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TRANSCRIPT
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Sei
te
Sei
te 11
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
Sup
port
edby
the
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
INN
OV
AT
IVE
MA
RK
ET
ING
CO
NC
EP
TS
IN
NO
VA
TIV
E M
AR
KE
TIN
G C
ON
CE
PT
S
FO
R S
US
TA
INA
BL
E T
OU
RIS
M (
INV
EN
T)
FO
R S
US
TA
INA
BL
E T
OU
RIS
M (
INV
EN
T)
Pro
ject
goa
ls a
nd d
esig
n
Tho
mas
Hel
lwig
, Uni
vers
ity o
f Lue
nebu
rg4t
h N
ovem
ber
2004
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
22
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
PR
OJE
CT
GO
AL
SP
RO
JEC
T G
OA
LS
•M
odel
dev
elop
men
t of s
usta
inab
le to
uris
m o
ffers
in
co-o
pera
tion
with
indu
stria
l and
res
earc
h pa
rtne
rs:
-M
ass
mar
ket g
roup
s ar
e ta
rget
ed, n
ot e
co-n
iche
gro
ups
-T
he s
tart
ing
poin
t is
the
desi
res
and
dem
ands
of e
xper
ienc
ed
trav
elle
rs (
own
empi
rical
res
earc
h)
-T
he w
hole
jour
ney
is c
onsi
dere
d: a
rriv
al a
nd d
epar
ture
, ac
com
mod
atio
n, lo
cal a
ctiv
ities
-O
ptim
izat
ion
oppo
rtun
ities
conc
erni
ng e
xist
ing
offe
rs a
s w
ell a
s su
bstit
utio
n po
tent
ials
of le
ss s
usta
inab
le a
s w
ell a
s m
ore
sust
aina
ble
holid
ay tr
ips
are
inve
stig
ated
with
res
pect
to
sust
aina
bilit
y
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
33
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
PA
RT
NE
RS
PA
RT
NE
RS
Un
iver
sitä
t L
ün
ebu
rgT
ou
rism
usm
anag
emen
t
in c
o-o
per
atio
nw
ith
:
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
44
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
The
ory
ST
RU
CT
UR
E O
F T
HE
RE
SE
AR
CH
PR
OJE
CT
ST
RU
CT
UR
E O
F T
HE
RE
SE
AR
CH
PR
OJE
CT
Tra
nsfe
r
Pra
ctic
e
1. C
on
cep
t p
has
e
2. C
ross
-sec
tio
n a
nal
ysis
3. In
-dep
th a
nal
ysis
4. S
trat
egy
ph
ase
5. O
rgan
izat
ion
ph
ase
6. C
om
mu
nic
atio
n p
has
e
Pro
ject
ph
ases
Sch
edu
le
2002
2003
2004
05
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
55
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
CO
NC
EP
T P
HA
SE
(P
HA
SE
1)
CO
NC
EP
T P
HA
SE
(P
HA
SE
1)
1. C
on
cep
t p
has
e
2. C
ross
-sec
tio
n a
nal
ysis
3. In
-dep
th a
nal
ysis
4. S
trat
egy
ph
ase
5. O
rgan
izat
ion
ph
ase
6. C
om
mu
nic
atio
n p
has
e
Pro
ject
ph
ases
Sch
edu
le
2002
2003
2004
05
•D
etai
led
an
alys
is o
f ex
isti
ng
ap
pro
ach
es t
o s
ust
ain
able
to
uri
sm
•D
evel
op
men
t o
f a
bas
is f
or
asse
ssm
ent
wit
h r
egar
d t
o t
he
sele
ctio
n o
f ta
rget
reg
ion
s fr
om
th
e p
ersp
ecti
ve o
f su
stai
nab
ility
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
66
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
CR
OS
SC
RO
SS
-- SE
CT
ION
AN
AL
YS
IS (
PH
AS
E 2
)S
EC
TIO
N A
NA
LY
SIS
(P
HA
SE
2)
1. C
on
cep
t p
has
e
2. C
ross
-sec
tio
n a
nal
ysis
3. In
-dep
th a
nal
ysis
4. S
trat
egy
ph
ase
5. O
rgan
izat
ion
ph
ase
6. C
om
mu
nic
atio
n p
has
e
Pro
ject
ph
ases
Sch
edu
le
2002
2003
2004
05
•A
ctu
al a
nd
tre
nd
an
alys
is o
f th
e G
erm
an h
olid
ay t
rave
l mar
ket
(Bas
is:
Mo
bili
ty)
•E
con
om
ic, e
colo
gic
al a
nd
so
cial
an
alys
es o
f h
olid
ay t
rip
s
•S
elec
tio
n o
f 4
des
tin
atio
ns
rele
van
t to
su
stai
nab
ility
an
d e
xper
ien
ce
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
77
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
HO
LID
AY
TR
IPS
200
1 B
Y D
ES
TIN
AT
ION
SH
OL
IDA
Y T
RIP
S 2
001
BY
DE
ST
INA
TIO
NS
Rem
ain
ing
Med
iter
ran
ean
15,0
%
Rem
ain
ing
Ger
man
y42
.1%
No
rth
ern
, Wes
tern
an
d E
aste
rn E
uro
pe
13.0
%
Mec
klen
bu
rg-
Vo
rpo
mm
ern
3.4%
Do
min
ican
R
epu
blic
0.3%
Oth
er lo
ng
-d
ista
nce
ho
liday
tri
ps
3.2%
Alp
s17
.9%
No
rth
ern
Ital
y2.
6%*
Tu
rkey
2.6%
Ho
liday
tri
ps
in t
ota
l : 1
47.6
mill
ion
.D
ata
sour
ce:M
obili
ty.
* w
ithou
t the
Alp
s.
Sel
ecte
d
des
tin
atio
ns
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
88
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
ININ-- D
EP
TH
AN
AL
YS
IS (
PH
AS
E 3
)D
EP
TH
AN
AL
YS
IS (
PH
AS
E 3
)
1. C
on
cep
t p
has
e
2. C
ross
-sec
tio
n a
nal
ysis
3. In
-dep
th a
nal
ysis
4. S
trat
egy
ph
ase
5. O
rgan
izat
ion
ph
ase
6. C
om
mu
nic
atio
n p
has
e
Pro
ject
ph
ases
Zei
tpla
n
2002
2003
2004
05
•In
-dep
th a
nal
ysis
of
spec
ific
tar
get
g
rou
ps
wit
h r
esp
ect
to h
olid
ay
mo
tive
s, a
ccep
tan
ce a
nd
res
trai
nts
co
nce
rnin
g s
ust
ain
able
ho
liday
off
ers
•Q
ual
itat
ive
emp
iric
ism
: 4
gro
up
dis
cuss
ion
s,
60 in
-dep
th in
terv
iew
s
•Q
uan
tita
tive
so
cio
-em
pir
ical
su
rvey
(20
00 t
rave
llers
)
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
99
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
DE
VE
LO
PM
EN
T O
F A
TA
RG
ET
GR
OU
P M
OD
EL
D
EV
EL
OP
ME
NT
OF
A T
AR
GE
T G
RO
UP
MO
DE
L
FO
R T
HE
TR
AV
EL
MA
RK
ET
FO
R T
HE
TR
AV
EL
MA
RK
ET
...w
hich
sho
uld
prov
ide
insi
ghts
into
the
trav
el b
ehav
iour
, req
uire
men
ts a
nd d
esire
s of
the
targ
et g
roup
s as
wel
l as
thei
r m
otiv
atio
nal
back
grou
nd
into
the
attr
activ
enes
s of
inno
vativ
e to
uris
m o
ffers
that
re
pres
ent s
teps
in th
e di
rect
ion
of s
usta
inab
ility
into
the
subs
titut
ion
and
optim
izat
ion
pote
ntia
l tow
ards
su
stai
nabi
lity
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
1010
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
HO
LID
AY
AN
D T
RA
VE
L T
YP
OL
OG
YH
OL
IDA
Y A
ND
TR
AV
EL
TY
PO
LO
GY
Th
e d
eman
din
g
cult
ura
l tra
velle
r15
%
Th
e n
atu
re a
nd
o
utd
oo
r h
olid
aym
aker
14%
Th
e su
n-a
nd
-bea
ch
pac
kag
e h
olid
aym
aker
20%
Th
e u
nco
nve
nti
on
al
dis
cove
rer
10%
Th
e fu
n-a
nd
-act
ion
h
olid
aym
aker
11%
Th
e ch
ildre
n-
and
fa
mili
y-o
rien
tate
d
ho
liday
mak
er14
%
Th
e tr
adit
ion
al
hab
itu
ate
ho
liday
mak
er16
%
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
1111
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
ST
RA
TE
GY
PH
AS
E (
PH
AS
E 4
)S
TR
AT
EG
Y P
HA
SE
(P
HA
SE
4)
1. C
on
cep
t p
has
e
2. C
ross
-sec
tio
n a
nal
ysis
3. In
-dep
th a
nal
ysis
4. S
trat
egy
ph
ase
5. O
rgan
izat
ion
ph
ase
6. C
om
mu
nic
atio
n p
has
e
Pro
ject
ph
ases
Sch
edu
le
2002
2003
2004
05
•In
teg
rati
on
of
the
pri
nci
ple
of
su
stai
nab
ility
into
str
ateg
ic m
arke
tin
g
pla
nn
ing
•D
edu
ctio
n o
f su
stai
nab
le m
arke
tin
g
stra
teg
ies
for
the
sele
cted
d
esti
nat
ion
s ac
cord
ing
to
tar
get
gro
up
•Id
enti
fica
tio
n o
f m
arke
t o
pp
ort
un
itie
s fo
r im
ple
men
tati
on
of
the
stra
teg
y
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
1212
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
ST
RA
TE
GY
DE
VE
LO
PM
EN
TS
TR
AT
EG
Y D
EV
EL
OP
ME
NT
•S
trat
egie
sfo
r su
stai
nab
leto
uri
sm-
Dev
elop
men
t of o
ffers
with
a h
ighe
r co
ntrib
utio
n of
sus
tain
abili
ty-
Sub
stitu
tion
of le
ss s
usta
inab
le to
uris
m o
ffers
thro
ugh
mor
e su
stai
nabl
e of
fers
•A
pp
roac
h:
-S
elec
tion
of r
elev
ant t
arge
t gro
ups
for
the
four
INV
EN
T d
estin
atio
ns(M
eckl
enbu
rg-W
este
rn P
omer
ania
, Nor
ther
n Ita
ly, T
urke
y, D
omin
ican
Rep
ublic
) ba
sed
on e
mpi
ricis
m
-D
eter
min
atio
n of
an
outli
ne s
trat
egy
for
each
targ
et g
roup
in te
rms
of
sust
aina
bilit
y
-E
stab
lishi
ngth
e pr
esen
tatio
n re
gard
ing
the
them
e of
sus
tain
abili
ty(e
xplic
it/im
plic
it)
Pre
sent
atio
n of
the
appr
oach
bas
edon
the
exam
ple
of M
eckl
enbu
rg-W
este
rnP
omer
ania
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
1313
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
QU
ES
TIO
N:
HO
W A
TT
RA
CT
IVE
IS M
EC
KL
EN
BU
RG
Q
UE
ST
ION
: H
OW
AT
TR
AC
TIV
E IS
ME
CK
LE
NB
UR
G --
WE
ST
ER
N
WE
ST
ER
N
PO
ME
RA
NIA
FO
R Y
OU
AS
A P
OS
SIB
LE
HO
LID
AY
DE
ST
INA
TIO
N IN
TH
E
PO
ME
RA
NIA
FO
R Y
OU
AS
A P
OS
SIB
LE
HO
LID
AY
DE
ST
INA
TIO
N IN
TH
E
NE
XT
TH
RE
E Y
EA
RS
?N
EX
T T
HR
EE
YE
AR
S?
0%25
%50
%75
%10
0%
Th
e fu
n-a
nd
-act
ion
h
olid
aym
aker
Th
e u
nco
nve
nti
on
al
dis
cove
rer
Th
e su
n-a
nd
-bea
ch
pac
kag
e h
olid
aym
aker
Th
e ch
ildre
n-
and
fam
ily-
ori
enta
ted
ho
liday
mak
er
Th
e n
atu
re a
nd
o
utd
oo
r h
olid
aym
aker
Th
e d
eman
din
gcu
ltu
ral t
rave
ller
Th
e tr
adit
ion
al
hab
itu
ate
ho
liday
mak
er
very
attr
activ
era
ther
attr
activ
e le
ss a
ttrac
tive
not a
ttrac
tive
don’
t kno
w/n
.a.
Exa
mp
le
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
1414
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
TH
E N
AT
UR
E A
ND
OU
TD
OO
R
TH
E N
AT
UR
E A
ND
OU
TD
OO
R
HO
LID
AY
MA
KE
RS
1
4 %
HO
LID
AY
MA
KE
RS
1
4 %
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
1515
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
Ave
rage
soc
iode
mog
raph
ic p
rofil
e w
ith a
slig
ht tr
end
tow
ards
you
ng a
nd m
iddl
e ag
e-gr
oups
Hou
seho
lds
with
ch
ildre
nar
e sl
ight
ly o
ver-
repr
esen
ted
Hig
her
and
mid
dle
educ
atio
n, p
redo
min
antly
em
ploy
edM
idd
le t
o h
igh
inco
me
Mo
der
n a
pp
reci
atio
n o
f ec
olo
gy
com
bin
ed w
ith s
oci
al
invo
lvem
ent
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
SO
CIO
DE
MO
GR
AP
HY
AN
D L
IFE
ST
YL
ES
OC
IOD
EM
OG
RA
PH
Y A
ND
LIF
ES
TY
LE
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
1616
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
Inte
rest
in s
usta
inab
le h
olid
ay o
ffers
: eco
frie
ndly
and
soc
ially
ju
st
Will
ing
to s
pend
mor
e m
oney
for
thes
e of
fers
Look
ing
for
activ
ity a
nd d
iver
sion
, spo
rts
and
exer
cise
in fr
esh
air
Com
bine
s or
ient
atio
n to
war
ds fa
mily
and
exp
erie
nce
Ple
asu
re in
an
act
ive
seas
ho
re h
olid
ay
In a
dd
itio
n:
ho
liday
in t
he
cou
ntr
ysid
e, b
icyc
le a
nd
hik
ing
h
olid
ays,
wel
lnes
s u
nd
fit
nes
s, w
inte
r h
olid
ays
in t
he
snow
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
TR
AV
EL
OR
IEN
TA
TIO
N A
ND
TY
PE
S O
F H
OL
IDA
YT
RA
VE
L O
RIE
NT
AT
ION
AN
D T
YP
ES
OF
HO
LID
AY
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
1717
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
0%10
%20
%30
%40
%50
%
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
TR
AV
EL
DE
ST
INA
TIO
NS
200
2 A
ND
200
3T
RA
VE
L D
ES
TIN
AT
ION
S 2
002
AN
D 2
003
Typ
e
To
tal
Lo
ng
-dis
tan
ce
des
tin
atio
ns
Med
iter
ran
ean
are
a
Ger
man
y -
Co
ast
Ger
man
y -
Alp
s
Ger
man
y -
Oth
er
Sw
itze
rlan
d, A
ust
ria
No
rth
ern
, Wes
tern
, E
aste
rn E
uro
pe
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
1818
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
AT
TR
AC
TIV
EN
ES
S O
F H
OL
IDA
YS
IN G
ER
MA
NY
AT
TR
AC
TIV
EN
ES
S O
F H
OL
IDA
YS
IN G
ER
MA
NY
0%10
%20
%30
%40
%
Typ
eT
ota
l
Ans
wer
: „V
ery
likel
y“
Sh
ort
ho
liday
in
Ger
man
y
Lo
ng
erh
olid
ay in
Ger
man
y
Lik
elih
oo
d o
f a
ho
liday
in G
erm
any
wit
hin
th
e fo
llow
ing
th
ree
year
s
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
1919
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
Pac
kage
tour
s ar
e so
mew
hat u
nder
-rep
rese
nted
Arr
ival
: num
ber
of a
rriv
als
by c
ar a
bove
-ave
rage
Ove
rnig
ht s
tays
are
mos
tly m
ade
in h
otel
s / h
otel
co
mpl
exes
, but
als
o in
apa
rtm
ents
or
club
sA
t hol
iday
des
tinat
ions
, pub
lic tr
ansp
ort a
nd b
icyc
les
are
freq
uent
ly u
sed
Fle
xib
le u
se o
f va
ried
typ
es o
f o
ffer
s T
arg
et g
rou
p f
or
mo
der
n e
co-t
ou
rism
: ec
olo
gy
as p
art
of
an a
ttra
ctiv
e h
olid
ay o
ffer
an
d a
s p
rere
qu
isit
e fo
r th
e en
joym
ent
of
nat
ure
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
TR
AV
EL
BE
HA
VIO
UR
TR
AV
EL
BE
HA
VIO
UR
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
2020
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
Eco
nom
ical
ly in
tere
stin
g ta
rget
gro
up
Sui
tabl
e fo
r pr
e-se
ason
and
off-
peak
sea
son
Sha
re o
f hol
iday
sin
Ger
man
y sl
ight
ly u
nder
-ave
rage
; but
grea
t int
eres
tin
holid
ays
in G
erm
any
and
Mec
klen
burg
-W
este
rn P
omer
ania
Qua
lity-
cons
ciou
s(
less
sui
tabl
e fo
r cl
assi
cec
o-ni
che
offe
rs)
Tar
get g
roup
for
a ne
w ty
pe o
f sus
tain
able
tour
ism
Mec
klen
bu
rg-W
este
rn P
om
eran
ia‘s
nat
ura
lla
nd
scap
eo
ffer
sid
eal c
on
dit
ion
s fo
rth
is t
arg
et
gro
up
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
CO
NC
LU
SIO
NC
ON
CL
US
ION
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
2121
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
SU
MM
AR
Y:
ST
RA
TE
GY
SU
MM
AR
Y:
ST
RA
TE
GY
Nat
ure
an
d
Nat
ure
an
d o
utd
oo
ro
utd
oo
rh
olid
aym
aker
sh
olid
aym
aker
s
Exp
ansi
on o
f the
cu
stom
er s
egm
ent
Impl
icit
Tar
get
gro
up
Str
ateg
y
Pre
sen
tati
on
sust
ain
abili
ty
Go
als
•C
once
ntra
te o
n w
inni
ng th
e ta
rget
gro
up o
ver
for
a ho
liday
in M
eckl
enbu
rg-W
este
rn P
omer
ania
(indi
rect
: su
bstit
utio
n of
oth
er h
olid
ay tr
ips)
•Q
ualit
y st
rate
gy(p
ossi
bly
with
activ
e w
elln
ess)
•
Exp
licit
and
impl
icit
pres
enta
tion
poss
ibleExp
licit
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
2222
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
OR
GA
NIZ
AT
ION
PH
AS
E (
PH
AS
E 5
)O
RG
AN
IZA
TIO
N P
HA
SE
(P
HA
SE
5)
1. C
on
cep
t p
has
e
2. C
ross
-sec
tio
n a
nal
ysis
3. In
-dep
th a
nal
ysis
4. S
trat
egy
ph
ase
5. O
rgan
izat
ion
ph
ase
6. C
om
mu
nic
atio
n p
has
e
Pro
ject
ph
ases
Sch
edu
le
2002
2003
2004
05
•D
evel
op
men
t an
d d
esig
n o
f m
ore
su
stai
nab
le t
ou
rism
off
ers
for
the
mas
s m
arke
t in
co
-op
erat
ion
wit
h t
he
tou
rism
ind
ust
ry
•A
sses
smen
t o
f n
ewly
-dev
elo
ped
h
olid
ay o
ffer
s fr
om
th
e vi
ewp
oin
t o
f su
stai
nab
ility
•P
lan
nin
g o
f im
ple
men
tati
on
wit
h
par
ties
at
targ
et d
esti
nat
ion
s
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
2323
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
CO
ND
ITIO
NS
IN M
EC
KL
EN
BU
RG
CO
ND
ITIO
NS
IN M
EC
KL
EN
BU
RG
-- WE
ST
ER
N P
OM
ER
AN
IAW
ES
TE
RN
PO
ME
RA
NIA
•E
xist
ing
-N
atu
re, u
ntou
ched
fore
sts
and
lake
s, c
oast
(as
base
sfo
rth
eta
rget
gro
up‘s
pre
ferr
ed ty
pes
of h
olid
ay)
-P
osi
tive
imag
e fo
unde
d on
nat
ure
-O
ffers
and
mod
ules
for
holid
aym
aker
sin
the
coun
trys
ide
asth
eba
sis
for
prod
uctd
evel
opm
ent
•P
artl
y o
r n
ot
exis
tin
g
-S
ucce
ssfu
l mar
ketin
g st
rate
gy ta
ilore
dto
the
targ
et g
roup
-A
cces
sibi
lity
by tr
ain
(impr
ovem
ents
nec
essa
ry)
-Lo
cal m
obili
ty(p
ublic
tran
spor
t, ca
rre
ntal
, sm
all b
uses
etc.
)
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
2424
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
PR
ER
EQ
UIS
ITE
S F
OR
WIN
NIN
G O
VE
R T
HE
TA
RG
ET
GR
OU
P
PR
ER
EQ
UIS
ITE
S F
OR
WIN
NIN
G O
VE
R T
HE
TA
RG
ET
GR
OU
P
•E
stab
lishi
ng o
ffers
in M
-WP
that
sat
isfy
the
need
s of
nat
ure
and
outd
oor
holid
aym
aker
s. F
or e
xam
ple:
-A
ccom
mod
atio
nin
pri
vate
ly-r
un
ho
tels
, pre
fera
bly
of a
n ar
chit
ectu
al s
tyle
typ
ical
fo
r th
e re
gio
n(o
ld m
ill, f
arm
, bla
cksm
ith‘s
sh
op),
whe
re p
ossi
ble
offe
ring
good
eco
log
ical
sta
nd
ard
s
-O
ffer
s o
f co
un
trys
ide
acti
viti
es:
bicy
cle
tour
s, p
addl
ing,
kaya
k an
d ca
noe
tour
s, h
ikin
g
-O
ffer
sto
exp
erie
nce
nat
ure
:to
urs
by b
ike
or b
oat,
saili
ng,
hous
eboa
ttou
rs, r
aft-
mak
ing
wor
ksho
ps, s
afar
isw
itha
„sco
utin
gfe
elin
g“, i
ndiv
idua
l trip
s in
to th
e co
untr
ysid
e, a
nim
al o
bser
vatio
ns
-O
ffer
s fo
rh
ealt
h&
wel
lnes
s(„
trea
ting
ones
elf“
)
•N
eces
sity
of
tailo
rin
g t
he
pre
sen
tati
on
to
th
eta
rget
gro
up
: d
ynam
ic, w
itty,
ch
eeky
, sp
ort
yan
d f
resh
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
2525
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
HO
LID
AY
BR
OC
HU
RE
S T
AIL
OR
ED
TO
TH
E T
AR
GE
T G
RO
UP
HO
LID
AY
BR
OC
HU
RE
S T
AIL
OR
ED
TO
TH
E T
AR
GE
T G
RO
UP
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
2626
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
NA
TU
RE
AN
D O
UT
DO
OR
HO
LID
AY
MA
KE
RS
CO
NC
LU
SIO
NC
ON
CL
US
ION
•V
arie
d na
tura
lpot
entia
l is
avai
labl
e
•T
hein
fras
truc
ture
and
logi
stic
s fo
r of
fers
tailo
red
to th
eta
rget
grou
pne
ed to
be
deve
lope
d: o
ptim
izat
ion
and
netw
orki
ng
•T
hepo
tent
ial i
n M
-WP
isno
tsuf
ficie
ntly
know
nto
the
targ
etgr
oup
•O
bjec
tive
of IN
VE
NT
: Str
engt
heni
ngec
olog
ical
ly a
nd s
ocia
lly
com
patib
leto
uris
min
the
holid
ay r
egio
n of
Mec
klen
burg
-W
este
rn P
omer
ania
with
the
help
of t
he ta
rget
gro
up o
f nat
ure
and
outd
oor
holid
aym
aker
s
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
2727
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
PA
RT
ICIP
AT
OR
CO
PA
RT
ICIP
AT
OR
CO
-- OP
ER
AT
ION
OP
ER
AT
ION
•M
eckl
enb
urg
-Wes
tern
Po
mer
ania
:-
Deu
tsch
e B
ahn
AG
and
AM
ER
OP
A R
eise
n G
mbH
-M
eckl
enbu
rg-W
este
rnP
omer
ania
Tou
rism
Mar
ketin
gAss
ocia
tion
-pl
anne
d:“F
ahrt
ziel
Nat
ur”
•N
ort
her
n It
aly:
-A
ME
RO
PA
Rei
sen
Gm
bH a
nd D
euts
che
Bah
n A
G-
plan
ned:
Italia
n T
ouris
t Ass
ocia
tion
(EN
IT)
•T
urk
ey:
-T
UI D
euts
chla
nd G
mbH
and
LT
U T
ouris
tik G
mbH
-G
erm
an T
rave
l Age
ncy
and
Tou
r O
pera
tors
Ass
ocia
tion
(DR
V)
•D
om
inic
an R
epu
blic
:-
TU
I Deu
tsch
land
Gm
bH a
nd L
TU
Tou
ristik
Gm
bH
-G
erm
an T
rave
l Age
ncy
and
Tou
r O
pera
tors
Ass
ocia
tion
(DR
V)
-pl
anne
d:D
omin
ikan
isch
e R
epub
lik T
ouris
t Ass
ocia
tion
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
2828
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
CO
MM
UN
ICA
TIO
N P
HA
SE
(P
HA
SE
6)
CO
MM
UN
ICA
TIO
N P
HA
SE
(P
HA
SE
6)
1. C
on
cep
t p
has
e
2. C
ross
-sec
tio
n a
nal
ysis
3. In
-dep
th a
nal
ysis
4. S
trat
egy
ph
ase
5. O
rgan
izat
ion
ph
ase
6. C
om
mu
nic
atio
n p
has
e
Pro
ject
ph
ases
Sch
edu
le
2002
2003
2004
'05
•In
vest
igat
ion
of
the
app
licab
ility
of
fin
din
gs
to
oth
er d
esti
nat
ion
s an
d
targ
et g
rou
ps
•D
iscu
ssio
n o
f th
e re
sult
s w
ith
th
e to
uri
sm in
du
stry
: IT
B 2
004
and
200
5,
DR
V, e
xper
t w
ork
sho
ps,
Pro
ject
A
dvi
sory
Bo
ard
•F
inal
wo
rksh
op
in t
he
seco
nd
qu
arte
r o
f 20
05 in
Bru
ssel
s
INV
EN
TIN
VE
NT
Inno
vativ
e In
nova
tive
Mar
ketin
g M
arke
ting
Con
cept
sC
once
pts
for
for
Sus
tain
able
Sus
tain
able
Tou
rism
Tou
rism
inve
ntin
vent
-- tou
rism
usto
uris
mus
.de
.de
Pag
e P
age
2929
4th
Nov
embe
r 20
044t
h N
ovem
ber
2004
To
uri
smu
sman
agem
ent
Un
iver
sitä
t L
ün
ebu
rg
FO
R F
UR
TH
ER
INF
OR
MA
TIO
N...
FO
R F
UR
TH
ER
INF
OR
MA
TIO
N...
Co
nta
ct f
or
the
pro
ject
as
a w
ho
le:
Öko
-In
stit
ut
e.V
.M
artin
Sch
mie
dT
el.:
+49
-30-
2804
86-8
2 N
oval
isst
raß
e 10
Fax
.: +
49-3
0-28
0486
-88
D-1
0115
Ber
linm
.sch
mie
d@oe
ko.d
e
Un
iver
isty
of
Lu
eneb
urg
Tho
mas
Hel
lwig
Tel
.: +
49-4
131-
7821
-77
Sch
arnh
orst
str.
1F
ax.:
+49
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9D
-213
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üneb
urg
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ig@
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uene
burg
.de
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he
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rnet
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