INVENT INNOVATIVE MARKETING STRATEGIES FOR SUSTAINABLE TOURISM OFFERS
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1 INNOVATIVE MARKETING STRATEGIES FOR SUSTAINABLE TOURISM OFFERS Seminar on Creating a sustainable tourism experience World Travel Market Seite 1 16 th November 2005 Ulrike Rheinberger, Öko-Institut e.v. London, 16 th November 2005
2 PROJECT GOAL invent- Seite 2 high Sustainable Quality (relative) Eco niche Enlarging the eco-niche Upgrading conventionals 1. Market analyses (demand side) 2. sustainable marketing strategies 3. Exemplary supplyside development Mass market Spezialisten low 0 % Market share 100%
3 TARGET GROUPS AND SUSTAINABILITY invent- Seite 3 Sustainability explicit Nature and outdoor holidaymakers (14%) Sophisticated cultural travellers (15%) Fun-and-action holiday-makers (11%) Unconventional discoverers (10%) Discreet optimization Sun-and-beach package holidaymakers (20%) Rail travel Traditional habitual holidaymakers (16%) Germany / nearby destinations Family-oriented holiday-makers (14%) Sample: 2021 Interviews
4 SUSTAINABLE MARKETING STRATEGIES Target-group marketing invent- Seite 4 Optimization: Optimization of offers taking into consideration criteria of sustainable development short term all destinations Transformation: Influencing the holiday decision through the best possible design of alternative holiday offers Shortrather than longdistance destinations Quality tourism medium and long term selected destinations
5 STRATEGIES AND THEIR IMPACT ON THE CLIMATE EXAMPLE: FUN- & ACTION HOLIDAYMAKERS invent- Seite 5 GHG emission in t per trip and person Ibiza by plane Transformation The Adriatic by plane Optimization The Adriatic by train Point of departure: Frankfurt/M.
6 CRITERIA OF SUSTAINABLE ASSESSMENT added value GDP employment economic goals climate impact sustainable development participation invent- Seite 6 biodiversity ecological goals consumption of resources Source: Öko-Institut/Uni Lüneburg/ISOE. social goals Inter-cultural exchange consumer satisfaction
7 STRATEGIES, DESTINATIONS AND TARGET GROUPS Optimization Transformation Turkey Sun & Beach Package Family Oriented Fun and Action Mecklenburg- Western Pomerania Nature and Outdoor Sophisticated Cultural Northern Italy Sophisticated Cultural Fun and Action Nature and Outdoor invent- Seite 7 Dominican Republic Fun and Action Sun and Beach Package Nature and Outdoor
8 AMEROPA OFFERS THE MÜRITZ REGION NATURE & OUTDOOR HOLIDAYMAKERS Catalogue Special offers invent- Seite 8 Internet
9 GERMAIN RAIL OFFERS THE MÜRITZ-REGIONREGION NATURE & OUTDOOR HOLIDAYMAKERS Co-operation invent- Seite 9
10 AMEROPA OFFERS THE ADRIATIC FUN- & ACTION HOLIDAYMAKERS implementation deferred invent- Seite 10
11 JAHN-REISEN OFFERS THE DOMINICAN REPUBLIC NATURE & OUTDOOR HOLIDAYMAKERS In programme planning for the winter catalogue 2006/2007 invent- Seite 11
12 PROJECT COMMUNICATION Brochure (English/German) Tourism practitioners Specialists invent- Seite 12 Book/Physica-Verlag (February 2006) science ()
13 THANK YOU FOR YOUR ATTENTION For further information: Ulrike Rheinberger Öko-Institut e. V. Novalisstraße 10 D Berlin Tel.: Fax.: invent- Seite 13
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