Europe (Germany, Spain,
France, England).
~13 days in the country.
~USD$84 spending per day.
● 57% of the tourists come from Low Spending Countries:
○
○
○
Argentina, Perú, Bolivia.
~6 days in the country.
~USD$40 spending per day.
Source: Sustainable tourism,
SERNATUR 2013.
Conclusions
● Unique value proposition.
● Highly valued by english speaker visitors.
● Prices may be considered expensive for tourists from low
spending countries.
● There’s an opportunity to improve participation within
local people and visitors from low spending countries.
Next Steps...
● Primary Research
○ Validate the attractiveness of the tour
stops.
○ Study the willingness to pay of Chilean
people.
-
Students
Single Workers
Families