DESTINATION BRAND is going international

Same approach – same method – same survey – but: new Destination Brand countries

In autumn 2018, the demand-side perception of destination brands (at all levels: countries, regions, cities, locations, etc.) in Austria, the Netherlands and Switzerland has been surveyed alongside Germany for the first time. The sub-topics “brand value” and “theme competence” were the focus of the survey.

With the evaluation of the spontaneous associations to tourist destinations in the source markets of Germany, the Netherlands, Austria, Switzerland and China,  DESTINATION BRAND is already entering its second year "abroad".

Further source markets will follow from 2020 - That year the new DESTINATION BRAND cycle (in Germany even the 4th) will start with the evaluation of the brand value of destinations in all source markets.

DESTINATION BRAND 20

Evaluation of the brand value of tourist destinations and the COVID-19 effects on destination brands in 10 source markets.

For more information please contact:

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

Our source markets in DESTINATION BRAND 20

In addition to the survey on the German source market, since 2018 the survey has also been conducted in Austria, Switzerland, the Netherlands and China (since 2019).

In addition to the survey on the German source market, since 2018 the survey has also been conducted in Austria, Switzerland, the Netherlands and China (since 2019).

For this year's DESTINATION BRAND 20 survey, the pool of source markets is supplemented by France, Italy, Spain, United Kingdom and the USA.

As a result and from this year on, the annual DESTINATION BRAND surveys will be carried out simultaneously in 10 source markets with the same research focus.

DESTINATION BRAND 20 Brand value of tourist destinations (national / international scale) + COVID-19 effect

In addition to the evaluation of the brand value of tourist destination (national and international level) and the presentation of the target groups with the greatest potential for your destination, the following questions are answered with DESTINATION BRAND 20 (DB20):

In addition to the evaluation of the brand value of tourist destination (national and international level) and the presentation of the target groups with the greatest potential for your destination, the following questions are answered with DESTINATION BRAND 20 (DB20):

Which effects does COVID-19 have on your destination brand? How high is the willingness to visit your tourist destination for short trips and longer holidays by relevant source markets and to which extend is it reduced or increased by COVID-19?

In the framework of DESTINATION BRAND 20, the brand value of tourist destinations + the COVID-19 effect will be measured in

  • Germany, Austria, Switzerland and the Netherlands,
  • France, Italy, Spain, the United Kingdom
  • China and the USA

based on parallel population-representative online surveys in autumn 2020.

Key facts for DB20:

  • Study objective: Evaluation of the brand value of tourist destinations + COVID-19 effects
  • Destination-specific research focus:
    • Measurement of the brand value based on the four-dimensional brand funnel model with the following 4 process steps: Awareness (supported and unsupported), Likeability, Willingness to visit (short trips / longer holidays) within the next 3 years and NEW: within the next 12 months, Visits in the past
    • General holiday and short holiday intention (within the next 12 months and the next 3 years)
    • COVID-19 Effect on the destination brand
    • Extensive competitive analysis
    • Individual target group analysis
  • Source markets: Germany, Austria, Switzerland, Netherlands, France, Italy, Spain, United Kingdom, China and USA
  • Field work: November 2020
  • Destination sample: 1,000 respondents in the source market (representative of the local (in China: urban and with affinity to travel abroad) population living in private households between 14-74 years (different, country-specific age ranges possible) in the respective source market)
  • Data delivery: In a report (per destination per source market) from end of March 2021 on

You are interested in DB20 and want to measure the brand value of your tourist destination + COVID-19 effects? To place your order, please fill out the order form DB20, sign it and send it to ellen.boehling@inspektour.de

Deadline for registration: 30.09.2020