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
– 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.
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
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))
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
Wine & hiking
Wine & nature
Sources: Cf. Geißler (2008), p. 27; Dreyer (2011), p. 18ff.
Wine & culinary
5
Synergy effects of viniculture and tourism
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“
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
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
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%
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
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
• 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
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“)
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%
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
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
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.
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
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%)
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
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
-
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)
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
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
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
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
27
Thank you for your attention!
Clemence Vernoux
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
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.
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
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
32

How to enhance the quality of tour operator journeys into wine regions

Transcrição

Documentos relacionados

OIV in the news Other articles EN Other Articles ES

OIV NEWS 27.06.2016

OIV in the news Other articles EN

Wednesday 24 February 2016 OIV in the news Language Media

Tuesday 15 September 2015 OIV in the news Language Media

OIV in the news

21435 Halt Wine 4 13 (2)

happy hour - Mandarin Oriental

OIV in the news Other articles EN

Manual de instrucciones