In today’s world, attracting the right audience means moving beyond outdated demographic markers and embracing a behaviour-based approach to define and attract customers. Shifting the focus from basic demographics to customer behaviours can be transformative for businesses in tourism, events, and community-building sectors.
When we focus on behaviours, we don’t just connect with people; we cultivate a community of engaged, responsible, and growth-oriented members who are aligned with our mission and values. Here’s how you can create a vibrant, value-driven community by redefining your ideal customer behaviours:
1. Tourism: The “Contributing Visitors” Model
The traditional tourism model often prioritizes volume over value. Inspired by Queenstown Tourism’s “contributing visitors” approach, we can shift to attracting travellers who respect and enrich the places they visit. These are visitors who go beyond sightseeing to seek meaningful experiences, and their behaviors make them the perfect fit for sustainable, value-driven destinations. Key behaviors of contributing visitors include:
Curiosity and Respect for Local Culture: These travelers are genuinely interested in understanding the destination’s culture, history, and customs, and they engage with locals respectfully.
Sustainable and Eco-Conscious Travel Habits: From supporting local businesses to reducing waste, these visitors choose options that positively impact the environment and community.
Desire to Leave a Positive Impact: Contributing visitors are more than tourists—they’re allies to the places they visit. They may engage in eco-restoration projects, support social causes, or seek experiences that benefit the local economy.
Implementation Tip: Use messaging that emphasizes “travel that gives back” and highlight eco-friendly experiences. Promote partnerships with local businesses, offer eco-focused travel itineraries, and consider a “visitor code” that aligns with your destination’s mission.
2. Events: The “Engaged Participants” Model
In the event industry, an engaged audience makes all the difference. When participants are defined by their commitment to making the event an immersive, shared experience, the event itself becomes a catalyst for growth and connection. Key behaviors for these ideal participants include:
Active Participation and Collaboration: These attendees are enthusiastic about connecting, contributing, and engaging with others, which enriches the event’s energy and impact.
Interest in Learning and Growth: Attendees with a growth mindset join events for the experience of expanding their horizons, professionally and personally.
Commitment to Inclusivity and Positivity: Engaged participants value diverse perspectives and create a respectful, welcoming environment that fosters connection.
Implementation Tip: Establish an “Event Culture” guide that encourages openness and respect. Offer breakout sessions or workshops that focus on collaboration, ensuring the event nurtures meaningful connections.
3. Community: The “Empowered Contributors” Model
A thriving community is built on the contributions and energy of its members. By identifying and inviting individuals who invest in mutual success and personal growth, you can cultivate a vibrant, supportive, and forward-thinking community. Ideal community members embody these behaviours:
Commitment to Shared Growth: These members join with a sense of mutual support, actively helping others achieve their goals while working on their own.
Growth-Minded and Curious: With a passion for learning and improvement, they bring innovation and dynamism to the community.
Responsibility and Accountability: These members uphold community values, demonstrating integrity and reliability. They are the mentors, organizers, and ambassadors who help make the community stronger.
Implementation Tip: Emphasize your community’s philosophy and showcase stories from members who live by these values. Create specific roles where members can actively contribute, building a sense of purpose and ownership within the community.
Defining Behaviours for Effective Marketing and Outreach
Messaging: Focus on the behaviours that resonate with your brand mission. Whether in tourism, events, or community offerings, position your messaging to emphasize meaningful connections, giving back, and learning. This way, you attract people naturally aligned with your values.
Content Strategy: Highlight testimonials, videos, or stories from those who exemplify these behaviors. Feature “Contributing Visitor” highlights, “Event Engager” profiles, and “Empowered Contributor” stories. This content demonstrates the depth and intention behind your brand’s vision.
Call to Action: Use behavior-driven CTAs that appeal to your ideal audience, such as “Join Us in Making a Difference,” “Be Part of an Inclusive Growth Journey,” or “Travel with Purpose, Connect for Life.” These calls inspire action from people who are committed to your shared mission.
By shifting to a behaviour-based approach, you create a brand that resonates with people on a meaningful level. Rather than merely being customers, they become an integral part of your journey—an aligned, engaged, and loyal community that believes in and contributes to your mission.
This new model of customer engagement not only fosters deeper loyalty but also aligns perfectly with brands committed to positive change, impact, and growth.
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