Measurement of profile characteristics and spontaneous associations to tourist destinations in 10 source markets
Due to the fact that the original offers are often interchangeable (e.g. a large number of destinations offer opportunities for a beach holiday, a city break or a winter sports holiday) and the quality standardisation at the service provider level with simultaneously increasing demands on the demand side, it is not sufficient to differentiate and differentiate between competitors for destinations solely on the basis of awareness, the appeal value but also in particular with regard to the suitability for certain holiday themes.
In order to anchor itself in the minds of the target groups with a clear, unmistakable brand image and thus differentiate itself from the competition, the positioning of the destination brand should also be based on profile characteristics or personality traits that are characteristic of the respective destination and sharpen its profile.
(Destination) brands that succeed in building an emotionally-based personality “have […] a significant advantage, they tend to stand out from the mass of countless other brands and at the same time always convey an implicit message (Aaker, Stahl and Stöckle 2015, p. 32).“
Against this backdrop, scientifically validated knowledge about their perceived profile in the source markets that are important to them is crucial for tourism destinations to position their destination brand and target their marketing activities.
As part of DESTINATION BRAND 22 (DB22), the survey will therefore focus on measuring the profile characteristics (Module 1) + spontaneous associations (Module 2) to your destination in autumn 2022:
Module 1: Measuring the profile characteristics of tourist destinations
When participating in module 1 (profile characteristics), destination managers receive answers to the following questions:
What characteristics, attributes and values are associated with your destination?
For example, is your destination brand perceived as scenic, hospitable, inspiring or experiential?
Which characteristics and personality traits do your target groups appeal to you?
With which “traits” can you score points with your target groups?
How are your competitors rated in comparison to you?
And: How high is the relevance of the more than 40 characteristics and values in general and independent of the destination for the destination selection?
The answers to these questions will be determined within the framework of DB22 based on a three-dimensional competitive analysis:
demand: survey of the general (i.e. destination-independent) relevance of more than 40 attributes and characteristics when choosing a travel destination
supply: Demand-oriented assessment of the characteristics of your destination for a total of 10 attributes (5 general and 5 freely selectable attributes)
competition: our characteristics ranking in relation to other destinations at home and abroad
Accordingly, you receive concrete demand-side statements on the image and profile of your destination.
You would like to participate in DB22 – you can register here
Module 2: Measuring spontaneous associations with tourist destinations
In addition, you can have the spontaneous associations to your travel destination surveyed via a separate module using an open, unaided question. Based on the question “What comes to mind spontaneously about the destination “Name of your tourist destination“?”, we prepare the results for you as follows:
clustering of the large number of different individual responses into top categories and the respective subcategories
wordcloud of the top 20 subcategories based on all respondents
additional differentiated evaluation of the top 20 sub-categories according to the following sub-groups: Brand connoisseurs + visitors in the past
Note: No time comparison and no benchmarking with competitors is possible for module 2!