trends and opportunities in the migrant market
By Michael Hahl
1.1 Wall Tourism started in new ways
In the 1990s Marburger research group led by Dr. Rainer Bramer leisure activity Hiking and the needs of the modern Wanderers to examine from a social science perspective. From representative surveys that have been evaluated annually under the title "Profile studies Hiking, could quality criteria for a modern hiking infrastructure to be developed. The Marburg researchers were so authoritative Pioneers this important, especially for the tourism industry task field, their work culminated in the founding of the German migrant Institute, which until now for the certified use of the local label "premium channels" is responsible.
"The focus of a hike is no longer the possible replacement of large sections or the expansion of the educational horizon, but the individual, as a singular experience. (...) must therefore speak of the experience alone to develop along the trail. For the hiking trails planners and supervisors, this means potential configurations experience already targeted to optimize and anticipate and make the walking system as foolproof, that the traveling guest will not be distracted from the independent discovery of the adventure elements. (...) The production is to combine existing landscape segments at optimum speed. (...) Beautiful landscapes are landscapes that is what we instinctively good because we feel safe there as a natural being. Once we go out into nature, are also in high-tech people, the old instincts back to life "
. Source: Dr. Rainer Bramer, http://wanderforschung.de/
These new perspectives also contributed to a detailed study the "Quality offensive Walking", which was published by the German Hiking Association in cooperation with the German Tourist Board in 2003. On the empirical basis of the researchers were Marburger quality criteria for trails, hiking gathered friendly hosts and walking leaflets. Wolfgang Clement, the then Federal Minister of Economics and Labour has, in the preface points to the potential economic value of mountain tourism, especially for the German low mountain range. "To strengthen this market segment," said Clement, "it requires a consistent improvement in quality of tourist offer hiking to the demands of today's migrant clientele" to deliver, "(see Study" quality offensive hiking, long version, p.1).
The practical guide to the "quality offensive Walking" was another important milestone for quality development in Germany walking holidays, was walking in association with the project "Walking in Germany" supported under the direction of Erik Neumeyer. - Similar to the "Premium Due" if not quite as strict criteria subject extends the vast range of "quality way" of the German Association of walking on natural ground and narrow paths, the paths attractiveness is determined by natural beauty, scenic Diversity, distant views, sights and cultural features, and perfect markings and signs are standard equipment.
"Qualitätsweg Walking in Germany - Quality label for hiking trails
is trendy. (...) But what about the quality of hiking? Where the offer meets the increased demands of the attractive hiking clientele? The seal of approval "Qualitätsweg Walking in Germany," Germany sets broad standards for the trail or bring three benefits for the Walks:
first The quality of the roads infrastructure is addressed in the regions and improved. The result is regional Hiking skills.
second The migrant guest will receive a guidance and decision support for his travel decision.
third The hiking destinations can extend the label as a competitive advantage in the marketing use of the Migrant and tourist offer itself as a quality brand
source.
http://www.wanderbares-deutschland.de/pdf/Flyer_Qualitaetsweg.pdf With the new the writing on the wall study were clear: The "Walking" had long outgrown the "breeches" image, had marked new reach for the tourist market key target groups, new trends and desperately needed a comprehensive Quality development on many levels. A lot has happened, even today attract many low-mountain regions with their certified multi-day or daily distances, are reported either as "premium channels" by the German Institute hiking or "quality way" from the German Hiking Association. The certificates have an important task to signal the migrant host quality guarantees.
The migrant guest searches "hard as possible for hikers quality evidence. Here are the key opportunity is for domestic tourism: it must provide security to the guest, to be in good hands. And he can not convincingly than by solid guarantee of quality. They are the crucial element of contact between tourism operators and their customers who meet otherwise hardly "
Dr. Rainer Bramer; source. http://wanderforschung.de/files/wandeu02kz1236017693.pdf
For more information on (last accessed April 2009):
http://www.wanderverband.de/
http://www.wanderbares-deutschland.de/ /
http : / / www.wanderinstitut.de/
1.2 Wall friendly hosts and accommodations
to high-quality Hiking adventures include hiking friendly accommodation and refreshment facilities to meet the growing demands of hikers and secured with an increased level of quality. To enable the traveler to guidelines from the German Hiking Association, a special certification process, exhibiting the "quality hosts Walking in Germany" was developed.
"Under the slogan" walkers welcome "we want to introduce you to wander friendly accommodation. Because walking is recovering not only in nature but also enjoy it. Play the accommodation, warm hosts, services and good tips received by the hikers on the spot, a major role. (...) Guests will be taken only for a night, on request, the luggage transported to your next destination. Local knowledge to inform employees about interesting tours in the region, sometimes the chef offers in person to a walk. Collection and delivery services are the starting point of your walk as naturally as a packed lunch for the long walk. So that you can trust to this, the migrant association has designed quality criteria which the houses have dedicated themselves "
source. http://www.wanderverband.de/html/unterkunfte.html
"The German Hiking Association supports the focus on the needs of guests traveling for years and now as a carrier of the brand" quality hosts Walking in Germany to "the only nation-wide and proven quality for most migrant-friendly restaurants. The reaction is carried out in cooperation with the regional marketing organizations and regional tourism organizations. Together with local partners with the necessary criteria in the catering establishments are inspected point by point "
source. http://www.wanderbares-deutschland.de/Qualitätsgastgeber
01.03 Pleasure and health - Individuality and Self Ness
More and more is becoming apparent that hikers also indulgent and increasingly appreciate the health aspects of their leisure style and force.
"This pleasant hike has increased enormously. Only enjoy nature, eat well afterwards. (...) It is very important the subject is health, which in the younger age is more stress relief, while the older ones think directly to the circuit or the physical fitness "
. Source: Dr. Rainer Bramer, 2006, http:/ / create www.wanderforschung.de/
These preferences great opportunities for mountain tourism resources with many healthy local gourmet products. A region that hikers clients can bind with the host offers itself, strengthens the potential to create value for land and people: Because healthy local products are in high demand among hikers, the tourism economic benefits thus also serves the local farmers and the rural landscape care.
are also walkers always individualistic, like the "profile study Walking" in 2008 makes clear. This not only by migrant associations with problems because strong individuality and loyalty club are hardly more together. But the tourism industry are so challenges: With the usual packages to reach the die-hard individualists, the challenge would be to make the walking project with the atmosphere of the individual.
The futurist Matthias Horx predicts the "search for the self" as a mega trend: the new lifestyle, "Self Ness" will increasingly replace the opinion of his institution's future rather passive gourmet version "wellness". Self Ness is aimed at strengthening the active mental fitness, and also by the direct experience of nature and landscape is the view into his own inner life more clearly. If Selfness increasingly characterizes the lifestyle of the modern traveler, must to hikers planning, quality development and marketing with a matching image communication and the opportunities to adjust.
1.4 The wall exploration continues
Since migrant trends are not rigid, but to evolve, so must the quality of the hiking tourism development remain relevant and alive. Under the working title of "leisure and holiday market Hiking" is conducted in 2009/2010 a comprehensive, Germany-wide market analysis. The German Hiking Association called on the European Tourism Institute (ETI) with the Tourismusgeografen Prof. Heinz-Dieter Quack as manager for the Federal Ministry of Economics implement funded study to get more clarity about the needs of hikers, to enable more targeted migratory tourism. First results are expected for the ITB in Berlin in March 2010, 30 June 2010 will be completed the study.
information on baseline study (last accessed April 2009): http://www.wanderverband.de/PM_1_Start_Grundlagenstudie_6_1_09.pdf http://www.eti.de/cgi-bin
/ cms
Also Dr. Rainer Bramer and the Research Group for hiking and nature "of the German research institute hiking further. Since 1998, in the "Profile studies Hiking" at least 18 000 hikers interviewed in Germany, a huge pool of knowledge is thereby created, which can be supplemented with any additional survey and implemented red hot for hiking tourism. Since 2008 Braemer hiking competence is the Internet portal accessible: http://www.wanderforschung.de/
05.01 migrant market today: marketing, production, ranking
Even more than in the 1990s, it is now important to making the type of wall region of "their" certified trail: Not only the hardware infrastructure for migrant - way over, Way quality, host quality, etc. - is wandering tourist interest, the brand and image building of the "new way" has become increasingly important in recent years.
These include popular hiking books and interviews, or blogs beautiful with popular intermediaries for migrant culture (Manuel Andrack etc.) as well as marketing partnerships ("TopTrails of Germany", "Best of Walking") and ranking (choice of tourist destinations of Germany "," Germany trail ").
When hiking destination of the year "has been manipulated so obvious that the election winners to receive the" Awards " can be embarrassing. Almost more surprised the unscrupulous, were sold to the tourists and hikers to a marketing gags sake of stupid. Damage, however, take all those who are making genuine efforts to improve the quality of their offers hiking and are played by such purely commercial pregnant fudge on the wall "
source. Dr. Rainer Bramer http://www.wanderforschung.de/
Although rankings are basically legitimate means of image communication, it should be obvious that represent some forms of this competition is not an objective quality awards, but rather are simply marketing tools to target to increase the popularity of certain traveling destinations.
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(from a wandering tourist project outline of
Project Office Michael Hahl - proreg, April 2009)
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