29
INVENT INVENT Innovative Innovative Marketing Marketing Concepts Concepts for for Sustainable Sustainable Tourism Tourism invent invent - - tourismus tourismus .de .de Seite Seite 1 1 4th November 2004 4th November 2004 Supported by the Tourismusmanagement Universität Lüneburg INNOVATIVE MARKETING CONCEPTS INNOVATIVE MARKETING CONCEPTS FOR SUSTAINABLE TOURISM (INVENT) FOR SUSTAINABLE TOURISM (INVENT) Project goals and design Thomas Hellwig, University of Lueneburg 4th November 2004

INNOVATIVE MARKETING CONCEPTS FOR SUSTAINABLE · PDF fileTourismusmanagement Universität Lüneburg INNOVATIVE MARKETING CONCEPTS FOR SUSTAINABLE TOURISM ... not eco-niche groups

  • Upload
    hacong

  • View
    217

  • Download
    2

Embed Size (px)

Citation preview

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Sei

te

Sei

te 11

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

Sup

port

edby

the

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

INN

OV

AT

IVE

MA

RK

ET

ING

CO

NC

EP

TS

IN

NO

VA

TIV

E M

AR

KE

TIN

G C

ON

CE

PT

S

FO

R S

US

TA

INA

BL

E T

OU

RIS

M (

INV

EN

T)

FO

R S

US

TA

INA

BL

E T

OU

RIS

M (

INV

EN

T)

Pro

ject

goa

ls a

nd d

esig

n

Tho

mas

Hel

lwig

, Uni

vers

ity o

f Lue

nebu

rg4t

h N

ovem

ber

2004

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

22

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

PR

OJE

CT

GO

AL

SP

RO

JEC

T G

OA

LS

•M

odel

dev

elop

men

t of s

usta

inab

le to

uris

m o

ffers

in

co-o

pera

tion

with

indu

stria

l and

res

earc

h pa

rtne

rs:

-M

ass

mar

ket g

roup

s ar

e ta

rget

ed, n

ot e

co-n

iche

gro

ups

-T

he s

tart

ing

poin

t is

the

desi

res

and

dem

ands

of e

xper

ienc

ed

trav

elle

rs (

own

empi

rical

res

earc

h)

-T

he w

hole

jour

ney

is c

onsi

dere

d: a

rriv

al a

nd d

epar

ture

, ac

com

mod

atio

n, lo

cal a

ctiv

ities

-O

ptim

izat

ion

oppo

rtun

ities

conc

erni

ng e

xist

ing

offe

rs a

s w

ell a

s su

bstit

utio

n po

tent

ials

of le

ss s

usta

inab

le a

s w

ell a

s m

ore

sust

aina

ble

holid

ay tr

ips

are

inve

stig

ated

with

res

pect

to

sust

aina

bilit

y

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

33

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

PA

RT

NE

RS

PA

RT

NE

RS

Un

iver

sitä

t L

ün

ebu

rgT

ou

rism

usm

anag

emen

t

in c

o-o

per

atio

nw

ith

:

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

44

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

The

ory

ST

RU

CT

UR

E O

F T

HE

RE

SE

AR

CH

PR

OJE

CT

ST

RU

CT

UR

E O

F T

HE

RE

SE

AR

CH

PR

OJE

CT

Tra

nsfe

r

Pra

ctic

e

1. C

on

cep

t p

has

e

2. C

ross

-sec

tio

n a

nal

ysis

3. In

-dep

th a

nal

ysis

4. S

trat

egy

ph

ase

5. O

rgan

izat

ion

ph

ase

6. C

om

mu

nic

atio

n p

has

e

Pro

ject

ph

ases

Sch

edu

le

2002

2003

2004

05

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

55

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

CO

NC

EP

T P

HA

SE

(P

HA

SE

1)

CO

NC

EP

T P

HA

SE

(P

HA

SE

1)

1. C

on

cep

t p

has

e

2. C

ross

-sec

tio

n a

nal

ysis

3. In

-dep

th a

nal

ysis

4. S

trat

egy

ph

ase

5. O

rgan

izat

ion

ph

ase

6. C

om

mu

nic

atio

n p

has

e

Pro

ject

ph

ases

Sch

edu

le

2002

2003

2004

05

•D

etai

led

an

alys

is o

f ex

isti

ng

ap

pro

ach

es t

o s

ust

ain

able

to

uri

sm

•D

evel

op

men

t o

f a

bas

is f

or

asse

ssm

ent

wit

h r

egar

d t

o t

he

sele

ctio

n o

f ta

rget

reg

ion

s fr

om

th

e p

ersp

ecti

ve o

f su

stai

nab

ility

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

66

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

CR

OS

SC

RO

SS

-- SE

CT

ION

AN

AL

YS

IS (

PH

AS

E 2

)S

EC

TIO

N A

NA

LY

SIS

(P

HA

SE

2)

1. C

on

cep

t p

has

e

2. C

ross

-sec

tio

n a

nal

ysis

3. In

-dep

th a

nal

ysis

4. S

trat

egy

ph

ase

5. O

rgan

izat

ion

ph

ase

6. C

om

mu

nic

atio

n p

has

e

Pro

ject

ph

ases

Sch

edu

le

2002

2003

2004

05

•A

ctu

al a

nd

tre

nd

an

alys

is o

f th

e G

erm

an h

olid

ay t

rave

l mar

ket

(Bas

is:

Mo

bili

ty)

•E

con

om

ic, e

colo

gic

al a

nd

so

cial

an

alys

es o

f h

olid

ay t

rip

s

•S

elec

tio

n o

f 4

des

tin

atio

ns

rele

van

t to

su

stai

nab

ility

an

d e

xper

ien

ce

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

77

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

HO

LID

AY

TR

IPS

200

1 B

Y D

ES

TIN

AT

ION

SH

OL

IDA

Y T

RIP

S 2

001

BY

DE

ST

INA

TIO

NS

Rem

ain

ing

Med

iter

ran

ean

15,0

%

Rem

ain

ing

Ger

man

y42

.1%

No

rth

ern

, Wes

tern

an

d E

aste

rn E

uro

pe

13.0

%

Mec

klen

bu

rg-

Vo

rpo

mm

ern

3.4%

Do

min

ican

R

epu

blic

0.3%

Oth

er lo

ng

-d

ista

nce

ho

liday

tri

ps

3.2%

Alp

s17

.9%

No

rth

ern

Ital

y2.

6%*

Tu

rkey

2.6%

Ho

liday

tri

ps

in t

ota

l : 1

47.6

mill

ion

.D

ata

sour

ce:M

obili

ty.

* w

ithou

t the

Alp

s.

Sel

ecte

d

des

tin

atio

ns

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

88

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

ININ-- D

EP

TH

AN

AL

YS

IS (

PH

AS

E 3

)D

EP

TH

AN

AL

YS

IS (

PH

AS

E 3

)

1. C

on

cep

t p

has

e

2. C

ross

-sec

tio

n a

nal

ysis

3. In

-dep

th a

nal

ysis

4. S

trat

egy

ph

ase

5. O

rgan

izat

ion

ph

ase

6. C

om

mu

nic

atio

n p

has

e

Pro

ject

ph

ases

Zei

tpla

n

2002

2003

2004

05

•In

-dep

th a

nal

ysis

of

spec

ific

tar

get

g

rou

ps

wit

h r

esp

ect

to h

olid

ay

mo

tive

s, a

ccep

tan

ce a

nd

res

trai

nts

co

nce

rnin

g s

ust

ain

able

ho

liday

off

ers

•Q

ual

itat

ive

emp

iric

ism

: 4

gro

up

dis

cuss

ion

s,

60 in

-dep

th in

terv

iew

s

•Q

uan

tita

tive

so

cio

-em

pir

ical

su

rvey

(20

00 t

rave

llers

)

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

99

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

DE

VE

LO

PM

EN

T O

F A

TA

RG

ET

GR

OU

P M

OD

EL

D

EV

EL

OP

ME

NT

OF

A T

AR

GE

T G

RO

UP

MO

DE

L

FO

R T

HE

TR

AV

EL

MA

RK

ET

FO

R T

HE

TR

AV

EL

MA

RK

ET

...w

hich

sho

uld

prov

ide

insi

ghts

into

the

trav

el b

ehav

iour

, req

uire

men

ts a

nd d

esire

s of

the

targ

et g

roup

s as

wel

l as

thei

r m

otiv

atio

nal

back

grou

nd

into

the

attr

activ

enes

s of

inno

vativ

e to

uris

m o

ffers

that

re

pres

ent s

teps

in th

e di

rect

ion

of s

usta

inab

ility

into

the

subs

titut

ion

and

optim

izat

ion

pote

ntia

l tow

ards

su

stai

nabi

lity

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

1010

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

HO

LID

AY

AN

D T

RA

VE

L T

YP

OL

OG

YH

OL

IDA

Y A

ND

TR

AV

EL

TY

PO

LO

GY

Th

e d

eman

din

g

cult

ura

l tra

velle

r15

%

Th

e n

atu

re a

nd

o

utd

oo

r h

olid

aym

aker

14%

Th

e su

n-a

nd

-bea

ch

pac

kag

e h

olid

aym

aker

20%

Th

e u

nco

nve

nti

on

al

dis

cove

rer

10%

Th

e fu

n-a

nd

-act

ion

h

olid

aym

aker

11%

Th

e ch

ildre

n-

and

fa

mili

y-o

rien

tate

d

ho

liday

mak

er14

%

Th

e tr

adit

ion

al

hab

itu

ate

ho

liday

mak

er16

%

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

1111

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

ST

RA

TE

GY

PH

AS

E (

PH

AS

E 4

)S

TR

AT

EG

Y P

HA

SE

(P

HA

SE

4)

1. C

on

cep

t p

has

e

2. C

ross

-sec

tio

n a

nal

ysis

3. In

-dep

th a

nal

ysis

4. S

trat

egy

ph

ase

5. O

rgan

izat

ion

ph

ase

6. C

om

mu

nic

atio

n p

has

e

Pro

ject

ph

ases

Sch

edu

le

2002

2003

2004

05

•In

teg

rati

on

of

the

pri

nci

ple

of

su

stai

nab

ility

into

str

ateg

ic m

arke

tin

g

pla

nn

ing

•D

edu

ctio

n o

f su

stai

nab

le m

arke

tin

g

stra

teg

ies

for

the

sele

cted

d

esti

nat

ion

s ac

cord

ing

to

tar

get

gro

up

•Id

enti

fica

tio

n o

f m

arke

t o

pp

ort

un

itie

s fo

r im

ple

men

tati

on

of

the

stra

teg

y

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

1212

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

ST

RA

TE

GY

DE

VE

LO

PM

EN

TS

TR

AT

EG

Y D

EV

EL

OP

ME

NT

•S

trat

egie

sfo

r su

stai

nab

leto

uri

sm-

Dev

elop

men

t of o

ffers

with

a h

ighe

r co

ntrib

utio

n of

sus

tain

abili

ty-

Sub

stitu

tion

of le

ss s

usta

inab

le to

uris

m o

ffers

thro

ugh

mor

e su

stai

nabl

e of

fers

•A

pp

roac

h:

-S

elec

tion

of r

elev

ant t

arge

t gro

ups

for

the

four

INV

EN

T d

estin

atio

ns(M

eckl

enbu

rg-W

este

rn P

omer

ania

, Nor

ther

n Ita

ly, T

urke

y, D

omin

ican

Rep

ublic

) ba

sed

on e

mpi

ricis

m

-D

eter

min

atio

n of

an

outli

ne s

trat

egy

for

each

targ

et g

roup

in te

rms

of

sust

aina

bilit

y

-E

stab

lishi

ngth

e pr

esen

tatio

n re

gard

ing

the

them

e of

sus

tain

abili

ty(e

xplic

it/im

plic

it)

Pre

sent

atio

n of

the

appr

oach

bas

edon

the

exam

ple

of M

eckl

enbu

rg-W

este

rnP

omer

ania

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

1313

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

QU

ES

TIO

N:

HO

W A

TT

RA

CT

IVE

IS M

EC

KL

EN

BU

RG

Q

UE

ST

ION

: H

OW

AT

TR

AC

TIV

E IS

ME

CK

LE

NB

UR

G --

WE

ST

ER

N

WE

ST

ER

N

PO

ME

RA

NIA

FO

R Y

OU

AS

A P

OS

SIB

LE

HO

LID

AY

DE

ST

INA

TIO

N IN

TH

E

PO

ME

RA

NIA

FO

R Y

OU

AS

A P

OS

SIB

LE

HO

LID

AY

DE

ST

INA

TIO

N IN

TH

E

NE

XT

TH

RE

E Y

EA

RS

?N

EX

T T

HR

EE

YE

AR

S?

0%25

%50

%75

%10

0%

Th

e fu

n-a

nd

-act

ion

h

olid

aym

aker

Th

e u

nco

nve

nti

on

al

dis

cove

rer

Th

e su

n-a

nd

-bea

ch

pac

kag

e h

olid

aym

aker

Th

e ch

ildre

n-

and

fam

ily-

ori

enta

ted

ho

liday

mak

er

Th

e n

atu

re a

nd

o

utd

oo

r h

olid

aym

aker

Th

e d

eman

din

gcu

ltu

ral t

rave

ller

Th

e tr

adit

ion

al

hab

itu

ate

ho

liday

mak

er

very

attr

activ

era

ther

attr

activ

e le

ss a

ttrac

tive

not a

ttrac

tive

don’

t kno

w/n

.a.

Exa

mp

le

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

1414

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

TH

E N

AT

UR

E A

ND

OU

TD

OO

R

TH

E N

AT

UR

E A

ND

OU

TD

OO

R

HO

LID

AY

MA

KE

RS

1

4 %

HO

LID

AY

MA

KE

RS

1

4 %

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

1515

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

Ave

rage

soc

iode

mog

raph

ic p

rofil

e w

ith a

slig

ht tr

end

tow

ards

you

ng a

nd m

iddl

e ag

e-gr

oups

Hou

seho

lds

with

ch

ildre

nar

e sl

ight

ly o

ver-

repr

esen

ted

Hig

her

and

mid

dle

educ

atio

n, p

redo

min

antly

em

ploy

edM

idd

le t

o h

igh

inco

me

Mo

der

n a

pp

reci

atio

n o

f ec

olo

gy

com

bin

ed w

ith s

oci

al

invo

lvem

ent

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

SO

CIO

DE

MO

GR

AP

HY

AN

D L

IFE

ST

YL

ES

OC

IOD

EM

OG

RA

PH

Y A

ND

LIF

ES

TY

LE

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

1616

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

Inte

rest

in s

usta

inab

le h

olid

ay o

ffers

: eco

frie

ndly

and

soc

ially

ju

st

Will

ing

to s

pend

mor

e m

oney

for

thes

e of

fers

Look

ing

for

activ

ity a

nd d

iver

sion

, spo

rts

and

exer

cise

in fr

esh

air

Com

bine

s or

ient

atio

n to

war

ds fa

mily

and

exp

erie

nce

Ple

asu

re in

an

act

ive

seas

ho

re h

olid

ay

In a

dd

itio

n:

ho

liday

in t

he

cou

ntr

ysid

e, b

icyc

le a

nd

hik

ing

h

olid

ays,

wel

lnes

s u

nd

fit

nes

s, w

inte

r h

olid

ays

in t

he

snow

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

TR

AV

EL

OR

IEN

TA

TIO

N A

ND

TY

PE

S O

F H

OL

IDA

YT

RA

VE

L O

RIE

NT

AT

ION

AN

D T

YP

ES

OF

HO

LID

AY

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

1717

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

0%10

%20

%30

%40

%50

%

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

TR

AV

EL

DE

ST

INA

TIO

NS

200

2 A

ND

200

3T

RA

VE

L D

ES

TIN

AT

ION

S 2

002

AN

D 2

003

Typ

e

To

tal

Lo

ng

-dis

tan

ce

des

tin

atio

ns

Med

iter

ran

ean

are

a

Ger

man

y -

Co

ast

Ger

man

y -

Alp

s

Ger

man

y -

Oth

er

Sw

itze

rlan

d, A

ust

ria

No

rth

ern

, Wes

tern

, E

aste

rn E

uro

pe

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

1818

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

AT

TR

AC

TIV

EN

ES

S O

F H

OL

IDA

YS

IN G

ER

MA

NY

AT

TR

AC

TIV

EN

ES

S O

F H

OL

IDA

YS

IN G

ER

MA

NY

0%10

%20

%30

%40

%

Typ

eT

ota

l

Ans

wer

: „V

ery

likel

y“

Sh

ort

ho

liday

in

Ger

man

y

Lo

ng

erh

olid

ay in

Ger

man

y

Lik

elih

oo

d o

f a

ho

liday

in G

erm

any

wit

hin

th

e fo

llow

ing

th

ree

year

s

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

1919

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

Pac

kage

tour

s ar

e so

mew

hat u

nder

-rep

rese

nted

Arr

ival

: num

ber

of a

rriv

als

by c

ar a

bove

-ave

rage

Ove

rnig

ht s

tays

are

mos

tly m

ade

in h

otel

s / h

otel

co

mpl

exes

, but

als

o in

apa

rtm

ents

or

club

sA

t hol

iday

des

tinat

ions

, pub

lic tr

ansp

ort a

nd b

icyc

les

are

freq

uent

ly u

sed

Fle

xib

le u

se o

f va

ried

typ

es o

f o

ffer

s T

arg

et g

rou

p f

or

mo

der

n e

co-t

ou

rism

: ec

olo

gy

as p

art

of

an a

ttra

ctiv

e h

olid

ay o

ffer

an

d a

s p

rere

qu

isit

e fo

r th

e en

joym

ent

of

nat

ure

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

TR

AV

EL

BE

HA

VIO

UR

TR

AV

EL

BE

HA

VIO

UR

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

2020

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

Eco

nom

ical

ly in

tere

stin

g ta

rget

gro

up

Sui

tabl

e fo

r pr

e-se

ason

and

off-

peak

sea

son

Sha

re o

f hol

iday

sin

Ger

man

y sl

ight

ly u

nder

-ave

rage

; but

grea

t int

eres

tin

holid

ays

in G

erm

any

and

Mec

klen

burg

-W

este

rn P

omer

ania

Qua

lity-

cons

ciou

s(

less

sui

tabl

e fo

r cl

assi

cec

o-ni

che

offe

rs)

Tar

get g

roup

for

a ne

w ty

pe o

f sus

tain

able

tour

ism

Mec

klen

bu

rg-W

este

rn P

om

eran

ia‘s

nat

ura

lla

nd

scap

eo

ffer

sid

eal c

on

dit

ion

s fo

rth

is t

arg

et

gro

up

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

CO

NC

LU

SIO

NC

ON

CL

US

ION

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

2121

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

SU

MM

AR

Y:

ST

RA

TE

GY

SU

MM

AR

Y:

ST

RA

TE

GY

Nat

ure

an

d

Nat

ure

an

d o

utd

oo

ro

utd

oo

rh

olid

aym

aker

sh

olid

aym

aker

s

Exp

ansi

on o

f the

cu

stom

er s

egm

ent

Impl

icit

Tar

get

gro

up

Str

ateg

y

Pre

sen

tati

on

sust

ain

abili

ty

Go

als

•C

once

ntra

te o

n w

inni

ng th

e ta

rget

gro

up o

ver

for

a ho

liday

in M

eckl

enbu

rg-W

este

rn P

omer

ania

(indi

rect

: su

bstit

utio

n of

oth

er h

olid

ay tr

ips)

•Q

ualit

y st

rate

gy(p

ossi

bly

with

activ

e w

elln

ess)

Exp

licit

and

impl

icit

pres

enta

tion

poss

ibleExp

licit

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

2222

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

OR

GA

NIZ

AT

ION

PH

AS

E (

PH

AS

E 5

)O

RG

AN

IZA

TIO

N P

HA

SE

(P

HA

SE

5)

1. C

on

cep

t p

has

e

2. C

ross

-sec

tio

n a

nal

ysis

3. In

-dep

th a

nal

ysis

4. S

trat

egy

ph

ase

5. O

rgan

izat

ion

ph

ase

6. C

om

mu

nic

atio

n p

has

e

Pro

ject

ph

ases

Sch

edu

le

2002

2003

2004

05

•D

evel

op

men

t an

d d

esig

n o

f m

ore

su

stai

nab

le t

ou

rism

off

ers

for

the

mas

s m

arke

t in

co

-op

erat

ion

wit

h t

he

tou

rism

ind

ust

ry

•A

sses

smen

t o

f n

ewly

-dev

elo

ped

h

olid

ay o

ffer

s fr

om

th

e vi

ewp

oin

t o

f su

stai

nab

ility

•P

lan

nin

g o

f im

ple

men

tati

on

wit

h

par

ties

at

targ

et d

esti

nat

ion

s

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

2323

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

CO

ND

ITIO

NS

IN M

EC

KL

EN

BU

RG

CO

ND

ITIO

NS

IN M

EC

KL

EN

BU

RG

-- WE

ST

ER

N P

OM

ER

AN

IAW

ES

TE

RN

PO

ME

RA

NIA

•E

xist

ing

-N

atu

re, u

ntou

ched

fore

sts

and

lake

s, c

oast

(as

base

sfo

rth

eta

rget

gro

up‘s

pre

ferr

ed ty

pes

of h

olid

ay)

-P

osi

tive

imag

e fo

unde

d on

nat

ure

-O

ffers

and

mod

ules

for

holid

aym

aker

sin

the

coun

trys

ide

asth

eba

sis

for

prod

uctd

evel

opm

ent

•P

artl

y o

r n

ot

exis

tin

g

-S

ucce

ssfu

l mar

ketin

g st

rate

gy ta

ilore

dto

the

targ

et g

roup

-A

cces

sibi

lity

by tr

ain

(impr

ovem

ents

nec

essa

ry)

-Lo

cal m

obili

ty(p

ublic

tran

spor

t, ca

rre

ntal

, sm

all b

uses

etc.

)

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

2424

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

PR

ER

EQ

UIS

ITE

S F

OR

WIN

NIN

G O

VE

R T

HE

TA

RG

ET

GR

OU

P

PR

ER

EQ

UIS

ITE

S F

OR

WIN

NIN

G O

VE

R T

HE

TA

RG

ET

GR

OU

P

•E

stab

lishi

ng o

ffers

in M

-WP

that

sat

isfy

the

need

s of

nat

ure

and

outd

oor

holid

aym

aker

s. F

or e

xam

ple:

-A

ccom

mod

atio

nin

pri

vate

ly-r

un

ho

tels

, pre

fera

bly

of a

n ar

chit

ectu

al s

tyle

typ

ical

fo

r th

e re

gio

n(o

ld m

ill, f

arm

, bla

cksm

ith‘s

sh

op),

whe

re p

ossi

ble

offe

ring

good

eco

log

ical

sta

nd

ard

s

-O

ffer

s o

f co

un

trys

ide

acti

viti

es:

bicy

cle

tour

s, p

addl

ing,

kaya

k an

d ca

noe

tour

s, h

ikin

g

-O

ffer

sto

exp

erie

nce

nat

ure

:to

urs

by b

ike

or b

oat,

saili

ng,

hous

eboa

ttou

rs, r

aft-

mak

ing

wor

ksho

ps, s

afar

isw

itha

„sco

utin

gfe

elin

g“, i

ndiv

idua

l trip

s in

to th

e co

untr

ysid

e, a

nim

al o

bser

vatio

ns

-O

ffer

s fo

rh

ealt

h&

wel

lnes

s(„

trea

ting

ones

elf“

)

•N

eces

sity

of

tailo

rin

g t

he

pre

sen

tati

on

to

th

eta

rget

gro

up

: d

ynam

ic, w

itty,

ch

eeky

, sp

ort

yan

d f

resh

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

2525

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

HO

LID

AY

BR

OC

HU

RE

S T

AIL

OR

ED

TO

TH

E T

AR

GE

T G

RO

UP

HO

LID

AY

BR

OC

HU

RE

S T

AIL

OR

ED

TO

TH

E T

AR

GE

T G

RO

UP

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

2626

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

CO

NC

LU

SIO

NC

ON

CL

US

ION

•V

arie

d na

tura

lpot

entia

l is

avai

labl

e

•T

hein

fras

truc

ture

and

logi

stic

s fo

r of

fers

tailo

red

to th

eta

rget

grou

pne

ed to

be

deve

lope

d: o

ptim

izat

ion

and

netw

orki

ng

•T

hepo

tent

ial i

n M

-WP

isno

tsuf

ficie

ntly

know

nto

the

targ

etgr

oup

•O

bjec

tive

of IN

VE

NT

: Str

engt

heni

ngec

olog

ical

ly a

nd s

ocia

lly

com

patib

leto

uris

min

the

holid

ay r

egio

n of

Mec

klen

burg

-W

este

rn P

omer

ania

with

the

help

of t

he ta

rget

gro

up o

f nat

ure

and

outd

oor

holid

aym

aker

s

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

2727

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

PA

RT

ICIP

AT

OR

CO

PA

RT

ICIP

AT

OR

CO

-- OP

ER

AT

ION

OP

ER

AT

ION

•M

eckl

enb

urg

-Wes

tern

Po

mer

ania

:-

Deu

tsch

e B

ahn

AG

and

AM

ER

OP

A R

eise

n G

mbH

-M

eckl

enbu

rg-W

este

rnP

omer

ania

Tou

rism

Mar

ketin

gAss

ocia

tion

-pl

anne

d:“F

ahrt

ziel

Nat

ur”

•N

ort

her

n It

aly:

-A

ME

RO

PA

Rei

sen

Gm

bH a

nd D

euts

che

Bah

n A

G-

plan

ned:

Italia

n T

ouris

t Ass

ocia

tion

(EN

IT)

•T

urk

ey:

-T

UI D

euts

chla

nd G

mbH

and

LT

U T

ouris

tik G

mbH

-G

erm

an T

rave

l Age

ncy

and

Tou

r O

pera

tors

Ass

ocia

tion

(DR

V)

•D

om

inic

an R

epu

blic

:-

TU

I Deu

tsch

land

Gm

bH a

nd L

TU

Tou

ristik

Gm

bH

-G

erm

an T

rave

l Age

ncy

and

Tou

r O

pera

tors

Ass

ocia

tion

(DR

V)

-pl

anne

d:D

omin

ikan

isch

e R

epub

lik T

ouris

t Ass

ocia

tion

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

2828

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

CO

MM

UN

ICA

TIO

N P

HA

SE

(P

HA

SE

6)

CO

MM

UN

ICA

TIO

N P

HA

SE

(P

HA

SE

6)

1. C

on

cep

t p

has

e

2. C

ross

-sec

tio

n a

nal

ysis

3. In

-dep

th a

nal

ysis

4. S

trat

egy

ph

ase

5. O

rgan

izat

ion

ph

ase

6. C

om

mu

nic

atio

n p

has

e

Pro

ject

ph

ases

Sch

edu

le

2002

2003

2004

'05

•In

vest

igat

ion

of

the

app

licab

ility

of

fin

din

gs

to

oth

er d

esti

nat

ion

s an

d

targ

et g

rou

ps

•D

iscu

ssio

n o

f th

e re

sult

s w

ith

th

e to

uri

sm in

du

stry

: IT

B 2

004

and

200

5,

DR

V, e

xper

t w

ork

sho

ps,

Pro

ject

A

dvi

sory

Bo

ard

•F

inal

wo

rksh

op

in t

he

seco

nd

qu

arte

r o

f 20

05 in

Bru

ssel

s

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

2929

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

FO

R F

UR

TH

ER

INF

OR

MA

TIO

N...

FO

R F

UR

TH

ER

INF

OR

MA

TIO

N...

Co

nta

ct f

or

the

pro

ject

as

a w

ho

le:

Öko

-In

stit

ut

e.V

.M

artin

Sch

mie

dT

el.:

+49

-30-

2804

86-8

2 N

oval

isst

raß

e 10

Fax

.: +

49-3

0-28

0486

-88

D-1

0115

Ber

linm

.sch

mie

d@oe

ko.d

e

Un

iver

isty

of

Lu

eneb

urg

Tho

mas

Hel

lwig

Tel

.: +

49-4

131-

7821

-77

Sch

arnh

orst

str.

1F

ax.:

+49

-413

1-78

21-7

9D

-213

32 L

üneb

urg

hellw

ig@

uni-l

uene

burg

.de

and

in t

he

Inte

rnet

ww

w.in

vent

-tou

rism

us.d

e