in Trekking Tourism Hut-to-Hut-Hiking in the Harz region IUFRO Conference "Forest for People" Alpbach, Tyrol/Austria 22/5/ /5/2012

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1 Competence Center of Information and Communication Technologies, Tourism and Services Hochschule Harz University of Applied Sciences Innovations in Trekking Tourism Hut-to-Hut-Hiking in the Harz region IUFRO Conference "Forest for People" Alpbach, Tyrol/Austria 22/5/ /5/2012 Dipl.-Kffr. (FH) Anne Menzel, Prof. Dr. Sven Groß Dipl. Kffr. Menzel /Prof. Dr. Groß

2 Instruction The content is available ailable for private use. In the case of commercial use, please contact the author. 2

3 Agenda 1) Innovations in Tourism 2) Innovation Process On the example of the Harz region 3) General hints for product development in destinations 3

4 1) Innovations in Tourism CONCEPTUAL DISTINCTION Product innovations: on Level of innovati product differentiations product variations product innovations product standardization innov vation risks s competitive advantage Source: Own compilation based on 4 Vahs/Burmester 2005, pp. 72

5 2) Innovation Process OVERVIEW a) Problem definition / starting situation b) Detection of ideas / methodical brainstorming c) Evaluation and election of ideas d) Concept development e) Pilot project f) Market launch & regular performance review Source: based on Vahs/Burmester 2005, p. 92 5

6 Innovation Process OVERVIEW a) Problem definition / starting situation b) Detection of ideas / methodical brainstorming c) Evaluation and election of ideas d) Concept development e) Pilot project f) Market launch & regular performance review Source: based on Vahs/Burmester 2005, p. 92 6

7 2a) Starting situation Initial Position State Forestry of Saxony-Anhalt owns a number of hunting huts and forester's houses in the Harz region Most of them are not used anymore or rented to hunters as overnight accommodations only during hunting season Maintenance costs are not covered Objective Searching for new and sales oriented business areas Long-term orientated use of huts Create a concept to use forest and hunting lodges for tourists 7

8 2a) Starting situation Harz region Schleswig- Holstein Hamburg Bremen Niedersachsen Mecklenburg- Vorpommern Brandenburg Berlin Nordrhein- Westfalen Sachsen- Anhalt Hessen Thüringen Sachsen Rheinland- Pfalz Saarland Baden- Württemberg Bayern 8

9 Innovation Process OVERVIEW a) Problem definition / starting situation b) Detection of ideas / methodical brainstorming c) Evaluation and election of ideas d) Concept development e) Pilot project f) Market launch & regular performance review Source: based on Vahs/Burmester 2005, p. 92 9

10 2b) Detection of ideas Harz region: Brainstorming Potential target groups Products for cyclists, riders, families, youth, business travelers, What about other destinations? e. g. hiking and skiing huts, rural restaurants 10

11 Benchmark Analysis ANALYSIS OF NATIONAL AND INTERNATIONAL CONCEPTS CONCERNING TOURISM-RELATED USE OF HUTS Tourism concepts in foreign countries New Zealand (Great Walks) Australia Norway Sweden Alpine regions Tourism concepts in other German low mountain regions 11

12 Innovation Process OVERVIEW a) Problem definition / starting situation b) Detection of ideas / methodical brainstorming c) Evaluation and election of ideas d) Concept development e) Pilot project f) Market launch & regular performance review Source: based on Vahs/Burmester 2005, p

13 2c) Evaluation and election of ideas Harz region: Target group analysis Market analysis Demand analysis: primary data collection 13

14 Target Group Analysis 1 Hiking/ Trekking tourists Horse riding tourists Families Youth groups 3 Mountain- bikers Hunters business travellers (incentives) jagdschule-celler- land.de d com 14

15 Market Analysis Harz region: Evaluation of hunting huts and forester's houses in the region Evaluation of the surrounding tourism potential Competitor analysis: identification of companies in the Harz region with competing concepts Legal basis examination Identification of possible partners for co-operation operation 15

16 Hunting huts in the Harz Region approx. 6 km Dipl. Kffr. Menzel /Prof. Dr. Groß 16

17 Touristic sights located near the huts

18 Hunting huts in the Harz Region 18

19 Restaurants located near the huts

20 Demand analysis Online survey in March fully completed questionnaires Results: Over 2/3 of the Harz tourists are repeaters Most of them enjoy hiking Day hikes are favoured (25.5 %), but also several-day tours (14.3 %), circular hikes (20.6 %) and long distance walks (16.7 %) Immense interest in hut-to-hut-hiking products (Extended) weekends are favoured Favoured hiking distance:15 to 20 kilometers per day Hiking with partner, friends or kids 20

21 Demand analysis 70% 60% 50% 40% 30% 20% 10% 0% How interested are you in the described hut-to-hut-hiking product? 63,86% very much interested in 28,71% interested in 5,45% partly interested in 1,49% 0,50% hardly interested in not intereted in 21

22 Demand analysis Shared use of huts: separate bedrooms are preferred High requirements regarding the equipment: bathroom with a shower and a toilet fully equipped kitchen double bed chimney Outdoor area of hiking huts: seating area, fireplace and barbecue are desired Preferred type of food service: Self-catering 22

23 Innovation Process OVERVIEW a) Problem definition / starting situation b) Detection of ideas / methodical brainstorming c) Evaluation and election of ideas d) Concept development e) Pilot project f) Market launch & regular performance review Source: based on Vahs/Burmester 2005, p

24 2d) Concept Development Product development Recommendations for the hut design Target group related products, e.g. Hiking & Biking, Incentives, Family-Holidays, hut romance Price strategies Communication strategy Distribution strategy Profitability analyses psv-online.de 24

25 Innovation Process OVERVIEW a) Problem definition / starting situation b) Detection of ideas / methodical brainstorming c) Evaluation and election of ideas d) Concept development e) Pilot project f) Market launch & regular performance review Source: based on Vahs/Burmester 2005, p

26 3) General hints for destination development Destination i Manager should: Carry out regular round tables to identify problems, find solutions and bring in new ideas form an expert committee (temporary or durable) Get creative input from others Learn from the best Define common objectives and strategies (framework) Define uniform standards for monitoring Think like your customers think Propose to balance out the interests of all parties concerned 26

27 Thank you for your attention! 27

28 Sources Duttweiler Institut t (2006): Die Zukunft des Ferienreisens i Trendstudie, Zürich Freyer, W. (2009): Tourismus Einführung in die Fremdenverkehrsökonomie, 9. Aufl., München Hauschildt, J. (2004): Innovationsmanagement, 3. Aufl., München Hipp, C. (2000): Innovationsprozesse im Dienstleistungssektor Eine theoretisch ti h und empirisch i basierte Innovationstypologie, t i Heidelberg Pleschak, F./Sabisch, H. (1996): Innovationsmanagement, Stuttgarttt t Vahs, D./Burmester, R. (2005): Innovationsmanagement Von der Produktidee zur erfolgreichen Vermarktung, 3. Aufl., Stuttgart Walder, B. (2005): Tourismus Management von Innovationen, Marburg 28

29 Contact Presentation at the IUFRO Conference "Forest for People, 22/5/ /5/2012, Alpbach, Tyrol/Austria Mr. Prof. Dr. Sven Groß Professor of transport t carrier management Mrs. Dipl.-Kffr. Anne Menzel Project staff in Competence Center of Information and Communication Technologies, Tourism and Services at University of Applied Sciences Harz Hochschule Harz Friedrichstr Wernigerode tourismuskompetenz@hs-harz.de phone: // fax: