the profiling characteristics of german tourist … · −online survey; quota sample...
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1Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Customer-oriented profile study Ι total 17,000 respondents Ι population representative study
Analysis of spontaneous associations with regard to 170 German destinations
Report for the destination Berlin
DESTINATION BRAND 17 – MODULE 2
THE PROFILING CHARACTERISTICS
OF GERMAN TOURIST DESTINATIONS
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2Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
The results of the profile study Destination Brand 17 are published by the inspektour GmbH. The Institute for Management
and Tourism (IMT) of the FH Westküste supports as the scientific advisory board.
inspektour and the IMT are generally interested in publishing selected results in the form of publications. The copyrights,
if not explicitly stated otherwise, belong to the inspektour GmbH. Any data protection aspects are considered.
The evaluation rights are held by the inspektour GmbH. Unrestricted use of the evaluation results is not permitted. However,
the recipients are allowed to pass on or publish individual results in the context of their own works, naming the reference
source of the survey / evaluation as follows: „inspektour GmbH“. In all cases of uncertainty, the written consent of the
inspektour GmbH must be obtained in advance.
The distribution of the report or parts thereof is not permitted without the written permission of the publisher.
Legal notice:
Data collection:
GfK investigates worldwide what customers buy and why.
13,000 employees worldwide provide GfK's clients with
relevant insights to increase the effectiveness and impact
of their marketing activities.
Publisher and project
leadership:
Scientific advisory
board:
Institute for Management and Tourism (IMT)
of the FH Westküste (University of Applied Sciences)
Leading University Institute in Tourism
inspektour GmbH, Hamburg
Concepts | Studies Management | Monitoring
Market research | Destination Brand Trainings | Coaching
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3Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Outline
1 MANAGEMENT SUMMARY 5
2 OVERVIEW OF KEY RESULTS 9
2.1 Brief overview of methodology 10
2.2 Overview of the association superior categories 12
2.3 Top 3 association sub categories of the 4 largest superior categories 14
2.4 Overall top 20 association sub categories – all respondents incl. word cloud 16
2.5 Overall top 20 association sub categories – by sub-groups 20
2.6 Overall top 20 association sub categories – by target groups 23
3 OVERVIEW OF THE STUDY SERIES DESTINATION BRAND 26
3.1 General overview of the study series Destination Brand 27
3.2 Destination Brand Award 31
4 DESIGN OF THE PROFILE STUDY DESTINATION BRAND 17 32
4.1 Methods of the profile study Destination Brand 17 33
4.2 Overview of the considered destinations 37
5 SPONTANEOUS ASSOCIATIONS PER SUPERIOR CATEGORY IN DETAIL 38
5.1 Category 1: Sights / attractions / events 39
5.2 Category 2: General city-related associations 42
5.3 Category 3: Negative associations 43
5.4 Category 4: General positive assessment / well-being 45
5.5 Category 5: Holiday in general / holiday and leisure activities 46
5.6 Category 6: Policy related associations 47
5.7 Category 7: Personal relation 48
5.8 Category 8: Lakes and rivers in general 49
5.9 Category: Further associations without category allocation 50
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4Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Outline
6 CONTACT AND PROJECT PARTNERS 51
6.1 inspektour GmbH – Tourism and market research 52
6.2 GfK – Growth from Knowledge 53
6.3 Institute for Management and Tourism (IMT) of the FH Westküste 54
6.4 analytix GmbH – Institute for quantitative market research and statistical data analysis 55
6.5 Contact persons for the study series Destination Brand 56
7 APPENDIX 57
7.1 Reading examples 58
7.2 Glossary 62
7.3 Margin of error 66
7.4 List of literature regarding the overview of the study series Destination Brand 69
IMPRINT 71
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5Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Outline
1 MANAGEMENT SUMMARY 5
2 OVERVIEW OF KEY RESULTS 9
3 OVERVIEW OF THE STUDY SERIES DESTINATION BRAND 26
4 DESIGN OF THE PROFILE STUDY DESTINATION BRAND 17 32
5 SPONTANEOUS ASSOCIATIONS PER SUPERIOR CATEGORY IN DETAIL 38
6 CONTACT AND PROJECT PARTNERS 51
7 APPENDIX 57
IMPRINT 71
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in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
1. Management Summary
This report contains a detailed evaluation of module 2 (spontaneous associations) of the study “Destination
Brand 17 – The profiling characteristics of German tourist destinations” for the destination Berlin. The
management summary provides a brief overview of the study and summarises the key results of the
comprehensive report for Berlin.
For the realisation of the study series Destination Brand, inspektour works together with a competent partner
network, which offers a holistic set of methodological competences. The Institute for Management and Tourism
(IMT) of the FH Westküste (University of Applied Sciences) gives meaningful contribution as the scientific advisory
board of the study. The database of the well-established study is assembled in cooperation with the market
research company GfK.
As part of module 2 of the study Destination Brand 17 for Berlin, respondents had the opportunity to submit
several responses to the question “What springs spontaneously to your mind when thinking of the destination
Berlin?”. The question was intentionally asked in an open manner, i.e. no answers were given. The submitted
responses were clustered and allocated to eight different superior categories. On average, respondents associated
2.11 aspects with Berlin as a tourist destination. As a further general remark, it should be noted that the relevance
of association categories is significantly reduced when the number of responses decreases below 20 (therefore
written in grey in the overview tables).
Frequency distribution of the association superior categories
The top 4 association superior categories (see chapter 2.2) for Berlin as a tourist destination (in % of respondents)
are comprised of the categories “sights / attractions / events” (60.2%), “general city-related associations” (46.8%),
“negative associations” (24.3%) and “general positive assessment / well-being” (23.8%).
The other superior categories “holiday in general / holiday and leisure activities” (19.5%), “policy related
associations“ (12.0%), “personal relation” (5.4%) as well as “lakes and rivers in general” (4.4%) achieve
(significantly) lower proportions in the spontaneous association query on Berlin as a tourist destination.
Furthermore, in 10.2% of cases responses were given that could not be assigned to any category.
Moreover, 4.6% of the respondents were not capable of submitting substantive associations with Berlin as a tourist
destination (“invalid responses (27) – nothing / no idea (19)”).
Ø Number of
associations
per respondent
2.11
“Sights /
attractions / events”
60.2%
Top superior category
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in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
1. Management Summary
Top 3 association sub categories of the 4 largest superior categories
By taking a detailed look at the superior categories formed, more in-depth information about the corresponding
associations can be obtained (see chapters 2.3 + 5, in % of respondents).
Regarding the superior category 1 “sights / attractions / events“ (60.2%), the associations “Brandenburg Gate /
Quadriga“ (9.1%) and “(much) culture (offer, without end) / cultural (interesting, very attractive, exciting)“ (8.1%)
stand in the foreground. In the case of superior category 2 “general city-related associations“ (46.8%), the focus
lies on the association “(German) capital” (23.2%), while in the course of superior category 3 “negative
associations” (24.3%) most responses relate to “hectic / (much) bustle / chaos / stress” (3.4%) as well as
“many people / overcrowded / crowds of people” (3.4%). In addition, the superior category 4 “General positive
assessment / well-being” (23.8%) is led by “lovely / great / super / like it” (5.8%).
Overall top 10 association sub categories
Moreover, the top 10 spontaneous associations (see chapter 2.4) will be closely examined without taking into
account the superior categorisation carried out (in % of respondents). Here, the top associations of the 4 strongest
superior categories are found for the most part.
Among the top associations with Berlin as a tourist destination, the sub category “(German) capital” (23.2%,
belonging to superior category 2) clearly stands out. It is followed by “major city (-life, -flair, -hustle and bustle) /
large / huge” (13.2%, belonging to superior category 2) and “Brandenburg Gate / Quadriga” (9.1%, belonging to
superior category 1).
The remaining 7 sub categories among the top 10 spontaneous associations are in the range of 4.5-8.1% of
respondents. These consist of: “(much) culture (offer, without end) / cultural (interesting, very attractive, exciting)”
(8.1%, rank 4), “(many) sights / sightseeing / much to see / many attractions / excursion destinations” (7.6%,
rank 5), “lovely / great / super / like it” (5.8%, rank 6), “multicultural / colourful / international / many different
cultures / cosmopolitan / tolerant / city with a heart” (5.3%, rank 7), “lively / exciting / vibrant / dynamic” (5.1%,
rank 8), “(many) museums in general and specific museums with less than 5 individual responses each (GDR
Museum Berlin, Bode-Museum, Liebermann Villa, Mies van der Rohe-House, Museum Barberini, Pergamon
Museum)” (4.8%, rank 9) and “party / nightlife / going out / celebrating / scene (-quarter)” (4.5%, rank 10).
“(German) capital”
Top
sub category
Top 10
associations
86.7%
Total share value
23.2%
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in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
1. Management Summary
Overall top 20 association sub categories differentiated by sub- and target groups
In addition, the top 20 association sub categories were differentiated by the sub-groups “brand connoisseurs” and
“visitors in the past” (see chapter 2.5) as well as selected target groups of Berlin Tourismus & Kongress GmbH
(“interested in city trips”, “interested in culture”, “interested in lively scene”, “interested in sustainability”, “interested
in culinary” and “interested in events”) (see chapter 2.6).
These evaluations provide additional information on sub-group and target group specific characteristics with regard
to the image profile of the destination Berlin. For example, the fourth strongest sub category “(much) culture (offer,
without end) / cultural (interesting, very attractive, exciting)” (8.1%, in % of respondents) was associated both by
the sub-groups “visitors in the past” (10.3%) and “brand connoisseurs” (8.9%) as well as the target groups
“interested in culture” (12.6%), “interested in lively scene” (12.0%), “interested in events” (10.4%), “interested in city
trips” (10.2%), “interested in culinary” (9.9%) and “interested in sustainability” (9.6%) (slightly) more frequently
than the overall average of all respondents.
Identification of
sub-group and
target group specific
particularities
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9Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Outline
1 MANAGEMENT SUMMARY 5
2 OVERVIEW OF KEY RESULTS 9
2.1 Brief overview of methodology 10
2.2 Overview of the association superior categories 12
2.3 Top 3 association sub categories of the 4 largest superior categories 14
2.4 Overall top 20 association sub categories – all respondents incl. word cloud 16
2.5 Overall top 20 association sub categories – by sub-groups 20
2.6 Overall top 20 association sub categories – by target groups 23
3 OVERVIEW OF THE STUDY SERIES DESTINATION BRAND 26
4 DESIGN OF THE PROFILE STUDY DESTINATION BRAND 17 32
5 SPONTANEOUS ASSOCIATIONS PER SUPERIOR CATEGORY IN DETAIL 38
6 CONTACT AND PROJECT PARTNERS 51
7 APPENDIX 57
IMPRINT 71
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in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
2.1 Brief overview of methodology
− 170 German destinations
− Total sample size: 17,000; per destination: 1,000 with regard to
the supported evaluation of characteristics and the spontaneous associations
− Online survey; quota sample
− Representative for the German population aged 14-74 years living in private households
(56.423 m people)
− Study for the customer-oriented measurement of profiling attributes and
characteristics of German tourist destinations
− General relevance of destination attributes and characteristics for the destination
selection (i.e., regardless of a specific tourist destination)
− Module 1: Supported evaluation of characteristics per destination
− Module 2: Spontaneous associations per destination
− Combination of attributes / characteristics and target groups
as potential market segments
− November / December 2017
Aim
Key issues
Survey design(similar to predecessor
studies DB 11 + 14!)
Survey period
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11Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Outline
1 MANAGEMENT SUMMARY 5
2 OVERVIEW OF KEY RESULTS 9
2.1 Brief overview of methodology 10
2.2 Overview of the association superior categories 12
2.3 Top 3 association sub categories of the 4 largest superior categories 14
2.4 Overall top 20 association sub categories – all respondents incl. word cloud 16
2.5 Overall top 20 association sub categories – by sub-groups 20
2.6 Overall top 20 association sub categories – by target groups 23
3 OVERVIEW OF THE STUDY SERIES DESTINATION BRAND 26
4 DESIGN OF THE PROFILE STUDY DESTINATION BRAND 17 32
5 SPONTANEOUS ASSOCIATIONS PER SUPERIOR CATEGORY IN DETAIL 38
6 CONTACT AND PROJECT PARTNERS 51
7 APPENDIX 57
IMPRINT 71
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in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
2.2 Overview of the association superior categories
◼ Berlin
Base: All respondents
Number of respondents: 1,000
Superior categories
Source: inspektour GmbH, 2017
Association superior categories% of
respondents
% of
responses
Number of
individual
responses
1 Sights / attractions / events 60.2% 28.5% 602
2 General city-related associations 46.8% 22.2% 468
3 Negative associations 24.3% 11.5% 243
4 General positive assessment / well-being 23.8% 11.3% 238
5 Holiday in general / holiday and leisure activities 19.5% 9.2% 195
6 Policy related associations 12.0% 5.7% 120
7 Personal relation 5.4% 2.6% 54
8 Lakes and rivers in general 4.4% 2.1% 44
Further associations without category allocation 10.2% 4.8% 102
Invalid responses (27) – nothing / no idea (19) 4.6% 2.2% 46
Sum of individual responses encompassing all categories 211.2%* 100.0%* 2,112*
* Due to the multiple response option, the sum of the individual responses (2,112) is higher than the total number of respondents (1,000).
Overview of the association superior categories
> What springs spontaneously to your mind when thinking of the destination Berlin?
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13Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Outline
1 MANAGEMENT SUMMARY 5
2 OVERVIEW OF KEY RESULTS 9
2.1 Brief overview of methodology 10
2.2 Overview of the association superior categories 12
2.3 Top 3 association sub categories of the 4 largest superior categories 14
2.4 Overall top 20 association sub categories – all respondents incl. word cloud 16
2.5 Overall top 20 association sub categories – by sub-groups 20
2.6 Overall top 20 association sub categories – by target groups 23
3 OVERVIEW OF THE STUDY SERIES DESTINATION BRAND 26
4 DESIGN OF THE PROFILE STUDY DESTINATION BRAND 17 32
5 SPONTANEOUS ASSOCIATIONS PER SUPERIOR CATEGORY IN DETAIL 38
6 CONTACT AND PROJECT PARTNERS 51
7 APPENDIX 57
IMPRINT 71
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in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
2.3 Top 3 association sub categories of the 4 largest superior categories
Brandenburg Gate /
Quadriga (9.1%)(much) culture (offer, without
end) / cultural (interesting, very
attractive, exciting) (8.1%)
(German) capital (23.2%)
major city (-life, -flair, -hustle
and bustle) / large / huge
(13.2%) (great, vibrant) metropolis
(full of experiences) (3.2%)
lovely / great / super /
like it (5.8%)multicultural / colourful /
international / many different
cultures / cosmopolitan / tolerant /
city with a heart (5.3%)
lively / exciting /
vibrant / dynamic (5.1%)dirty / bad air (2.3%)
many people / overcrowded /
crowds of people (3.4%)
hectic / (much) bustle /
chaos / stress (3.4%)
Cat. 1: Sights / attractions / events
(60.2% of respondents)
Cat. 2: General city-related associations
(46.8% of respondents)
Cat. 3: Negative associations
(24.3% of respondents)
Cat. 4: General positive assessment /
well-being (23.8% of respondents)
(many) sights / sightseeing /
much to see / many attractions /
excursion destinations (7.6%)
Berlin(Base: all respondents)
Source: inspektour GmbH, 2017
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15Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Outline
1 MANAGEMENT SUMMARY 5
2 OVERVIEW OF KEY RESULTS 9
2.1 Brief overview of methodology 10
2.2 Overview of the association superior categories 12
2.3 Top 3 association sub categories of the 4 largest superior categories 14
2.4 Overall top 20 association sub categories – all respondents incl. word cloud 16
2.5 Overall top 20 association sub categories – by sub-groups 20
2.6 Overall top 20 association sub categories – by target groups 23
3 OVERVIEW OF THE STUDY SERIES DESTINATION BRAND 26
4 DESIGN OF THE PROFILE STUDY DESTINATION BRAND 17 32
5 SPONTANEOUS ASSOCIATIONS PER SUPERIOR CATEGORY IN DETAIL 38
6 CONTACT AND PROJECT PARTNERS 51
7 APPENDIX 57
IMPRINT 71
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in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
2.4 Overall top 20 association sub categories – word cloud (base: all respondents)
Source: inspektour GmbH, 2017
Note: The illustration is based on the quantitative distribution of the top 20 association sub categories, i.e. the larger the respective sub category is presented, the more frequently
– but not linearly – it is associated with the destination Berlin.
Television Tower
Brandenburg Gateplace of residence
multicultural
capital cityovercrowded
many sights
love
ly
mu
ch
cu
ltu
re
livelyBerlin Wall
hecticmodernmajor city
shopping
man
y m
useu
ms
metropolisparty and night life
Reichstag
Ale
xa
nd
er
Sq
ua
re
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in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
2.4 Overall top 20 association sub categories
◼ Berlin
Base: All respondents
Number of respondents: 1,000
Top 20 sub categories – part 1 of 2
Overall top 20 association sub categories
> What springs spontaneously to your mind when thinking of the destination Berlin?
Overall top 20 association sub categories% of
respondents
% of
responses
Number of
individual
responses
1 (German) capital 23.2% 11.0% 232
2 major city (-life, -flair, -hustle and bustle) / large / huge 13.2% 6.3% 132
3 Brandenburg Gate / Quadriga 9.1% 4.3% 91
4 (much) culture (offer, without end) / cultural (interesting, very attractive, exciting) 8.1% 3.8% 81
5 (many) sights / sightseeing / much to see / many attractions / excursion destinations 7.6% 3.6% 76
6 lovely / great / super / like it 5.8% 2.7% 58
7multicultural / colourful / international / many different cultures / cosmopolitan / tolerant /
city with a heart5.3% 2.5% 53
8 lively / exciting / vibrant / dynamic 5.1% 2.4% 51
9
(many) museums in general and specific museums with less than 5 individual responses each
(GDR Museum Berlin, Bode-Museum, Liebermann Villa, Mies van der Rohe-House, Museum
Barberini, Pergamon Museum)
4.8% 2.3% 48
10 party / nightlife / going out / celebrating / scene (-quarter) 4.5% 2.1% 45
Source: inspektour GmbH, 2017
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in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
2.4 Overall top 20 association sub categories
Overall top 20 association sub categories% of
respondents
% of
responses
Number of
individual
responses
11 Television Tower (at Alexander Square) / television asparagus 4,2% 2,0% 42
12 (very good for) shopping (experience) / (many, great) shopping opportunities 4,0% 1,9% 40
13 (Berlin) Wall (-fall, -museum, -remains) / East Side Gallery 3,9% 1,8% 39
14 hectic / (much) bustle / chaos / stress 3,4% 1,6% 34
14 many people / overcrowded / crowds of people 3,4% 1,6% 34
16 Alexander Square / Alex 3,3% 1,6% 33
16 modern / hip / cool / trendy / young 3,3% 1,6% 33
18 (great, vibrant) metropolis (full of experiences) 3,2% 1,5% 32
18 Reichstag (-building, -dome) 3,2% 1,5% 32
20 place of residence / home / youth memories / place of birth 3,0% 1,4% 30
◼ Berlin
Base: All respondents
Number of respondents: 1,000
Top 20 sub categories – part 2 of 2
Overall top 20 association sub categories
> What springs spontaneously to your mind when thinking of the destination Berlin?
Source: inspektour GmbH, 2017
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19Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Outline
1 MANAGEMENT SUMMARY 5
2 OVERVIEW OF KEY RESULTS 9
2.1 Brief overview of methodology 10
2.2 Overview of the association superior categories 12
2.3 Top 3 association sub categories of the 4 largest superior categories 14
2.4 Overall top 20 association sub categories – all respondents incl. word cloud 16
2.5 Overall top 20 association sub categories – by sub-groups 20
2.6 Overall top 20 association sub categories – by target groups 23
3 OVERVIEW OF THE STUDY SERIES DESTINATION BRAND 26
4 DESIGN OF THE PROFILE STUDY DESTINATION BRAND 17 32
5 SPONTANEOUS ASSOCIATIONS PER SUPERIOR CATEGORY IN DETAIL 38
6 CONTACT AND PROJECT PARTNERS 51
7 APPENDIX 57
IMPRINT 71
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in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
2.5 Overall top 20 association sub categories – by sub-groups
◼ Berlin
Base: All respondents by sub-groups
Number of respondents: 1,000
Top 20 sub categories – part 1 of 2
Overall top 20 association sub categories – by sub-groups
> in % of respondents
All
respondents
Brand
connoisseurs
Visitors
in the past
1 (German) capital 23.2% 24.0% 23.2%
2 major city (-life, -flair, -hustle and bustle) / large / huge 13.2% 14.4% 13.2%
3 Brandenburg Gate / Quadriga 9.1% 9.3% 9.7%
4 (much) culture (offer, without end) / cultural (interesting, very attractive, exciting) 8.1% 8.9% 10.3%
5 (many) sights / sightseeing / much to see / many attractions / excursion destinations 7.6% 8.5% 9.6%
6 lovely / great / super / like it 5.8% 5.6% 6.7%
7multicultural / colourful / international / many different cultures / cosmopolitan / tolerant /
city with a heart5.3% 5.8% 6.9%
8 lively / exciting / vibrant / dynamic 5.1% 5.6% 6.3%
9
(many) museums in general and specific museums with less than 5 individual responses each
(GDR Museum Berlin, Bode-Museum, Liebermann Villa, Mies van der Rohe-House, Museum
Barberini, Pergamon Museum)
4.8% 5.3% 6.1%
10 party / nightlife / going out / celebrating / scene (-quarter) 4.5% 4.9% 6.3%
Source: inspektour GmbH, 2017
Overall top 20 association sub categories – by sub-groups
> What springs spontaneously to your mind when thinking of the destination Berlin?
> in % of respondents
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in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
2.5 Overall top 20 association sub categories – by sub-groups
◼ Berlin
Base: All respondents by sub-groups
Number of respondents: 1,000
Top 20 sub categories – part 2 of 2
Source: inspektour GmbH, 2017
Overall top 20 association sub categories – by sub-groups
> What springs spontaneously to your mind when thinking of the destination Berlin?
> in % of respondents
Overall top 20 association sub categories – by sub-groups
> in % of respondents
All
respondents
Brand
connoisseurs
Visitors
in the past
11 Television Tower (at Alexander Square) / television asparagus 4.2% 4.6% 4.7%
12 (very good for) shopping (experience) / (many, great) shopping opportunities 4.0% 4.5% 4.9%
13 (Berlin) Wall (-fall, -museum, -remains) / East Side Gallery 3.9% 4.1% 4.4%
14 hectic / (much) bustle / chaos / stress 3.4% 3.2% 3.3%
14 many people / overcrowded / crowds of people 3.4% 3.1% 3.1%
16 Alexander Square / Alex 3.3% 3.4% 3.9%
16 modern / hip / cool / trendy / young 3.3% 3.4% 3.4%
18 (great, vibrant) metropolis (full of experiences) 3.2% 3.3% 3.4%
18 Reichstag (-building, -dome) 3.2% 3.4% 3.8%
20 place of residence / home / youth memories / place of birth 3.0% 3.1% 1.9%
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22Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Outline
1 MANAGEMENT SUMMARY 5
2 OVERVIEW OF KEY RESULTS 9
2.1 Brief overview of methodology 10
2.2 Overview of the association superior categories 12
2.3 Top 3 association sub categories of the 4 largest superior categories 14
2.4 Overall top 20 association sub categories – all respondents incl. word cloud 16
2.5 Overall top 20 association sub categories – by sub-groups 20
2.6 Overall top 20 association sub categories – by target groups 23
3 OVERVIEW OF THE STUDY SERIES DESTINATION BRAND 26
4 DESIGN OF THE PROFILE STUDY DESTINATION BRAND 17 32
5 SPONTANEOUS ASSOCIATIONS PER SUPERIOR CATEGORY IN DETAIL 38
6 CONTACT AND PROJECT PARTNERS 51
7 APPENDIX 57
IMPRINT 71
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in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
Target group definition – in coordination with Berlin Tourismus & Kongress GmbH
“Interested in city trips”◼ General (i.e., regardless of a specific tourist destination) interest in the
touristic holiday theme “city trips“ (top-two-box on a scale from “5 = very interested” to “1 = not at all interested”)
“Interested in the theme culture”◼ General (i.e., regardless of a specific tourist destination) interest in the
touristic holiday theme “visiting cultural institutions / using cultural services“ (top-two-box on a scale from “5 = very interested” to “1 = not at all interested”)
“Interested in the theme lively
scene”
◼ General (i.e., regardless of a specific tourist destination) interest in the
touristic holiday theme “experiencing lively places (e.g., trendy shopping
districts, festivals, alternative cultural circles, night life)“ (top-two-box on a scale from “5 = very interested” to “1 = not at all interested”)
◼ General (i.e., regardless of a specific tourist destination) interest in the
touristic holiday theme “undertaking a sustainable holiday trip“ (top-two-box on a scale from “5 = very interested” to “1 = not at all interested”)
“Interested in the theme
sustainability”
◼ General (i.e., regardless of a specific tourist destination) interest in the
touristic holiday theme “enjoying culinary / gastronomic specialities“ (top-two-box on a scale from “5 = very interested” to “1 = not at all interested”)
“Interested in the theme
culinary”
“Interested in the theme events”◼ General (i.e., regardless of a specific tourist destination) interest in the
touristic holiday theme “attending events“ (top-two-box on a scale from “5 = very interested” to “1 = not at all interested”)
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Destination Brand 17 | The profiling characteristics of German tourist destinations
2.6 Overall top 20 association sub categories – by target groups
Source: inspektour GmbH, 2017
Overall top 20 association sub categories –
by target groups (in % of respondents)All
respondents
Interested in
city trips
Interested in
culture
Interested in
lively scene
Interested in
sustainability
Interested in
culinary
Interested in
events
1 (German) capital 23.2% 25.0% 21.4% 23.8% 22.7% 23.0% 26.2%
2 major city (-life, -flair, -hustle and bustle) / large / huge 13.2% 12.7% 11.9% 14.8% 12.5% 14.5% 13.9%
3 Brandenburg Gate / Quadriga 9.1% 9.9% 7.5% 9.0% 9.0% 8.5% 9.7%
4(much) culture (offer, without end) / cultural (interesting, very attractive,
exciting)8.1% 10.2% 12.6% 12.0% 9.6% 9.9% 10.4%
5(many) sights / sightseeing / much to see / many attractions / excursion
destinations7.6% 9.9% 8.5% 8.4% 7.2% 10.2% 8.4%
6 lovely / great / super / like it 5.8% 5.8% 7.0% 7.6% 7.2% 5.6% 6.5%
7multicultural / colourful / international / many different cultures /
cosmopolitan / tolerant / city with a heart5.3% 6.4% 5.9% 7.6% 4.8% 6.5% 6.8%
8 lively / exciting / vibrant / dynamic 5.1% 6.4% 7.2% 8.7% 7.2% 6.3% 5.5%
9
(many) museums in general and specific museums with less than 5 indi-
vidual responses each (GDR Museum Berlin, Bode-Museum, Liebermann
Villa, Mies van der Rohe-House, Museum Barberini, Pergamon Museum)
4.8% 6.4% 9.8% 6.2% 5.1% 4.8% 3.2%
10 party / nightlife / going out / celebrating / scene (-quarter) 4.5% 5.7% 4.1% 7.0% 3.9% 4.6% 6.5%
* Due to the multiple response option, no significance test for the differentiation by target groups can be carried out for methodological reasons.
◼ Berlin
Base: All respondents by target groups*
Number of respondents: 1,000
Top 20 sub categories – part 1 of 2
Overall top 20 association sub categories – by target groups
> What springs spontaneously to your mind when thinking of the destination Berlin?
> in % of respondents
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25
in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
2.6 Overall top 20 association sub categories – by target groups
Source: inspektour GmbH, 2017
* Due to the multiple response option, no significance test for the differentiation by target groups can be carried out for methodological reasons.
◼ Berlin
Base: All respondents by target groups*
Number of respondents: 1,000
Top 20 sub categories – part 2 of 2
Overall top 20 association sub categories – by target groups
> What springs spontaneously to your mind when thinking of the destination Berlin?
> in % of respondents
Overall top 20 association sub categories –
by target groups (in % of respondents)All
respondents
Interested in
city trips
Interested in
culture
Interested in
lively scene
Interested in
sustainability
Interested in
culinary
Interested in
events
11 Television Tower (at Alexander Square) / television asparagus 4.2% 4.2% 4.1% 3.9% 3.6% 3.2% 3.9%
12(very good for) shopping (experience) / (many, great) shopping
opportunities4.0% 5.7% 5.9% 7.3% 5.7% 4.6% 5.5%
13 (Berlin) Wall (-fall, -museum, -remains) / East Side Gallery 3.9% 4.4% 5.2% 3.9% 3.9% 3.4% 3.2%
14 hectic / (much) bustle / chaos / stress 3.4% 3.0% 3.4% 3.1% 4.8% 3.6% 2.3%
14 many people / overcrowded / crowds of people 3.4% 3.0% 3.1% 3.6% 4.5% 4.9% 1.9%
16 Alexander Square / Alex 3.3% 3.9% 3.4% 2.8% 5.4% 3.4% 4.2%
16 modern / hip / cool / trendy / young 3.3% 3.9% 4.4% 5.3% 2.7% 4.8% 3.6%
18 (great, vibrant) metropolis (full of experiences) 3.2% 3.9% 3.9% 2.8% 3.0% 3.2% 2.6%
18 Reichstag (-building, -dome) 3.2% 3.5% 4.9% 4.2% 4.8% 3.4% 2.6%
20 place of residence / home / youth memories / place of birth 3.0% 2.7% 2.3% 3.1% 2.4% 2.9% 2.9%
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26Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Outline
1 MANAGEMENT SUMMARY 5
2 OVERVIEW OF KEY RESULTS 9
3 OVERVIEW OF THE STUDY SERIES DESTINATION BRAND 26
3.1 General overview of the study series Destination Brand 27
3.2 Destination Brand Award 31
4 DESIGN OF THE PROFILE STUDY DESTINATION BRAND 17 32
5 SPONTANEOUS ASSOCIATIONS PER SUPERIOR CATEGORY IN DETAIL 38
6 CONTACT AND PROJECT PARTNERS 51
7 APPENDIX 57
IMPRINT 71
-
27
in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
3.1 General overview of the study series Destination Brand
The following overview is an excerpt from a detailed, scientifically founded presentation of the Destination Brand
study series by the authors Prof. Dr. Bernd Eisenstein, Alexander Koch, Dr. Petra Trimborn and Sylvia Müller. It
appeared in the edited volumes on market research for destinations published by Prof. Dr. Bernd Eisenstein in
2017 (for more information see chapter 7.4 in the appendix).
The Destination Brand study series has provided information on the perception of more than 130 destinations in
every year since 2009. As branding gained in importance in strategic management of tourist destinations, there
was an increasing demand for empirical data that supports competitive strategies of tourist destinations. As a
touristic market research instrument, the study series provides a unique contribution to the comparative
summary of the demand-side perceptions of destination brands. The study series consists of three
separate, thematic modules, which each highlight a specific focus of the destination brands as individual studies.
The theoretical starting point and conceptual basis of the study series is the concept of identity-based brand
management. The concept of identity-based brand management (see the following figure) considers both the
brand's internal self-reflection from the supplier's perspective (brand identity) and the external brand perception
from the perspective of the demand (brand image).1 So far, the Destination Brand study series had an exclusive
focus on the perception of tourist destination brands from the perspective of the demand.
The professional management of a destination brand requires knowledge of the demand-side perceptions of
the brand. Today, it is almost impossible to introduce and further develop a competitive destination brand without
having empirical information on the brand image2 of the destination.
The basic requirement for the generation of a brand name’s impact is that the brand has a (target group-specific)
level of awareness. In other words, it has reached the consciousness of potential customers (brand awareness,
see following figure). This is where the first of the three Destination Brand studies comes in: it measures the
awareness of destination brands in the context of the four dimensional brand funnel analysis.
The second and third studies in the series are aimed at determining the benefit dimensions of the destination
brands: the key to successful brand building, as defined by the achievement of a dominant position in the
consumer's psyche and differentiation from its competitors, is the formulation of a value proposition by which the
brand3 is positioned on the market.4 In the course of this positioning, it is important to consolidate the brand
identity into a bundle of benefits that clearly focuses on a few consumer-related and purchase-relevant benefit
dimensions, taking into account both the functional and the emotional-symbolic benefit dimensions. This also
applies to destination brands: The image of the destination brand is created from the associated benefits that are
connected by the potential guests with the respective destination.5
Since 2009 annually:
Information about the
perception of more than
130 destination brands
Theoretical starting point:
concept of identity-based
brand management
1st study:
Brand awareness |
four dimensional brand funnel
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28
in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
3.1 General overview of the study series Destination Brand
The functional benefit dimensions of destination brands are the subject of the second part of the Destination
Brand study series, in which the theme competences attributed to each destination brand are measured.
The third part of the Destination Brand study series focuses on the emotional-symbolic benefit dimension of
the destination brands. The study measures the attributes and characteristics ascribed to the destinations by
the demand side. The importance of the emotional-symbolic benefit dimension has increased significantly in
recent times: the convergence of products and services observable in the competition between destinations – as
in many industries – manifests itself in particular through the constant convergence of the functional benefit
dimension. This goes hand in hand with the decreasing possibilities for differentiation between destination brands
– based on the functional benefit dimension. Instead, the emotional-symbolic field achieves priority importance for
the differentiation, with the consequence that brands need to be additionally emotionalized in an identity-specific
way6.
2nd study:
Theme competence
3rd study:
Attributes and characteristics
Concept of identity-based
brand management
Source: adapted from Burmann, Halaszovich
and Hemmann (2012), p. 74.
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29
in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
3.1 General overview of the study series Destination Brand
Profile / ImageBrand value Theme competence
Aim
Research focus
Su
rve
y d
es
ign
For all sub-
studies
Specific per
sub-study
− Customer-oriented evaluation of the brand value of tourist destinations
− Customer-oriented evaluation of the theme competence of tourist destinations
(≙ associations of the functional benefitsof the destination brands)
− Customer-oriented evaluation of the profiles / images of tourist destinations
(≙ associations of the emotional-symbolic benefits of the destination brands)
Four dimensional brand funnel analysis:
− Awareness (supported and unsupported)
− Likeability− Willingness to visit: Potential of future
short trips and longer holiday trips
− Visits in the past
− DB15: Willingness to recommend
− Target group- and competitor analysis
− General interest in holiday activities and their relevance as a travel motive (both
regardless of a specific destination)
− Supported theme suitability per destination (for 5 general themes and 5 specific themes)
− Theme suitability top of mind per destination
− Target group- and competitor analysis
Module 1:
− General relevance of destination attributes and characteristics for the destination selec-
tion (regardless of a specific destination)
− Supported evaluation of characteristics per destination (for 8 general attributes and
5 specific attributes)
− Target group- and competitor analysis
Module 2:
− Spontaneous associations per destination
− Total number of respondents
− Total number of destinations
− Number of themes / characteristics
8.900 15.000 17.000 10.500 16.000 12.000 10.000 11,000
141 160 172 141 160 76*
-- -- --6 gen. +
56 specific
6 gen. +
50 specific
5 gen. +
25 specific
5 gen. +
50 specific
5 gen. +
28 specific
− Online survey in respective national language; quota sample (based on cross quota age/sex and regional origin).
− Representative for the respective population aged 14-74 years living in private households (basis for projection of absolute volumes).
− Comprehensive competitive comparison possibilities based on the relatively large destination pool.
− Time comparison possibilities based on the consistent study design.
17.000
8 gen. +
59 specific
− Source markets
12.000
76*
--
DE DE DEDE | AT |
CH | NLDE DE DE
DE | AT |
CH | NL
17.000
172
6 gen. +
57 specific
DE DE DE
* In the study DB18 some destinations were surveyed in two or more source markets; distribution among source markets: DE = 45 | AT = 22 | CH = 33 | NL = 33.
Module 1: 104
Module 2: 22
Module 1: 115
Module 2: 21
Module 1: 170
Module 2: 170
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30Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Outline
1 MANAGEMENT SUMMARY 5
2 OVERVIEW OF KEY RESULTS 9
3 OVERVIEW OF THE STUDY SERIES DESTINATION BRAND 26
3.1 General overview of the study series Destination Brand 27
3.2 Destination Brand Award 31
4 DESIGN OF THE PROFILE STUDY DESTINATION BRAND 17 32
5 SPONTANEOUS ASSOCIATIONS PER SUPERIOR CATEGORY IN DETAIL 38
6 CONTACT AND PROJECT PARTNERS 51
7 APPENDIX 57
IMPRINT 71
-
31
in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
3.2 Destination Brand Award
For the second time inspektour has awarded the DESTINATION BRAND AWARD to German destinations, this
year based on the evaluation of profiling characteristics.
The winning destinations Hamburg, Baltic Sea and Bavaria were honoured on the 16th of January 2018 at the
fvw Destination Germany Day at the CMT Holiday Fair in Stuttgart.
The background is the present study Destination Brand 17, which considers 67 profiling attributes and
characteristics in total. For three of them, the DESTINATION BRAND AWARD distinguishes the winners based
on a ranking of 170 considered destinations each:
67% of the represented German population attribute the characteristic “attractive” to Hamburg in the supported
assessment. Thus, Hamburg is by far in the leading position among the 170 destinations surveyed (2nd place for
the Baltic Sea and 3rd place for Bavaria).
Regarding the attribute “hospitable”, the Baltic Sea is the top destination, closely followed by the Black Forest
(2nd place) and Bavaria (3rd place). Altogether, 63% of the respondents assign this characteristic to the Baltic Sea
coastal region belonging to both Schleswig-Holstein and Mecklenburg-Western Pomerania. Therefore, both
superordinate marketers received the trophy on behalf of all service providers.
Bavaria takes on the first place in the supported assessment of the characteristic “authentic / genuine” with
65% approval (2nd place for the North Sea and 3rd place for Hamburg). As in the previous year, BAYERN
TOURISMUS Marketing GmbH is therefore delighted with one of the prestigious awards.
Special guest for the award ceremony was the poetry slamer Sandra Da Vina, who brought her very special
creative view of the attributes and characteristics associated with Germany as a tourist destination to the stage.
Here with an excerpt to “hospitable”:
„Dieser Ort sei wie Pantoffeln für einen leicht verkühlten Fuß,
in jedem Satz liegt am Ende statt eines Punkts ein lieber Gruß,
und an der Tafel dampft ein Teller in leisem Kerzenlicht,
hier bist du gerne angeklagt, vor deinem Leib-Gericht,
denn jeder Wunsch, der dort in deinen Augen von Erfüllung spricht,
wird von uns erkannt und kurzerhand zu unser heilig‘ Pflicht.“
(Sandra Da Vina)
Award winners by categories:
− attractive: Hamburg
− hospitable: Baltic Sea
− authentic / genuine: Bavaria
Special guest:
Poetry slamer
Sandra Da Vina
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32Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Outline
1 MANAGEMENT SUMMARY 5
2 OVERVIEW OF KEY RESULTS 9
3 OVERVIEW OF THE STUDY SERIES DESTINATION BRAND 26
4 DESIGN OF THE PROFILE STUDY DESTINATION BRAND 17 32
4.1 Methods of the profile study Destination Brand 17 33
4.2 Overview of the considered destinations 37
5 SPONTANEOUS ASSOCIATIONS PER SUPERIOR CATEGORY IN DETAIL 38
6 CONTACT AND PROJECT PARTNERS 51
7 APPENDIX 57
IMPRINT 71
-
33
in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
4.1 Methods of the profile study Destination Brand 17
As already described more in detail in chapter 3.1, scientifically-founded insights into the own association profile
are of crucial importance for tourist destinations in order to achieve a successful target-oriented strategic
development of the destination marketing.
Against this background, the study Destination Brand 17 conducts a customer-oriented measurement of profiling
attributes and characteristics for the third time for almost all destinations of German domestic tourism based on a
population-representative online survey.
For the realisation of the study series Destination Brand, inspektour works together with a competent partner
network, which offers a holistic set of methodological competences. The Institute for Management and Tourism
(IMT) of the FH Westküste (University of Applied Sciences) gives meaningful contribution as the scientific advisory
board of the study. The database of the well-established study is assembled in cooperation with the market
research company GfK.
A total of 170 German destinations were included in the study Destination Brand 17 in the course of the survey,
which was conducted in November / December 2017, both with regard to module 1 concerning the supported
evaluation of characteristics and module 2 encompassing the spontaneous associations. The destinations
considered were selected by inspektour. In order to ensure the widest possible coverage of German domestic
destinations, numerous touristic regions and cities from different parts of the country were taken into account in
addition to all of the federal states and state capitals. Various destination categories such as “coastal
destinations”, “low mountain ranges and mountain landscapes”, “(rural) regions” and municipalities of different
sizes (subdivided into large, medium-sized and small towns) were included in the destination pool.
A representative cross-section of the German population aged between 14 and 74 years was surveyed
(corresponding to 56.423 m people). The method of the study is scientifically proven: A total of 17,000 people
were interviewed online by GfK. Various sub-samples were used, each of which is representative of the
German-speaking population of the age group mentioned above living in private households. With regard to both
module 1 and 2, the number of cases for all destinations studied was 1,000.
Facts at a glance
► Study content:
customer-oriented
measurement of profiling
attributes and characteristics
► Study objects:
170 destinations in Germany
► Number of respondents:
17,000 in total
1,000 per destination
► Representativeness:
German population aged
14-74 years living in private
households
► Sample type:
quota sample
► Survey type:
online survey
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34
in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
4.1 Methods of the profile study Destination Brand 17
The field work was carried out, managed and controlled by GfK. The confidence intervals resulting from the
respective sample sizes can be found in the appendix.
The evaluation by inspektour GmbH of the total of 2,112 individual associations with the tourist destination Berlin
within the scope of module 2 is based in a first step on the extensive examination of content and the
subsequent classification into association sub categories. Each sub category comprises at least five individual
responses. In order to further clarify the overall structure of the association profile of the tourist destination Berlin,
the sub categories belonging together were additionally grouped together to superior categories in a second
step (see following illustration).
In addition, some reading examples and a glossary of the most important terms can be found in the appendix.
Finally, it should be noted with regard to the evaluation results that in the case of deviations of the sum of added
percentage values, this is due to rounding differences.
Reading example and
glossary in the appendix
-
35
in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
4.1 Methods of the profile study Destination Brand 17 –
Procedure of categorisation in module 2
Total of individual associations with Berlin
Superior category 1 …Superior category 2 Superior category X
Sub
category 1.a
Sub
category 1.b
Sub
category 1.cSub
category 2.a
Sub
category 2.b
Sub
category 2.cSub
category X.a
Sub
category X.b
Sub
category X.c…
Ste
p 1
: E
xa
min
atio
n o
f th
e c
on
ten
t a
nd
cla
ssific
ation
of th
e in
div
idu
al a
sso
cia
tio
ns in
to s
ub
ca
teg
ori
es
Ste
p 2
: G
rou
pin
g to
ge
the
r
to s
up
eri
or
ca
teg
ori
es
-
36Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Outline
1 MANAGEMENT SUMMARY 5
2 OVERVIEW OF KEY RESULTS 9
3 OVERVIEW OF THE STUDY SERIES DESTINATION BRAND 26
4 DESIGN OF THE PROFILE STUDY DESTINATION BRAND 17 32
4.1 Methods of the profile study Destination Brand 17 33
4.2 Overview of the considered destinations 37
5 SPONTANEOUS ASSOCIATIONS PER SUPERIOR CATEGORY IN DETAIL 38
6 CONTACT AND PROJECT PARTNERS 51
7 APPENDIX 57
IMPRINT 71
-
37
in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
4.2 Overview of considered destinations
Note: Last survey taken into consideration November / December 2017
1. Aachen
2. Adventure Region Edersee
3. Ahr Valley
4. Allgäu
5. Alpine Region Tegernsee Schliersee
6. Alpine World Karwendel
7. Altmark
8. Bad Frankenhausen
9. Bad Kissingen
10. Bad Saarow
11. Bad Wildungen
12. Baden
13. Baden-Baden
14. Baden-Württemberg
15. Baltic Fjord Schlei
16. Baltic Resort Binz
17. Baltic Resort Kühlungsborn
18. Baltic Sea
19.Baltic Sea of Mecklenburg-Western
Pomerania
20. Baltic Sea of Schleswig-Holstein
21. Bavaria
22. Bavarian Forest
23. Bergisch Land
24. Berlin
25. Black Forest
26. Bonn
27. Borkum
28. Brandenburg
29. Bremen
30. Bremerhaven
31. Brunswick Land
32. Büsum
33. Celle
34. Chiemgau
35. Chiemsee
36. Cologne
37. County of Bentheim
38. Dresden
39. Duisburg
40. Düsseldorf
41. East Frisia
42. East Frisian Islands
43. Eifel
44. Emsland
45. Erfurt
46. Erzgebirge
47. Essen
48. Esslingen on the Neckar
49. Fehmarn
50. Fichtelgebirge
51. Föhr
52. Franconia
53. Frankfurt on the Main
54. Frankfurt Rhein-Main
55. Freiburg in the Breisgau
56. Füssen
57. Garmisch-Partenkirchen
58. GrimmHomeland NordHessen
59. Grömitz
60. Halle (Saale)
61. Hamburg
62. Hannover
63. Hanseatic Town Stade
64. Harz
65. Helgoland
66. Hesse
67. Hessian Mountain Road
68. Hunsrück
69.Imperial Seaside Resorts Ahlbeck ·
Heringsdorf · Bansin
70. Jever
71. Karlsruhe
72. Kassel
73. Kiel
74. Lahn Valley
75. Lake Constance
76. Langeoog
77. Leipzig
78. Lindau Lake Constance
79. Lower Rhine
80. Lower Saxony
81. Lübeck
82. Ludwigsburg
83. Lüneburg
84. Lüneburg Heath
85. Lusatian Lake District
86. Magdeburg
87. Magdeburg Börde
88. Mainz
89. Mannheim
90. Mecklenburg Lake District
91. Mecklenburg-Western Pomerania
92. Middle Rhine
93. Moselle
94. Mountain Road
95. Munich
96. Münsterland
97. Nahe
98. Nahe Land
99. Nature Park Altmühltal
100. neanderland / Mettmann District
101. North Rhine-Westphalia
102. North Sea
103. North Sea Island Amrum
104. North Sea Island Juist
105. North Sea Land Dithmarschen
106. North Sea of Lower Saxony
107. North Sea of Schleswig-Holstein
108. Nuremberg
109. Nuremberg Land
110. Oberhof
111. Oberstaufen
112. Oberstdorf
113. Odenwald
114. Oldenburg Münsterland
115. Osnabrück Land
116. Palatinate
117. Potsdam
118. Rheingau
119. Rhinehesse
120. Rhineland-Palatinate
121. Rhön
122. Romantic Rhine
123. Rostock-Warnemünde
124. Rothenburg ob der Tauber
125. Rüdesheim and Assmannshausen on the Rhine
126. Rügen Island
127. Ruhr Valley
128. Ruppiner Lakeland
129. Saale-Unstrut
130. Saarbrücken
131. Saarland
132. Sauerland
133. Saxon Elbland
134. Saxon Switzerland-Elbe Sandstone Mountains
135. Saxony
136. Saxony-Anhalt
137. Schleswig-Holstein
138. Schwerin
139. Siegerland-Wittgenstein
140. Spessart
141. St. Peter-Ording
142. Stuttgart
143. Swabian Alb
144. Sylt
145. Taunus
146. Teutoburg Forest
147.The Bergisch Three – Tourism Region Remscheid -
Solingen - Wuppertal
148. Thuringia
149. Thuringian Forest
150. Timmendorfer Beach
151. Travemünde
152. Uckermark
153.Upper Black Forest, the Region of Feldberg, Titisee,
Schluchsee and Hinterzarten
154. Upper Lusatia
155. Upper Palatinate Forest
156. Usedom Island
157. Vogelsberg
158. Vogtland
159. Waren (Müritz)
160. weimar Cultural City of Europe
161. Weserbergland
162. Westerwald
163. Wiesbaden
164. Willingen
165. Winterberg
166. Wolfsburg
167. World Heritage Region Anhalt-Dessau-Wittenberg
168. Worms
169. Württemberg
170. Zugspitze Region
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38Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Outline
1 MANAGEMENT SUMMARY 5
2 OVERVIEW OF KEY RESULTS 9
3 OVERVIEW OF THE STUDY SERIES DESTINATION BRAND 26
4 DESIGN OF THE PROFILE STUDY DESTINATION BRAND 17 32
5 SPONTANEOUS ASSOCIATIONS PER SUPERIOR CATEGORY IN DETAIL 38
5.1 Category 1: Sights / attractions / events 39
5.2 Category 2: General city-related associations 42
5.3 Category 3: Negative associations 43
5.4 Category 4: General positive assessment / well-being 45
5.5 Category 5: Holiday in general / holiday and leisure activities 46
5.6 Category 6: Policy related associations 47
5.7 Category 7: Personal relation 48
5.8 Category 8: Lakes and rivers in general 49
5.9 Category: Further associations without category allocation 50
6 CONTACT AND PROJECT PARTNERS 51
7 APPENDIX 57
IMPRINT 71
-
39
in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
5.1 Spontaneous associations – Cat. 1 “Sights / attractions / events“ – Part 1 of 3
◼ Berlin
Base: All respondents
Number of respondents: 1,000
Associations to category 1 – part 1 of 3
Source: inspektour GmbH, 2017
Spontaneous associations in category 1:
“Sights / attractions / events”
% of
respondents
% of
responses
Number of
individual
responses
1 Brandenburg Gate / Quadriga 9.1% 4.3% 91
2 (much) culture (offer, without end) / cultural (interesting, very attractive, exciting) 8.1% 3.8% 81
3 (many) sights / sightseeing / much to see / many attractions / excursion destinations 7.6% 3.6% 76
4
(many) museums in general and specific museums with less than 5 individual responses each
(GDR Museum Berlin, Bode-Museum, Liebermann Villa, Mies van der Rohe-House, Museum
Barberini, Pergamon Museum)
4.8% 2.3% 48
5 Television Tower (at Alexander Square) / television asparagus 4.2% 2.0% 42
6 (Berlin) Wall (-fall, -museum, -remains) / East Side Gallery 3.9% 1.8% 39
7 Alexander Square / Alex 3.3% 1.6% 33
8 Ku'damm / Kurfürstendamm 2.4% 1.1% 24
9 (German) history / historically important / historically interesting 1.9% 0.9% 19
10 zoo / animal park 1.6% 0.8% 16
Spontaneous associations in category 1:
“Sights / attractions / events”
> What springs spontaneously to your mind when thinking of the destination Berlin?
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40
in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
5.1 Spontaneous associations – Cat. 1 “Sights / attractions / events“ – Part 2 of 3
◼ Berlin
Base: All respondents
Number of respondents: 1,000
Associations to category 1 – part 2 of 3
Source: inspektour GmbH, 2017
Spontaneous associations in category 1:
“Sights / attractions / events”
> What springs spontaneously to your mind when thinking of the destination Berlin?
Spontaneous associations in category 1:
“Sights / attractions / events”
% of
respondents
% of
responses
Number of
individual
responses
11 Museum Island / Museum Shore / Berlin Cathedral 1.5% 0.7% 15
12 musical / concert / (German, State) Opera / Berlin Philharmonic Orchestra 1.1% 0.5% 11
13exhibitions in general as well as specific exhibitions with less than 5 individual responses each
(radio exhibition, body-world exhibition, wax museum, international garden show)0.9% 0.4% 9
13 theatre 0.9% 0.4% 9
13 sports events and venues (ALBA-Berlin / basketball, Hertha / Union / football, Olympic stadium) 0.9% 0.4% 9
16 art (-scene) 0.8% 0.4% 8
17 radio tower 0.7% 0.3% 7
18 Checkpoint Charlie 0.6% 0.3% 6
18 Potsdam Square 0.6% 0.3% 6
18 Castle Charlottenburg / Castle Bellevue / Castle Sanssouci 0.6% 0.3% 6
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41
in cooperation with:
Destination Brand 17 | The profiling characteristics of German tourist destinations
5.1 Spontaneous associations – Cat. 1 “Sights / attractions / events“ – Part 3 of 3
◼ Berlin
Base: All respondents
Number of respondents: 1,000
Associations to category 1 – part 3 of 3
Source: inspektour GmbH, 2017
Spontaneous associations in category 1:
“Sights / attractions / events”
> What springs spontaneously to your mind when thinking of the destination Berlin?
Spontaneous associations in category 1:
“Sights / attractions / events”
% of
respondents
% of
responses
Number of
individual
responses
18 Victory Column 0.6% 0.3% 6
22 (Holocaust) Memorial 0.5% 0.2% 5
22 Memorial Church / (many old not destroyed) churches 0.5% 0.2% 5
22 Green week / trade fairs in general 0.5% 0.2% 5
further associations belonging to category 1 “sights / attractions / events” (e.g. Tropical Islands,
flea markets, Red City Hall, Blue Man Group, botanic garden, film studio Babelsberg, Treptow
Park, Under the Lime Trees)*
2.6% 1.2% 26
Sum of individual responses belonging to category 1 60.2% 28.5% 602
* Sum of further associations belonging to the category with less than 5 individual responses each.
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5.2 Spontaneous associations – Cat. 2 “General city-related associations”
◼ Berlin
Base: All respondents
Number of respondents: 1,000
Associations to category 2
Source: inspektour GmbH, 2017
Spontaneous associations in category 2:
“General city-related associations”
> What springs spontaneously to your mind when thinking of the destination Berlin?
Spontaneous associations in category 2:
“General city-related associations”
% of
respondents
% of
responses
Number of
individual
responses
1 (German) capital 23.2% 11.0% 232
2 major city (-life, -flair, -hustle and bustle) / large / huge 13.2% 6.3% 132
3 (great, vibrant) metropolis (full of experiences) 3.2% 1.5% 32
4 city in general 2.2% 1.0% 22
5 cosmopolitan city 1.2% 0.6% 12
6 Kreuzberg district 1.0% 0.5% 10
7 urban / urbanity 0.7% 0.3% 7
8 surrounding countryside of Berlin / Potsdam / Brandenburg 0.5% 0.2% 5
several other districts of Berlin (e.g. Grunewald, Mitte, Pankow, Prenzlauer Berg, Schöneberg,
Tegel, Tempelhof, Wedding)1.6% 0.8% 16
Sum of individual responses belonging to category 2 46.8% 22.2% 468
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5.3 Spontaneous associations – Cat. 3 “Negative associations” – Part 1 of 2
◼ Berlin
Base: All respondents
Number of respondents: 1,000
Associations to category 3 – part 1 of 2
Source: inspektour GmbH, 2017
Spontaneous associations in category 3:
“Negative associations”
> What springs spontaneously to your mind when thinking of the destination Berlin?
Spontaneous associations in category 3:
“Negative associations”
% of
respondents
% of
responses
Number of
individual
responses
1 hectic / (much) bustle / chaos / stress 3.4% 1.6% 34
1 many people / overcrowded / crowds of people 3.4% 1.6% 34
3 dirty / bad air 2.3% 1.1% 23
4 (too) loud / noise / turbulent 2.1% 1.0% 21
5 high criminality / criminal (foreigners, clans) / drugs 1.8% 0.9% 18
6 not at all / I don't want to go / never again Berlin / overloved capital / overrated 1.3% 0.6% 13
7 (never finished) airport (-long-term construction site, -drama, -disaster, -dilemma) 1.2% 0.6% 12
8 unemployment / poor / social problems / social hotspot 1.0% 0.5% 10
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5.3 Spontaneous associations – Cat. 3 “Negative associations” – Part 2 of 2
◼ Berlin
Base: All respondents
Number of respondents: 1,000
Associations to category 3 – part 2 of 2
Source: inspektour GmbH, 2017
Spontaneous associations in category 3:
“Negative associations”
> What springs spontaneously to your mind when thinking of the destination Berlin?
Spontaneous associations in category 3:
“Negative associations”
% of
respondents
% of
responses
Number of
individual
responses
9 a lot of traffic / traffic jams / construction sites 0.9% 0.4% 9
10 ugly / horrible / uncomfortable 0.8% 0.4% 8
11 (too) expensive / very expensive destination 0.7% 0.3% 7
11 unfriendly people / annoying Berlin citizens 0.7% 0.3% 7
13 (many) no-go-areas / insecure / not harmless 0.5% 0.2% 5
further associations belonging to category 3 “negative associations” (e.g. bankruptcy,
gentrification, alienation, environmental pollution, incompetent politicians, administrative chaos)*4.2% 2.0% 42
Sum of individual responses belonging to category 3 24.3% 11.5% 243
* Sum of further associations belonging to the category with less than 5 individual responses each.
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5.4 Spontaneous associations – Cat. 4 “General positive assessment / well-being”
◼ Berlin
Base: All respondents
Number of respondents: 1,000
Associations to category 4
Source: inspektour GmbH, 2017
Spontaneous associations in category 4:
“General positive assessment / well-being”
> What springs spontaneously to your mind when thinking of the destination Berlin?
Spontaneous associations in category 4:
“General positive assessment / well-being”
% of
respondents
% of
responses
Number of
individual
responses
1 lovely / great / super / like it 5.8% 2.7% 58
2multicultural / colourful / international / many different cultures / cosmopolitan / tolerant /
city with a heart5.3% 2.5% 53
3 lively / exciting / vibrant / dynamic 5.1% 2.4% 51
4 modern / hip / cool / trendy / young 3.3% 1.6% 33
5 (very) multifaceted / variety (of experiences) 1.8% 0.9% 18
6 interesting / exciting 1.3% 0.6% 13
7 great flair / way of life / lifestyle 0.7% 0.3% 7
8 (pleasant / friendly / funny / nice / hearty) people 0.5% 0.2% 5
Sum of individual responses belonging to category 4 23.8% 11.3% 238
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5.5 Spontaneous associations – Cat. 5 “Holiday in general / holiday and leisure activities”
◼ Berlin
Base: All respondents
Number of respondents: 1,000
Associations to category 5
Source: inspektour GmbH, 2017
Spontaneous associations in category 5:
“Holiday in general / holiday and leisure activities”
> What springs spontaneously to your mind when thinking of the destination Berlin?
Spontaneous associations in category 5:
“Holiday in general / holiday and leisure activities”
% of
respondents
% of
responses
Number of
individual
responses
1 party / nightlife / going out / celebrating / scene (-quarter) 4.5% 2.1% 45
2 (very good for) shopping (experience) / (many, great) shopping opportunities 4.0% 1.9% 40
3(always) worth a trip / worthwhile destination / I like to go there again and again / worth seeing
again and again2.6% 1.2% 26
4 city (-travel, -trip, -tourism, -holiday) 2.5% 1.2% 25
5 many adventure possibilities / fun / entertainment / pleasure / a variety of experiences 2.1% 1.0% 21
6 pubs / clubs / bars / discos 0.9% 0.4% 9
7 KaDeWe 0.8% 0.4% 8
8 tourism / (many) tourists 0.6% 0.3% 6
8 water sports related holiday and leisure activities (boating, sailing, rowing, shipping) 0.6% 0.3% 6
further associations belonging to category 5 “holiday in general / holiday and leisure activities”
(e.g. recreation, wellness, affordable, cheap)*0.9% 0.4% 9
Sum of individual responses belonging to category 5 19.5% 9.2% 195
* Sum of further associations belonging to the category with less than 5 individual responses each.
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5.6 Spontaneous associations – Cat. 6 “Policy related associations”
◼ Berlin
Base: All respondents
Number of respondents: 1,000
Associations to category 6
Source: inspektour GmbH, 2017
Spontaneous associations in category 6:
“Policy related associations”
> What springs spontaneously to your mind when thinking of the destination Berlin?
Spontaneous associations in category 6:
“Policy related associations”
% of
respondents
% of
responses
Number of
individual
responses
1 Reichstag (-building, -dome) 3.2% 1.5% 32
2 Bundestag / parliament 2.9% 1.4% 29
3 government / government quarter / seat of government 2.1% 1.0% 21
4 formerly divided city / East-West Berlin / GDR / German Unification Day 1.5% 0.7% 15
5 policy in general 1.1% 0.5% 11
6 Angela Merkel / Federal Chancellor / Chancellery 0.6% 0.3% 6
further associations belonging to category 6 “policy related associations” (e.g. embassies, state
parliament, center of power, ministries, Palace of the Republic)*0.6% 0.3% 6
Sum of individual responses belonging to category 6 12.0% 5.7% 120
* Sum of further associations belonging to the category with less than 5 individual responses each.
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5.7 Spontaneous associations – Cat. 7 “Personal relation”
◼ Berlin
Base: All respondents
Number of respondents: 1,000
Associations to category 7
Source: inspektour GmbH, 2017
Spontaneous associations in category 7:
“Personal relation”
> What springs spontaneously to your mind when thinking of the destination Berlin?
Spontaneous associations in category 7:
“Personal relation”
% of
respondents
% of
responses
Number of
individual
responses
1 place of residence / home / youth memories / place of birth 3.0% 1.4% 30
2 family / friends / relatives 1.1% 0.5% 11
3 Been there already (several times) / know it 0.6% 0.3% 6
further associations belonging to category 7 “personal relation” (e.g. my place of work, good
accessibility for me)*0.7% 0.3% 7
Sum of individual responses belonging to category 7 5.4% 2.6% 54
* Sum of further associations belonging to the category with less than 5 individual responses each.
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Destination Brand 17 | The profiling characteristics of German tourist destinations
5.8 Spontaneous associations – Cat. 8 “Lakes and rivers”
◼ Berlin
Base: All respondents
Number of respondents: 1,000
Associations to category 8
Source: inspektour GmbH, 2017
Spontaneous associations in category 8:
“Lakes and rivers”
> What springs spontaneously to your mind when thinking of the destination Berlin?
Spontaneous associations in category 8:
“Lakes and rivers”
% of
respondents
% of
responses
Number of
individual
responses
1 Spree (-cruises) 1.6% 0.8% 16
2lakes in general and specific lakes in the surrounding area of Berlin with less than 5 individual
responses each (Müggelsee, Tegeler See)1.0% 0.5% 10
3 Wannsee 0.7% 0.3% 7
4 Havel 0.6% 0.3% 6
further associations belonging to category 8 “lakes and rivers” (e.g. a lot of water, lake)* 0.5% 0.2% 5
Sum of individual responses belonging to category 8 4.4% 2.1% 44
* Sum of further associations belonging to the category with less than 5 individual responses each.
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Destination Brand 17 | The profiling characteristics of German tourist destinations
5.9 Spontaneous associations – Cat. “Further associations without category allocation”
◼ Berlin
Base: All respondents
Number of respondents: 1,000
Further associations without category
Source: inspektour GmbH, 2017
Spontaneous associations in category:
“Further associations without category allocation”
> What springs spontaneously to your mind when thinking of the destination Berlin?
Spontaneous associations in category:
“Further associations without category allocation”
% of
respondents
% of
responses
Number of
individual
responses
1 curry sausage 1.1% 0.5% 11
2 (good, suburban, underground) train connections / bus 1.0% 0.5% 10
2 Berlin Bear / landmark of Berlin 1.0% 0.5% 10
4 (good, vegan) gastronomy / culinary variety 0.7% 0.3% 7
5 (much) nature (in the city) / parks / green oasis 0.5% 0.2% 5
further associations without category allocation (e.g. Air Berlin, railway station Zoo, cheeky,
development, film, in upheavel, celebrities, Renzo Piano, start ups, Udo Lindenberg)*5.9% 2.8% 59
Sum of individual responses 10.2% 4.8% 102
* Sum of further associations belonging to the category with less than 5 individual responses each.
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51Destination Brand 17 | The profiling characteristics of German tourist destinations
in cooperation with:
Outline
1 MANAGEMENT SUMMARY 5
2 OVERVIEW OF KEY RESULTS 9
3 OVERVIEW OF THE STUDY SERIES DESTINATION BRAND 26
4 DESIGN OF THE PROFILE STUDY DESTINATION BRAND 17 32
5 SPONTANEOUS ASSOCIATIONS PER SUPERIOR CATEGORY IN DETAIL 38
6 CONTACT AND PROJECT PARTNERS 51
6.1 inspektour GmbH – Tourism and market research 52
6.2 GfK – Growth from Knowledge 53
6.3 Institute for Management and Tourism (IMT) of the FH Westküste 54
6.4 analytix GmbH – Institute for quantitative market research and statistical data analysis 55
6.5 Contact persons for the study series Destination Brand 56
7 APPENDIX 57
IMPRINT 71
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6.1 inspektour (international) GmbH – Tourism and market research
The study series Destination Brand is carried out under the project leadership of inspektour. Our goal is to realise
a practise-oriented, holistic expansion and further development of the study series.
As a private-sector consultancy for practise-oriented development and concepts in leisure tourism as well as in
regional development, we have set ourselves the goal of providing local authorities, institutions or companies with
advice. We are taking on challenges with our partners and constantly work towards breaking new ground in the
creation of innovative and future-oriented solutions.
Since 2001, we have been researching, analysing and designing content and providing support in the
implementation of partial or overall concepts, particularly in the fields of destination and leisure management,
market research, nature and environmental management as well as city and regional marketing and
management. inspektour has successfully supervised and carried out hundreds of projects across Germany and
increasingly operates on an international level. Since 2009, we have been certified in accordance with Service-
Quality Germany.
In addition to a great deal of empathy and commitment, inspektour's work is characterised by a high level of
practical orientation and an implementation approach as well as the involvement of all relevant stakeholders in
achieving a generally accepted project result.
The 15 permanent employees of inspektour have a broad scientific background – among others Dipl. Economics
(FH), Dipl. Geography, Dipl. Engineering, Dipl. Culture Management, Dipl. Tourism Management, Dipl. Traffic
Science, Master's in Eco-tourism (M.Sc.), Master's in International Tourism Management (MA), Master's in Sport
Tourism and Recreation Management (M.Sc.) – and make the provision of a well-founded examination of
different themes possible. A long-standing and intensive scientific and operational exchange with the
FH Westküste (University of Applied Sciences) and the Institute for Management and Tourism (IMT) in Heide
(Holstein) is fostered through joint projects and lectures.
Contact:
Ralf Trimborn
Founder and CEO
inspektour (international) [email protected]
Tel.: 040 / 4143887-42
Ellen Böhling
Founder and managing partner
inspektour international GmbH [email protected]
Tel.: 040 / 4143887-412
Alexander Koch
Project leader market [email protected]
Tel.: 040 / 4143887-46
inspektour (international) GmbHTourism and market research
Osterstraße 124
20255 Hamburg
► www.inspektour.de
► www.destination-brand.com
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6.2 GfK – Growth from Knowledge
Companies have to make decisions. Decisions are based on knowledge.
GfK stands for reliable and relevant market and consumer information. The market research company uses this
information to help its clients to make the right decisions. GfK has many years of experience in collecting and
analyzing data. Around 13,000 experts combine global knowledge with analyses of local markets in more than
100 countries. Using innovative technologies and scientific procedures, GfK turns large volumes of data into
intelligent information. This enables GfK clients to increase their competitiveness and enrich consumers' lives.
For our customers in the Travel & Logistics sector, we continuously survey the travel behaviour of Germans.
For this purpose, the data from the sales and consumer panel is linked.
GfK's sales panel (Travel Insights) is based on travel bookings at the point of sale. The booking data from around
1,200 representative travel agencies – an average of 340,000 booking records per month – represent the
stationary sales market. In the online area, the booking data of the travel portals and tour operators are
evaluated.
Every month, the GfK Consumer Panel (Mobility Monitor) surveys 20,000 representative households (42,000
persons) on their travel, booking and information behaviour. In addition to holiday trips (main holidays, second
and third holidays), the survey also covers business trips, day trips and other private trips, such as visits to
relatives/acquaintances.
Together with our colleagues from the department Brand and Customer Experience we help our customers to
improve their relationship with the target group and thus their brand success. We analyse which experiences
influence travelers in their decision making and deliver the relevant knowledge to optimise brand management
strategically and operationally.
contact:
Roland Gaßner
Key Account Director
Travel & [email protected]
Tel.: 0911 / 39545-35
Peter Gabriel
Senior Manager
Brand and Customer [email protected]
Tel.: 0911 / 39525-33
GfK Consumer ExperiencesNordwestring 101
90419 Nuremberg
► www.gfk.com
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6.3 Institute for Management and Tourism (IMT)
Practical relevance as a guideline
The Institute for Management and Tourism (IMT) was founded in 2006 as an internal institute of the FH Westküste
(University of Applied Sciences) and is one of the leading research institutes in the field of tourism in Germany.
Research and knowledge transfer are central tasks at the FH Westküste. The IMT sees itself as a link between
research and its practical implementation.
Based on scientific knowledge and in view of industry needs, the IMT has successfully worked on more than 100
tourism projects – many of them in cooperation with industry partners. Together with these partners – e.g.,
Destination Management Organisations (DMOs), hotel co-operations, carriers and other universities – the IMT
operates on a national and international level.
Furthermore, being part of a higher education institution, the institute works independent of mandated projects in
the field of economically oriented tourism research. Thus, new expertise is being developed continuously. With the
experience of its interdisciplinary team the IMT takes up topical issues and methods creating innovations and
added value both for science and industry.
Moreover, part of the central task of knowledge transfer is further training. As a result, the IMT was engaged in
several activities in this field during the last years as well. Under the leadership of Prof. Dr. Bernd Eisenstein the
IMT consists of an interdisciplinary team with both permanent as well as project-related employed members.
► www.imt-fhw.de
Contact:
Prof. Dr. Bernd Eisenstein
Tel.: 0481 / 85555-45
Sylvia Müller
Head of primary market [email protected]
Tel.: 0481 / 85555-47
Anne Köchling
Project leader in the IMT
Coordinator int. projects of the [email protected]
Tel.: 0481 / 85555-56
Institute for Management
and Tourism (IMT)Fritz-Thiedemann-Ring 20
25746 Heide (Holstein)
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6.4 analytix GmbH
Institute for quantitative market research and statistical data analysis
analytix GmbH was founded in 2005 by Prof. Dr. Björn Christensen as a spin-off of the Kiel Institute for the World
Economy and is based at the Kiel Innovation and Technology Centre.
As an independent service provider, analytix GmbH supports companies and public institutions in the areas of
quantitative market research and statistical data analysis. Based on many years of experience, the customers are
supported in their entire project – from conception to the data basis and further on to detailed statistical
evaluations and forecasts. The solutions are as individual as necessary and as standardised as possible to
achieve the highest possible quality of the evaluations with a simultaneous cost-efficiency.
Its range of services includes the areas of quantitati