In 2007, the biggest sea side resort of Mecklenburg Western Pomerania, the town of Kühlungsborn, welcomed circa 209 Danish visitors.
Between January and April 2008, the number of Danish visitors had already doubled the above stated number. Consequently, this was attributed to the direct marketing activities of the destination’s private tourism businesses on the Danish target market and had resulted in a sudden increase of bookings from potential Danish guests.
Thus, this thesis takes its point of departure in the existence of an observable phenomenon of the tourism industry of Mecklenburg Western Pomerania (MV),namely the very low density and almost absence of Danish tourists at the MV Baltic coastline, although they present a highly profitable and potential target group.
The main objective of the present thesis is the demonstration of an explorative insight view into the existing level of perceived destination image and awareness of Danish tourists in regard to their potential holiday destination at the Baltic coastline of Mecklenburg Western Pomerania (MV), in order to emphasise the enormous potential of the Danish target market for the tourist destinations at the MV coastline.
Additionally, the lack of target group awareness by the MV destination marketeers will be demonstrated, as, presently, this potential seems to be rarely recognised and in particular, not fully utilised.
The theoretical frameworks used in order to analyse the above stated phenomenon will derive from destination marketing theories and theories of destination image formation as well as destination brand image, also in a local and international context.
Additionally, theories of general tourist behaviour and particularly the importance of target group awareness by destination marketeers will be discussed in the tourism context of the MV coastline.
Following the theoretical considerations, a recent situation analysis of the MV tourism industry will be provided. The main problems of MV regarding its position on the international tourism market will be discussed including the crucial demand for the development of an international image and brand.
Table of Contents
1. Introduction
1.1. Objective of the thesis - Problem formulation
1.2. Structure of the thesis
2. Methodology
2.1. Research Methods
2.2. Primary and Secondary Data
2.3. Terminology
2.4. Limitations
3. Main theoretical foundations
3.1. Tourism
3.2. The tourist destination
3.3. Destination Marketing
3.3.1. International Market segmentation
3.3.2. Destination image – the impact of already existing perceptions
3.3.3. Destination Brand
3.3.4. First time visitors are still mouldable! - The impact of previous visitation on the destination image
4. Situation Analysis - Tourism in Mecklenburg Western Pomerania
4.1. Tourism as a main economic factor for Germany
4.2. Tourism in Mecklenburg Western Pomerania
4.2.1. The typical tourist of MV
4.3. International tourism of Mecklenburg Western Pomerania
4.4. Where are the foreign guests? – Some basic problems of the international tourism sector in MV
4.4.1. The absence of an international image
4.4.2. Poor transport systems
4.4.3. Competitiveness and missing target-group awareness
5. The Danish source market
5.1. Denmark as a main source market for Mecklenburg Western Pomerania
5.2. Already existing marketing activities of Mecklenburg Western Pomerania in Denmark
6. “Something you will not find at our place” – MV’s unique attractions for the Danish target market
6.1. State-certified sea side resorts and Spa architecture
6.2. Convenient and fast accessibility
6.2.1. Culture, nature, health and wellness - diversity on the spot
6.3. Cost level
6.4 Cultural heritages and former eastern Germany – the Danish “cultural tourist”
7. An empirical analysis of the Danes’ perceived image and evaluation of the MV coastline
7.1. Methodology
7.2. Results of the survey: Perceived image versus actual holiday experience?
7.2.1. Profile data and general travel behaviour
7.3. Summary of the survey results – Denmark as major target market?
7.4. Prospect – some implicational thoughts for the future
8. Conclusion
Research Objectives and Focus
The main objective of this thesis is to provide an explorative insight into the current destination image and level of awareness among Danish tourists regarding the Baltic coastline of Mecklenburg Western Pomerania (MV). The central research question explores how the perceived image of the region influences Danish travelers and whether the current tourism marketing strategies effectively address the potential of this profitable target group.
- Analysis of destination marketing theories and image formation.
- Evaluation of the existing tourism infrastructure in Mecklenburg Western Pomerania.
- Assessment of the Danish travel market's characteristics and holiday preferences.
- Empirical study of Danish tourists' perceived image of the MV coastline.
- Strategic recommendations for cross-border marketing and target group awareness.
Excerpt from the Book
3.3.4. First time visitors are still mouldable! - The impact of previous visitation on the destination image
Visitors will evaluate a destination brand after dimensions of destination awareness, destination image, the quality level as well as their loyalty towards a destination. Referring to Konecnik and Ruzzier, “previous visitation plays an important role in customer’s evaluation of a tourism destination”.
There is an influential difference between the image formation process of first time visitors and image formation of recurring tourists. Usually, major changes of perception and evaluation occur during the first visitation of a destination. Taken perceived images into consideration, marketeers could build up on these images by stressing what has not been recognised yet, emphasising what the tourists demanded already prior to the visit. The analysis of evaluations made by first time visitors at the MV coastline will show how these changes of perception occur in a practical context.
One major occurring phenomenon regarding image formation process refers to so-called “once-upon-a-time-impressions”, which stand for attitudes and impressions that have already become values over time. These “once-upon-a-time-impressions” play a major role in the marketing context of Mecklenburg Western Pomerania on the potential Danish target market, referring to the previous and old-fashioned, but often still existing image of MV as the ‘dark, communistic part of Germany’. However, these impressions do not necessarily need to be treated as disadvantages, since they could serve as a foundation, as the above named “hook to hang more detail on”. These above named impressions of Danish tourists at the MV coastline will be highlighted in more detail at a later stage.
Summary of Chapters
1. Introduction: Presents the observable phenomenon of low Danish visitor density in MV and outlines the objective to analyze the destination's potential.
2. Methodology: Details the qualitative and quantitative research methods, including questionnaires and expert interviews used to gather data.
3. Main theoretical foundations: Defines core tourism concepts, destination marketing, brand image, and the psychology of first-time visitors.
4. Situation Analysis - Tourism in Mecklenburg Western Pomerania: Reviews the economic importance of tourism for MV and identifies key infrastructure and image-related challenges.
5. The Danish source market: Examines Denmark as a primary target market and current marketing activities directed at Danish travelers.
6. “Something you will not find at our place” – MV’s unique attractions for the Danish target market: Highlights regional strengths like spa architecture and accessibility that distinguish MV from Danish destinations.
7. An empirical analysis of the Danes’ perceived image and evaluation of the MV coastline: Presents the results of the empirical survey and evaluates the perceptions of Danish tourists.
8. Conclusion: Summarizes findings and suggests strategies to improve the region's international positioning and target group engagement.
Keywords
Destination Marketing, Mecklenburg Western Pomerania, Danish Tourism, Destination Image, Inbound Tourism, Market Segmentation, Holiday Preferences, Consumer Behavior, Brand Identity, Tourism Infrastructure, Cross-border Marketing, First-time Visitors, Empirical Analysis, Target Group Awareness, Travel Motives.
Frequently Asked Questions
What is the core focus of this study?
The study examines why the Baltic coastline of Mecklenburg Western Pomerania attracts so few Danish tourists despite being a neighboring, profitable target market, and provides an explorative analysis of the current destination image.
What are the primary themes addressed?
The primary themes include destination marketing theory, the role of image formation, the current state of the tourism sector in MV, and the specific travel behavior of Danish tourists.
What is the primary research goal?
The goal is to demonstrate the untapped potential of the Danish market and provide insights into why current awareness and marketing strategies are insufficient.
Which scientific methodology was applied?
The author employed a mix of quantitative and qualitative data, utilizing questionnaires distributed to Danish tourists and conducting expert interviews with tourism stakeholders.
What topics are discussed in the main section?
The main sections cover theoretical foundations, a situation analysis of the MV tourism sector, an assessment of unique regional attractions, and an empirical survey analyzing the perceptions of Danish visitors.
Which keywords define this work?
Keywords include Destination Marketing, MV coastline, Danish Tourism, Inbound Tourism, and Destination Image.
How does "previous visitation" affect the destination image?
The research suggests that first-time visitors are more "mouldable" in their perceptions, whereas recurring visitors rely on established values, making first-time visitors a crucial target for image-building activities.
Why are German sea side resorts considered "unique" for Danish tourists?
These resorts offer a specific tradition of spa architecture and health-focused tourism that does not exist in the same form in Denmark, providing a unique selling point for the region.
What role does the G8 summit play in this context?
The G8 summit in Heiligendamm helped increase international visibility and recognition of MV, acting as a catalyst for potential future awareness among international audiences.
What is the author's conclusion regarding the future of MV tourism?
The author concludes that MV must evolve from its "sleeping beauty" status by improving intercultural awareness and implementing targeted marketing strategies to fully realize its potential as a prime destination for Danish travelers.
- Citation du texte
- Peggy Huth (Auteur), 2008, Where are the Danish tourists? - An explorative study of destination image and target group awareness, Munich, GRIN Verlag, https://www.grin.com/document/118942
