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 All parts of this document are protected by copyright. © 2019 inspektour international GmbH. This document is part of the presentation and incomplete without oral explanation. 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 Destination Brand | Innovation management through brand market research 3 in cooperation with What is innovation? Destination Brand | Innovation management through brand market research 4 in cooperation with 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 Destination Brand | Innovation management through brand market research 8 in cooperation with 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 Destination Brand | Innovation management through brand market research 9 in cooperation with 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 Destination Brand | Innovation management through brand market research 11 in cooperation with 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. Destination Brand | Innovation management through brand market research 12 in cooperation with 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 X X X Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018 Destination Brand | Innovation management through brand market research 15 in cooperation with 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 X X X Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018 Destination Brand | Innovation management through brand market research 16 in cooperation with DESTINATION BRAND 18 I Partners Academic partner NL: Industry partners: X X X Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018 Destination Brand | Innovation management through brand market research 17 in cooperation with 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 X X X 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 X X X 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 Destination Brand | Innovation management through brand market research 21 in cooperation with 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 Destination Brand | Innovation management through brand market research 22 in cooperation with 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