THE PROFILING CHARACTERISTICS OF GERMAN TOURIST … · −Online survey; quota sample...

1Destination Brand 17 | The profiling characteristics of German tourist destinations

in cooperation with:

Customer-oriented profile study Ι total 17,000 respondents Ι population representative study

Analysis of spontaneous associations with regard to 170 German destinations

Report for the destination Berlin

DESTINATION BRAND 17 – MODULE 2

THE PROFILING CHARACTERISTICS

OF GERMAN TOURIST DESTINATIONS



The results of the profile study Destination Brand 17 are published by the inspektour GmbH. The Institute for Management

and Tourism (IMT) of the FH Westküste supports as the scientific advisory board.

inspektour and the IMT are generally interested in publishing selected results in the form of publications. The copyrights,

if not explicitly stated otherwise, belong to the inspektour GmbH. Any data protection aspects are considered.

The evaluation rights are held by the inspektour GmbH. Unrestricted use of the evaluation results is not permitted. However,

the recipients are allowed to pass on or publish individual results in the context of their own works, naming the reference

source of the survey / evaluation as follows: „inspektour GmbH“. In all cases of uncertainty, the written consent of the

inspektour GmbH must be obtained in advance.

The distribution of the report or parts thereof is not permitted without the written permission of the publisher.

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of the FH Westküste (University of Applied Sciences)

Leading University Institute in Tourism

inspektour GmbH, Hamburg

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Market research | Destination Brand Trainings | Coaching



Outline

1 MANAGEMENT SUMMARY 5

2 OVERVIEW OF KEY RESULTS 9

2.1 Brief overview of methodology 10

2.2 Overview of the association superior categories 12

2.3 Top 3 association sub categories of the 4 largest superior categories 14

2.4 Overall top 20 association sub categories – all respondents incl. word cloud 16

2.5 Overall top 20 association sub categories – by sub-groups 20

2.6 Overall top 20 association sub categories – by target groups 23

3 OVERVIEW OF THE STUDY SERIES DESTINATION BRAND 26

3.1 General overview of the study series Destination Brand 27

3.2 Destination Brand Award 31

4 DESIGN OF THE PROFILE STUDY DESTINATION BRAND 17 32

4.1 Methods of the profile study Destination Brand 17 33

4.2 Overview of the considered destinations 37

5 SPONTANEOUS ASSOCIATIONS PER SUPERIOR CATEGORY IN DETAIL 38

5.1 Category 1: Sights / attractions / events 39

5.2 Category 2: General city-related associations 42

5.3 Category 3: Negative associations 43

5.4 Category 4: General positive assessment / well-being 45

5.5 Category 5: Holiday in general / holiday and leisure activities 46

5.6 Category 6: Policy related associations 47

5.7 Category 7: Personal relation 48

5.8 Category 8: Lakes and rivers in general 49

5.9 Category: Further associations without category allocation 50



Outline

6 CONTACT AND PROJECT PARTNERS 51

6.1 inspektour GmbH – Tourism and market research 52

6.2 GfK – Growth from Knowledge 53

6.3 Institute for Management and Tourism (IMT) of the FH Westküste 54

6.4 analytix GmbH – Institute for quantitative market research and statistical data analysis 55

6.5 Contact persons for the study series Destination Brand 56

7 APPENDIX 57

7.1 Reading examples 58

7.2 Glossary 62

7.3 Margin of error 66

7.4 List of literature regarding the overview of the study series Destination Brand 69

IMPRINT 71



Outline







7 APPENDIX 57

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6


Destination Brand 17 | The profiling characteristics of German tourist destinations

1. Management Summary

This report contains a detailed evaluation of module 2 (spontaneous associations) of the study “Destination

Brand 17 – The profiling characteristics of German tourist destinations” for the destination Berlin. The

management summary provides a brief overview of the study and summarises the key results of the

comprehensive report for Berlin.

For the realisation of the study series Destination Brand, inspektour works together with a competent partner

network, which offers a holistic set of methodological competences. The Institute for Management and Tourism

(IMT) of the FH Westküste (University of Applied Sciences) gives meaningful contribution as the scientific advisory

board of the study. The database of the well-established study is assembled in cooperation with the market

research company GfK.

As part of module 2 of the study Destination Brand 17 for Berlin, respondents had the opportunity to submit

several responses to the question “What springs spontaneously to your mind when thinking of the destination

Berlin?”. The question was intentionally asked in an open manner, i.e. no answers were given. The submitted

responses were clustered and allocated to eight different superior categories. On average, respondents associated

2.11 aspects with Berlin as a tourist destination. As a further general remark, it should be noted that the relevance

of association categories is significantly reduced when the number of responses decreases below 20 (therefore

written in grey in the overview tables).

Frequency distribution of the association superior categories

The top 4 association superior categories (see chapter 2.2) for Berlin as a tourist destination (in % of respondents)

are comprised of the categories “sights / attractions / events” (60.2%), “general city-related associations” (46.8%),

“negative associations” (24.3%) and “general positive assessment / well-being” (23.8%).

The other superior categories “holiday in general / holiday and leisure activities” (19.5%), “policy related

associations“ (12.0%), “personal relation” (5.4%) as well as “lakes and rivers in general” (4.4%) achieve

(significantly) lower proportions in the spontaneous association query on Berlin as a tourist destination.

Furthermore, in 10.2% of cases responses were given that could not be assigned to any category.

Moreover, 4.6% of the respondents were not capable of submitting substantive associations with Berlin as a tourist

destination (“invalid responses (27) – nothing / no idea (19)”).

Ø Number of

associations

per respondent

2.11

“Sights /

attractions / events”

60.2%

Top superior category

7




Top 3 association sub categories of the 4 largest superior categories

By taking a detailed look at the superior categories formed, more in-depth information about the corresponding

associations can be obtained (see chapters 2.3 + 5, in % of respondents).

Regarding the superior category 1 “sights / attractions / events“ (60.2%), the associations “Brandenburg Gate /

Quadriga“ (9.1%) and “(much) culture (offer, without end) / cultural (interesting, very attractive, exciting)“ (8.1%)

stand in the foreground. In the case of superior category 2 “general city-related associations“ (46.8%), the focus

lies on the association “(German) capital” (23.2%), while in the course of superior category 3 “negative

associations” (24.3%) most responses relate to “hectic / (much) bustle / chaos / stress” (3.4%) as well as

“many people / overcrowded / crowds of people” (3.4%). In addition, the superior category 4 “General positive

assessment / well-being” (23.8%) is led by “lovely / great / super / like it” (5.8%).

Overall top 10 association sub categories

Moreover, the top 10 spontaneous associations (see chapter 2.4) will be closely examined without taking into

account the superior categorisation carried out (in % of respondents). Here, the top associations of the 4 strongest

superior categories are found for the most part.

Among the top associations with Berlin as a tourist destination, the sub category “(German) capital” (23.2%,

belonging to superior category 2) clearly stands out. It is followed by “major city (-life, -flair, -hustle and bustle) /

large / huge” (13.2%, belonging to superior category 2) and “Brandenburg Gate / Quadriga” (9.1%, belonging to

superior category 1).

The remaining 7 sub categories among the top 10 spontaneous associations are in the range of 4.5-8.1% of

respondents. These consist of: “(much) culture (offer, without end) / cultural (interesting, very attractive, exciting)”

(8.1%, rank 4), “(many) sights / sightseeing / much to see / many attractions / excursion destinations” (7.6%,

rank 5), “lovely / great / super / like it” (5.8%, rank 6), “multicultural / colourful / international / many different

cultures / cosmopolitan / tolerant / city with a heart” (5.3%, rank 7), “lively / exciting / vibrant / dynamic” (5.1%,

rank 8), “(many) museums in general and specific museums with less than 5 individual responses each (GDR

Museum Berlin, Bode-Museum, Liebermann Villa, Mies van der Rohe-House, Museum Barberini, Pergamon

Museum)” (4.8%, rank 9) and “party / nightlife / going out / celebrating / scene (-quarter)” (4.5%, rank 10).

“(German) capital”

Top

sub category

Top 10

associations

86.7%

Total share value

23.2%

8




Overall top 20 association sub categories differentiated by sub- and target groups

In addition, the top 20 association sub categories were differentiated by the sub-groups “brand connoisseurs” and

“visitors in the past” (see chapter 2.5) as well as selected target groups of Berlin Tourismus & Kongress GmbH

(“interested in city trips”, “interested in culture”, “interested in lively scene”, “interested in sustainability”, “interested

in culinary” and “interested in events”) (see chapter 2.6).

These evaluations provide additional information on sub-group and target group specific characteristics with regard

to the image profile of the destination Berlin. For example, the fourth strongest sub category “(much) culture (offer,

without end) / cultural (interesting, very attractive, exciting)” (8.1%, in % of respondents) was associated both by

the sub-groups “visitors in the past” (10.3%) and “brand connoisseurs” (8.9%) as well as the target groups

“interested in culture” (12.6%), “interested in lively scene” (12.0%), “interested in events” (10.4%), “interested in city

trips” (10.2%), “interested in culinary” (9.9%) and “interested in sustainability” (9.6%) (slightly) more frequently

than the overall average of all respondents.

Identification of

sub-group and

target group specific

particularities



Outline













7 APPENDIX 57

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10



2.1 Brief overview of methodology

− 170 German destinations

− Total sample size: 17,000; per destination: 1,000 with regard to

the supported evaluation of characteristics and the spontaneous associations

− Online survey; quota sample

− Representative for the German population aged 14-74 years living in private households

(56.423 m people)

− Study for the customer-oriented measurement of profiling attributes and

characteristics of German tourist destinations

− General relevance of destination attributes and characteristics for the destination

selection (i.e., regardless of a specific tourist destination)

− Module 1: Supported evaluation of characteristics per destination

− Module 2: Spontaneous associations per destination

− Combination of attributes / characteristics and target groups

as potential market segments

− November / December 2017

Aim

Key issues

Survey design(similar to predecessor

studies DB 11 + 14!)

Survey period



Outline













7 APPENDIX 57

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12



2.2 Overview of the association superior categories

◼ Berlin

Base: All respondents

Number of respondents: 1,000

Superior categories

Source: inspektour GmbH, 2017

Association superior categories% of

respondents

% of

responses

Number of

individual

responses

1 Sights / attractions / events 60.2% 28.5% 602

2 General city-related associations 46.8% 22.2% 468

3 Negative associations 24.3% 11.5% 243

4 General positive assessment / well-being 23.8% 11.3% 238

5 Holiday in general / holiday and leisure activities 19.5% 9.2% 195

6 Policy related associations 12.0% 5.7% 120

7 Personal relation 5.4% 2.6% 54

8 Lakes and rivers in general 4.4% 2.1% 44

Further associations without category allocation 10.2% 4.8% 102

Invalid responses (27) – nothing / no idea (19) 4.6% 2.2% 46

Sum of individual responses encompassing all categories 211.2%* 100.0%* 2,112*

* Due to the multiple response option, the sum of the individual responses (2,112) is higher than the total number of respondents (1,000).

Overview of the association superior categories

> What springs spontaneously to your mind when thinking of the destination Berlin?



Outline













7 APPENDIX 57

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14



2.3 Top 3 association sub categories of the 4 largest superior categories

Brandenburg Gate /

Quadriga (9.1%)(much) culture (offer, without

end) / cultural (interesting, very

attractive, exciting) (8.1%)

(German) capital (23.2%)

major city (-life, -flair, -hustle

and bustle) / large / huge

(13.2%) (great, vibrant) metropolis

(full of experiences) (3.2%)

lovely / great / super /

like it (5.8%)multicultural / colourful /

international / many different

cultures / cosmopolitan / tolerant /

city with a heart (5.3%)

lively / exciting /

vibrant / dynamic (5.1%)dirty / bad air (2.3%)

many people / overcrowded /

crowds of people (3.4%)

hectic / (much) bustle /

chaos / stress (3.4%)

Cat. 1: Sights / attractions / events

(60.2% of respondents)

Cat. 2: General city-related associations


Cat. 3: Negative associations


Cat. 4: General positive assessment /

well-being (23.8% of respondents)

(many) sights / sightseeing /

much to see / many attractions /

excursion destinations (7.6%)

Berlin(Base: all respondents)




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16



2.4 Overall top 20 association sub categories – word cloud (base: all respondents)


Note: The illustration is based on the quantitative distribution of the top 20 association sub categories, i.e. the larger the respective sub category is presented, the more frequently

– but not linearly – it is associated with the destination Berlin.

Television Tower

Brandenburg Gateplace of residence

multicultural

capital cityovercrowded

many sights

love

ly

mu

ch

cu

ltu

re

livelyBerlin Wall

hecticmodernmajor city

shopping

man

y m

useu

ms

metropolisparty and night life

Reichstag

Ale

xa

nd

er

Sq

ua

re

17



2.4 Overall top 20 association sub categories

◼ Berlin



Top 20 sub categories – part 1 of 2



Overall top 20 association sub categories% of

respondents

% of

responses

Number of

individual

responses

1 (German) capital 23.2% 11.0% 232

2 major city (-life, -flair, -hustle and bustle) / large / huge 13.2% 6.3% 132

3 Brandenburg Gate / Quadriga 9.1% 4.3% 91

4 (much) culture (offer, without end) / cultural (interesting, very attractive, exciting) 8.1% 3.8% 81

5 (many) sights / sightseeing / much to see / many attractions / excursion destinations 7.6% 3.6% 76

6 lovely / great / super / like it 5.8% 2.7% 58

7multicultural / colourful / international / many different cultures / cosmopolitan / tolerant /

city with a heart5.3% 2.5% 53

8 lively / exciting / vibrant / dynamic 5.1% 2.4% 51

9

(many) museums in general and specific museums with less than 5 individual responses each

(GDR Museum Berlin, Bode-Museum, Liebermann Villa, Mies van der Rohe-House, Museum

Barberini, Pergamon Museum)

4.8% 2.3% 48

10 party / nightlife / going out / celebrating / scene (-quarter) 4.5% 2.1% 45


18



2.4 Overall top 20 association sub categories

Overall top 20 association sub categories% of

respondents

% of

responses

Number of

individual

responses

11 Television Tower (at Alexander Square) / television asparagus 4,2% 2,0% 42

12 (very good for) shopping (experience) / (many, great) shopping opportunities 4,0% 1,9% 40

13 (Berlin) Wall (-fall, -museum, -remains) / East Side Gallery 3,9% 1,8% 39

14 hectic / (much) bustle / chaos / stress 3,4% 1,6% 34

14 many people / overcrowded / crowds of people 3,4% 1,6% 34

16 Alexander Square / Alex 3,3% 1,6% 33

16 modern / hip / cool / trendy / young 3,3% 1,6% 33

18 (great, vibrant) metropolis (full of experiences) 3,2% 1,5% 32

18 Reichstag (-building, -dome) 3,2% 1,5% 32

20 place of residence / home / youth memories / place of birth 3,0% 1,4% 30

◼ Berlin









Outline













7 APPENDIX 57

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20



2.5 Overall top 20 association sub categories – by sub-groups

◼ Berlin

Base: All respondents by sub-groups



Overall top 20 association sub categories – by sub-groups

> in % of respondents

All

respondents

Brand

connoisseurs

Visitors

in the past

1 (German) capital 23.2% 24.0% 23.2%

2 major city (-life, -flair, -hustle and bustle) / large / huge 13.2% 14.4% 13.2%

3 Brandenburg Gate / Quadriga 9.1% 9.3% 9.7%

4 (much) culture (offer, without end) / cultural (interesting, very attractive, exciting) 8.1% 8.9% 10.3%

5 (many) sights / sightseeing / much to see / many attractions / excursion destinations 7.6% 8.5% 9.6%

6 lovely / great / super / like it 5.8% 5.6% 6.7%


city with a heart5.3% 5.8% 6.9%

8 lively / exciting / vibrant / dynamic 5.1% 5.6% 6.3%

9




4.8% 5.3% 6.1%

10 party / nightlife / going out / celebrating / scene (-quarter) 4.5% 4.9% 6.3%





21



2.5 Overall top 20 association sub categories – by sub-groups

◼ Berlin

Base: All respondents by sub-groups









All

respondents

Brand

connoisseurs

Visitors

in the past

11 Television Tower (at Alexander Square) / television asparagus 4.2% 4.6% 4.7%

12 (very good for) shopping (experience) / (many, great) shopping opportunities 4.0% 4.5% 4.9%

13 (Berlin) Wall (-fall, -museum, -remains) / East Side Gallery 3.9% 4.1% 4.4%

14 hectic / (much) bustle / chaos / stress 3.4% 3.2% 3.3%

14 many people / overcrowded / crowds of people 3.4% 3.1% 3.1%

16 Alexander Square / Alex 3.3% 3.4% 3.9%

16 modern / hip / cool / trendy / young 3.3% 3.4% 3.4%

18 (great, vibrant) metropolis (full of experiences) 3.2% 3.3% 3.4%

18 Reichstag (-building, -dome) 3.2% 3.4% 3.8%

20 place of residence / home / youth memories / place of birth 3.0% 3.1% 1.9%



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23



Target group definition – in coordination with Berlin Tourismus & Kongress GmbH

“Interested in city trips”◼ General (i.e., regardless of a specific tourist destination) interest in the

touristic holiday theme “city trips“ (top-two-box on a scale from “5 = very interested” to “1 = not at all interested”)

“Interested in the theme culture”◼ General (i.e., regardless of a specific tourist destination) interest in the

touristic holiday theme “visiting cultural institutions / using cultural services“ (top-two-box on a scale from “5 = very interested” to “1 = not at all interested”)

“Interested in the theme lively

scene”

◼ General (i.e., regardless of a specific tourist destination) interest in the

touristic holiday theme “experiencing lively places (e.g., trendy shopping

districts, festivals, alternative cultural circles, night life)“ (top-two-box on a scale from “5 = very interested” to “1 = not at all interested”)


touristic holiday theme “undertaking a sustainable holiday trip“ (top-two-box on a scale from “5 = very interested” to “1 = not at all interested”)

“Interested in the theme

sustainability”


touristic holiday theme “enjoying culinary / gastronomic specialities“ (top-two-box on a scale from “5 = very interested” to “1 = not at all interested”)

“Interested in the theme

culinary”

“Interested in the theme events”◼ General (i.e., regardless of a specific tourist destination) interest in the

touristic holiday theme “attending events“ (top-two-box on a scale from “5 = very interested” to “1 = not at all interested”)

24



2.6 Overall top 20 association sub categories – by target groups


Overall top 20 association sub categories –

by target groups (in % of respondents)All

respondents

Interested in

city trips

Interested in

culture

Interested in

lively scene

Interested in

sustainability

Interested in

culinary

Interested in

events

1 (German) capital 23.2% 25.0% 21.4% 23.8% 22.7% 23.0% 26.2%

2 major city (-life, -flair, -hustle and bustle) / large / huge 13.2% 12.7% 11.9% 14.8% 12.5% 14.5% 13.9%

3 Brandenburg Gate / Quadriga 9.1% 9.9% 7.5% 9.0% 9.0% 8.5% 9.7%

4(much) culture (offer, without end) / cultural (interesting, very attractive,

exciting)8.1% 10.2% 12.6% 12.0% 9.6% 9.9% 10.4%

5(many) sights / sightseeing / much to see / many attractions / excursion

destinations7.6% 9.9% 8.5% 8.4% 7.2% 10.2% 8.4%

6 lovely / great / super / like it 5.8% 5.8% 7.0% 7.6% 7.2% 5.6% 6.5%

7multicultural / colourful / international / many different cultures /

cosmopolitan / tolerant / city with a heart5.3% 6.4% 5.9% 7.6% 4.8% 6.5% 6.8%

8 lively / exciting / vibrant / dynamic 5.1% 6.4% 7.2% 8.7% 7.2% 6.3% 5.5%

9

(many) museums in general and specific museums with less than 5 indi-

vidual responses each (GDR Museum Berlin, Bode-Museum, Liebermann

Villa, Mies van der Rohe-House, Museum Barberini, Pergamon Museum)

4.8% 6.4% 9.8% 6.2% 5.1% 4.8% 3.2%

10 party / nightlife / going out / celebrating / scene (-quarter) 4.5% 5.7% 4.1% 7.0% 3.9% 4.6% 6.5%

* Due to the multiple response option, no significance test for the differentiation by target groups can be carried out for methodological reasons.

◼ Berlin

Base: All respondents by target groups*



Overall top 20 association sub categories – by target groups



25



2.6 Overall top 20 association sub categories – by target groups


* Due to the multiple response option, no significance test for the differentiation by target groups can be carried out for methodological reasons.

◼ Berlin

Base: All respondents by target groups*



Overall top 20 association sub categories – by target groups



Overall top 20 association sub categories –

by target groups (in % of respondents)All

respondents

Interested in

city trips

Interested in

culture

Interested in

lively scene

Interested in

sustainability

Interested in

culinary

Interested in

events

11 Television Tower (at Alexander Square) / television asparagus 4.2% 4.2% 4.1% 3.9% 3.6% 3.2% 3.9%

12(very good for) shopping (experience) / (many, great) shopping

opportunities4.0% 5.7% 5.9% 7.3% 5.7% 4.6% 5.5%

13 (Berlin) Wall (-fall, -museum, -remains) / East Side Gallery 3.9% 4.4% 5.2% 3.9% 3.9% 3.4% 3.2%

14 hectic / (much) bustle / chaos / stress 3.4% 3.0% 3.4% 3.1% 4.8% 3.6% 2.3%

14 many people / overcrowded / crowds of people 3.4% 3.0% 3.1% 3.6% 4.5% 4.9% 1.9%

16 Alexander Square / Alex 3.3% 3.9% 3.4% 2.8% 5.4% 3.4% 4.2%

16 modern / hip / cool / trendy / young 3.3% 3.9% 4.4% 5.3% 2.7% 4.8% 3.6%

18 (great, vibrant) metropolis (full of experiences) 3.2% 3.9% 3.9% 2.8% 3.0% 3.2% 2.6%

18 Reichstag (-building, -dome) 3.2% 3.5% 4.9% 4.2% 4.8% 3.4% 2.6%

20 place of residence / home / youth memories / place of birth 3.0% 2.7% 2.3% 3.1% 2.4% 2.9% 2.9%



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3.1 General overview of the study series Destination Brand

The following overview is an excerpt from a detailed, scientifically founded presentation of the Destination Brand

study series by the authors Prof. Dr. Bernd Eisenstein, Alexander Koch, Dr. Petra Trimborn and Sylvia Müller. It

appeared in the edited volumes on market research for destinations published by Prof. Dr. Bernd Eisenstein in

2017 (for more information see chapter 7.4 in the appendix).

The Destination Brand study series has provided information on the perception of more than 130 destinations in

every year since 2009. As branding gained in importance in strategic management of tourist destinations, there

was an increasing demand for empirical data that supports competitive strategies of tourist destinations. As a

touristic market research instrument, the study series provides a unique contribution to the comparative

summary of the demand-side perceptions of destination brands. The study series consists of three

separate, thematic modules, which each highlight a specific focus of the destination brands as individual studies.

The theoretical starting point and conceptual basis of the study series is the concept of identity-based brand

management. The concept of identity-based brand management (see the following figure) considers both the

brand's internal self-reflection from the supplier's perspective (brand identity) and the external brand perception

from the perspective of the demand (brand image).1 So far, the Destination Brand study series had an exclusive

focus on the perception of tourist destination brands from the perspective of the demand.

The professional management of a destination brand requires knowledge of the demand-side perceptions of

the brand. Today, it is almost impossible to introduce and further develop a competitive destination brand without

having empirical information on the brand image2 of the destination.

The basic requirement for the generation of a brand name’s impact is that the brand has a (target group-specific)

level of awareness. In other words, it has reached the consciousness of potential customers (brand awareness,

see following figure). This is where the first of the three Destination Brand studies comes in: it measures the

awareness of destination brands in the context of the four dimensional brand funnel analysis.

The second and third studies in the series are aimed at determining the benefit dimensions of the destination

brands: the key to successful brand building, as defined by the achievement of a dominant position in the

consumer's psyche and differentiation from its competitors, is the formulation of a value proposition by which the

brand3 is positioned on the market.4 In the course of this positioning, it is important to consolidate the brand

identity into a bundle of benefits that clearly focuses on a few consumer-related and purchase-relevant benefit

dimensions, taking into account both the functional and the emotional-symbolic benefit dimensions. This also

applies to destination brands: The image of the destination brand is created from the associated benefits that are

connected by the potential guests with the respective destination.5

Since 2009 annually:

Information about the

perception of more than

130 destination brands

Theoretical starting point:

concept of identity-based

brand management

1st study:

Brand awareness |

four dimensional brand funnel

28




The functional benefit dimensions of destination brands are the subject of the second part of the Destination

Brand study series, in which the theme competences attributed to each destination brand are measured.

The third part of the Destination Brand study series focuses on the emotional-symbolic benefit dimension of

the destination brands. The study measures the attributes and characteristics ascribed to the destinations by

the demand side. The importance of the emotional-symbolic benefit dimension has increased significantly in

recent times: the convergence of products and services observable in the competition between destinations – as

in many industries – manifests itself in particular through the constant convergence of the functional benefit

dimension. This goes hand in hand with the decreasing possibilities for differentiation between destination brands

– based on the functional benefit dimension. Instead, the emotional-symbolic field achieves priority importance for

the differentiation, with the consequence that brands need to be additionally emotionalized in an identity-specific

way6.

2nd study:

Theme competence

3rd study:

Attributes and characteristics

Concept of identity-based

brand management

Source: adapted from Burmann, Halaszovich

and Hemmann (2012), p. 74.

29




Profile / ImageBrand value Theme competence

Aim

Research focus

Su

rve

y d

es

ign

For all sub-

studies

Specific per

sub-study

− Customer-oriented evaluation of the brand value of tourist destinations

− Customer-oriented evaluation of the theme competence of tourist destinations

(≙ associations of the functional benefitsof the destination brands)

− Customer-oriented evaluation of the profiles / images of tourist destinations

(≙ associations of the emotional-symbolic benefits of the destination brands)

Four dimensional brand funnel analysis:

− Awareness (supported and unsupported)

− Likeability− Willingness to visit: Potential of future

short trips and longer holiday trips

− Visits in the past

− DB15: Willingness to recommend

− Target group- and competitor analysis

− General interest in holiday activities and their relevance as a travel motive (both

regardless of a specific destination)

− Supported theme suitability per destination (for 5 general themes and 5 specific themes)

− Theme suitability top of mind per destination


Module 1:

− General relevance of destination attributes and characteristics for the destination selec-

tion (regardless of a specific destination)

− Supported evaluation of characteristics per destination (for 8 general attributes and

5 specific attributes)


Module 2:

− Spontaneous associations per destination

− Total number of respondents

− Total number of destinations

− Number of themes / characteristics

8.900 15.000 17.000 10.500 16.000 12.000 10.000 11,000

141 160 172 141 160 76*

-- -- --6 gen. +

56 specific

6 gen. +

50 specific

5 gen. +

25 specific

5 gen. +

50 specific

5 gen. +

28 specific

− Online survey in respective national language; quota sample (based on cross quota age/sex and regional origin).

− Representative for the respective population aged 14-74 years living in private households (basis for projection of absolute volumes).

− Comprehensive competitive comparison possibilities based on the relatively large destination pool.

− Time comparison possibilities based on the consistent study design.

17.000

8 gen. +

59 specific

− Source markets

12.000

76*

--

DE DE DEDE | AT |

CH | NLDE DE DE

DE | AT |

CH | NL

17.000

172

6 gen. +

57 specific

DE DE DE

* In the study DB18 some destinations were surveyed in two or more source markets; distribution among source markets: DE = 45 | AT = 22 | CH = 33 | NL = 33.

Module 1: 104

Module 2: 22

Module 1: 115

Module 2: 21

Module 1: 170

Module 2: 170



Outline









7 APPENDIX 57

IMPRINT 71

31



3.2 Destination Brand Award

For the second time inspektour has awarded the DESTINATION BRAND AWARD to German destinations, this

year based on the evaluation of profiling characteristics.

The winning destinations Hamburg, Baltic Sea and Bavaria were honoured on the 16th of January 2018 at the

fvw Destination Germany Day at the CMT Holiday Fair in Stuttgart.

The background is the present study Destination Brand 17, which considers 67 profiling attributes and

characteristics in total. For three of them, the DESTINATION BRAND AWARD distinguishes the winners based

on a ranking of 170 considered destinations each:

67% of the represented German population attribute the characteristic “attractive” to Hamburg in the supported

assessment. Thus, Hamburg is by far in the leading position among the 170 destinations surveyed (2nd place for

the Baltic Sea and 3rd place for Bavaria).

Regarding the attribute “hospitable”, the Baltic Sea is the top destination, closely followed by the Black Forest

(2nd place) and Bavaria (3rd place). Altogether, 63% of the respondents assign this characteristic to the Baltic Sea

coastal region belonging to both Schleswig-Holstein and Mecklenburg-Western Pomerania. Therefore, both

superordinate marketers received the trophy on behalf of all service providers.

Bavaria takes on the first place in the supported assessment of the characteristic “authentic / genuine” with

65% approval (2nd place for the North Sea and 3rd place for Hamburg). As in the previous year, BAYERN

TOURISMUS Marketing GmbH is therefore delighted with one of the prestigious awards.

Special guest for the award ceremony was the poetry slamer Sandra Da Vina, who brought her very special

creative view of the attributes and characteristics associated with Germany as a tourist destination to the stage.

Here with an excerpt to “hospitable”:

„Dieser Ort sei wie Pantoffeln für einen leicht verkühlten Fuß,

in jedem Satz liegt am Ende statt eines Punkts ein lieber Gruß,

und an der Tafel dampft ein Teller in leisem Kerzenlicht,

hier bist du gerne angeklagt, vor deinem Leib-Gericht,

denn jeder Wunsch, der dort in deinen Augen von Erfüllung spricht,

wird von uns erkannt und kurzerhand zu unser heilig‘ Pflicht.“

(Sandra Da Vina)

Award winners by categories:

− attractive: Hamburg

− hospitable: Baltic Sea

− authentic / genuine: Bavaria

Special guest:

Poetry slamer

Sandra Da Vina



Outline









7 APPENDIX 57

IMPRINT 71

33



4.1 Methods of the profile study Destination Brand 17

As already described more in detail in chapter 3.1, scientifically-founded insights into the own association profile

are of crucial importance for tourist destinations in order to achieve a successful target-oriented strategic

development of the destination marketing.

Against this background, the study Destination Brand 17 conducts a customer-oriented measurement of profiling

attributes and characteristics for the third time for almost all destinations of German domestic tourism based on a

population-representative online survey.

For the realisation of the study series Destination Brand, inspektour works together with a competent partner

network, which offers a holistic set of methodological competences. The Institute for Management and Tourism

(IMT) of the FH Westküste (University of Applied Sciences) gives meaningful contribution as the scientific advisory

board of the study. The database of the well-established study is assembled in cooperation with the market

research company GfK.

A total of 170 German destinations were included in the study Destination Brand 17 in the course of the survey,

which was conducted in November / December 2017, both with regard to module 1 concerning the supported

evaluation of characteristics and module 2 encompassing the spontaneous associations. The destinations

considered were selected by inspektour. In order to ensure the widest possible coverage of German domestic

destinations, numerous touristic regions and cities from different parts of the country were taken into account in

addition to all of the federal states and state capitals. Various destination categories such as “coastal

destinations”, “low mountain ranges and mountain landscapes”, “(rural) regions” and municipalities of different

sizes (subdivided into large, medium-sized and small towns) were included in the destination pool.

A representative cross-section of the German population aged between 14 and 74 years was surveyed

(corresponding to 56.423 m people). The method of the study is scientifically proven: A total of 17,000 people

were interviewed online by GfK. Various sub-samples were used, each of which is representative of the

German-speaking population of the age group mentioned above living in private households. With regard to both

module 1 and 2, the number of cases for all destinations studied was 1,000.

Facts at a glance

► Study content:

customer-oriented

measurement of profiling

attributes and characteristics

► Study objects:

170 destinations in Germany

► Number of respondents:

17,000 in total

1,000 per destination

► Representativeness:

German population aged

14-74 years living in private

households

► Sample type:

quota sample

► Survey type:

online survey

34



4.1 Methods of the profile study Destination Brand 17

The field work was carried out, managed and controlled by GfK. The confidence intervals resulting from the

respective sample sizes can be found in the appendix.

The evaluation by inspektour GmbH of the total of 2,112 individual associations with the tourist destination Berlin

within the scope of module 2 is based in a first step on the extensive examination of content and the

subsequent classification into association sub categories. Each sub category comprises at least five individual

responses. In order to further clarify the overall structure of the association profile of the tourist destination Berlin,

the sub categories belonging together were additionally grouped together to superior categories in a second

step (see following illustration).

In addition, some reading examples and a glossary of the most important terms can be found in the appendix.

Finally, it should be noted with regard to the evaluation results that in the case of deviations of the sum of added

percentage values, this is due to rounding differences.

Reading example and

glossary in the appendix

35



4.1 Methods of the profile study Destination Brand 17 –

Procedure of categorisation in module 2

Total of individual associations with Berlin

Superior category 1 …Superior category 2 Superior category X

Sub

category 1.a

Sub

category 1.b

Sub

category 1.cSub

category 2.a

Sub

category 2.b

Sub

category 2.cSub

category X.a

Sub

category X.b

Sub

category X.c…

Ste

p 1

: E

xa

min

atio

n o

f th

e c

on

ten

t a

nd

cla

ssific

ation

of th

e in

div

idu

al a

sso

cia

tio

ns in

to s

ub

ca

teg

ori

es

Ste

p 2

: G

rou

pin

g to

ge

the

r

to s

up

eri

or

ca

teg

ori

es



Outline









7 APPENDIX 57

IMPRINT 71

37



4.2 Overview of considered destinations

Note: Last survey taken into consideration November / December 2017

1. Aachen

2. Adventure Region Edersee

3. Ahr Valley

4. Allgäu

5. Alpine Region Tegernsee Schliersee

6. Alpine World Karwendel

7. Altmark

8. Bad Frankenhausen

9. Bad Kissingen

10. Bad Saarow

11. Bad Wildungen

12. Baden

13. Baden-Baden

14. Baden-Württemberg

15. Baltic Fjord Schlei

16. Baltic Resort Binz

17. Baltic Resort Kühlungsborn

18. Baltic Sea

19.Baltic Sea of Mecklenburg-Western

Pomerania

20. Baltic Sea of Schleswig-Holstein

21. Bavaria

22. Bavarian Forest

23. Bergisch Land

24. Berlin

25. Black Forest

26. Bonn

27. Borkum

28. Brandenburg

29. Bremen

30. Bremerhaven

31. Brunswick Land

32. Büsum

33. Celle

34. Chiemgau

35. Chiemsee

36. Cologne

37. County of Bentheim

38. Dresden

39. Duisburg

40. Düsseldorf

41. East Frisia

42. East Frisian Islands

43. Eifel

44. Emsland

45. Erfurt

46. Erzgebirge

47. Essen

48. Esslingen on the Neckar

49. Fehmarn

50. Fichtelgebirge

51. Föhr

52. Franconia

53. Frankfurt on the Main

54. Frankfurt Rhein-Main

55. Freiburg in the Breisgau

56. Füssen

57. Garmisch-Partenkirchen

58. GrimmHomeland NordHessen

59. Grömitz

60. Halle (Saale)

61. Hamburg

62. Hannover

63. Hanseatic Town Stade

64. Harz

65. Helgoland

66. Hesse

67. Hessian Mountain Road

68. Hunsrück

69.Imperial Seaside Resorts Ahlbeck ·

Heringsdorf · Bansin

70. Jever

71. Karlsruhe

72. Kassel

73. Kiel

74. Lahn Valley

75. Lake Constance

76. Langeoog

77. Leipzig

78. Lindau Lake Constance

79. Lower Rhine

80. Lower Saxony

81. Lübeck

82. Ludwigsburg

83. Lüneburg

84. Lüneburg Heath

85. Lusatian Lake District

86. Magdeburg

87. Magdeburg Börde

88. Mainz

89. Mannheim

90. Mecklenburg Lake District

91. Mecklenburg-Western Pomerania

92. Middle Rhine

93. Moselle

94. Mountain Road

95. Munich

96. Münsterland

97. Nahe

98. Nahe Land

99. Nature Park Altmühltal

100. neanderland / Mettmann District

101. North Rhine-Westphalia

102. North Sea

103. North Sea Island Amrum

104. North Sea Island Juist

105. North Sea Land Dithmarschen

106. North Sea of Lower Saxony

107. North Sea of Schleswig-Holstein

108. Nuremberg

109. Nuremberg Land

110. Oberhof

111. Oberstaufen

112. Oberstdorf

113. Odenwald

114. Oldenburg Münsterland

115. Osnabrück Land

116. Palatinate

117. Potsdam

118. Rheingau

119. Rhinehesse

120. Rhineland-Palatinate

121. Rhön

122. Romantic Rhine

123. Rostock-Warnemünde

124. Rothenburg ob der Tauber

125. Rüdesheim and Assmannshausen on the Rhine

126. Rügen Island

127. Ruhr Valley

128. Ruppiner Lakeland

129. Saale-Unstrut

130. Saarbrücken

131. Saarland

132. Sauerland

133. Saxon Elbland

134. Saxon Switzerland-Elbe Sandstone Mountains

135. Saxony

136. Saxony-Anhalt

137. Schleswig-Holstein

138. Schwerin

139. Siegerland-Wittgenstein

140. Spessart

141. St. Peter-Ording

142. Stuttgart

143. Swabian Alb

144. Sylt

145. Taunus

146. Teutoburg Forest

147.The Bergisch Three – Tourism Region Remscheid -

Solingen - Wuppertal

148. Thuringia

149. Thuringian Forest

150. Timmendorfer Beach

151. Travemünde

152. Uckermark

153.Upper Black Forest, the Region of Feldberg, Titisee,

Schluchsee and Hinterzarten

154. Upper Lusatia

155. Upper Palatinate Forest

156. Usedom Island

157. Vogelsberg

158. Vogtland

159. Waren (Müritz)

160. weimar Cultural City of Europe

161. Weserbergland

162. Westerwald

163. Wiesbaden

164. Willingen

165. Winterberg

166. Wolfsburg

167. World Heritage Region Anhalt-Dessau-Wittenberg

168. Worms

169. Württemberg

170. Zugspitze Region



Outline






5.1 Category 1: Sights / attractions / events 39

5.2 Category 2: General city-related associations 42

5.3 Category 3: Negative associations 43

5.4 Category 4: General positive assessment / well-being 45

5.5 Category 5: Holiday in general / holiday and leisure activities 46

5.6 Category 6: Policy related associations 47

5.7 Category 7: Personal relation 48

5.8 Category 8: Lakes and rivers in general 49

5.9 Category: Further associations without category allocation 50


7 APPENDIX 57

IMPRINT 71

39



5.1 Spontaneous associations – Cat. 1 “Sights / attractions / events“ – Part 1 of 3

◼ Berlin



Associations to category 1 – part 1 of 3


Spontaneous associations in category 1:

“Sights / attractions / events”

% of

respondents

% of

responses

Number of

individual

responses

1 Brandenburg Gate / Quadriga 9.1% 4.3% 91

2 (much) culture (offer, without end) / cultural (interesting, very attractive, exciting) 8.1% 3.8% 81

3 (many) sights / sightseeing / much to see / many attractions / excursion destinations 7.6% 3.6% 76

4




4.8% 2.3% 48

5 Television Tower (at Alexander Square) / television asparagus 4.2% 2.0% 42

6 (Berlin) Wall (-fall, -museum, -remains) / East Side Gallery 3.9% 1.8% 39

7 Alexander Square / Alex 3.3% 1.6% 33

8 Ku'damm / Kurfürstendamm 2.4% 1.1% 24

9 (German) history / historically important / historically interesting 1.9% 0.9% 19

10 zoo / animal park 1.6% 0.8% 16




40




◼ Berlin










% of

respondents

% of

responses

Number of

individual

responses

11 Museum Island / Museum Shore / Berlin Cathedral 1.5% 0.7% 15

12 musical / concert / (German, State) Opera / Berlin Philharmonic Orchestra 1.1% 0.5% 11

13exhibitions in general as well as specific exhibitions with less than 5 individual responses each

(radio exhibition, body-world exhibition, wax museum, international garden show)0.9% 0.4% 9

13 theatre 0.9% 0.4% 9

13 sports events and venues (ALBA-Berlin / basketball, Hertha / Union / football, Olympic stadium) 0.9% 0.4% 9

16 art (-scene) 0.8% 0.4% 8

17 radio tower 0.7% 0.3% 7

18 Checkpoint Charlie 0.6% 0.3% 6

18 Potsdam Square 0.6% 0.3% 6

18 Castle Charlottenburg / Castle Bellevue / Castle Sanssouci 0.6% 0.3% 6

41




◼ Berlin










% of

respondents

% of

responses

Number of

individual

responses

18 Victory Column 0.6% 0.3% 6

22 (Holocaust) Memorial 0.5% 0.2% 5

22 Memorial Church / (many old not destroyed) churches 0.5% 0.2% 5

22 Green week / trade fairs in general 0.5% 0.2% 5

further associations belonging to category 1 “sights / attractions / events” (e.g. Tropical Islands,

flea markets, Red City Hall, Blue Man Group, botanic garden, film studio Babelsberg, Treptow

Park, Under the Lime Trees)*

2.6% 1.2% 26

Sum of individual responses belonging to category 1 60.2% 28.5% 602

* Sum of further associations belonging to the category with less than 5 individual responses each.

42



5.2 Spontaneous associations – Cat. 2 “General city-related associations”

◼ Berlin



Associations to category 2



“General city-related associations”



“General city-related associations”

% of

respondents

% of

responses

Number of

individual

responses

1 (German) capital 23.2% 11.0% 232

2 major city (-life, -flair, -hustle and bustle) / large / huge 13.2% 6.3% 132

3 (great, vibrant) metropolis (full of experiences) 3.2% 1.5% 32

4 city in general 2.2% 1.0% 22

5 cosmopolitan city 1.2% 0.6% 12

6 Kreuzberg district 1.0% 0.5% 10

7 urban / urbanity 0.7% 0.3% 7

8 surrounding countryside of Berlin / Potsdam / Brandenburg 0.5% 0.2% 5

several other districts of Berlin (e.g. Grunewald, Mitte, Pankow, Prenzlauer Berg, Schöneberg,

Tegel, Tempelhof, Wedding)1.6% 0.8% 16


43



5.3 Spontaneous associations – Cat. 3 “Negative associations” – Part 1 of 2

◼ Berlin






“Negative associations”




% of

respondents

% of

responses

Number of

individual

responses

1 hectic / (much) bustle / chaos / stress 3.4% 1.6% 34

1 many people / overcrowded / crowds of people 3.4% 1.6% 34

3 dirty / bad air 2.3% 1.1% 23

4 (too) loud / noise / turbulent 2.1% 1.0% 21

5 high criminality / criminal (foreigners, clans) / drugs 1.8% 0.9% 18

6 not at all / I don't want to go / never again Berlin / overloved capital / overrated 1.3% 0.6% 13

7 (never finished) airport (-long-term construction site, -drama, -disaster, -dilemma) 1.2% 0.6% 12

8 unemployment / poor / social problems / social hotspot 1.0% 0.5% 10

44



5.3 Spontaneous associations – Cat. 3 “Negative associations” – Part 2 of 2

◼ Berlin










% of

respondents

% of

responses

Number of

individual

responses

9 a lot of traffic / traffic jams / construction sites 0.9% 0.4% 9

10 ugly / horrible / uncomfortable 0.8% 0.4% 8

11 (too) expensive / very expensive destination 0.7% 0.3% 7

11 unfriendly people / annoying Berlin citizens 0.7% 0.3% 7

13 (many) no-go-areas / insecure / not harmless 0.5% 0.2% 5

further associations belonging to category 3 “negative associations” (e.g. bankruptcy,

gentrification, alienation, environmental pollution, incompetent politicians, administrative chaos)*4.2% 2.0% 42



45



5.4 Spontaneous associations – Cat. 4 “General positive assessment / well-being”

◼ Berlin






“General positive assessment / well-being”



“General positive assessment / well-being”

% of

respondents

% of

responses

Number of

individual

responses

1 lovely / great / super / like it 5.8% 2.7% 58


city with a heart5.3% 2.5% 53

3 lively / exciting / vibrant / dynamic 5.1% 2.4% 51

4 modern / hip / cool / trendy / young 3.3% 1.6% 33

5 (very) multifaceted / variety (of experiences) 1.8% 0.9% 18

6 interesting / exciting 1.3% 0.6% 13

7 great flair / way of life / lifestyle 0.7% 0.3% 7

8 (pleasant / friendly / funny / nice / hearty) people 0.5% 0.2% 5


46



5.5 Spontaneous associations – Cat. 5 “Holiday in general / holiday and leisure activities”

◼ Berlin






“Holiday in general / holiday and leisure activities”



“Holiday in general / holiday and leisure activities”

% of

respondents

% of

responses

Number of

individual

responses

1 party / nightlife / going out / celebrating / scene (-quarter) 4.5% 2.1% 45

2 (very good for) shopping (experience) / (many, great) shopping opportunities 4.0% 1.9% 40

3(always) worth a trip / worthwhile destination / I like to go there again and again / worth seeing

again and again2.6% 1.2% 26

4 city (-travel, -trip, -tourism, -holiday) 2.5% 1.2% 25

5 many adventure possibilities / fun / entertainment / pleasure / a variety of experiences 2.1% 1.0% 21

6 pubs / clubs / bars / discos 0.9% 0.4% 9

7 KaDeWe 0.8% 0.4% 8

8 tourism / (many) tourists 0.6% 0.3% 6

8 water sports related holiday and leisure activities (boating, sailing, rowing, shipping) 0.6% 0.3% 6

further associations belonging to category 5 “holiday in general / holiday and leisure activities”

(e.g. recreation, wellness, affordable, cheap)*0.9% 0.4% 9



47



5.6 Spontaneous associations – Cat. 6 “Policy related associations”

◼ Berlin






“Policy related associations”



“Policy related associations”

% of

respondents

% of

responses

Number of

individual

responses

1 Reichstag (-building, -dome) 3.2% 1.5% 32

2 Bundestag / parliament 2.9% 1.4% 29

3 government / government quarter / seat of government 2.1% 1.0% 21

4 formerly divided city / East-West Berlin / GDR / German Unification Day 1.5% 0.7% 15

5 policy in general 1.1% 0.5% 11

6 Angela Merkel / Federal Chancellor / Chancellery 0.6% 0.3% 6

further associations belonging to category 6 “policy related associations” (e.g. embassies, state

parliament, center of power, ministries, Palace of the Republic)*0.6% 0.3% 6



48



5.7 Spontaneous associations – Cat. 7 “Personal relation”

◼ Berlin






“Personal relation”



“Personal relation”

% of

respondents

% of

responses

Number of

individual

responses

1 place of residence / home / youth memories / place of birth 3.0% 1.4% 30

2 family / friends / relatives 1.1% 0.5% 11

3 Been there already (several times) / know it 0.6% 0.3% 6

further associations belonging to category 7 “personal relation” (e.g. my place of work, good

accessibility for me)*0.7% 0.3% 7



49



5.8 Spontaneous associations – Cat. 8 “Lakes and rivers”

◼ Berlin






“Lakes and rivers”



“Lakes and rivers”

% of

respondents

% of

responses

Number of

individual

responses

1 Spree (-cruises) 1.6% 0.8% 16

2lakes in general and specific lakes in the surrounding area of Berlin with less than 5 individual

responses each (Müggelsee, Tegeler See)1.0% 0.5% 10

3 Wannsee 0.7% 0.3% 7

4 Havel 0.6% 0.3% 6

further associations belonging to category 8 “lakes and rivers” (e.g. a lot of water, lake)* 0.5% 0.2% 5



50



5.9 Spontaneous associations – Cat. “Further associations without category allocation”

◼ Berlin



Further associations without category


Spontaneous associations in category:

“Further associations without category allocation”


Spontaneous associations in category:

“Further associations without category allocation”

% of

respondents

% of

responses

Number of

individual

responses

1 curry sausage 1.1% 0.5% 11

2 (good, suburban, underground) train connections / bus 1.0% 0.5% 10

2 Berlin Bear / landmark of Berlin 1.0% 0.5% 10

4 (good, vegan) gastronomy / culinary variety 0.7% 0.3% 7

5 (much) nature (in the city) / parks / green oasis 0.5% 0.2% 5

further associations without category allocation (e.g. Air Berlin, railway station Zoo, cheeky,

development, film, in upheavel, celebrities, Renzo Piano, start ups, Udo Lindenberg)*5.9% 2.8% 59

Sum of individual responses 10.2% 4.8% 102




Outline







6.1 inspektour GmbH – Tourism and market research 52

6.2 GfK – Growth from Knowledge 53

6.3 Institute for Management and Tourism (IMT) of the FH Westküste 54

6.4 analytix GmbH – Institute for quantitative market research and statistical data analysis 55

6.5 Contact persons for the study series Destination Brand 56

7 APPENDIX 57

IMPRINT 71

52



6.1 inspektour (international) GmbH – Tourism and market research

The study series Destination Brand is carried out under the project leadership of inspektour. Our goal is to realise

a practise-oriented, holistic expansion and further development of the study series.

As a private-sector consultancy for practise-oriented development and concepts in leisure tourism as well as in

regional development, we have set ourselves the goal of providing local authorities, institutions or companies with

advice. We are taking on challenges with our partners and constantly work towards breaking new ground in the

creation of innovative and future-oriented solutions.

Since 2001, we have been researching, analysing and designing content and providing support in the

implementation of partial or overall concepts, particularly in the fields of destination and leisure management,

market research, nature and environmental management as well as city and regional marketing and

management. inspektour has successfully supervised and carried out hundreds of projects across Germany and

increasingly operates on an international level. Since 2009, we have been certified in accordance with Service-

Quality Germany.

In addition to a great deal of empathy and commitment, inspektour's work is characterised by a high level of

practical orientation and an implementation approach as well as the involvement of all relevant stakeholders in

achieving a generally accepted project result.

The 15 permanent employees of inspektour have a broad scientific background – among others Dipl. Economics

(FH), Dipl. Geography, Dipl. Engineering, Dipl. Culture Management, Dipl. Tourism Management, Dipl. Traffic

Science, Master's in Eco-tourism (M.Sc.), Master's in International Tourism Management (MA), Master's in Sport

Tourism and Recreation Management (M.Sc.) – and make the provision of a well-founded examination of

different themes possible. A long-standing and intensive scientific and operational exchange with the

FH Westküste (University of Applied Sciences) and the Institute for Management and Tourism (IMT) in Heide

(Holstein) is fostered through joint projects and lectures.

Contact:

Ralf Trimborn

Founder and CEO

inspektour (international) [email protected]

Tel.: 040 / 4143887-42

Ellen Böhling

Founder and managing partner

inspektour international GmbH [email protected]

Tel.: 040 / 4143887-412

Alexander Koch

Project leader market [email protected]

Tel.: 040 / 4143887-46

inspektour (international) GmbHTourism and market research

Osterstraße 124

20255 Hamburg

► www.inspektour.de

► www.destination-brand.com

53



6.2 GfK – Growth from Knowledge

Companies have to make decisions. Decisions are based on knowledge.

GfK stands for reliable and relevant market and consumer information. The market research company uses this

information to help its clients to make the right decisions. GfK has many years of experience in collecting and

analyzing data. Around 13,000 experts combine global knowledge with analyses of local markets in more than

100 countries. Using innovative technologies and scientific procedures, GfK turns large volumes of data into

intelligent information. This enables GfK clients to increase their competitiveness and enrich consumers' lives.

For our customers in the Travel & Logistics sector, we continuously survey the travel behaviour of Germans.

For this purpose, the data from the sales and consumer panel is linked.

GfK's sales panel (Travel Insights) is based on travel bookings at the point of sale. The booking data from around

1,200 representative travel agencies – an average of 340,000 booking records per month – represent the

stationary sales market. In the online area, the booking data of the travel portals and tour operators are

evaluated.

Every month, the GfK Consumer Panel (Mobility Monitor) surveys 20,000 representative households (42,000

persons) on their travel, booking and information behaviour. In addition to holiday trips (main holidays, second

and third holidays), the survey also covers business trips, day trips and other private trips, such as visits to

relatives/acquaintances.

Together with our colleagues from the department Brand and Customer Experience we help our customers to

improve their relationship with the target group and thus their brand success. We analyse which experiences

influence travelers in their decision making and deliver the relevant knowledge to optimise brand management

strategically and operationally.

contact:

Roland Gaßner

Key Account Director

Travel & [email protected]

Tel.: 0911 / 39545-35

Peter Gabriel

Senior Manager

Brand and Customer [email protected]

Tel.: 0911 / 39525-33

GfK Consumer ExperiencesNordwestring 101

90419 Nuremberg

► www.gfk.com

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6.3 Institute for Management and Tourism (IMT)

Practical relevance as a guideline

The Institute for Management and Tourism (IMT) was founded in 2006 as an internal institute of the FH Westküste

(University of Applied Sciences) and is one of the leading research institutes in the field of tourism in Germany.

Research and knowledge transfer are central tasks at the FH Westküste. The IMT sees itself as a link between

research and its practical implementation.

Based on scientific knowledge and in view of industry needs, the IMT has successfully worked on more than 100

tourism projects – many of them in cooperation with industry partners. Together with these partners – e.g.,

Destination Management Organisations (DMOs), hotel co-operations, carriers and other universities – the IMT

operates on a national and international level.

Furthermore, being part of a higher education institution, the institute works independent of mandated projects in

the field of economically oriented tourism research. Thus, new expertise is being developed continuously. With the

experience of its interdisciplinary team the IMT takes up topical issues and methods creating innovations and

added value both for science and industry.

Moreover, part of the central task of knowledge transfer is further training. As a result, the IMT was engaged in

several activities in this field during the last years as well. Under the leadership of Prof. Dr. Bernd Eisenstein the

IMT consists of an interdisciplinary team with both permanent as well as project-related employed members.

► www.imt-fhw.de

Contact:

Prof. Dr. Bernd Eisenstein

[email protected]

Tel.: 0481 / 85555-45

Sylvia Müller

Head of primary market [email protected]

Tel.: 0481 / 85555-47

Anne Köchling

Project leader in the IMT

Coordinator int. projects of the [email protected]

Tel.: 0481 / 85555-56

Institute for Management

and Tourism (IMT)Fritz-Thiedemann-Ring 20

25746 Heide (Holstein)

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6.4 analytix GmbH

Institute for quantitative market research and statistical data analysis

analytix GmbH was founded in 2005 by Prof. Dr. Björn Christensen as a spin-off of the Kiel Institute for the World

Economy and is based at the Kiel Innovation and Technology Centre.

As an independent service provider, analytix GmbH supports companies and public institutions in the areas of

quantitative market research and statistical data analysis. Based on many years of experience, the customers are

supported in their entire project – from conception to the data basis and further on to detailed statistical

evaluations and forecasts. The solutions are as individual as necessary and as standardised as possible to

achieve the highest possible quality of the evaluations with a simultaneous cost-efficiency.

Its range of services includes the areas of quantitati

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