watertour case study region western pomerania evaluation of economic efficiency of landing stages...
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WaterTour
Case Study Region Western Pomerania
Evaluation of economic efficiency of landing stages along rivers the City of Loitz as model project
Der Markt
Task of the case study is to evaluate the possibilities for an economic operation of the landing stage and harbour, respectively resting place in Loitz in order to utilise the existing potentials as optimal as possible.
Operating conceptTourism concept
Mandating an operator
Utilication conceptTask Guidelines
Task
Location Analysis
Target Groups
Malchin
Demmin
Loitz
Anklam
WolgastGreifswald
Jarmen
Baltic Sea
Germany
Usedom
Zinnowitz
Peene
Harbour / Landing Stage
Bivouac / Canoe station
Peene Region
Location analysis
Der Markt Guidelines
Peene - 141,6 km from west to east through Mecklenburg and Western Pomerania
Water tourist estuary: Peene river with Malchiner Lake, Kummerower Lake, Teterower Lake, Peenestrom and Achterwasser to the Baltic Sea
Peene system is connected to Baltic Sea coast estuaries and along the river Oder to the estuaries around Berlin
TaskLocation Analysis
* Source: Törnplaner Atlas Peene, Oder und Usedom
Target Groups
Utilication concept
Location analysis
Guidelines
Peene river system and lakes have a still untouched character with rich flora and fauna
Downward gradient of 28 cm, low flow velocity, low current low degree of difficulty
Partly driving licence free
Depth: 2.5 – 3.0 m
European waterway class IV
No locks, 9 bridges (minimum height 5.00m)
TaskLocation Analysis
Target Groups
Utilication concept
Location analysis
Der Markt
* Source: animare enquiry
Guidelines
Concentration of harbours/resting places in estuary 5–10 km- with mooring capacities from 2 to 52 (Peene river) and 6 to 150 (Peenestrom)- and service infrastructure on very different quality levels
In Loitz: 5 smaller harbours (1 Angler harbour with 50 moorings but only 6-8 for external water tourists, good service infrastructure + 4 other harbours which are not listed as open for tourists)
Concentration of harbours with good service infrastructure around Loitz is rather low – development of harbour Loitz is closing a gap
Water tourists in Loitz area: 5000 p.a. mooring capacity by far not adequate
TaskLocation Analysis
Target Groups
Utilication concept
Der Markt Guidelines
Location Analysis - Planning of harbour of Loitz
TaskLocation Analysis
Target Groups
Touristic OffersUtilication concept
Der Markt Guidelines
Location Analysis - Planning of harbour of Loitz
Location Analysis
Task
Promenade & anchor for passenger boats
Sport boat harbour & berths for houseboats &
motorboats
Caravan place & bivouac for canoeists &
parking
Boat-slip & shore for canoeists
Old railway building: gastronomy & TIC
sanitary
Parking & landing stages
Target Groups
Utilication concept
Target groups
Der Markt Guidelines
Those characteristics make the estuary highly attractive for
Canoeing House boating Motor boating Sailing with low draught ships Angling Passenger ships/ River Cruising Dinghies / rowboats
Touristic Offers
TaskLocation Analysis
Target Groups
Utilication concept
Target groups - Canoeists
* Source: dwif, OIR; FVR: Entwicklungschancen des maritimen Tourismus in Mecklenburg-Vorpommern
Guidelines
Short characteristics: Typical canoeist is: male Between 30-50 years old Mostly as pair, small or larger group en route Bond to estuary because of small hops (20 – 30 km/per day) mooring: 45 % camping sites, 25 %
restaurants, places + towns (not lack of interest, but lack of infrastructure)
Accommodation: Camping sites, waterside resting places,
bivouac places Accommodation close to nature Very little: hotel accommodation
Touristic Offers
TaskLocation Analysis
Target Groups
Utilication concept
Target groups - Canoeists
Der Markt Guidelines
Motives: Experiencing nature and landscape (84%) Recreational value / Distance to everyday life (60%) Experiencing the community (48 %) Exploring the region (45%) To do sports (32%) Positive experience (31%)
Needs: Attractive landscape Little obstacles No motorboat tourism Less frequented waters Good infrastructure and offers (entry and exit area, service,
quality of boats + accessory, briefing and guidance) Resting places close to nature Visitor management and guiding systems for canoe tourists
* Source: dwif, OIR; FVR: Entwicklungschancen des maritimen Tourismus in Mecklenburg-Vorpommern
Touristic Offers
TaskLocation Analysis
Target Groups
Utilication concept
Target groups: canoeists - conclusions
Guidelines
Conclusions for Loitz:
Canoeists rather subordinated target group because- Conflicts with motorboat drivers and cargo shipping- Mixture of caravan site and parking place rather
unsuitable for canoeists, because not a close-to-nature- accommodation
Revenues of this target group from day trips- Good entry and exit facilities as well as parking places- Peene is an estuary with a low degree of difficulty- Still missing: a professional renting agency of canoes directly
at the harbour - Need for attractive day trip offers (f.ex. Beaver tours,
combined bike and canoe tour, comb. passenger ship and canoe tour, Ice Age tour)
Canoeist will be using the harbour mainly to rest, to go to restaurant /café, to re-victual (food, water), to dispose waste and to visit the town centre
Der MarktTaskLocation Analysis
Target Groups
Utilication concept
Target groups - houseboats
Der Markt Guidelines
Short characteristics: Very heterogeneous target group with most
different needs Average age: 53 years (young seniors) Seldom alone, mostly as pair (67%), family
(28%), friends/group (6%) en route Origin: 43% from Brandenburg 56% owners, 33% charterers Mostly distance trips (average 28km/ p.day – 13 days), partly day trips (17%)
Accommodation: 94% on the boat 6% vacation home
* Source: dwif, OIR; FVR: Entwicklungschancen des maritimen Tourismus in Mecklenburg-Vorpommern
Der MarktTaskLocation Analysis
Target Groups
Utilication concept
Target groups - houseboats
Der Markt Guidelines
Motives: Round trip with boat or day activity at vacation spot Privacy and recreation in attractive landscape
Needs: Attractive landscape, clear water, intact nature Charter companies for boats charter Estuary without driving licence obligation Good service, briefing and guidance Shopping facilities, gastronomy and supply
along the route Sights along the route Good landing stages
* Source: dwif, OIR; FVR: Entwicklungschancen des maritimen Tourismus in Mecklenburg-Vorpommern
Der MarktTaskLocation Analysis
Target Groups
Utilication concept
Target groups: houseboat - conclusions
Der Markt Guidelines
Conclusions for Loitz:
Houseboat drivers find good facilities at Loitz harbour - Landing stage for > 12m ships- Town centre and facilities (refuel, water, electricity, tourist
information, gastronomy close by)- Loitz – one of the middle centres along the Peene- Conflicts with cargo shipping
Revenues of this target group from day trips- No charter in Loitz Loitz is day trip target- Peene is an estuary with a low degree of difficulty, but Loitz
not a driving licence free area for parts of the target group Loitz is not interesting
- Need for attractive day trip offers (f.ex. bike tour into near surrounding, sightseeing in town centre, Ice Age tour etc.)
Houseboat drivers will using the harbour mainly for shore leave, accommodation, restaurant /café, to re-victual (food, water), to dispose waste and to visit the town centre
Der MarktTouristic Offers
TaskLocation Analysis
Target Groups
Utilication concept
Utilisation concept
Der Markt GuidelinesDer MarktUtilisation concept
TaskLocation Analysis
Target Groups
Income Income generation from
- berth and service fees, berth fees for river cruise ships and passanger ships
- slip and parking lots- overnight stays at camping site- canoe rental, winter perths- parking lots for recreational vehicles
extra:- gastronomy- shop with angling, boat and camping supply/ regional
products- bicycle rental agency
Expenditures
employees insurances, administration costs, amortisation & fees maintainance of harbour
Product development
Der Markt GuidelinesDer MarktUtilisation concept
TaskLocation Analysis
Target Groups
Product development to attract new target groups
Product moduls- Accomodation, pick up services, gastronomy, guided tours,
transfer services, entrance fees for sights, event & activities, festivals, bicycle rental, boat rental, passanger ship trips, rental of fishing rods, transport of luggage, packed lunch/ picnic baskets etc.
Themes- Beaver, Ice age, Fish, nature, Ornithology, History,
Slavonic times, Hanseatic times, Churches, legends and fairytales
Guidelines
Der Markt
On base of the location analysis including target group analysis + SWOT analysis of harbour / resting place Loitz:
Operational concept
Tourism concept
Guidelines for searching for an operator + negotiations with potential operators
Der MarktTourist Offers
TaskLocation Analyse Guidelines
Target Groups
Utilication concept
Guidelines
Der Markt
Measures to improve the utilisation of the full tourism potential of the estuary Peene
1. Utilisation of maritime tourism potential by expansion of offers
2. Improvement and expansion of infrastructure
3. Development of innovative products for utilisation of market potential in seminal water tourism segments
4. Optimisation of marketing for water tourism offers and the offered infrastructure
Der MarktTourist Offers
TaskLocation Analyse
GuidelinesTarget Groups
Utilication concept
Guidelines
Der Markt
Measures to improve the utilisation of the full tourism potential of the estuary Peene
5. Optimisation of service infrastructure of water tourismfacilities and offer of towns
6. Optimisation and bundling of organisation structures in maritime tourism and maritime business
Der MarktTaskLocation Analyse
GuidelinesTarget Groups
Utilication concept
Thank you for your attention!