Image and Uniqueness of Destinations

Images are structures of ideas, opinions and expectations and are composed of an extensive complex of ideas. Knowledge about a destination (“the sun shines there”) and the associated emotions (“great”) lead to an intention to act (“I want to go there”). In no other industry is image more important than in the marketing of travel destinations. Image cultivation and promotion are therefore strategic fields of action for destinations.

Aim of the module

The module answers the following questions for the participating destinations:

What image do certain destinations have in the German market?
What ideas about landscape, attractions, prices, service etc. are associated with the individual holiday destinations?
How does the image of these destinations differ from each other, where are the unique selling points?
Are these destinations perceived as unique?
How does the image differ in certain target groups and depending on the experience with the destination?

Procedure

With the help of a module question, the image of selected countries and federal states was recorded on the basis of concrete, product-related characteristics that are relevant for practical marketing work. By linking it to the standard RA face-to-face programme, it was possible to examine the image of a destination in different target groups.

Are you interested in further details and the results of this module? Then contact us for a detailed module profile and a non-binding consultation.

Reiseanalyse Module 2016

Content Marketing

Content marketing has changed from a fashionable term in online communication to a serious and cross-media marketing task. The question now is not whether to use content marketing, but how and for whom. The aim of the module was to identify and describe target groups that are particularly accessible to content marketing in the inspiration phase of the customer journey. We defined content marketing for this module as “tourism communication measures in the inspiration phase that are primarily based on information, entertainment or narrative and generate purchase incentives via the customer’s interest in the content”.

An essential component of content marketing is “storytelling”, i.e. the packaging of messages in stories that at first glance have neither an advertising character nor necessarily a direct tourist reference.

Aim of the module

With this module we answered the following research questions:

What content is interesting for (potential) holidaymakers?
Which forms of design (formats, sender, tonality, address) are of interest?
Which types of interested parties can be derived from the combination of content characteristics and design forms?
How are the customers of different destinations or holiday segments distributed among the identified content marketing types? To which demographic groups and social milieus do they belong?

Procedure

First, we used the RA online to measure the interest of holidaymakers in different content marketing contents and presentation forms in the inspiration phase. From this, it was possible to deduce which design features found particularly high acceptance overall. Furthermore, the individual responses could be combined (clustered) in such a way that types of interested parties could be identified. In a second step, we were able to quantify the volume of types based on the population-representative data of the RA face-to-face and relate the types to various travel behaviour data, such as visiting certain destinations or the use of organisational forms, means of transport and types of accommodation. In addition, we were able to combine interest with further segmentation data from the RA, from demographics to Sinus Milieus® to potential data (interest in destinations and forms of holidays).

Are you interested in more details and the results of this module? Then contact us for a detailed module profile and a no-obligation consultation.

Reiseanalyse Module 2017

Online on the Way

Mobile internet on holiday

The RA regularly collects data on online behaviour (for stationary and mobile access, at home and on the road). One focus of the questions is on the preparation phase (information and booking) before the trip.

Due to the increasing share of the population with mobile internet access (Jan. 2014: 52%), it seemed worthwhile to examine the target group of “real” mobile users and their actual usage behaviour while travelling as part of the 2015 travel analysis. The focus was on people who generally (i.e. not only on holiday) use smartphones or tablets and do not do so exclusively via WLAN/Wi-Fi. In this way, we wanted to get closer to the user image of the “real mobile user”.

Aim of the module

The following questions were examined for the module “Online on the move”:

How big is the usage potential for “mobile online usage on the road”: How many people are “real mobile users” but do not use smartphones/tablets during their holiday trip?
How do “non-users” and “users” differ?
What is the intensity of mobile internet use on the road during the holiday trip?
What are the purposes of mobile internet use while travelling? What do “real mobile users” use their smartphone/tablet for while travelling?
What are the barriers to greater use?
How many and which holiday-related apps are installed?

Procedure

For the volume estimation (“utilisation potential”), the results of the corresponding basic question from the RA face-to-face were used. All other research questions were translated into survey questions for the RA online.

Are you interested in more details and the results of this module? Then contact us for a detailed module profile and a no-obligation consultation.

Reiseanalyse Module 2015

Sustainable Holidays

Acceptance and potentials

A large and growing proportion of holidaymakers attach importance to making their holiday trips as ecologically and socially compatible as possible. What has been missing so far is information on who is particularly interested in sustainable holiday travel and which environmentally and socially responsible offers have the greatest potential. The results of this module close this gap.

Central questions

Who expresses interest in socially responsible and environmentally friendly holidays?
What are the holiday motives of those interested in socially responsible and environmentally sustainable holidays and which holiday activities do they prefer?
How and where do the people interested in sustainable holidays travel?

Possible applications

The results can be used for segmentation and target group analysis in order to assess potentials for sustainable tourism offers and to design and market corresponding products according to target groups.

Are you interested in more details and the results of this module? Then contact us for a detailed module profile and a no-obligation consultation.

Reiseanalyse Module 2014