The DNA of the study series DESTINATION BRAND

You would like to know how well-known and popular your tourism destination is at home and abroad? Which themes are ascribed to you and which attributes are associated with your holiday region? What is your position compared to your competitors?

The renowned, German study series, DESTINATION BRAND, has been providing representative data on the demand-side perception of destination brands in Germany and abroad since 2009.

The annual survey has constantly changing focal points (sub-studies concerning brand strength, theme competence and profile characteristics), which are repeated every 5 years. In addition, it is supplemented with further research focal points. Besides the investigation of the German source market, foreign source markets are being added from 2018 onwards. The results of the sub-studies, when considered together, reflect the target group’s holistic perception of the destination.

The study series stands for

  • determination of the demand-side perception of destination brands,
  • representative data,
  • data diversity and depth,
  • cross-national and cross-source market evaluation possibilities,
  • time comparison and benchmark options,
  • theme-oriented target group links.

DESTINATION BRAND fact sheet

 

Study "Brand value of tourist destinations"

This sub-study deals with determining the customer-oriented brand value of destinations. Through the use of the so-called “Four Brand Dimensions”, the high demands on destinations to affect the consciousness of the vacationers are clarified. This is done via the following 4 process levels:

This sub-study deals with determining the customer-oriented brand value of destinations. Through the use of the so-called “Four Brand Dimensions”, the high demands on destinations to affect the consciousness of the vacationers are clarified. This is done via the following 4 process levels:

  • How well-known is my destination? (1st level = awareness)
  • How likable do people perceive my destination? (2nd level = likeability)
  • Will my destination be considered for future trips (short/long)? (3rd level = willingness to visit)
  • Has my destination already been visited? (4th level : use / personal bonding)

The reporting of the transfer rates of the individual process levels also provides important insights for activating marketing.

Since 2015, the disposition to recommend is also queried as another important element of a comprehensive brand value analysis. Moreover, competitor comparisons (benchmarking), time series comparisons (if applicable) and individual target group analyses are carried out.

Outlook for Autumn 2018: New survey on brand value in the source markets of Germany, Austria, Switzerland, the Netherlands and/or China.

  • Further information for tourist destinations in Germany can be found here
  • Further information for tourist destinations outside of Germany can be found here

Important: Previous surveys on brand strength

  • Supplementary evaluation options can be found here

Study "Theme competence of tourist destinations"

As part of their strategic marketing, the majority of tourist destinations focus on tourist themes (theme marketing). Based on a three-dimensional competition analysis for your destination, meaningful information concerning the market potential of your destination can be obtained within the framework of the sub-study on theme competence.

As part of their strategic marketing, the majority of tourist destinations focus on tourist themes (theme marketing). Based on a three-dimensional competition analysis for your destination, meaningful information concerning the market potential of your destination can be obtained within the framework of the sub-study on theme competence.

The core of the three-dimensional competition analysis is formed by

  • the determination of the general prospective potential for different types of holiday/activities (1st dimension = demand),
  • the evaluation of the supported and unsupported (top of mind) theme suitability of your destination (2nd dimension = offer) as well as
  • the performance of your travel destination compared to domestic and foreign competitors relative to the types of holiday/activity you selected for the survey (3rd dimension = competition).

Similar to the other sub-studies, competitor comparisons (benchmarking), time series comparisons (if applicable) and individual target group analyses are carried out.

Based on the comprehensive amount of data collected with this sub-study, further individual special evaluations can be carried out. You can see the topics which are able to be examined under additional modules.

Outlook for Autumn 2018: New survey on theme competence in the source markets of Germany, Austria, Switzerland, the Netherlands and/or China.

  • Further information for tourist destinations in Germany can be found here
  • Further information for tourist destinations outside of Germany can be found here

Important: Previous surveys on theme competence

  • Supplementary evaluation options can be found here

Study "Profiles of tourist destinations"

You would like to know how attractive your destination is? How authentic or service oriented your destination is perceived as being? And how barrier-free, traditional or surprising other destinations are perceived in comparison to yours? The sub-study on profile characteristics surveys the demand-side attribution of certain properties and characteristics to destination brands in the supported survey of selected attributes.

You would like to know how attractive your destination is? How authentic or service oriented your destination is perceived as being? And how barrier-free, traditional or surprising other destinations are perceived in comparison to yours? The sub-study on profile characteristics surveys the demand-side attribution of certain properties and characteristics to destination brands in the supported survey of selected attributes.

You will receive impulses for your brand development and the future expansion of this brand. As those who would like to differentiate themselves from their competition, must clearly position themselves as a tourist destination brand with personality traits – and especially with those that also have a profile sharpening effect. The profile study makes it possible to examine exactly these characteristics of the destination.

In 2017, the destination-independent relevance of 67 characteristics of the travel destination decision was surveyed for the first time.

Similar to the other sub-studies, competitor comparisons (benchmarking), time series comparisons (if applicable) and individual target group analyses are carried out.

Moreover, as a separate module, you can have the open spontaneous associations (unsupported queries) collected and processed for your destination, but without the possibility of time series comparisons or competitor benchmarking .

Important: Previous surveys on profile characteristics

  • Supplementary evaluation options can be found here