1 New York – more than a city that never sleeps
1.1 Problem situation
In spite of the financial crisis, the United States of America is one of the most popular countries to visit for Germans, in the past and present. Several reasons account for this positive effect. First of all, the consistently weak U.S. Dollar compared to the strong Euro is a tourist magnet. The new political image in the person of President Obama should not be underestimated, either. Another reason is the dropping of airline prices to popular destinations within the United States (Fischer, 2009).
Clearly in the lead is the destination New York City (NYC), as number one visited destination in the country. This is especially true with the explosion of the phenomenon known as ‘shopping tourism’, which is captured in the growing amount of visitors’ spending. After having surpassed Orlando and Las Vegas in 2007, in terms of visitors’ spending, New York City set a new record in 2008 by recording $30 billion dollars spent only by visitors (Heywood & Spell, 2008a). The importance of this industry is emphasized by Michael R. Bloomberg, Mayor of New York City: “Despite the economic challenges all cities are facing, tourism remains a bright spot for New York City, with 47 million visitors spending $30 billion here in 2008, the highest totals we’ve ever achieved. (…) The number of overseas travelers coming to New York City continues to rise, and now roughly a third of all who come to the United States (U.S.) come to New York.” (Heywood & Spell, 2008a). Not all destinations can register overseas visitor numbers in the dimensions that New York City can. Reflecting the media image and the author’s own perception, in Germany, New York is perceived as ‘the city that never sleeps’. New York State (NYS), however, might not notice much of the tourist boom taking place in its largest city. It might be difficult to say at this point that New York State is not recognized as a travel destination in Germany, but it is a fact that the State’s overseas visitor numbers are far from the statistics for New York City. Thus the question arises, whether the State can jump onto the train the City is driving.
1.2 Purpose and conception of the thesis
This thesis is concerned with the tourism destinations of New York City and New York State for the German market. The objective is to expose possible potential to achieve positive synergy effects for both destinations by the means of Cross-Marketing.
Table of Contents
1 New York – more than a city that never sleeps
1.1 Problem situation
1.2 Purpose and conception of the thesis
2 Basics and differentiation
2.1 City-Marketing
2.2 Destination Management
2.3 Cross-Marketing
3 Typology of tourism types
3.1 City tourism
3.1.1 Definition
3.1.2 Customer type
3.1.3 Trends
3.2 Nature tourism
3.2.1 Definition
3.2.2 Customer type
3.2.3 Trends
4 Destination New York City
4.1 Visitor statistics development and tourist characteristics
4.2 Image
4.3 New York City Marketing
5 Destination New York State
5.1 Visitor statistics development and tourist characteristics
5.2 Image
5.3 New York State Marketing
6 Empirical ascertainment of the customer perception
6.1 Character and objective of the customer survey
6.2 Results of the census
6.3 Analysis of results
7 Cross-Marketing both destinations
7.1 Interfaces of New York City and State Marketing
7.2 Possible synergy effects
7.2.1 Cross-Advertising and Cross-Referencing as part of the communication policy
7.2.2 Cross-Selling as part of the distribution policy
8 Assessment of the formulated hypothesis and recommendation of action
9 Conclusion and future prospect
Objectives and Research Focus
This thesis examines the tourism potential for New York City and New York State within the German market. The primary research question addresses whether Cross-Marketing strategies can generate positive synergy effects for both destinations, aiming to increase overall tourist numbers and diversify visitor activities beyond the urban metropolis.
- Analysis of tourism typologies relevant to New York.
- Evaluation of existing marketing strategies for New York City and New York State.
- Empirical assessment of German consumer perception regarding New York as a travel destination.
- Identification of synergy potentials and Cross-Marketing opportunities.
- Development of recommendations for integrated communication and distribution policies.
Excerpt from the Book
2.3 Cross-Marketing
Cross-Marketing appears in many different forms pursuing different objectives. This is one reason why no adequate definition can be found in literature. Basically, it is the cooperation of two or more organizations or partners in the field of marketing. A sound definition is given by the managing director of the Ufer & Compagnie marketing agency in Frankfurt, Germany, Hermann Ufer (2003 cited in Wieczorek & Lachmann, 2005, p. 21), who states that “Cross Marketing is a greater expression for the utilization of all factors of the Marketing-Mix and respectively all instruments in cooperation with one or multiple cross partners.”
The basic strategy behind Cross-Marketing is simply that both partners benefit reciprocally from the strength of the other to achieve objectives faster and more efficiently. It is common to use the formula ‘one plus one equals three’, when referring to Cross-Marketing.
It has become more and more popular in the past decade, as the organic growth for organizations is limited, while customer needs are addressed by many sub-markets and confronted with hundreds of advertising messages in all existing media each day. Brands become compatible and organizations have to focus on creating an intangible asset that cannot easily be copied. This situation calls for innovative marketing ideas and Cross-Marketing helps companies to reach their goals and objectives faster, more effectively and efficiently. It is important to mention that Cross-Marketing functions best, when the brand equity of both partners has the same strength and one partner does not pull the other upwards or downwards.
Summary of Chapters
1 New York – more than a city that never sleeps: This chapter introduces the problem situation, highlighting the disparity in tourist awareness between New York City and New York State, and establishes the thesis's core objective.
2 Basics and differentiation: This section defines key theoretical concepts including City-Marketing, Destination Management, and the strategic framework of Cross-Marketing.
3 Typology of tourism types: This chapter analyzes the characteristics and trends of city tourism and nature tourism, forming the conceptual basis for the study.
4 Destination New York City: This part details the visitor statistics, image, and current global marketing initiatives of New York City.
5 Destination New York State: This chapter explores the tourism landscape of New York State, its branding efforts, and its attempt to position itself as a viable vacation destination.
6 Empirical ascertainment of the customer perception: This chapter presents the methodology and findings of an empirical survey conducted among German travelers to assess their perception of New York.
7 Cross-Marketing both destinations: This section identifies current interfaces and potential synergy effects between the city and the state, proposing communication and distribution strategies.
8 Assessment of the formulated hypothesis and recommendation of action: This chapter confirms the initial hypothesis and provides strategic recommendations for leveraging Cross-Marketing to benefit both destinations.
9 Conclusion and future prospect: The final chapter summarizes the findings and offers a forward-looking perspective on the potential of sustainable, integrated tourism for New York.
Keywords
Cross-Marketing, Tourism Management, New York City, New York State, German Market, Destination Marketing, Synergy Effects, City Tourism, Nature Tourism, Consumer Perception, Marketing-Mix, Sustainable Tourism, Brand Equity.
Frequently Asked Questions
What is the primary focus of this thesis?
The work focuses on the potential for implementing Cross-Marketing strategies between New York City and New York State to enhance their attractiveness to the German tourism market.
What are the central thematic fields covered?
The study covers destination marketing, tourism typology, consumer behavior analysis, and the strategic cooperation between regional and metropolitan tourism management organizations.
What is the core research objective?
The objective is to determine how the global popularity of New York City can be used to improve awareness of New York State's tourism resources among German travelers.
Which methodology does the author employ?
The research utilizes a literature review of tourism theories and an empirical approach, consisting of a face-to-face survey conducted with 100 German respondents in early 2009.
What key aspects are discussed in the main body?
The main body treats the distinct marketing campaigns of both destinations, the empirical findings regarding German travelers' knowledge, and practical approaches like Cross-Advertising and Cross-Selling.
Which keywords best characterize the work?
The work is best characterized by terms such as Cross-Marketing, Destination Management, Synergy Effects, and Consumer Perception.
How is the "I Love NY" logo perceived by German travelers?
The empirical study reveals that almost all respondents associate the "I Love NY" logo exclusively with New York City, demonstrating that the branding is not currently successfully representing the state.
Is there potential for New York State in the German market?
Yes, the survey indicates that while awareness is low, there is a significant latent interest in combining urban trips with explorations of the state's natural and historical attractions.
How could Cross-Selling be implemented?
The author suggests using established distribution channels such as hotel chains (e.g., Best Western) and tour operators to bundle stays in the city with visits to the state.
- Quote paper
- Yvonne Koppen (Author), 2009, The Potential of Cross-Marketing for the Destination Management Organizations of New York City and New York State, Munich, GRIN Verlag, https://www.grin.com/document/138792
