How to enhance NRW's Attractiveness by the Use of Images. Consulting Project for Tourismus NRW e.v.

Transcription

1 How to enhance NRW's Attractiveness by the Use of Images Consulting Project for Tourismus NRW e.v. 29/11/2010

2 AGENDA A. Introduction B. Current Image of NRW C. Events & Celebrities D. General Perception of NRW E. Attractiveness of NRW F. Pictures for NRW as a destination G. Overall Conclusion 2

3 A. Introduction A. Introduction 3

4 Who we are Mario Arnold Julia Behrendt Attila Bodor Laura J. Breuer Katrin Bröcker Mariano A. Carranza Verena Duhr Carlos C. Fernández Theresa S. Gorden Laura Haberl Hannah Hänscheid Anna Hantke Hevin Hasso Samira Heister Kathrin Ivenz Christian Jaeger Catharina Kantelberg Arwa Khanafer Theresa Kunth Tobias Ludwig Theresa Lülf Rafal Lukaszewicz Dr. Guido Sommer Ekaterina Mestres Inga-Katrin Moldenhauer Daniela Niesing Isabelle Nyns Svenja Palzer Anna C. Peters Miriam Pieck Jesica A. Sanchez Marlisa Schiffer Anna Schinz Hanna Schlepütz Rebecca Schneider Miriam Schumacher Elena Steil Saskia Störch Jan-Kristian Stolze Wyem Tabib Christiana Wedding Bettina Wienke Carina Woywod Katharina Zastrow Svenja K. Zühlsdorff A. Introduction 4

5 Project and Global Purpose How to improve the use of images in marketing for NRW? A. Introduction 5

6 Questionnaire Design positive opening question ranking of NRW as a touristic destination A. Introduction 6

7 Questionnaire Design perception about NRW's touristic value associations about NRW A. Introduction 7

8 Questionnaire Design communication channels distinguishing travel behaviour concerning NRW NRW as a potential destination for YOU? perception about NRW in general A. Introduction 8

9 Questionnaire Design perception about NRW concerning specific criteria A. Introduction 9

10 Questionnaire Design What images are associated with NRW? Which images are attractive to stimulate travel interest? empirical data A. Introduction 10

11 Questionnaire Design A. Introduction 11

12 Questionnaire Design What images are associated with NRW? Which images are attractive to stimulate travel interest? empirical data A. Introduction 12

13 Proceedings o 2 interview days o 11 teams o 3-4 students/team o 22 cities o 8 min/interview A. Introduction 13

14 Some Impressions A. Introduction 14

15 Sample Size Köln 207 Düsseldorf 167 Bonn 105 Venlo 75 Aachen 74 Eifel 74 Xanten 72 Münster 71 Brüssel 69 Sauerland 64 Kevelear 63 Dortmund 58 Essen 55 Oberhausen 45 Soest 45 Remscheid 44 Liege 34 Solingen 33 Amsterdam 20 Wuppertal 19 Bad Driburg 15 Eupen 15 Total # of respondents: 1424 A. Introduction 15

16 Gender of Respondents Female 739 Male n = 1424 A. Introduction 16

17 Age Distribution 0% 9% 5% 8% under % 33% and above 14% no answer 14% n = 1424 A. Introduction 17

18 Respondents Place of Origin From NRW Not from NRW No answer n = 1424 A. Introduction 18

19 Type of Respondent 3% 1% 23% 73% Local Resident Tourist Business Traveller No answer n = 1424 A. Introduction 19

20 B. Image of NRW B. Current Image of NRW 20

21 Question 4: o Please name 3 cities/ regions/ sights which come first into your mind when you think of NRW Question 7: o Source of media used for obtaining information about holiday destinations Combination: o Which cities/ regions are represented very well about different types of media? B. Current Image of NRW 21

22 Which cities/ regions are represented very well about different types of media? (Questions 4+7) n = 1424 B. Current Image of NRW 22

23 Question 4: o Please name 3 cities/ regions/ sights which come first into your mind when you think of NRW Question 15: o Tourist/ Local Resident/ Business Travellers Combination: o Which cities or regions in NRW do the different respondents consider a holiday destination? B. Current Image of NRW 23

24 Which cities or regions in NRW do the different respondents consider a holiday destination? (Questions 4+15) n = 1424 B. Current Image of NRW 24

25 Question 7: o Sources of media used to obtain information about tourism offers Question 11: o Image of NRW Combination: o Which media should be used to present the images people have of NRW? B. Current Image of NRW 25

26 Which media should be used to present the images people have of NRW? (Questions 11+7) n = 1424 B. Current Image of NRW 26

27 Question 10: o Is NRW a holiday region for you? Yes/ No Question 11: o Image of NRW Combination: o Those respondents who consider NRW a holiday region for themselves (or not), which image do they have of NRW? B. Current Image of NRW 27

28 Those respondents who consider NRW a holiday region for themselves (or not), which image do they have of NRW? (Questions 11+10) n = 1424 B. Current Image of NRW 28

29 Question 16: o Age group Question 11: o Image of NRW Combination: o Which image of NRW do the respondents have with respect to their age group? B. Current Image of NRW 29

30 Which image of NRW do the respondents have with respect to their age group? (Questions 11+16) n = 1424 B. Current Image of NRW 30

31 Tag Cloud B. Current Image of NRW 31

32 Most given Answers from the Respondents ,9 10 9,69 9, ,63 6,21 4,79 4,14 2,85 2,59 2, n = 1424 B. Current Image of NRW 32

33 Conclusion As an image of NRW, cities are named most Strongest picture: Cologne, Ruhrgebiet, Nature Respondents have a positive image of NRW B. Current Image of NRW 33

34 C. Events and Celebrities C. Events and Celebrities 34

35 Categorization of Events Events Findings in General Music Events & Festivals Fireworks Regional Festivals Musicals, Opern, Beethovenfest, Rheinkultur, Summerjam, Rock am Ring Area 4, 1Live-Festivals Rhein in Flammen, Kölner Lichter Schützenfest, Kirmes, Pützchens Markt Trade Fairs all kinds of fairs 82% named at least one event C. Events and Celebrities 35

36 THE TOP 7 Events Evaluation TOP 1 Carnival 22% TOP 2 Music Events & Festivals 17% TOP 3 Fireworks 12% TOP 4 Ruhr % TOP 5 Loveparade 9,5% TOP 6 Regional Festivals 8% TOP 7 Trade Fairs 7% C. Events and Celebrities 36

37 Events Evaluation Top 7 80% of respondents are from Rhineland region 2/3 are male 2/3 of respondents are between % chose Adenauer, Rau or Groenemeyer as 1st celebrity TOP 1 TOP 2 TOP 3 equal age and gender distribution 313 (145 as 1st choice) 118 (54 as 1st choice) 96 (56 as 1st choice) C. Events and Celebrities 37

38 % Trips to NRW Relation to Events Events Evaluation Top 7 o Interviewees who had been in NRW within the last 12 months do not refer more to regional than popular events o The most popular events like Carnival are perfectly usable to get into touch, but regional events should be made more public possible area of interest C. Events and Celebrities 38

39 Events Recommendations o Include & highlight these events in marketing activities! o Show the diversity NRW has to offer! o Great basis for improvement of use of images (e.g. faces)! C. Events and Celebrities 39

40 Celebrities The Question Which celebrities do you associate with North-Rhine Westphalia? C. Events and Celebrities 40

41 Celebrities Findings in General 424 respondents did not mention any celebrity celebrities have been mentioned in total 1/3 Whom? o equal gender distribution o age group 2 responsible for 1/3 of these answers o age group 7 named most celebrities C. Events and Celebrities 41

42 THE TOP 7 Celebrities Evaluation Top 7 TOP 1 Konrad Adenauer 11% TOP 2 Stefan Raab 9% TOP 3 Johannes Rau 8,5% TOP 4 Hannelore Kraft 8% TOP 5 Lukas Podolski 7% TOP 6 Juergen Ruettgers 6% TOP 7 Herbert Groenemeyer 5,6% C. Events and Celebrities 42

43 named intuitevely Celebrities Evaluation Living specifically NRW 2/3 of resp. aged (72 as 1st choice) 118 (54 as 1st choice) 96 (56 as 1st choice) C. Events and Celebrities 43

44 Celebrities Evaluation Living promising but expensive inappropriate doubtful and controversial C. Events and Celebrities 44

45 Konrad Adenauer Celebrities Evaluation Perished o named 155x o named 83x as first celebrity o equal gender distribution o best known in age groups (34 resp.) and (33 resp.) o not named by any non-german ( ) C. Events and Celebrities 45

46 Celebrities Evaluation Perished Johannes Rau o named 121x o named 78x as first celebrity o equal gender distribution o best known in age groups (41 resp.) and (26 resp.) o not named by any non-german ( ) C. Events and Celebrities 46

47 Ludwig van Beethoven Celebrities Evaluation Perished o named 58x o 2/3 of resp. are female o mixed age distribution o Named by huge number of non-germans (esp. NL) ( ) C. Events and Celebrities 47

48 Celebrities Recommendations Marketing campaign using perished German elite o We ve got Goethe, we ve got Schiller (Focus, 14/7/2003) o Make use of former German elite! (Adenauer, Rau, Beethoven,...) Examples o Beethovenstadt Bonn o Lutherstadt Wittenberg C. Events and Celebrities 48

49 Celebrities Recommendations: SWOT Analysis Strengths positive image former German elite Opportunities fosters NRW s image as cultural capital beyond Ruhr 2010 attract more visitors attract more target groups Weaknesses rather intangible relevance for target groups Threats politicians associated with a specific party C. Events and Celebrities 49

50 Conclusion Enhancing the use of images EVENTS Carnival, Music Festivals, Fireworks CELEBRITIES Perished German Elite C. Events and Celebrities 50

51 D. General Perception of NRW D. General Perception of NRW 51

52 Evaluation Given Statements Weighted Averages* Weighted Averages** NRW is an attractive business location NRW is attractive for tourists NRW is a green area NRW is child and family-friendly NRW is lively and interesting for young people NRW is an area with wide cultural diversity NRW offers good shopping facilities NRW is an interesting destination for athletes NRW is interesting and diversified destination for adult couples NRW is well suited as congress location for business travellers NRW is an important site for health tourism NRW is a diverse destination for best ager *Evaluation of given statements about NRW (12) relevant to the federal states named as holiday preference (2) ** Evaluation of given statements about NRW (12) relevant to all interviewees (15) D. General Perception of NRW 52

53 Evaluation Given Statements Weighted Averages* Weighted Averages** NRW is an attractive business location NRW is attractive for tourists NRW is a green area NRW is child and family-friendly NRW is lively and interesting for young people NRW is an area with wide cultural diversity NRW offers good shopping facilities NRW is an interesting destination for athletes NRW is interesting and diversified destination for adult couples NRW is well suited as congress location for business travellers NRW is an important site for health tourism NRW is a diverse destination for best ager *Evaluation of given statements about NRW (12) relevant to the federal states named as holiday preference (2) ** Evaluation of given statements about NRW (12) relevant to all interviewees (15) D. General Perception of NRW 53

54 Evaluation NRW as a Holiday Region o Interviewees affirming NRW as a holiday region (3) attain a higher weighted average in the question if NRW was attractive for tourists (12.2) Given Statements NRW is attractive for tourists. NRW is a holiday region. NRW is not attractive for tourists. NRW is not a holiday region. Weighted Average D. General Perception of NRW 54

55 Evaluation Age Patterns o Questions 12.2, 12.3, and showed a decreasing weighted average when related to age 3,0 2,5 2,0 1,5 2,85 Weighted Average Age ,74 2,72 2,62 2,44 2,34 2,21 1,0 unter D. General Perception of NRW 55

56 Evaluation 4,0 3,5 3,0 2,5 2,0 Decreasing weighted Averages related to Age in 12.2, 12.3, and ,47 3,34 3,22 3,18 3,07 2,85 2,88 2,85 2,75 2,74 2,77 2,72 2,62 2,66 2,52 2,62 2,60 2,44 2,30 2,41 2,34 2,11 3,10 2,82 2,50 2,38 2,21 1,93 1,5 1,0 unter Weighted Average Age 12.2 Weighted Average Age 12.3 Weighted Average Weighted Average Age D. General Perception of NRW 56

57 Evaluation Age Patterns o Interviewees between 30 and 59 evaluated the child- and family friendliness of NRW worse than other age groups 3,00 Weighted Average Age ,75 2,50 2,50 2,58 2,71 2,64 2,69 2,49 2,44 2,25 2,00 unter D. General Perception of NRW 57

58 Evaluation Age Patterns o Interviewees above 60 years evaluated NRW's shopping facilities worse than other age groups 2,00 Weighted Average Age ,91 1,92 1,75 1,80 1,73 1,79 1,76 1,77 1,50 unter D. General Perception of NRW 58

59 Gender Patterns Evaluation o Five statements exhibit unexpected results Given Statements Male Female NRW is a green area NRW is child and family-friendly NRW is an interesting destination for athletes NRW is well suited as congress location for business travellers NRW offers good shopping facilities D. General Perception of NRW 59

60 Gender Patterns Evaluation o Male interviewees evaluate NRW less green, child and family friendly than women Given Statements Male Female NRW is a green area NRW is child and family-friendly NRW is an interesting destination for athletes NRW is well suited as congress location for business travellers NRW offers good shopping facilities D. General Perception of NRW 60

61 Gender Patterns Evaluation o Worse female evaluation of NRW as a sport and business traveller destination Given Statements Male Female NRW is a green area NRW is child and family-friendly NRW is an interesting destination for athletes NRW is well suited as congress location for business travellers NRW offers good shopping facilities D. General Perception of NRW 61

62 Gender Patterns Evaluation o Against the assumption, shopping facilities are evaluated nearly gender even. Given Statements Male Female NRW is a green area NRW is child and family-friendly NRW is an interesting destination for athletes NRW is well suited as congress location for business travellers NRW offers good shopping facilities D. General Perception of NRW 62

63 Evaluation Holiday Preferences influence NRW Perception Best Worst Area First Second Third First Second Third Baden-Wuerttemberg X X Bavaria Berlin XXX Brandenburg X XX XX XX Bremen X X X X Hamburg XXXXX X X Hesse XXX XX X X Mecklenburg-Western Pomerania Lower Saxony X X North Rhine-Westphalia X X X XX Rhineland-Palatinate X X X X Saarland XX XX XXX XX X Saxony X X XXX Saxony-Anhalt XX X X X X X Schleswig-Holstein X X X Thuringia XXXX XX X X D. General Perception of NRW 63

64 Evaluation Holiday Preferences influence NRW Perception Best Worst Area First Second Third Sum First Second Third Sum Baden-Wuerttemberg X X 2 Bavaria Berlin XXX 3 Brandenburg X XX XX 5 XX 2 Bremen X X 2 X X 2 Hamburg XXXXX X X 7 Hesse XXX XX 5 X X 2 Mecklenburg-Western Pomerania Lower Saxony X X 2 North Rhine-Westphalia X X 2 X XX 3 Rhineland-Palatinate X X X 3 X 1 Saarland XX XX 4 XXX XX X 6 Saxony X 1 X XXX 4 Saxony-Anhalt XX X X 4 X X X 3 Schleswig-Holstein X X X 3 Thuringia XXXX XX 6 X X 2 D. General Perception of NRW 64

65 Evaluation Holiday Preferences influence NRW Perception Best Worst Area First Second Third Sum First Second Third Sum Baden-Wuerttemberg X X 2 Bavaria Berlin XXX 3 Brandenburg X XX XX 5 XX 2 Bremen X X 2 X X 2 Hamburg XXXXX X X 7 Hesse XXX XX 5 X X 2 Mecklenburg-Western Pomerania Lower Saxony X X 2 North Rhine-Westphalia X X 2 X XX 3 Rhineland-Palatinate X X X 3 X 1 Saarland XX XX 4 XXX XX X 6 Saxony X 1 X XXX 4 Saxony-Anhalt XX X X 4 X X X 3 Schleswig-Holstein X X X 3 Thuringia XXXX XX 6 X X 2 D. General Perception of NRW 65

66 Evaluation Holiday Preferences influence NRW Perception Best Worst Area First Second Third Sum First Second Third Sum Baden-Wuerttemberg X X 2 Bavaria Berlin XXX 3 Brandenburg X XX XX 5 XX 2 Bremen X X 2 X X 2 Hamburg XXXXX X X 7 Hesse XXX XX 5 X X 2 Mecklenburg-Western Pomerania Lower Saxony X X 2 North Rhine-Westphalia X X 2 X XX 3 Rhineland-Palatinate X X X 3 X 1 Saarland XX XX 4 XXX XX X 6 Saxony X 1 X XXX 4 Saxony-Anhalt XX X X 4 X X X 3 Schleswig-Holstein X X X 3 Thuringia XXXX XX 6 X X 2 D. General Perception of NRW 66

67 Evaluation Opinions of NRW vary between Areas Best Worst Area First Second Third First Second Third Non NRW X Bergisches Land X XXX X X Bonn/Rhein-Siegkreis/Ahrweiler X XX X XX Bergische Drei X XXXX X XXX Düsseldorf/Kreis Mettmann X XX XXX X Eifel/Aachen XX XX X X X Köln/Rhein-Erft Kreis X X X X Münsterland X XXX X Niederrhein XXXXX XX Ruhrgebiet XX X X XXX X Sauerland XXXXX X X X Teutoburger Wald XX XXX X XX X D. General Perception of NRW 67

68 Evaluation Opinions of NRW vary between Areas Best Worst Area First Second Third Sum First Second Third Sum Non NRW X 1 Bergisches Land X 1 XXX X X 5 Bonn/Rhein-Siegkreis/Ahrweiler X XX 3 X XX 3 Bergische Drei X 1 XXXX X XXX 7 Düsseldorf/Kreis Mettmann X XX 3 XXX X 4 Eifel/Aachen XX XX X 5 X X 2 Köln/Rhein-Erft Kreis X X X 3 X 1 Münsterland X 1 XXX X 4 Niederrhein XXXXX 4 XX 2 Ruhrgebiet XX X 3 X XXX X 5 Sauerland XXXXX X X 7 X 1 Teutoburger Wald XX XXX X 6 XX X 3 D. General Perception of NRW 68

69 Evaluation Opinions of NRW vary between Areas Best Worst Area First Second Third Sum First Second Third Sum Non NRW X 1 Bergisches Land X 1 XXX X X 5 Bonn/Rhein-Siegkreis/Ahrweiler X XX 3 X XX 3 Bergische Drei X 1 XXXX X XXX 7 Düsseldorf/Kreis Mettmann X XX 3 XXX X 4 Eifel/Aachen XX XX X 5 X X 2 Köln/Rhein-Erft Kreis X X X 3 X 1 Münsterland X 1 XXX X 4 Niederrhein XXXXX 4 XX 2 Ruhrgebiet XX X 3 X XXX X 5 Sauerland XXXXX X X 7 X 1 Teutoburger Wald XX XXX X 6 XX X 3 D. General Perception of NRW 69

70 Evaluation Opinions of NRW vary between Areas Best Worst Area First Second Third Sum First Second Third Sum Non NRW X 1 Bergisches Land X 1 XXX X X 5 Bonn/Rhein-Siegkreis/Ahrweiler X XX 3 X XX 3 Bergische Drei X 1 XXXX X XXX 7 Düsseldorf/Kreis Mettmann X XX 3 XXX X 4 Eifel/Aachen XX XX X 5 X X 2 Köln/Rhein-Erft Kreis X X X 3 X 1 Münsterland X 1 XXX X 4 Niederrhein XXXXX 4 XX 2 Ruhrgebiet XX X 3 X XXX X 5 Sauerland XXXXX X X 7 X 1 Teutoburger Wald XX XXX X 6 XX X 3 D. General Perception of NRW 70

71 Evaluation Opinions of NRW vary between Areas Exemplifying comparison for Düsseldorf Best Worst 1. NRW is an attractive business location 1. NRW is an interesting destination for athletes 2. NRW is attractive for tourists 1. NRW is an important site for health tourism 2. NRW is well suited as congress location for business travellers 1. NRW is a diverse destination for best ager 2. NRW is interesting and diversified destination for adult couples D. General Perception of NRW 71

72 Evaluation Opinions of NRW vary between Areas Exemplifying comparison for Bergische Drei Best Worst 3. NRW is a green area 1. NRW is an attractive business location 1. NRW is child and family-friendly 1. NRW is well suited as congress location for business travellers 2. NRW is attractive for tourists 3. NRW is lively and interesting for young people 3. NRW is an area with wide cultural diversity 3. NRW offers good shopping facilities D. General Perception of NRW 72

73 Conclusion Aim: Development of one picture representing NRW o o Establishment of one picture representing NRW is not advisable Further perception evaluation necessary balancing the different perceptions of NRW in the different areas to support a consistent image of NRW from insight out D. General Perception of NRW 73

74 E. Attractiveness of NRW E. Attractiveness of NRW 74

75 Statements about NRW attractive business location o general perception of NRW is good attractive for tourists green region child & family friendly interesting for young people 50% 43% o attractive for tourists, but people need to be attracted to come to NRW cultural diversity 70% 0% 20% 40% 60% 80% 100% k.a. o general awareness of activities for children, but perception not too good Perception of NRW is good already, promotion is needed to market different possibilities n = 1424 E. Attractiveness of NRW 75

76 Statements about NRW shopping facilities sports destination grown-up couples business travellers 80% o people rate shopping facilities positively further promotion for shopping facilities health tourism best agers 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% o health tourism not known/seen as good offer in NRW k.a. Further promotion for health tourism is needed because NRW is not known for that in people s minds n = 1424 E. Attractiveness of NRW 76

77 Internet Source of Information % o internet and familiy source most often used o n = 1098 people use Internet as info source o only best (1&2) answer of question 12 If people use the Internet, do they rate NRW the same? 1 2 Regardless of how people inform themselves, they all have a positive perception of NRW except for Health Tourism due to a lack of knowledge E. Attractiveness of NRW 77

78 One Holiday in NRW attractive business location attractive for tourists green region child & family friendly interesting for young people cultural diversity 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% k.a. 62% o in general: slightly better image and knowledge about NRW if holidays have been spent in NRW o attractive for tourists: increase of 10% by those who spent 1 holiday in NRW n = 231 Positive perception increases if holidays spent their, but not majorly promotion needs to focus on attractions of NRW E. Attractiveness of NRW 78

79 Could you imagine spending holidays in NRW? % o 559 (answer = No) 40% can not imagine going on holidays in NRW o people still think positively about NRW o 50% think NRW is attractive for tourists: BUT only 34% think NRW is an attractive holiday destination for themselves People think NRW is attractive, but not for themselves - Need to find out why this is the case - Certain promotion for those people is needed E. Attractiveness of NRW 79

80 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% n = 1424 In Relation to Location of Questioning 99 k.a o o in general: positively rated Winterberg: very positive about NRW (probably due to ski region) 1 Inhabitants believe NRW is attractive for tourists, especially in areas where tourism is developed E. Attractiveness of NRW 80

81 Conclusion o NRW seems to be attractive for tourism; only health tourism in NRW is not promoted enough o People use the internet to inform themselves about tourism offers; family & friends are also important Perception about NRW does not change o Contradiction: People think NRW is attractive for tourism, but not for themselves E. Attractiveness of NRW 81

82 F. Pictures for NRW as a destination F. Pictures for NRW as a destination 82

83 What are the most named tourist destinations within Germany? F. Pictures for NRW as a destination 83

84 What are the most used tourist information sources? F. Pictures for NRW as a destination 84

85 Pictures most associated with NRW Mainly associate big cities and industry with NRW o Cologne (twice) o Düsseldorf o Zeche Zollverein o Münster Related to: o events e.g. Carnival, Ruhr 2010 o architecture/city landmarks e.g. Cologne Cathedral F. Pictures for NRW as a destination 85

86 Pictures least associated with NRW All pictures show landscapes o especially mountains Mostly mountain lines o people do not associate every type of nature with NRW F. Pictures for NRW as a destination 86

87 What images were assigned to NRW? None NRW Inhabitants of NRW F. Pictures for NRW as a destination 87

88 Which places encourage people to go on holiday? F. Pictures for NRW as a destination 88

89 Which places encourage people to go on holiday? Monschau, Eifel - no landscape - associated with NRW - people like to go there F. Pictures for NRW as a destination 89

90 What images were assigned to NRW? In relation to age of participants. F. Pictures for NRW as a destination 90

91 What images were assigned to NRW? In relation to age of participants. F. Pictures for NRW as a destination 91

92 What images were assigned to NRW? In relation to age of participants. F. Pictures for NRW as a destination 92

93 What images were assigned to NRW? In relation to age of participants. F. Pictures for NRW as a destination 93

94 Which places encourage people to go on holiday? In relation to age of participants. F. Pictures for NRW as a destination 94

95 Which places encourage people to go on holiday? In relation to age of participants. F. Pictures for NRW as a destination 95

96 Which places encourage people to go on holiday? In relation to age of participants. F. Pictures for NRW as a destination 96

97 Which places encourage people to go on holiday? In relation to age of participants. F. Pictures for NRW as a destination 97

98 Images Images in in NRW NRW Marketing F. Pictures F. Pictures for NRW for NRW as a destination 98 98

99 Images Images in in NRW NRW Marketing F. Pictures F. Pictures for NRW for NRW as a destination 99 99

100 G. Overall Conclusion G. Overall Conclusion 100

101 The most significant Outcomes o Strongest pictures in mind: Cologne, Ruhrgebiet, Nature! o Term NRW abroad unknown! o Events enhance emotional attractiveness! o Celebrity marketing with perished German elite! o No single picture for NRW! o NRW perceived as attractive for tourists but for themselves?! o Best images to use: City & Nature! G. Overall Conclusion 101

102 Suggestions for further Research Going beyond North-Rhine Westphalia... Germany: Same questionnaire, different federal states! NL/BE: New questionnaire, defining NRW! G. Overall Conclusion 102

103 Questions? Comments? Thank you for your attention! 103