DESTINATION BRAND 23
Measuring the image of destinations as tourism and living spaces 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.
Within the framework of DESTINATION BRAND 23 (DB23) and complementary to DB21 (measurement of thematic competence of destinations = functional benefit associations) as well as DB22 (measurement of profile / image of destinations = emotional-symbolic benefit associations), the survey will therefore focus on measuring the image of your destination as a tourism and living space in autumn 2023.
For this demand-side evaluation we would like to offer you 2 modules:
Module 1: Offers + Infrastructure
Module 1 is used to evaluate the tourism offer, aspects and infrastructure elements of your destination by potential guests and visitors in the past. This demand-side evaluation is complemented by a survey of interest in digital offers for your destination.
When participating in module 1 (offers + infrastructure), destination managers receive answers to the following questions:
- How are selected tourist offers and the infrastructure (e.g. accessibility, accommodation, mobility on site) in your destination rated by potential guests and visitors in the past?
- With which offers can you score with your target groups?
- Which tourism offers, aspects and infrastructure elements are associated with your destination by the representative population in the individual source markets?
The answers to these questions are elicited within the framework of DB23 based on a three-dimensional competitive analysis:
- demand: survey of the general (i.e. destination-independent) relevance of more than 30 tourism offers and infrastructure elements in the decision to travel to a destination
- supply: Demand-oriented assessment of your destination on a total of 15 tourism aspects, offers + infrastructure elements (8 general and 7 freely selectable) + open top-of-mind survey
- competition: your offer/infrastructure evaluation in ranking with other destinations from home and abroad
For more information, click here from the end of July 2023
Module 2: Quality of Life + Welcome Culture
Evaluation of your destination on destination-decisive criteria regarding welcome culture, tourism acceptance and quality of life
In addition, you can have the brand personality of your destination assessed via a separate module by assessment of your destination’s quality of life + welcome culture attributes:
Answers to the following questions are provided via this module:
- What characteristics, attributes and values are associated with your destination?
- For example, is your destination brand perceived as hospitable, liveable, open to all, politically stable, socially just or ecologically intact?
- Which characteristics and personality traits do your target groups associate with you?
- With which “character traits” can you score points with your target groups?
- How do your competitors compare to you?
- And: How high is the relevance of these characteristics and values in general and independent of the destination for the choice of travel destination?
The answers to these questions are elicited within the framework of DB23 based on a three-dimensional competitive analysis:
- demand: survey of the general (i.e. destination-independent) relevance of 10 attributes in destination decisions
- supply: Demand-oriented assessment of your destination on the quality of life and the impact of tourism in general as well as on a total of 10 defined characteristics regarding quality of life / welcome culture (fixed for all participating destinations) + open top-of-mind survey
- competition: your assessment of the questioned contents in ranking with other destinations at home and abroad
For more information, click here from the end of July 2023