DESTINATION BRAND 24 PL, CZ + DK
Measuring the spontaneous associations and the image of destinations as tourism and living spaces in the source markets Poland, Czech Republic and Denmark
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 24 PL, CZ + DK, the content from DESTINATION BRAND 23 and 22, specifically the image of destinations as a tourism and living space + the spontaneous associations with travel destinations in the source markets Poland, Czech Republic and Denmark measured in parallel in an additional online survey representative of the respective population.
For this demand-side evaluation we would like to offer you 3 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 DB24 PL, CZ + DK 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 and registration, please click here
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 DB24 PL, CZ + DK 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 and registration, please click here
Module 3: Spontaneous associations
Measuring spontaneous associations with travel 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 travel 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 3!
For more information and registration, please click here