DESTINATION BRAND Innovation Management Through Brand Market Research

in cooperation with

Schladming-Dachstein Vienna Salzburger Land Austria Argentina Lower Saxony Kassel Trentino Dachstein Vorarlberg Schladming Colombia South America Mexico Chiemsee - Chiemgau Carinthia Chile North Rhine-Westphalia SPO Düsseldorf Darmstadt Germany South Tirol Tirol Eifel Upper Austria Hamburg Holstein Switzerland Black Forest Luxembourg Flanders Styria Burgenland New Zealand Rügen Island Lower Austria Hesse Italy France Greece Munich Upper Lusatia South Africa City of Otto St.-Peter Ording Taunus Spain Croatia London Paris Berlin Baden-Württemberg Bavaria Ruhr Valley Usedom Island Budapest Dubrovnik Texel Norderney Sauerland Mecklenburg Lake District Rhineland-Palatinate Prague Ljubljana Ameland Lusatian Lake District Uckermark Schleswig-Holstein Saxony Peru Bratislava Kingdom of Fife Swabian Alp Thuringia Magdeburg Stuttgart DESTINATION BRAND Innovation management through brand market research

Ellen Böhling, Managing Partner, inspektour international GmbH Klaipeda, April 2019

Destination Brand | Innovation management through brand market research 1 in cooperation with

Picture: shutterstock.com

Sources: see for example Eisenstein (2018); Thilo (2017); Köchling / Eisenstein / Koch (2015); Pike / Page (2014); Hankinson (2012)

Destination Brand | Innovation management through brand market research 2 in cooperation with

Outline

► Innovation in Tourism – Why? And for what for?

► The changing tourism market – Trends and “new” tasks for DMOs

► Innovation management through DESTINATION BRAND

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What is innovation?

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Innovation = Idea

Source: PROJECT M GmbH, 2013

Destination Brand | Innovation management through brand market research 5 in cooperation with

Innovation > Idea

An idea only becomes an innovation through development and successful market launch.

Source: PROJECT M GmbH, 2013

Destination Brand | Innovation management through brand market research 6 in cooperation with

Outline

► Innovation in Tourism – Why? And for what for?

► The changing tourism market – Trends and “new” tasks for DMOs

► Innovation management through DESTINATION BRAND

Destination Brand | Innovation management through brand market research 7 in cooperation with

The changing tourism market

Environment / situation

Branch Saturated markets

Success driver (1) Increase attractiveness DMO (2) Structure of meaning

Activity focus

DMO Travel motive: „Anchor“-lead product e.g. Theme route, event

Decision question

Customer Sense: Why?

Source: Own illustration according to BrandTrust and dwif 2018

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The changing tourism market I „New“ tasks of DMOs

rapidly growing / booming

growing Innovation Product development management DMO constant / unchanging

declining

individual

Source: Own illustration according to dwif 2018

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Base and components for innovation

Innovation

Existing Customer Trends / products + expectations + market research

Key element and base for strategic positioning / branding, strategic theme marketing &

Source: Own illustration according to EUDS 2013 innovation management

Destination Brand | Innovation management through brand market research 10 in cooperation with

Outline

► Innovation in Tourism – Why? And for what for?

► The changing tourism market – Trends and “new” tasks for DMOs

► Innovation management through DESTINATION BRAND

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Concept of identity based brand management

Self-image Public held by image held internal by external target Brand- target groups customer- groups relationship

Brand identity Brand image Source: based on Burmann, Halaszovich and Hemmann (2015), p 30.

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Realizing and avoiding dissonances

Brand image: Brand identity: Real public Desired public image image

Picture: shutterstock.com

Destination Brand | Innovation management through brand market research 13 in cooperation with

Picture: shutterstock.com

Destination Brand | Innovation management through brand market research 14 in cooperation with

DESTINATION BRAND 18 I Methodological key facts

Study series in a 3-year-circle, annually changing research focus Brand value Theme competence Image / Profile DESTINATION BRAND DESTINATION BRAND DESTINATION BRAND 09 | 12 | 15 10 | 13 | 16 11 | 14 | 17

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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DESTINATION BRAND 18 I Methodological key facts

Since 2009: Online survey in DE Since 2018: Also in AT, CH and NL

Field work: Representative of the local annually in population aged between autumn 14 to 74 years

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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DESTINATION BRAND 18 I Partners

Academic partner NL:

Industry partners:

X X Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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DESTINATION BRAND 18 I Research focus in 2018

Base: Four-dimensional brand funnel 1. Awareness 2. Likeability 3. Willingness to visit Brand value 4. Visit in the past DESTINATION BRAND 18

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

Destination Brand | Innovation management through brand market research 18 in cooperation with

DESTINATION BRAND 18 I Research focus in 2018

Brand value Theme competence DESTINATION BRAND 18 DESTINATION BRAND 18

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

Destination Brand | Innovation management through brand market research 19 in cooperation with

Theme competence I Base: Three-dimensional competitor analysis

Supply Perceived core competence Customer-oriented evaluation of theme suitability per destination

Analysis of competitive situation per destination

Demand Competitive environment Competitor analysis Potential of general interest Comparisons with selected in different holiday activities destinations per category / per theme

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

Destination Brand | Innovation management through brand market research 20 in cooperation with

Theme competence I Base: Three-dimensional competitor analysis

Supply Perceived core competence Customer-oriented evaluation of theme suitability per destination

Analysis of competitive situation per destination

Demand Competitive environment Competitor analysis General interest potential Comparisons with selected for different holiday activities destinations per category / per theme

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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General interest potential I Pool of holiday activities

1. Culinary 6. Amusement parks 20. Luxury 2. Culture 7. Castles 21. Motorcycling 3. Nature 8. Countryside 22. Mountain biking 4. Sports 9. Climbing fixed mountain routes 23. Mountaineering 5. City break 10. Cycling 24. Relaxation 11. Events 25. Shopping 12. Families 26. Study / educational offers 13. Football 27. Sustainable holiday trip 14. Gardens / parks 28. Swimming / beach 15. Health 29. Thalasso 16. Hiking 30. UNESCO world heritage sites 17. Indigenous peoples 31. Water sports 18. Industrial heritage 32. Wellness 19. Lively places 33. Winter sports

► Note: Last survey taken into consideration in November / December 2018 Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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General interest potential – Top 10 Ranking in DE, AT, CH and NL Ranking of the considered holiday activities with regard to the general interest potential Base: All respondents Top-two-box on a scale from “5 = very interested” to “1 = not at all interested”

% % % % Respondents: 2,000 Respondents:2,000 Respondents: 3,000 Respondents: 2,000 1 Relaxation 75 Relaxation 77 Relaxation 78 Relaxation 76 2 Nature 68 Nature 71 Culinary 73 City break 62 3 Swimming / Beach 62 Swimming / Beach 69 City break 70 Nature 55 Castles, palaces and 4 Culinary 60 Culinary 68 Nature 65 51 cathedrals 5 City breaks 59 City breaks 65 Swimming / beach 64 Swimming / beach 48 Castles, palaces 6 52 Wellness 56 Gardens / parks 53 Culinary 47 and cathedrals Castles, palaces 7 Gardens / parks 49 50 Culture 50 Shopping 46 and cathedrals Indigenous (native) 8 Culture 45 Gardens / parks 48 Wellness 49 44 peoples Castles, palaces and 9 Wellness 43 Hiking 47 48 Culture 43 cathedrals 10 Hiking 42 Culture 46 Lively places 48 Gardens / parks 39 Base: All respondents | Number of respondents: 1,000 I DE, AT, CH, NL I Top-Two-Box ► Note 1: Last survey taken into consideration in November / December 2018 ► Note 2: Short versions of themes, wording in original questionnaire differs. Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

Destination Brand | Innovation management through brand market research Interest potential 23 in cooperation with

Theme competence I Base: Three-dimensional competitor analysis

Supply Perceived core competence Customer-oriented evaluation of theme suitability per destination

Analysis of competitive situation per destination

Demand Competitive environment Competitor analysis Potential of general interest Comparisons with selected in different holiday activities destinations per category / per theme

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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Supported theme suitability I Pool of holiday activities

General themes Specific themes (examined for all destinations) (individual selection of 5 themes per destination) 6. Amusement parks 20. Luxury 1. Culinary 7. Castles 21. Motorcycling 2. Culture 8. Countryside 22. Mountain biking 3. Nature 9. Climbing fixed mountain routes 23. Mountaineering 4. Sports 10. Cycling 24. Relaxation 5. City break 11. Events 25. Shopping 12. Families 26. Study / educational offers 13. Football 27. Sustainable holiday trip 14. Gardens / parks 28. Swimming / beach 15. Health 29. Thalasso 16. Hiking 30. UNESCO world heritage sites 17. Indigenous peoples 31. Water sports 18. Industrial heritage 32. Wellness* 19. Lively places 33. Winter sports**

► Note: Last survey taken into consideration in November / December 2018 Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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Supported theme suitability I Black Forest

Source market: Switzerland Source market: Netherlands 69% Enjoying nature 49% 59% Being active and involved in sports 41% 56% Enjoying culinary / gastronomic specialties 30% 39% Visiting cultural instit. / using cultural services 21% 30% Taking a city break 16% 67% Hiking 41% 62% Spending holidays in the countryside 37%

Using wellness services* 59% * The holiday activity “using wellness 56% services” was not tested in the source Cycling 33% market Netherlands. 53% ** The holiday activity “practicing winter Using family offers 22% sports (e.g., cross-country, skiing, downhill)” was not tested in the source market Switzerland. Practising winter sports** 30%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018 Base: All respondents | Number of respondents: 1,000 I CH, NL

Destination Brand | Innovation management through brand market research Supported theme suitability 26 in cooperation with

Theme competence I Base: Three-dimensional competitor analysis

Supply Perceived core competence Customer-oriented evaluation of theme suitability per destination

Analysis of competitive situation per destination

Demand Competitive environment Competitor analysis General interest potential Comparisons with selected for different holiday activities destinations per category / per theme

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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Supported theme suitability “Hiking” – Top 10 Ranking in CH and NL

“Hiking” Top-two-box on a scale from “5 = very suitable“ to “1 = not at all suitable“ (in % of respondents) Base: All respondents I Category: All considered destinations All considered destinations: 21 All considered destinations: 20 %-value %-value Mean = 40% Mean = 26% 1 Black Forest 67% 1 Austria 2 Tirol 2 France 3 South Tirol 3 Germany 4 Italy 4 Black Forest 41% 5 Bavaria 5 Spain 6 France 6 South Tirol 7 Spain 7 Eifel 8 Germany 8 Luxembourg 9 Peru 9 Flanders 10 Chile 10 North Rhine-Westphalia

Base: All respondents | Category: All considered destinations I Top-Two-Box ► Note 1: Last survey taken into consideration in November / December 2018 ► Note 2: The supported theme suitability of the Black Forest as (foreign) tourist destination was not tested in Austria and Germany. Source: inspektour (international) GmbH / IMT of the FH Westküste, 2018

Destination Brand | Innovation management through brand market research Hiking 28 in cooperation with

Theme competence I Base: Three-dimensional competitor analysis

Supply Perceived core competence Customer-oriented evaluation of theme suitability per destination

Analysis of competitive situation per destination

Demand Competitive environment Competitor analysis General interest potential Comparisons with selected for different holiday activities destinations per category / per theme

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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Quadrant analysis I Summary for the Black Forest in CH high

How big is my suitability for the General themes?

General themes

Specific themes average

How big is Relative rankingRelative my suitability for the Specific

Where do I stand in the competition? the in stand I do Where themes? according to to accordingcompetitoranalysis

Notes: ► Size of circles = Supported theme competence Black Forest How big is the market? ► Last survey taken into consideration in

November / December 2018 low

0% 20% 40% 60% 80% General interest potential per theme (top-two-box)

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

Destination Brand | Innovation management through brand market research Quadrant analysis 30 in cooperation with

Quadrant analysis I Summary for the Black Forest in CH

Country- Families Cycling Hiking Well- Nature

side ness high Sport

Culinary

Culture General themes City break

Specific themes

average

Relative rankingRelative according to to accordingcompetitoranalysis

Notes: ► Size of circles = Supported theme competence Black Forest ► Last survey taken into consideration in

November / December 2018 low

0% 20% 40% 60% 80% General interest potential per theme (top-two-box)

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

Destination Brand | Innovation management through brand market research Quadrant analysis 31 in cooperation with

DESTINATION BRAND 18 I Further data preparation options Multi-stage matrix analysis Combination of themes by target groups / source markets

Analysis of target group stereotypes Correlation analysis Linkability of holiday Target group analysis activities

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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DESTINATION BRAND 18 I Conclusion

Target group / stereotypes Combination of holiday activities / target group by source market Own market position Public theme suitability Public brand image

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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DESTINATION BRAND 18 I Conclusion

Target group / stereotypes Combination of holiday activities / target group by source market Own market position Public theme suitability Public brand image

= Basic findings for strategic positioning / branding, theme marketing & innovative product development Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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For a DMO …

► market research data and destination brand findings assist

► to get to know the market, trends and your destination brand image,

► it is a base for the strategic positioning, branding of your destination,

► to be creative and innovative,

► to initiate innovative product development,

► to manage your innovation(s)

► AND…

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018 Picture: shutterstock.com

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Thank you for listening!

Questions? More information? Please contact us at any time: ► Ellen Böhling +49 (0) 40 414 3887 412 [email protected]

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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For more information go to: www.destination-brand.com

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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Your Destination Brand-team:

Contact person for DESTINATION BRAND Coordination of international market research Ellen Böhling, M.A. Anne Köchling, MTM CEO inspektour international GmbH IMT of the FH Westküste Tel.: +49 (0) 40. 414 3887 412 Tel.: +49 (0) 481. 85 55 556 E-Mail: [email protected] E-Mail: [email protected]

Project team:

CEO Market research / Data analysis Ralf Trimborn Alexander Koch Dipl.-Kulturmanager, Dipl.-Kfm. (FH) M.A. International Tourism Management Tel.: +49 (0) 40. 414 3887 42 Tel.: +49 (0) 40. 414 3887 46 E-Mail: [email protected] E-Mail: [email protected] Data analysis / data preparation Workshops Simon Rahe Nadine Reede M.Sc. Sporttourismus/Erholungsmanagement Dipl.-Betriebswirtin (FH) Tel.: +49 (0) 40. 414 3887 47 Tel.: +49 (0) 40. 414 3887 45 E-Mail: [email protected] E-Mail: [email protected] Academic advisory Prof. Dr. Bernd Eisenstein Director IMT of the FH Westküste Tel.: +49 (0) 481. 85 55 545 E-Mail: [email protected]

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List of considered destinations in DESTINATION BRAND 18

DE AT CH NL DE AT CH NL DE AT CH NL 1. Argentina 27. Holstein Switzerland 53. Schladming 2. Austria 28. Italy 54. Schladming-Dachstein 3. Baden-Württemberg 29. Kassel 55. Schleswig-Holstein 4. Bavaria 30. Kingdom of Fife 56. South Africa 5. Berlin 31. Ljubljana 57. South America 6. Black Forest 32. London 58. South Tirol 7. Bratislava 33. Lower Austria 59. Spain 8. Budapest 34. Lower Saxony 60. SPO 9. Burgenland 35. Lusatian Lake District 61. St. Peter-Ording 10. Carinthia 36. Luxembourg 62. Stuttgart 11. Chiemsee - Chiemgau 37. Magdeburg 63. Styria 12. Chile 38. Mecklenburg Lake District 64. Swabian Alp 13. City of Otto 39. Mexico 65. Taunus 14. Colombia 40. Munich 66. Thuringia 15. Croatia 41. New Zealand 67. Tirol 16. Dachstein 42. Norderney 68. Trentino 17. Darmstadt 43. North Rhine-Westphalia 69. Uckermark 18. Dubrovnik 44. Paris 70. Upper Austria 19. Düsseldorf 45. Peru 71. Upper Lusatia 20. Eifel 46. Prague 72. Usedom Island 21. Flanders 47. Rhineland-Palatinate 73. Vienna 22. France 48. Rügen Island 74. Vorarlberg 23. Germany 49. Ruhr Valley 75. Wadden Island Ameland 24. Greece 50. Salzburger Land 76. Wadden Island Texel 25. Hamburg 51. Sauerland 26. Hesse 52. Saxony Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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List of considered holiday activities in DESTINATION BRAND 18

General themes Specific themes (examined for all destinations) (individual selection of 5 themes per destination)

► Note: Last survey taken into consideration in November / December 2018

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

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