international destination branding

INTERNATIONAL DESTINATION BRANDING ST. PETERSBURG

Course: International Destination Branding Supervisor: B. Strous & B. Veenstra

Date: 18th of December 2014

By: Tessa Schutte - 110678

Chantee Mahulette - 112954

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Introduction For the course International Destination Branding, we have chosen the Russian city Saint Petersburg as destination. Saint Petersburg is the former capital of Russia and now the most important city after Moscow. Saint Petersburg is in important industrial, scientific and cultural centre and offers a diversity of tourist attractions and activities. The reason for choosing Saint Petersburg as the destination is because the city has a great potential and is familiar by cultural tourists but has a low awareness among not-cultural tourists. Furthermore, Russia is the only BRIC country that has grown in the Nation Brand Index, whose economic performance is related to their natural resources (Xiaoyan, 2013). The main goal is to position Saint Petersburg among European city trippers between 19 and 35 years old and therefore create more awareness among not-cultural tourists.

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Table of Contents Introduction .............................................................................................................................................. 1 1. Methodology ........................................................................................................................................ 3

1.1 Main concepts ................................................................................................................................ 3 2. St. Petersburg as a tourism destination ................................................................................................ 4

2.1 Marketing Analysis St. Petersburg ................................................................................................ 4 2.2 Organic and induced image of St. Petersburg ............................................................................... 5 2.3 Desired Image ................................................................................................................................ 5

3. Competitor Analysis ............................................................................................................................ 6 3.1 Moscow .......................................................................................................................................... 6

3.1.1 Marketing analysis Moscow ................................................................................................... 6 3.2 Prague ............................................................................................................................................ 7

3.2.1 Marketing analysis Prague ...................................................................................................... 7 3.3 Budapest ........................................................................................................................................ 8

3.3.1 Marketing analysis Budapest .................................................................................................. 8 3.4 Conclusion ..................................................................................................................................... 9

4. SWOT Analysis ................................................................................................................................. 10 5. Findings: Survey ................................................................................................................................ 11 6. Recommendations branding strategy: St. Petersburg ........................................................................ 12 7. Bibliography ...................................................................................................................................... 13 8. Appendices ........................................................................................................................................ 15

8.2 Campaign Oooh Prague ............................................................................................................... 15 8.3 Campaign Hungary/Budapest ...................................................................................................... 16 8.4 Cultural Expressiveness ............................................................................................................... 17 8.5 Outcomes of survey ..................................................................................................................... 19

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1. Methodology

1.1 Main concepts Different concepts are used to conduct the research. The desk research consists of researching the desired and projected image of 1.) Saint Petersburg by the national and local tourism board and how the destination is portrayed in both non-and commercial messages. The same will be done for the competitors: 2.) Moscow and 3.) Prague and 4.) Budapest. To research this, Gunn’s concept of organic and induced images will be used. To compare Saint Petersburg with its competitors Budapest and Prague, the vehicles of cultural expressiveness (Dinnie, 2008) will be conducted as the three cities offer a broad range of cultural attractions and activities. The primary research consists of a survey in which we will research our target market; European city trippers between 19 and 35 to get an insight of how they perceive Saint Petersburg and their competitors. Concepts as brand personality and brand identity will be used to conduct the primary research. When the desk- and primary research is conducted, a SWOT analysis will be formed to show the strengths, weaknesses, opportunities and threats of Saint Petersburg and its competitors, which is the starting point for a new/revised marketing strategy for our target group.

Desk Research • Desired image • Projected image

Primary Research • Survey • Perceived image • Brand iden=ty

SWOT Analysis • Strengths • Weaknesses • Opportuni=es • Threats

Results • New branding strategy • Recommenda=ons

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2. St. Petersburg as a tourism destination St. Petersburg, the Russian city that is only 300 years old, but has a history as rich as any other ancient city in the world. The city is continuing searching for its identity because of its great culture and conflict, and its way of looking out to the future while it is rooted in the past. (BBC News, 2013) The city’s history goes back to the 18th century when Tsar Peter the Great built the city in 1703. It is the former capital of Russia and an important port on the Baltic Sea. St. Petersburg is often described as most Western city of Russia, as well as its cultural capital. The city is home to a few UNESCO World Heritage Sites, the world-famous museum The Hermitage and for ballet performances. The former capital of the Tsars and Tsarina’s is one of the 30 most expensive cities to live in and attract daily tourists to its world-class museums, palaces and cultural institutions. Because of its wide offer of cultural heritage, the main market is the cultural tourist. In 2010, St. Petersburg was listed in the top 10 of top visited cities of Europe. In 2005, when 3.5 million tourists came to the city, the government of St. Petersburg set a target of attracting 5 millions tourists by 2010, which succeeded. The government’s decision of scrapping the visas for cruise passengers, who can now visit the city for 72 hours without a visa that has normally ensnarled foreign visitors, ensured a high increase in foreign tourist arrivals (O'Flynn, 2012). In 2011, a new target has been set to attract 8.1 million tourists by 2016 and announced a plan to make the city more tourist-friendly (O'Flynn, 2012).

2.1 Marketing Analysis St. Petersburg St. Petersburg’s desire as a tourist city is to boost the city’s offers. All that the city is offering – cultural treasures and heritage – can be monetized only through development of tourism. Within the program of Saint Petersburg’s development as a tourist center, the City Marketing Agency is established. The City Marketing Agency can be seen as Tourism Offices where the priority lays with creating a favorable image of the destination in the international tourism market (Saint Petersburg Tourist Information Bureau, 2014 ). The main profiles are:

-‐ Increasing Saint Petersburg’s recognition as a leading tourist center of Russia at the crucial international markets;

-‐ Promoting Saint Petersburg as an attractive center of business tourism and a place for investments disposal;

-‐ Increasing guests information awareness level regarding all the tourism possibilities of Saint-Petersburg (excursions around the city, museums, evening entertainment, outside trips, safety, transportation);

Projects -‐ Tourist Angels Service helps visitors to discover Saint Petersburg. Young "Angels" work in

couples in the city center. You can identify them by their distinct hats. Active young "Angels" provide city guests with helpful tourist information and are always ready to give reliable advice and valuable help.

-‐ Tourism Office in Prague (Czech Republic). -‐ Outdoor advertising of Saint Petersburg abroad. Image advertising has been placed at the

airports, on the central streets, on the underground stations of London, Paris, Berlin, Frankfurt, Amsterdam, Prague, Nice, Tokyo. Actions passed under the motto "No bears, just beauties";

-‐ Press-tours to Saint-Petersburg -‐ Official city tourist web-site: www.visit-petersburg.ru

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2.2 Organic and induced image of St. Petersburg Gunn’s (1988) theory is based on the distinction of the organic and induced image, where the organic image results from non-tourist information and not deliberately directed by advertising and promotion. Regarding Russia as a country, the most common associations are historic sites, orthodox culture and enduring staples – vodka, caviar and matryoska nesting dolls, according to a study that the Federal Tourism Agency commissioned (Moscow Times, 2012). Regarding St. Petersburg, it can be mentioned that the induced image is mainly influenced by the worldwide news. Russia, as a country is often in the news due to political instability, wars and economic issues. Another important influence on the organic image of St. Petersburg is history. Many movies and books that took place in the city are about the Russian history: Caterina The Great (1920), The Wonderful Lies of Nina Petrovna (1929) and Eugene Onegin (1958). Other well-known movies that are set in the city are the Disney film Anastacia (1997), one of the James Bond movies Golden Eye with Pierce Brosnan and Hitman (2007). In these movies St. Petersburg is shown as a mystic, beautiful and romantic city.

The induced image results from exposure to tourist-directed information and deliberate portrayal by tourism organizations (Gunn, 1988). The Tourism Information Bureau of St. Petersburg highlights the city’s cultural treasures and heritages the most. The official city portal of the city is the website www.visit-petersburg.ru and is available in Russian and English. It highlights several activities:

theatres, museums, monuments, bridges and hotels. The city is projected as ‘The Home of Russian’, as the following image shows. Many tour operators project St. Petersburg as the most ‘European’ city of Russia, as magical city and highlights the city’s cultural treasures and heritage (Arke, 2014), (City Trip EU, 2014).

Source: visit-petersburg.ru, 2014

The top three first thoughts from our participants were ‘Russia’ (26%), ‘Cold’ (12%) and Beautiful buildings (12%). These answers were mostly influenced by the Internet (61%), Movies (39%) and TV Programs and News (30%). We can conclude that the organic image of St. Petersburg is rather different than the induced image. However, commercial tools seem to influence people’s image on St. Petersburg the most (Survey, 2014).

2.3 Desired Image The desired image of a destination is projected in the (commercial) messages of your destination and can also be called as the ‘projected image’. The official tourism portal of St. Petersburg is the website www.visit-petersburg.ru. This websites projects St. Petersburg as the touristic city of Russia by highlighting three main aspects of the city: Dusha (Soul), Intellegentisia (Intelligence) and Revolutsia (Revolution). Soul because St. Petersburg’s writers and poets reveal the soul of Russia where centuries of cultural life, historical heritage and its unique nature of its citizens is shown. Intelligence because St. Petersburg’s locals are proud of their history and willing to enrich it furthermore. As last, Revolution stands for the continue change and the way of thinking. The names of the city streets and squares, its monuments and museums (Visit Petersburg, 2014) – everything in St. Petersburg speaks about its peculiar spirit, the spirit of changes. St. Petersburg wants to be seen as the most European city of Russia as well as the touristic city of the country (Moscow Times, 2014).

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3. Competitor Analysis There are three cities in Europe that are potential competitors compared to St. Petersburg. The chosen cities are: Moscow, Prague and Budapest. The outcomes of the survey also indicated that our respondents thought of Moscow, Prague and Budapest as the main competitors. The reasons for choosing these three cities/destinations are their cultural heritage. All the destinations offer historical sites, churches, culture and history. For Russia and St. Petersburg they share the same history, while Prague and Budapest also share the same history.

3.1 Moscow Moscow, the capital city of Russia and is by far the biggest city of Russia. Furthermore, it is the political, scientific, historical, architectural and the business center of Russia (Moscowcity, 2014). During rough periods in the history Moscow lost its right to be the capital city of Moscow but after the Russian revolution the city became the capital of Russia again. Moscow has a lot to offer regarding famous and non-famous tourism activities. For example: Mausoleum of Lenin, the St-Basil cathedral, the Red Square, Bolshoi theater and Kremlin (Wikipedia, 2014). Moscow is a city that is still undiscovered and for those who want to go discover Moscow a visa is required.

3.1.1 Marketing analysis Moscow It was very hard to analyze how marketing is done for the capital city of Russia. Moscow is by far the biggest city in Russia. However, no marketing is done for Moscow but for the country of Russia as a whole. In an article of Moscow Times it is described that marketing is done for the country (Moscow Times, 2012). A couple of years ago when the Olympics were held in Russia, a 30 seconds promotion clip was done for the Sochi Olympics but also to promote Russia as a tourist destination. The federal government wants to attract foreign but also domestic tourists by investing billions on facilities, transportation and utilities infrastructure, which is a part of the 2011-2018 Federal Target Program on Tourism (Moscow Times, 2012). However, it is of course a good thing that there is a plan to attract more tourists to the country, but if there is no solid brand that they promote tourists will not come. The problem with marketing Russia or Moscow is the fact that the country is not promoting a specific brand, their identity: what does Russia stand for? Furthermore, the marketing that is done for the country is only done in countries in Asia, especially China. The focus to market China is already about more than 50 percent of the marketing resources the agency is using (Moscow Times, 2012). Many cities in Russia are trying to promote their own city and become their own brand. A good example is actually St. Petersburg, but still the country has no brand in which tourists can relate Russia to. The marketing for Moscow is done together with the country. Also, the city does have their own brand. However, the “wow, Moscow” brand was designed and developed by an architecture and a designer (see appendix 8.1). The brand does not have any involvement of the government (Talentzoo, 2014). You can see that the citizens want to brand Moscow as a city and distinguish themselves from other cities in Russia.

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3.2 Prague Prague is the capital city of Czech Republic and is located in Eastern Europe. The city is known as the golden city, city of hundred spires and a city of fairytales that will enchant you. Prague is well known for their culture (the old and new town of Prague), the astronomic clockwork in the old town of Prague, the gothic Charles bridge, the palace gardens, Prague castle, arts, architecture and nightlife. It is a city that is visited a lot by tourists all around the world and is in the top 5 of cities that are most visited in Europe (TripAdvisor, 2014).

3.2.1 Marketing analysis Prague Prague city tourism (PCT), the tourism board of Prague is trying several things to promote Prague in the world and to strengthen its position in Central and Eastern Europe. The historic city center of Prague is on the UNESCO world heritage list and it is one of the most visited city in the country by both tourists and domestic visitors (Prague City Tourism, 2014). Although, it is of great importance that Prague is maintaining this strong position regarding their competitors. That is why they implemented some objectives in their marketing strategy:

• Increase average spend per visitor • Increase overnights • Increase arrivals or, in some markets, recover declining arrivals • Motivate repeat visitors • Improve off season arrivals in some target groups • Bolster interest in visiting areas outside of the immediate historical center • Improve Prague’s image with domestic visitors, combat negative stereotypes • Promote Prague as a convention destination via partnership with the Prague Convention

Bureau

The Prague City Tourism board is promoting Prague on the domestic market with the goal to also attract Czech tourists. Furthermore, the city is already marketing themselves as “Oooh Prague, Pure emotion” the marketing visual can be found in appendix 8.2 The PCT found it hard to express the capital city in words, so the tourism destination has been built on emotion, feelings and experiences of tourists that visit Prague (cestovniruch.praha.eu). The city is presenting itself as a changeable city with different styles to offer: it can be romantic and successful, ancient and modern but most of all it is a dynamic city with a lot to offer for their visitors (Czech Tourism, 2014). The ongoing campaigns for Prague are “Oooh Prague, Pure emotion” which is their main strategy and how they want to present prestige Prague. Another two ongoing campaigns are “Praha city of romance” in this campaign Prague is presented as romantic city just like Paris, in which they want the city to enchant you with their cityscape and atmosphere. The other ongoing campaign is “Music in Praha” in which 2014 has been declared the year of Czech music and that is also how they wanted to present themselves this year (Prague City Tourism, 2014).

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3.3 Budapest Budapest, the capital city of Hungary and often described as “Little Paris of Middle-Europe”. The city is full of history, which can still be seen in the city. Furthermore. Budapest has a 1000 year old culture which is reflected in the monuments. A key asset for Budapest is also the many thermals baths they offer. Also, the capital is divided in two sides: Buda and Pest, it is stretched along the banks of the Danube and represents two different characteristics of the city (Visit Hungary, 2014). Buda is offering historic castles, museums, medieval street and houses. While Pest on the other hand is offering flea markets, book stores, coffee houses and antique stores. These two different parts of Budapest are making the city a unique place to go to.

3.3.1 Marketing analysis Budapest The Hungarian Tourism Ltd has presented how they will market the capital city in the year 2014. While the marketing objectives of 2013 were focusing on promoting Hungary as a tourism brand (see appendix 8.3) the objectives for this year are different. The objectives for their marketing plan (UK, Hungary, 2012).

• Target new markets, the emerging markets like Arab countries, Brazil, India and their neighboring countries

• Still addressing their current markets • Target younger age group markets to attract them to the new vibrant and dynamic city of

Budapest • Promote health tourism (for older generations) • Expanding their spectrum of cultural programs • Brand building, raising awareness of the concept of the country’s tourism brand • Powerful international image campaign • Mobile technology-based developments and be more active and present in online activities

(social media) • Reinforcing the buzzwords in domestic campaigns (winter harmony, spring awakening,

summer buzz and fall serenity) to boost domestic tourism • Closer cooperating with the domestic and international trade • Increase number of overnight stays and spending of both tourists and domestic visitors

These objectives are meant to attract more tourist and domestic visitors to the city. Furthermore, to position Budapest and show the world that Budapest is an emerging and attractive for tourism destination. The strategy in how Budapest wants to take up on their competitors is with their tourism products. The Hungarian Tourism Ltd made a distinction between strategic products on the domestic market and foreign market (UK, Hungary, 2012). Domestic market:

• Active and ecotourism • Rural tourism • Cycling tourism • Equestrian tourism • Cultural tourism

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• Wine and gastronomy tourism • Health tourism

Foreign markets

• Budapest • Lake Balaton • Cultural tourism • Health tourism (medicinal tourism and wellness tourism) • Business tourism (MICE) • Niche markets – hunting, golf and sailing

In a time-lapse movie that was made for the city of Budapest it is clear that Budapest wants to presents itself as a dynamic, vibrant, cultural city with historical remains and a nightlife (probiotic-conference.net). They have a lot to offer and show that there are different sides of the city that will attract different types of tourists.

3.4 Conclusion Out of all the competitors Prague is by far the strongest competitor since it is the only city compared to the other competitors that has branded the city. While Moscow and Budapest are included in the marketing campaign with the country as a whole, Prague is promoting their city as “Oooh Prague, Pure Emotion.” Furthermore, we have made an analysis of the cultural expressiveness (Dinnie, 2008) where we compared the four destinations: St. Petersburg, Moscow, Prague and Budapest. The vehicles table can be found in appendix 8.4. According to Anholt (2002), successful nation branding requires the integration of a country’s cultural and artistic expression in order to achieve unique and sustainable differentiation. Cultural Expressiveness consists of three vehicles: heritage, landscape and the arts. ‘Heritage’, regarding to the countries’ history, traditions and architecture. ‘Landscape’, is seen as a concept rather than merely a physical presence because of powerful emotional and symbolic value that is placed upon landscape by many people. As last, ‘The Arts’, consists of literature, music and other cultural artifacts (Dinnie, 2008). What these vehicles show is the heritage, landscape and the arts of a destination. In appendix 8.4 the heritage, landscape and the arts are explained for the four destinations.

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4. SWOT Analysis The following table shows the SWOT analysis of St. Petersburg. The strengths and weaknesses are internal, thus reflect on St. Petersburg as a city. The opportunities and threats are external, but can be both reflected on the external factors in Russia and the other countries in the world.

Most factors do not need a broader explanation. However, the main weakness of St. Petersburg is that it has no solid brand image like Prague. The main reason for this is that Russia, as a country itself, does not have a brand image either. Authorities do not know how to promote Russia, either it can be a bridge between Europe and Asia, a European cultural center or an innovation hub (Moscow Times, 2012). There is no communication between regions; however, the Russian tourism authority believes that Sochi (2013) and the World Cup 2016 are the chances to promote Russia as a brand, as a whole (Moscow Times, 2012). We believe that if the country itself does not have a strong brand image, it is hardly possible to create a brand image for a city like St. Petersburg. The city image has to cover heritage, history, traditions, landscape and the arts (Dinnie, 2008).

Strengths

-‐ Most European city of Russia -‐ Loca=on and visa restric=ons for cruise tourism -‐ Broad range of cultural heritage and treasures

-‐ Tourism ac=vi=es for all type of tourists -‐ High score in 'cultural expresiveness vehicles'

Weaknesses

-‐ Low awareness among not cultural tourists / higher educated tourists

-‐ No solid brand image -‐ Low marke=ng stratetegy

-‐ Accessibility (visa restric=ons)

Opportuni=es

-‐ Global events: World Cup 2018 -‐ Change in visa-‐restric=ons (cruise tourism visa-‐free

since 2010) -‐ Russia is part of the growing BRIC countries

Threats -‐Poli=cal/Economical issues from/with neighouring

countries -‐ ISIS threats

-‐ World wide crisisses, wars, unstabili=es -‐ Compe=tors Prague and Budapest have a strong

branding strategy

SWOT Analysis

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5. Findings: Survey To find out what the perceived image of St. Petersburg is, an online survey among 46 people between 19 and 65 has been conducted. The majority of the respondents have an age between 19-25% followed by 46-55 (11%). Two out of 46 had not heard of St. Petersburg before.

The top three first thoughts from our participants were ‘Russia’ (26%), ‘Cold’ (22%) and ‘beautiful buildings’ (12%). Most of the participants would feel excited (34%) in St. Petersburg, followed by ‘curious’ and ‘adventurous and discovering’ (14%). These answers were mostly influenced by the Internet (61%), Movies (39%) and TV Programs & News (30%). It seems that commercial tools are the main influence of the participant’s responses.

Overall outcomes of the brand identity of St. Petersburg:

• St. Petersburg as a color: red (32%), grey (20%) and white (14%) • St Petersburg as a mood: drunk (30%), ecstatic and happy (13%), lonely (10%) • St. Petersburg as a drink: vodka (89%), whiskey (4%) and beer (2%) • St. Petersburg personification:

“A middle-aged to old friendly man with a moustache and beard, wearing a long coat and a fur hat. He has an interesting past that he wants to share. He drinks a lot of vodka”.

Basically, the respondents see St. Petersburg as an old city with a lot of history that has been through a lot but its locals are now open enough to share their experiences with tourists and make them feel at home.

To conclude the findings of our survey, 72% of the respondents would like to go to St. Petersburg in the future. The main reason is the cultural heritage (31%); St. Petersburg is an interesting place (21%) and exploring new cities (18%).

The complete outcome of the survey can be found in appendix 8.5.

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6. Recommendations branding strategy: St. Petersburg Almost one fourth (22%) of the respondents named ‘cold’ as one of their first thoughts when thinking of St. Petersburg. Of course, the temperature is low when it is winter but during the other seasons the temperature is not lower than other cities in (Eastern) Europe, with an average of 23 degrees in the summer. Therefore, St. Petersburg could be marketed per season. Every season shows the city from a different aspect and has different colors. This could attract more younger European city trippers that are not only interested in cultural tourism.

As mentioned before, a short video clip of St. Petersburg ‘No bears, just beauty’ is currently the main tool for attracting tourists. This is only focused on the cultural heritage of the city and not on other aspects. By creating short movie clips of different seasons in St. Petersburg and add different segments of the city, a broader target group could be reached.

Furthermore, before St. Petersburg is even able to design a good marketing strategy for St. Petersburg both the government of St. Petersburg as the government of Russia have to create a brand for the country itself. When tourists/visitors do not have a good brand image of Russia it is more likely that they will not consider going to Russia. So that is something that we are recommending both the country Russia and the city of St. Petersburg. The overall image of Russia needs to be improved.

As for the Social media, the Destination Management Agency of St. Petersburg needs to be more active on Facebook and show what the city has to offer. They should focus on Facebook since the target market is within the age group that is actively making use of Facebook next to generation Z. Although they already have a website, they should really need to come up with a strategy for their use of social media. A good example of a destination that is using Facebook to promote their island is St. Maarten. They have a website on Facebook which is called only on SXM. It is an example of something that St. Petersburg can also do to attract their target.

Moreover, we have found out that Russia is actively promoting the country in Asia, especially China. They are using more than 50 percent of the marketing budget of the Russian Tourism Agency for marketing of the country. Therefore, we advise that there will be more marketing of Russia and St. Petersburg in Europe. Here you can think of marketing of Russia as well as St. Petersburg with advertisement in the cities. The advertisements (billboards, posters, travel magazines and television) could be found at bus stops, along the roadside, in brochures of travel agencies and travel magazines. This will require collaboration with several travel agencies in Europe. This with the goal to create more awareness and to create a stronger brand for St. Petersburg.

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7. Bibliography Anholt, S. (2002) Foreword, special issue: Nation branding. Journal of Brand Management, 9, 229-39 Arke . (2014 ). Stedentrip: St. Petersburg . Opgeroepen op 12 10, 2014, van Arke Reizen : http://www.arke.nl/p/stedentrip/rusland/st-petersburg/

BBC News. (2013, 1 21 ). St. Petersburg.

Czech Tourism. (2014). Czech Republic land of stories: Prague – a magical atmosphere you won’t find anywhere else. Retrieved from: http://www.czechtourism.com/a/prague/ City Trip EU . (2014). City Trip Saint-Petersburg . Opgeroepen op 12 10, 2014, van Take A Trip : http://www.take-a-trip.eu/nl/sint-petersburg

Dinnie, K. (2008 ). Cultural Expressiveness: Heritage, landscape and the arts. In D. Keith, Nation Branding. Burlington, Oxford, England: Butterworth-Heinemann.

Gallucci, K, T. (N.A). Beneath the brand. Retrieved from: http://www.talentzoo.com/beneath-the-brand/blog_news.php?articleID=10343

Go to Hungary. (2014). National Tourism Marketing plan 2014. Retrieved from: http://uk.gotohungary.com/national-tourism-marketing-plan-2014 Moscow City. (2014). Journey to Moscow. Retrieved from: http://www.moscowcity.com/ Moskou. (2014). Moskou. Retrieved from: http://nl.wikipedia.org/wiki/Moskou O'Flynn, K. (2012, 1 15). St. Petersburg: The Tourist Capital . The Moscow Times .

Prague City Tourism. (2014). Prague City Tourism: Prague city tourism marketing objectives. Retrieved from: http://www.praguecitytourism.cz/en/our-services/marketing-/prague-city-tourism-marketing-objectives Probiotic conference. (2014) Timelapse Budapest. Retrieved from: http://www.probiotic-conference.net/page/6-about-budapest/ Saint Petersburg Tourist Information Bureau. (2014 ). City Marketing Agency. Opgeroepen op 12 10, 2014, van Welcome to Saint Petersburg : http://eng.ispb.info/markagen/

Xiaoyan, Z. (2013, 11 14). US VOTED TOP COUNTRY FOR ATTRACTING TALENT AND INVESTMENT – BUT WITH A REDUCING LEAD. Opgeroepen op 11 18, 2014 , van GFK: http://www.gfk.com/news-and-events/press-room/press-releases/pages/nation-brand-index-2013-latest-findings.aspx

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Smirrnova, L. (2012). Moscow times business articles: Tourism struggles with Russias identity crisis. Retrieved from: http://www.themoscowtimes.com/business/article/tourism-struggles-with-russias-identity-crisis/460135.html TripAdvisor (2014). Tourism: Prague Bohemia Vacations. Retrieved from: http://www.tripadvisor.nl/Tourism-g274707-Prague_Bohemia-Vacations.html Visit Hungary. (2014). Hungary: Introducing Budapest. Retrieved from: http://visit-hungary.com/budapest

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8. Appendices 8.1 Campaign Wow Moscow

8.2 Campaign Oooh Prague

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8.3 Campaign Hungary/Budapest

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8.4 Cultural Expressiveness

•  Heritage •  History: Peter the Great, Tsar & Tsarina's, Hermitage •  Traditions: •  Architecture: hermitage, churches, buildings

•  Landscape •  Traditional rural imagery: the harbor, river and parks •  Tourist-attracting scenery: museums, churches and

palaces •  The arts

•  Literature: Russian writers: Pushkin, Dostoyesky •  Music: more than fifty theatres, ballet dancers, •  Other cultural artefacts: Russian Ballet, James Bond

Cultural Expresiveness

- St. Petersburg

•  Heritage •  History: the Cold War, Tsardom of Russia, Sovjet

Union •  Traditions: •  Architecture: Saint Basilic Cathedral, Medieval

architecture, Kremlins •  Landscape

•  Traditional rural imagery: River and parks, landmarks •  Tourist-attracting scenery: museums, churches and

palaces •  The arts

•  Literature: Tretyakov, •  Music: more than fifty theatres, ballet dancers, •  Other cultural artefacts: Revolutionary painters,

Kandinsky,


- Moscow

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•  Heritage •  History: Prague Castle, lesser town, new town and old

town hall, Cold war and World War II. •  Traditions: the burning of the witches, july holidays

and all soul's day. •  Architecture: Prague Castle, the Astronomical Clock,

st. Geoerge's Basillica, national theater, national museum, Rudolfinum, Obecni Dum,

•  Landscape •  Traditional rural imagery: Medieval streets, castles,

old town square, the lesser and new town and the little eiffletower.

•  Tourist-attracting scenery: the Charles Bridge, the jewish district, atronomical clock and David Cerny's public sculptures

•  The arts •  Literature: Franz Kafka, Milan Kundera, Rainer

Maria Rilke, Jan Neruda. •  Music: Karel kryl (musical city) •  Other cultural artefacts: Art: Alfons Mucha


- Prague

•  Heritage •  History: Atilla de Hun, the Turks, Chain Bridge,

Emperor Franz and Empress Sissi •  Traditions: revolution day, week of music,

international gastronomic congress and festival of young wine.

•  Architecture: underground railway, heroes' square, parliament buildin,castle district, amphitheater, ottoman (mosque) and thermal baths.

•  Landscape •  Traditional rural imagery: historal and medieval

sites and streets, buda and pest, thermal baths and churches.

•  Tourist-attracting scenery: castle, historical museum, thermal baths, coffee shops and small markets.

•  The arts •  Literature: Attila Joszef and Endre Ady •  Music: folklore, rhapsodies of listz, compositions

of Bartok and Kodaly. •  Other cultural artefacts: -


- Budapest

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8.5 Outcomes of survey

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What are the first thoughts that come into your mind if you think of Saint Petersburg?

Coldness, Russia, the Cold War

Awesome! I've been there already but before this I really was attracted to the Russian culture, buildings and people!

Rusland, cold, classic

I really love that city, it's on my list! So particulars buildings, cold and cheaper alcohol than in Sweden ;)

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cold weather, russia, ballet, cultural heritage, art, the movie anastasia (disney), fur hats and coats.

Cood

cold, beautiful buildings, Russia

Churches, Russia

Russia

Erasmus exchange hermitage

Church, Russia, cold, old

Russia, cold, fur caps, beautiful buildings, vodka, partying cheap for women, expensive for men

Rusland

Russian, bucketlisr

Russian, bucketlisr

Feest

The colorful church, cold weather

Russian city, not a place I would go as first pick for my holiday.

Rusland, kou, mooie grote gebouwen met koepels. Maffia.

Hermitage, tsaar Peter de Grote, nice hats of fur like in Elton John's Nikita

2nd most popular city after Moscou

Cold weather and some disney-like building.

Russia, coldness,

Where on the world is St. Petersburg?! Denmark? East europe? I'm so bad in geography

I imagine a city with its historic center very beautiful, rich culture!

Low temperature, Amazing city and vodka

I preferred Moscow. Its extremely beautiful. Its more european than Russian

snow, kremlin, hermitage, haven, koud.

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churches

Hermitage

russia big old city Leningrad

koepels, Leningrad, Hermitage, tsaar Nicolas

far away, russian culture, russian ballet, big city, cold weather

It is located in Russia

cold, historic,Russia, James Bond,

Most European city in Russia Colleges (my brother studies here) Very big City trip Impressive buildings Cathedral

Its a big city in the west of Russia and had a few name changes if I'm not mistaking. Dunno a lot about it more than that by heart :)

Russia, palace square, February revolution

cold, old, fascinating, exciting

Hermitage, Leningrad, cruise

It is in Russia

A perfect place to spend a holiday with my girlfriend.

Well, its in Russia. Its very beautiful with a lot of fountains and amazing historical buildings.

Rusia

Imagine you would go there for a one-week trip. What do you expect in terms of environment, type of other tourists, locals, shops, restaurants and hotels.

----

IVe been there it's awesome! Had a blast. Loved the buildings, the atmosphere, surroundings, food and history. The Russian people weren't as welcoming and friendly as I expected unfortunately

Cold weather, not much toursits and closed locals. I don't know a lot about the Russians. I expect the hotels to be either really classy or really crappy.

23

I'm going to look for a organized trip! It is a big city for go there without an help

I would expect that St. Petersburg is relatively new in the sentence that not a lot of European tourists/students know about the city. the tourists would be mostly people who know specifically about russia. The food and hotels would be very cheap.

historical buildings

tourist interested in history and ancient buildings, cannot really imagine the landscapes but more coloured urban visions.

I expect the there are lots of churches full of cultural atmosphere. The local people are nice and helpful

big city, a lot of city trippers, a lot of modern locals en expensive shops restaurants and hotels

Not much, different things then that I'm used to

Clean environment, beautiful place, classic hotels

I expect it to be cold. Furthermore I think that there will be many tourist from Russia and Europe, mostly couples I guess. I have no idea how russian people are but I don't imagine them very open and nice. I expect expensive shops there, many restaurants and mainly 4 and 5 star hotels.

Weinig toeristen, mooie omgeving. Kleine local Winkeltjes en restaurantjes en wat nieuwe.

i think it will be arranged as we expext from a developed country

i think it will be arranged as we expext from a developed country

Dat het helemaal top is!

Mostly Chinese tourists like everywhere, beautiful hotels, russian food (only I don't know typical russian food...), everybody is wearing a weird hat.

Nice vodka, I want some sights to look at as well as a nice dinner to have when in town. I think the locals should be fine people.

Veel toeristen en drukte. Slecht Engels sprekende mensen. Luxe hotels dure stad.

Variable weather, nice buildings, water, culture seekers and wodka lovers, good local food and middle of the road, good and five stars hotels.

Different type of tourists Pretty old environment Rustic restaurants and hotels

I have no idea. I expect it to be either very cheap or really expensive and fancy.

24

everything quite different to central Europe, less tourists than in other metropolises,

Ok, since ive heard of it but don't know where it is although I think its somewhere in east europe.. so that would mean... Weird kinds of food, but some very tasty. I think its a known placep so quite some tourists and ofcourse tourist atractions. East europe has quite a bad name when it comes to crime. Atleast I would pay extra attention to my wallet/ personal stuff. Restaurants might be cheap, depends if you go local/ non tourist. Hotels... hmm I think cheap, not the best but ok in general. I think the locals are nice but perhaps annoying if they know you are a tourist. I expect some romatic architecture, just because of the name haha. I think its a city with a big port and a lot of boats so it might be dirty and smogy. I expect it to be a large city

I hope a lovely town with many tourists, good hotels, but with some restrictions due to policy applied by the government of Russia.

More or less the ame you can find in any big city. The only diffrence is the obviously different story of the city and the country

I would want it to be Russian

nothing.

modern

dirty, loud russians, expensive shops, fancy hotels, not very refined food, but excellent vodka

Hotel Museum Hermitage

Eigenlijk geen idee

lots of bars/cafe's , cold weather, many buildings, few green/nature big hotels

I expect that it would be cold, lots of East-European tourists, nice locals, lots of shops both local and chain, nice restaurants and hotels that range from 1 to 5 stars.

I expect it to be a historic kind of city, yet perhaps some modern touches to it when it comes to shops, restaurants and hotels. The type of tourist is someone who is fond of history. Moreover I believe the locals are friendly and will welcome you with open arms.

Close to the sea so influences from the sea Build around the river European tourists--> city trips Locals are more like europeans than Russians International shops and restaurants Expensive Big impressive buildings

I guess it is a more "westernized" city compared to other Russian cities so I think you'd notice that in general about the city. I bet there a lot of wealthy Russian living there but also a lot of poverty in other areas. I think there'll be a lot of Russians taking a trip to the city (in the same way as Dutchies go to Amsterdam) aside other international tourists. I bet it'll be very cold in the winter and warm in the summer. I think there'll be a lot of culture and historic buildings and momuments as well since there has been a lot of fighting going on there during WW2 if I'm not mistaking. Don't have a very clear image of what the shops, restaurants and hotels will be like

25

aside from (I Guess) traditional infuences.

No expectations

security, less tourists, cheap local shops, nice food and good serving hotels.

OK but expensive; city is magnificent

A lot of eastern european tourist, tradiotinal restaurant with Russian food and some old hotels

that they are very friendly and kind.

I would say its a big sity which is comparable to other cities where it is also affected by globalisation! But i think people are really great because it is one of the developing cities in Russia.

Beautifull buildings, nice food, not too expensive, clean hotel

Imagine how you would feel if you were on a holiday in St. Petersburg.

As a tourist

Described above

Cold.

Probably freezing but happy to be there

I would feel as if i was discovering a totally new place, where not a lot of tourists come to.

excited

amazed by the city's architecture

I would feel like I were in a historical place, full of culture

free, curious

Like a tourist

Like a throwback in time

I would feel great because I am in a country that I have seen before and I expect to experience a whole different culture. I imagine feeling cold.

Nieuwsgierig

happy!!

26

happy!!

Ik zou blij zijn.

Excited.

Eager to explore new cultures.

Lokale bevolking lijkt me niet heel vriendelijk dus zou me niet echt op mijn gemak voelen.

if I go in winter I buy a fur hat and hope to feel like Nikita and in general, also in Summer, happy to be in a city that is on my Bucket List!

Interesting at the beginning but not for a long time.

i'd be curious but i would'nt have any expectations

I can't describe a feeling, without having been there...

Id be happy, alert, amazed perhaps by the views, and in a slight culture shock.

Oh I want so much know this place! ahahah! I imagine myself walking through the city, knowing all its architecture, culture, taking lots of pictures and having fun.

Cold and excited

Not a good question id I have already been there

een week in een stad........ik denk dat ik veel zou wandelen, winkels kijken, musea bezoeken en cafes om te praten met de mensen daar.

honoured

don't know if I would feel safe after dark, but I think there will be some beautiful sights to see

oké i can imagine i am in St. Petersburg. Its cold. A lot of illumination. Old buildings.

Vol interesse in geschiedenis

I would love to attend a russian ballet, I think the culture and big city would make me feel small, but wouldn't want to stay for long since I prefer warm weather holidays

I would feel cold, but would be interested in what the city has to offer

adventurous, excited to explore the history of the city.

I like big cities and I know there is a lot to see and visit so I would feel like an "ultimate tourists" that wants to take pictures of everything and wants to see it all. Even though Russia has not been positively in the media, I would feel safe there.

27

I'd like that a lot! Def wanna go to a big Russian city sometime. I think Russia is a one of a kind country that interests me.

A total new experience

I'd feel great and I felt actually .

Good

I would feel happy

I would feel very lucky to spend some quality time with my girlfriend in such a nice place

I think that i would be excited by just doing sightseeing.

curious

29

If St. Petersburg was a person, what kind of person would it be?

An old man, with a fur hat and a long black jacket.

A middle aged guy with a leather jacket, warm Clothing and a cigeratte.

A skinny intelligent russian with a big fur hat.

A guy with a strange hat dancing around the city drinking vodka

An old man who has seen a lot in his life maybe also seen the second world war. He likes to drink alcohol, especially vodka. he is very grumpy and most of the time drunk

A man with a cur hat

a beautiful shy girl

An elegant girl wearing gorgeous dress and playing piano.

A modern East european girl

A drunk Russian with a lot of clothes on drinking vodka

An old man, with a lot of wisdom, catholic and going to the church every week to pray for his loved ones

A man with a fur cap and big winter jacket drinking vodka.

30

Blond meisje met blauwe ogen, dikke bondjas en hakken aan.

A russian communist

A russian communist

Lekker mooie vrouw met grote billen

A happy girl with short black hair drinking vodka

A little Russian lady drinking a big bottle of vodka.

Chagrijnige blank man met bonte muts en wodka fles in de handen

Nikita as in the clip of Elton John

A man, serious, with beard and quite fat/strong, drinking vodka

A sexist man with a mustache and an oversized coat.

old man with a long coat, a scarf and a hat and maybe glasses...

Hard one, I think a tomboy if it was a girl. Manly and tough. Perhaps a bit harsh. Not cute at all haha. Brown eyes and dark blonde?. She/he would be drinking vodka obviously. And eat a patatoe.

An older person with a lot of experience and a lot to teach!

An old skinny man with sad eyes wearing a black furry coat

these are not really good questions for someone who has already been there.

een man in een cafe die schaakt, graag praat over filosofische onderwerpen.

an introverted farm girl just waiting to break free

a grumpy fat unwashed old man with interesting stories to tell about his past

A Russian Chessplayer

Weet ik echt niet

A depressed man, alcohol addicted

It would be a tall male with brown hair, that is working hard.

A tall and big man, who likes to drink, play chess and talk about politics etc.

A beautiful woman that rather stays in the background but when she has some vodka she becomes a party animal.

31

A mysterious person with a slightly rougher additude and a different but interesting background and point of view.

Vin Diesel in a large fur coat

A girl with earphones walking and thinking.

Harsh

A old russian guy, drinking vodka outside a cafe/restaurant with this big white fur head

A sexy girl who is very attractive

Friendly relaxed guy who smokes cigarette.

a big man with a beard and mustage

33

Been there, want to go another =me

9%

cultural heritage 31%

exploring new ci=es 18%

history 12%

buildings 9%

interes=ng place 21%

Reasons for going there

international destination branding

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