Is there, for example, a “typical” culinary or hiking enthusiast and how can they be described socio-demographically?

Within the framework of the stereotype analysis, the socio-demographic characteristics of those interested in a certain holiday activity (e.g. “enjoying culinary / gastronomic specialities”, “cycling”, “hiking”) are worked out in comparison to the entire represented population.

Specifically, this shows which socio-demographic characteristics are (slightly to significantly) overrepresented among the “respondents being generally interested in the theme” (have great to very great interest in the holiday activity) as well as the “respondents being strongly interested in the theme” (have very great interest in the holiday activity) compared to all respondents.

The socio-demographic criteria used include gender, age, school education, number of children under 6 / 14 / 18 living in the household, household size, net household income, occupational group, size of town as well as the regional origin of the respondents (e.g. in the source market Germany differentiated by Nielsen areas).

Feel free to contact us for a more detailed description of your target groups!

Which holiday themes, topics and activities correlate with each other and pay off on each other in theme marketing or also in product development? For which target groups can which theme bundles be combined and taken into account for addressing them?

Correlation analyses can be carried out independently of the destination on the basis of the general interest in holiday activities (DB21 but also for DB18 ) and provide information about which combinations of themes have the greatest potential in the course of marketing activities and product development, in order, for example, to be able to address those interested in city breaks in the best possible way. In addition, the correlation analysis can also be carried out destination-specifically on the basis of the theme suitability of a particular destination. Here, the correlation between the suitability ratings for all themes of the destination is examined in order to highlight those theme combinations that have relevance for the destination.

We would be glad to support you with further evaluations as a basis for decisions in strategic thematic target group marketing. Please feel free to contact us at any time!