Comprehensive special evaluations possible

DESTINATION BRAND data pool facilitates comprehensive special evaluations

The special analysis options comprise in-depth evaluations (beyond the standard evaluation in our basic reports) as well as individually requested data comparisons. You can generally include both destination-independent data (e.g. the general interest in holiday activities) and destination-related data (e.g. the suitability assessment of your tourist destination for various holiday activities) in your selected special analyses. The resulting scientifically founded insights may serve as the basis for your brand and marketing strategy, product development and communication measures.

Please don`t hesitate to contact us in order to find out about the available analysis and evaluation options for your tourist destination!

Gaining in-depth knowledge

through special evaluations. Individual and in-depth analysis and evaluation options as well as data comparisons.

For more information, please contact:

Ellen Böhling
+49 (0) 40 414 3887 412
ellen.boehling@inspektour.de

Destination-specific source market analysis

Source market analysis as the basis for your foreign market development and in advance of DESTINATION BRAND

Would you like to know what the most potential foreign source markets for your destination are? Which foreign market(s) should you concentrate on? A source market analysis lays the foundation for your strategic foreign marketing.

Source market analysis as the basis for your foreign market development and in advance of DESTINATION BRAND

Would you like to know what the most potential foreign source markets for your destination are? Which foreign market(s) should you concentrate on? A source market analysis lays the foundation for your strategic foreign marketing.

Implementation of a destination-specific source market analysis and assessment of selected foreign source markets using a scoring model in 4 steps:

  1. Step: Selection of the foreign source markets to be considered
  2. Step: Selection of indicators for the assessment of the individual foreign source markets
  3. Step: Collection of data from official statistics and numerous other secondary data sources to measure the defined indicators for all foreign source markets under consideration
  4. Step: Identification of the source markets with the highest potential and recommendation for foreign market development

Individual definition of the scope of the source market analysis

Based on your needs and wishes, your current status in foreign marketing and other individual requirements, you can determine the scope of the source market analysis yourself. For this purpose, the following 3 options are available:

  1. Entire source market analysis: comprehensive potential analysis for (+/-) 30 selected source markets
  2. Standard source market analysis: potential analysis for (+/-) 20 selected source
  3. Simplified source market analysis: potential analysis for (+/-) 10 selected source

Your benefit

With a source market analysis, you form the basis for your strategic foreign marketing. It facilitates the selection and / or (further) development of your individual destination-related foreign source markets and the definition of your individual market strategy.

In addition, a source market analysis can serve as an essential basis for determining further market research activities. Based on the overall result, you can decide for which markets further data is required for an effective management.

Source market analysis in advance of DESTINATION BRAND

In advance of DESTINATION BRAND, our source market analysis provides you with information about which source markets have the highest potential for your tourist destination. For these identified source markets, a participation in the study DESTINATION BRAND could be recommendable in order to gain further insights into several key questions, e.g.:

  • Which holiday themes and target groups should be applied to address the respective source market (by combining holiday themes and target groups)?
  • What is the current competitive position of your tourist destination in the respective source market in terms of the brand value (among others including the brand awareness and willingness to visit)?

The source market analysis offers you a comprehensive basis for deciding which markets are suitable for your participation in DESTINATION BRAND 20.

The project duration is 6 to 8 weeks. You can find a more detailed explanation of the aim and procedure of the destination-specific source market analysis here.

If you are interested in a destination-specific source market analysis and for further information, please contact Ellen Böhling: Tel.: +49 (0)40 414 3887 412 I E-Mail: ellen.boehling@inspektour.de

DESTINATION BRAND Potential workshop "brand value of tourist destinations"

Identifying, evaluating and exploiting previously unused potentials of your destination brand

Based on the DESTINATION BRAND 18 data already available for your destination or the DESTINATION BRAND 20 data to be collected in autumn of this year, we will identify the destination-specific potential that has not yet been exploited in a half-day workshop on your premises.

Identifying, evaluating and exploiting previously unused potentials of your destination brand

Based on the DESTINATION BRAND 18 data already available for your destination or the DESTINATION BRAND 20 data to be collected in autumn of this year, we will identify the destination-specific potential that has not yet been exploited in a half-day workshop on your premises.

The workshop starts with an introductory presentation of the key results regarding the brand value of your destination as well as a theoretical introduction to the potential analysis. This is followed by the identification and evaluation of previously unused potential at various levels along the four-dimensional brand funnel. In the context, the focus lies among others on the “non-supporters” (i.e. respondents who do not consider your destination to be likeable) and the “non-future-visitors” (i.e. the respondents who are not willing to visit your destination). For these crucial sub groups, the following central questions will be answered:

  • What are their distinctive sociodemographic characteristics?
  • In which holiday activities are they interested?
  • Which holiday attitudes respectively preferences distinguish them?

As an important basis for interpretation, these sub groups, which currently still embody dormant potential for your destination, are compared with the already existing “supporters” and “future-visitors” of your tourist destination.

Precisely oriented towards the individual conditions and strategic objectives of your destination, we will then work out joint recommendations for action to exploit the full potential, which will empower your marketing and sales strategies.

For further information concerning this workshop, please contact Ellen Böhling: Tel.: +49 (0)40 414 3887 412 I E-Mail: ellen.boehling@inspektour.de

inspektour can offer this workshop for participants of DB18.

DESTINATION BRAND Potential workshop "self-image vs. external image of your destination brand"

Destination-specific image analysis based on spontaneous associations

The basis for the implementation of the image analysis workshop and the corresponding comparison between the expected, desired and actual external image of your tourist destination is formed by the destination-specific results for the spontaneous associations, determined within the framework of DESTINATION BRAND 19.

Destination-specific image analysis based on spontaneous associations

The basis for the implementation of the image analysis workshop and the corresponding comparison between the expected, desired and actual external image of your tourist destination is formed by the destination-specific results for the spontaneous associations, determined within the framework of DESTINATION BRAND 19.

The demand-side perception of your destination evaluated within the scope of the study DB19 reflects the actual external image. In this course, the perceptions of “all respondents”, the sub groups “brand connoisseurs” and “visitors in the past” as well as your individual target groups are taken into account.

In addition to the actual external image already determined via DESTINATION BRAND 19, the next step is to collect the self-image and the expected and desired external image of your tourist destination from the responsible representatives and tourism marketers. This is followed by a comparison of the results of all dimensions representing an essential basis for interpretation.

Optionally, an assessment of the local population of your destination regarding their self-image (as well as the expected and desired external image, if required) can be determined either by means of a workshop with a focus group or within the framework of a population survey.

On this basis, the degree of compatibility between the self-image and the expected and desired external image (from the survey of representatives / tourism marketers and optionally the local population) as well as the actual external image (from the DB19 survey) will be further investigated.

The resulting similarities and differences between these central perspectives of perception form an essential basis of interpretation for the half-day workshop that follows (the timing will be defined at the start of the project).

For further information about this workshop please contact Ellen Böhling: Tel.: +49 (0)40 414 3887 412 I E-Mail: ellen.boehling@inspektour.de

inspektour can offer this workshop for participants of DB19.

DESTINATION BRAND Potential workshop "theme competence of tourist destinations"

Analysing promising combination options of holiday themes and target groups in order to address your source markets successfully

Which holiday themes have a high, medium or low priority for your tourist destination? Which (combinations of) holiday themes and target groups have the highest potential in order address your source markets in a successful manner? In preparation for the workshop, we will carry out an extensive in-depth analysis of the existing DESTINATION-BRAND 18 data for you, particularly with regard to the theme competence of your

Analysing promising combination options of holiday themes and target groups in order to address your source markets successfully

Which holiday themes have a high, medium or low priority for your tourist destination? Which (combinations of) holiday themes and target groups have the highest potential in order address your source markets in a successful manner? In preparation for the workshop, we will carry out an extensive in-depth analysis of the existing DESTINATION-BRAND 18 data for you, particularly with regard to the theme competence of your

destination (in comparison with the competition) and the general interest of the respective source market in various holiday activities. The underlying analysis procedure was developed by our cooperation partner, the Institute for Management and Tourism (IMT) of the FH Westküste, in 2010.

In the following half-day workshop, we will derive the combinations of holiday themes and target groups, which have the greatest potential. As a supplementary basis for interpretation, we will also compare the demand side perception of your tourist destination measured with DESTINATION BRAND with the supply side perspective in a joint process together with you (e.g. your present and future strategies, goals and offers). This will enable us to draw concrete and practice-oriented conclusions together with you.

As a result of the preparatory in-depth analysis and the half-day workshop, you will receive specific recommendations for action for the strategic marketing of your destination, including:

  • the prioritisation of your holiday themes,
  • the identification of (combinations of) holiday themes and target groups having the highest potential in order address your source markets successfully as well as
  • initial approaches for product development and sales activities.

The key results will be visualised in a well arranged and quickly comprehensible manner.

For further information on this workshop, please contact Ellen Böhling: Tel.: +49 (0)40 414 3887 412 I E-Mail: ellen.boehling@inspektour.de

inspektour can offer this workshop for participants of DB18.

Note: The options for conducting this workshop are largely dependent on the level of supported awareness of your tourist destination and the number of competing destinations surveyed in the respective source market. If you are interested, we will be happy to find out for you to what extent the necessary destination and source market-related requirements for conducting this workshop are provided for your destination brand.