How to enhance the quality of tour operator journeys into wine regions
Transcrição
How to enhance the quality of tour operator journeys into wine regions
How to enhance the quality of tour operator journeys into wine regions – an analysis of desired components from a customer perspective Prof. Dr. Axel Dreyer J li Juliane Ratz R t 2012 12 12 2012-12-12 CBTS 2012 “To rism and Q “Tourism Quality alit of Life Research” Bruneck (Brunico), South Tyrol/Italy 10/12/2012 – 13/12/2012 © Prof. Dr. Dreyer / Juliane Ratz 1 Instruction The content is a available ailable for pri private ate use. In the case of commercial use, please contact the author. © Prof. Dr. Dreyer / Juliane Ratz 2 Outline 1 Introduction 1. I t d ti – – – Wine Tourism Components of Tour Operator Packages Wine and Quality of Life? 2. Study – – – Goal Main Results Limitations 3. Conclusion © Prof. Dr. Dreyer / Juliane Ratz 3 Wine Tourism Special interest in wine motivated by Destination (wine region) Activities Characteristics (Hall/ Macionis 2000) Visitation of • vineyards i d • wineries • wine festivals • wine shows • wine tasting and/or experiencing the attributes of a wine region purpose of recreation (Johnson (2004)) © Prof. Dr. Dreyer / Juliane Ratz Prime motivation factors f visitors for i it Sources: Cf. Hall et al. (2000), p. 3; Geißler (2008), p. 26 4 Wine tourism „Wine Wine tourism embraces and includes a wide range of experiences built around tourist visitation to wineries and wine regions g – including wine tasting, wine and food, the enjoyment of the regional environs, day trip or longer term recreation, and the experience of a range of cultural and lifestyle activities available in wine regions“ S th Australian South A t li T Tourism i C Commission i i Wine & culture Wine & architecture © Prof. Dr. Dreyer / Juliane Ratz Wine & hiking Wine & nature Sources: Cf. Geißler (2008), p. 27; Dreyer (2011), p. 18ff. Wine & culinary 5 Synergy effects of viniculture and tourism © Prof. Dr. Dreyer / Juliane Ratz Source: Dreyer/Müller (2011), in Sidali et.al., p.116 6 Legal Tasks of a German Tour Operator Legally independent company Combination of offers of different suppliers (=> own product of the tour operator) Offering in the „own name“ and in the „own responsibility“ © Prof. Dr. Dreyer / Juliane Ratz Souce: According to Freyer (2010), p. 209f.; Hebestreit (1992), p. 20f. 7 Basic Components of a Tour Operator Package Components of package tours Key components Additional components Open components Transport Culture Landscape Accommodation Sport Climate Other Services Others Flora/Fauna Mentality Don t forget: Important for the price of a package is especially Don´t the length of stay and the season of travel © Prof. Dr. Dreyer / Juliane Ratz Source: Freyer (2010), p. 211 8 Combination of components • Complete packages, e.g. „all inclusive“ • Individual combination of two or more components – – – – – More individual than „all all inclusive“ inclusive Tour operator is pre-selecting the suppliers Dynamic y Packaging g g helps p combining g and selling g Prosumer (producing customer) Meanwhile the modular tour segment g is most important © Prof. Dr. Dreyer / Juliane Ratz Source: Cf. Stengel (2009), p. 64ff. 9 German Tour Operator Market • • Three large generalists (44,3%) many specialists and small tour operators (in total approx. 1.700 TO‘s in Germany) • Turnover of German tour operators 2011: 23.3 billion € (expected increase 2012: 3-5%) TUI Deutschland; 18 1% 18,1% Others; Others; 37,0% Touristic Rewe Group; 13 3% 13,3% Thomas Cook; 12,9% Schauinsland Reisen; 2,4% Aida Cruises; 4 3% 4,3% FTI; 6,3% Alltours; ; 5,7% © Prof. Dr. Dreyer / Juliane Ratz Sources: Kirstges (2010), p. 447; DRV (2012), p. 17 10 Quality of Life Individual welfare Social welfare • Satisfaction in life among others: • Satisfaction with travel and tourism experiences i Three dimensions: • Physical health • Social well being • Psychological aspects © Prof. Dr. Dreyer / Juliane Ratz Concerning the receiving destination; aspects are: •Economic indicators d (e.g. Gross Domestic Product) • Social S i l indicators i di t (e.g. ( unemployment rate) • Life expectancy • Sustainability Sources: Renneberg/Hammelstein (2006), p. 39; Uysal et al.(2012); Deutsche Weinakademie (2012), Hall, C.M. et al. (Ed.) (2003) 11 Aspects of Wine & QoL Individual welfare Social welfare • Physical health … worthy of discussion: Saale Unsrut, Photo: Dreyer © Prof. Dr. Dreyer / Juliane Ratz • Social S i l well being ll b i (e.g. wine drinking connected with social activities) • Psychological aspects (e.g. pleasure from culinary experiences ) • wine is a regional product positive economic effects on the region (especially ( ll caused by wine tourism) • added dd d value l in the i th wine region • e.g. direct sales help to create new jobs to create new jobs Sources: Renneberg/Hammelstein (2006), p. 39; Uysal et al.(2012); Deutsche Weinakademie (2012), Hall, C.M. et al. (Ed.) (2003) 12 Wine is often a „shared shared experience experience“ Tramin, Photo: Dreyer Sattui, Napa, CA,, Photo: Dreyer © Prof. Dr. Dreyer / Juliane Ratz 13 Studyy • Goal – Is there a demand for package tours into wine regions and how do they have to be designed to meet customer‘s needs? • Methodology – Survey period: 15.05.12 – 15.06.2012 – N=191 N 191 face-to-face survey y online survey y Sample size 147 44 Survey locations • wine departments in supermarkets • specialized wine retailers • in Berlin, Magdeburg, Wernigerode, g Halle, Meine, France (n=27) • Facebook (wine fanpages) • Xing (theme pages) • Homepage of Süddeutsche Zeitung (rubric „Travel“) © Prof. Dr. Dreyer / Juliane Ratz 14 Sociodemographic Characteristics Sample Reise Sample Reise Analyse F.U.R. FU R 2012 Age of the respondents 60+ years 20,0% 50‐59 years 25 0% 25,0% 14 29 14‐29 years 14,4% 70+ years 16,1% 30‐39 years 17,8% 14‐29 years 21,3% 50‐69 years 29,3% 40‐49 years 22,8% n=180 Age groups Own Survey Reise Analyse 14-29 years 14,4% 21,3% 30-49 years 40,6% % 33,3% % 50+ years 45,0% 45,4% © Prof. Dr. Dreyer / Juliane Ratz Sources: Own survey; Aderhold (2012), p.8ff. 30‐49 years 33,3% n=7.703 15 Sociodemographic Characteristics • Gender distribution: – 54% men – 46% women • Bulk of respondents come from Central Germany 57 respondents 10-20 respondents 6-10 respondents 2-5 respondents 1 respondent © Prof. Dr. Dreyer / Juliane Ratz Sources: Own survey 16 Main Results High interest in wine journeys! Interest in wine journeys Interest in wine journeys Own definition: A wine journey is a journey in a wine region with at least one visit of a winery No 23.2% Yes 76.8% n=190 Clemence Vernoux More than half of the respondents (53.7%) already made a wine journey! n=147 © Prof. Dr. Dreyer / Juliane Ratz Sources: Own survey 17 Main Results Top 3 mostt known T k wine i regions: i 1. Palatinate 2. Saale-Unstrut 2 2. Franconia answers 31 26 26 Top 3 most visited wine regions: 1 1. Mosel-Saar-Ruwer 2. Saale-Unstrut 3. Palatinate 42 32 29 Top 3 desired wine regions: 1. Mosel-Saar-Ruwer 2. Francionia 3. Baden 27 18 12 The response options were set. Multiple answers were possible. © Prof. Dr. Dreyer / Juliane Ratz Sources: Own survey 18 Main results Customers desire individual selection of components • Prospective customers would ld b book k Organizational form of travel (only Germans) Package tour 25 Dynamic packaging 25 online (87 answers) personally (63 answers) via E-Mail (61 answers) (Multiple answers possible) Individual 77 0 50 100 n=127 n 127 © Prof. Dr. Dreyer / Juliane Ratz Sources: Own survey n=16 19 Preferred duration and travel time • Preferred travel duration: 2-4 days (66.9%) 5 days d and d more (23.4%) (23 4%) Correlating with the trend to short trips and second or third journeys! Favoured travel time: Autumn (62.8%) (62 8%) © Prof. Dr. Dreyer / Juliane Ratz Sources: Own survey 20 Main Results Mid-range accommodation is preferred Accommodation 100 80 60 40 20 0 80 21 44 41 pension apartment 14 4‐5 star hotel 3 star hotel 1‐2 star hotel n=147 112 of 138 respondents prefer to stay overnight at winery y © Prof. Dr. Dreyer / Juliane Ratz Sources: Own survey Choice of two options possible 21 Main Results Wine journeys are undertaken with a companion Favoured travel companion 150 100 50 0 103 86 43 8 8 6 Only with Only with women men With friends With family With partner Alone n=147 n 147 Multiple answers were possible. • Results of a survey in the Franconian Wine Region 2007 (n (n=810): 810): - 9% travelling alone 66% couples © Prof. Dr. Dreyer / Juliane Ratz - Sources: Own survey 3% with kids (<18 years) 3% in a group 19% with other companions 22 Main results Acitivities with relation to wine are most popular Types of holiday activities Average 2,69 Activities with wine (wine tasting, wine tasting wine cellar tour, vineyard tour vineyard tour) Wine Events 2,26 (wine festival, „Hoffest“ courtyard party) Culinary offers 2,16 (visit „Straußwirtschaften“, picnic on vineyards, course menu, cooking course) Sports activities 2,05 (walk through vineyards, bicycle tour) Cultural offers Cultural offers 1 97 1,97 (city tour, museum) © Prof. Dr. Dreyer / Juliane Ratz Sources: Own survey Evaluation E l ti scale: l 3 – „very important“ 2 – „less important“ 1 – „not important“ 23 More detailed results Importance of activities Wine tasting Wine cellar tour Vineyard tours Vineyard tours Visit "Straußwirtschaften" Picnic on vineyards Wine festival City tour "Hoffest" Hoffest (courtyard party) (courtyard party) Multi‐course menus Walk through vineyards Bi l t Bicycle tour Museum Cooking course 2,9 2,67 25 2,5 2,39 2,33 2,32 2,2 2,19 2,18 2,15 1 95 1,95 1,74 1,72 0 © Prof. Dr. Dreyer / Juliane Ratz 0,5 1 1,5 Sources: Own survey 2 2,5 3 Evaluation scale: 3 – „very important“ 2 – „less important“ 1 – „„not important“ p n=134 24 Main results Two tastings per day! Number of tastings per day 80 61 60 40 40 28 15 20 0 1 2 3 ≥4 n=144 Cloudy Bay, NZ, Photo: Dreyer © Prof. Dr. Dreyer / Juliane Ratz Sources: Own survey 25 Limitations • not a representative p sample p size • Selected survey locations – face-to-face survey • respondents primarily from Central Germany • influence of the interviewer • Origin of respondents influences answers to the question about well-known and desired regions • Answers A b belonging l i tto d desired i d ttravell components t are valid for whole Germany • Socio-demographic Socio demographic data corresponds mostly to results of FUR and other studies © Prof. Dr. Dreyer / Juliane Ratz 26 Conclusion The optimal Th i l wine i journey j package: k • 3 days • autumn • Overnight stay in 3-star-hotel, ideally on a winery • 2 fixed activities: – Wine tasting (2 per day) – Wine cellar tour • 3 optional activities: – Culinary experiences – Some sports activities Clemence Vernoux © Prof. Dr. Dreyer / Juliane Ratz 27 Thank you for your attention! Clemence Vernoux © Prof. Dr. Dreyer / Juliane Ratz 28 Contact • Presentation at the CBTS 2012 “Tourism and Quality of Life Research “, 10/12/2012 – 13/12/2012, 13/12/2012 Bruneck B k (Brunico), (B i ) South S th Tyrol/Italy T l/It l • Prof. Dr. Axel Dreyer P f Professor for f Tourism T i Marketing M k ti att the th Hochschule H h h l H Harz, U University i it off Applied Sciences, Wernigerode and adjunct Professor for Sport Management at the Goettingen University • Juliane Ratz B.A. Research Assistent at the Competence Center of Information and Communication Technologies Technologies, Tourism and Services at the Hochschule Harz, University of Applied Sciences Hochschule Harz University of Applied Sciences Friedrichstr. 57-59 D - 38855 Wernigerode tourismuskompetenz@hs harz de [email protected] phone: 03943-659833 // fax: 03943-6595833 © Prof. Dr. Dreyer / Juliane Ratz 29 Sources • • • • • • • • • • • • • • • Aderhold, P. (2012): Die Urlaubsreisen der Deutschen – Kurzfassung der Reiseanalyse, Kiel Dreyer, A. (Ed.) (2011):Wein und Tourismus, Erfolg durch Dreyer, y A., Müller, J., Opportunities pp of cooperative p marketing g using g the example p of the wine region g Saale-Unstrut, in: Sidali, K.L.; Spiller, A.; Schulze, B. (Ed.), Food, Agri-Culture and Tourism: Linking local gastronomy and rural tourism: interdisciplinary perspectives, Berlin, Heidelberg 2011: Springer, p. 102118. Freyer, W. (2011): Tourismus – Einführung in die Fremdenverkehrsökonomie, 10. Auflage, Oldenbourg Verlag München Verlag, Geißler, R. (2007): Weininteressierte und ihr Reiseverhalten. Diploma thesis. University of Innsbruck, Austria Hall, C.M. et al. (Ed.) (2000): Wine tourism: an introduction, in: Hall, C.M.: Wine Tourism Around the World – Development, management and markets, i.a. Amsterdam Hall, C.M. et al. (Ed.) (2003): Food Tourism Around the World – Development, management and markets, Oxford etc. Hebestreit, D. (1992): Touristik Marketing, Berlin Jennings, g , G./Polowitz Nickerson,, N. (Ed.) ( ) (2006): ( ) Quality Q y Tourism Experiences, p , Oxford etc. Kirstges, T. (2010): Grundlagen des Reisemittler- und Reiseveranstaltermanagements – Marktüberblick, Geschäftsmodelle, Marketingmanagement, rechtliche Grundlagen, in: Sulz, A.; Berg, W.; Gardini, M. A.; Kirstges, T.; Eisenstein, B.: Grundlagen des Tourismus, Oldenbourg Verlag, München, p. 423-550 Lohmann, M./Aderhold, P. (2009): Urlaubsreisetrends 2020, Kiel Mundt, J. W. (2000): Reiseveranstaltung, München, Wien Renneberg, B./ Hammelstein, P. (2006): Gesundheitspychologie, Heidelberg Stengel, N. (2009): Modulare Reisepakete - Die Pauschalreise und ihre dynamischen Weiterentwicklungen, in: Bastian, H./Dreyer, A./Groß, S. (Ed.): Tourismus 3.0 - Fakten und Perspektiven, Hamburg, p. 63-78 Uysal, M./Perdue, R. R./ Sirgy, M.J. (Ed.) (2012): Handbook of Tourism and Quality- of-Life Research – Enhancing the Lives of Tourists and Residents of Host Communities, Heidelberg etc. © Prof. Dr. Dreyer / Juliane Ratz 30 Sources • • • • CenTouris (2007): Tourismusbarometer Bayern: Messpunkt Fränkisches Weinland, URL: http://www.cluster-bayern-ernaehrung.de/cms/upload/downloads/wein/Tourismusbarometer.pdf, Download 28.11.2012 Deutsches Weininstitut (2011): Deutscher Wein Statistik, URL: http://www.deutscheweine.de/icc/Schweiz-dt/med/dad/dad858bb-3953-3100-6c0cf16f135e25d9,11111111-1111-1111-1111-111111111111.pdf, Download 17.07.2012 Deutsche Weinakademie (2012): Gute Nachricht für Diabetiker, URL: http://www deutscheweinakademie de/index php?id=435 http://www.deutscheweinakademie.de/index.php?id 435, Download 29.11.2012 29 11 2012 DRV (2012): Fakten und Zahlen zum deutschen Reisemarkt 2011, Berlin © Prof. Dr. Dreyer / Juliane Ratz 31 Photograph sources • • • • • • • • • • • • • • http://www.weinbau-sachsen.de/wp-content/themes/Dynamic-Vision/images/weinberg-komplettbewirtsch.jpg http://sphotos-a.xx.fbcdn.net/hphotos-prn1/559298_365960426806721_1400247351_n.jpg htt // http://www.badischerwein.de/fileadmin/data/Badischer_Wein_INTERNET/Startseite/Weinland_Baden/Ba b di h i d /fil d i /d t /B di h W i INTERNET/St t it /W i l d B d /B den_erleben/02_Header/header_Wein_Aktiv_Ohne_Balken.jpg http://mw2.google.com/mw-panoramio/photos/medium/7391654.jpg http://buch-stabe.de/files/090423-Romanik-Cover.jpg http://www goruma de/export/sites/www goruma de/Globale Inhalte/Bilder/Content/D/Deutschland Wein http://www.goruma.de/export/sites/www.goruma.de/Globale_Inhalte/Bilder/Content/D/Deutschland_Wein bau1.jpg_349473172.jpg https://blog.holidaycheck.de/files/2011/10/1155772993_dievole.jpg http://www.vinotravel.de/global/show.image.php?x=234&y=400&id=99307 http://aoc genuss at/uploads/Pressebilder/AOC Katalog2008 Cover jpg http://aoc-genuss.at/uploads/Pressebilder/AOC_Katalog2008_Cover.jpg http://www.weinreisenaustria.at/magazin/00/artikel/24163/img/Bild%20Katalog%20Titelbild%20Startseite %20HP.jpg http://www.ic-gruppenreisen.de/gruppenreisen/content/bilder/INTERCONTACT-TITEL-klein.jpg http://www ffk-pr com/tl files/ffk-pr/Newsletter/Hamburgerhttp://www.ffk-pr.com/tl_files/ffk-pr/Newsletter/HamburgerGenussletter/Picknick%20im%20Weinberg%20%20Tourismusverband%20Fra%CC%88nkisches%20Weinland-%20Andreas%20Hub_96dpi.jpg http://www.algund.com/de/events/eventkalender/weinfuehrung-am-weingut-falkenstein-naturns-id40038588CA094B73980EDE8AE912AC8C.html http://thumbs.dreamstime.com/thumblarge_203/119401859653a5H5.jpg © Prof. Dr. Dreyer / Juliane Ratz 32