Marketing the destination Kühlungsborn in Switzerland: A marketing concept

Table of Contents

1. INTRODUCTION

1.1 PROBLEM DEFINITION

1.2 TARGETS OF THE PAPER

1.3 APPROACH

2 DEFINITION OF CENTRAL TERMS

2.1 THE DESTINATION

2.2 MARKETING OF DESTINATIONS

2.3 MARKETING CONCEPTS IN TOURISM

3. ANALYSIS OF THE TOURISTIC SERVICES SUPPLY – THE DESTINATION KÜHLUNGSBORN

3.1 THE TOURISM DEVELOPMENT IN KÜHLUNGSBORN

3.1.1 The history of tourism in Kühlungsborn

3.1.2 Current development and situation of the tourism in Kühlungsborn

3.2 ANALYSIS OF THE TOURISTIC SERVICES SUPPLY

3.2.1 The natural services supply

3.2.1.1 The location and natural environment

3.2.1.2 The climate and weather

3.2.1.3 The landscape

3.2.1.4 The Socio-cultural conditions

3.2.2 The derived services supply

3.2.2.1 The touristic infrastructure

3.2.2.2 The touristic suprastructure

3.3 SUMMARIZED ASSESSMENT OF THE DESTINATION KÜHLUNGSBORN

4. ANALYSIS OF THE TOURISTIC SERVICES DEMAND – THE SWISS TRAVELLERS

4.1 ANALYSIS OF THE DEMAND SIDE

4.2 ANALYSIS OF THE SWISS SOURCE MARKET

4.2.1 The purpose of journeys for all trips abroad

4.2.2 Travel intensity and travel frequency

4.2.3 Duration of trips

4.2.4 Time of travel

4.2.5 Organization forms of the trips and means of transportation

4.2.6 Travel motives

4.2.7 Choice of destinations

4.2.8 The Swiss journeys to Germany

4.2.9 The booking behaviour of the Swiss population

4.2.10 Particularities of the Swiss market

4.3 FORECAST OF THE DEVELOPMENT OF THE SWISS MARKET AND SUMMARIZED FINDINGS

5. THE MARKETING CONCEPT

5.1 ANALYSIS OF THE SITUATION

5.1.1 Analysis of the enterprise performance

5.1.2 Analysis of the competition performance (competition analysis)

5.1.2.1 Heringsdorf and Usedom

5.1.2.2 Binz and Rügen

5.1.2.3 Poland and other foreign countries

5.1.2.4 Measures Kühlungsborn must take

5.1.3 Market analysis

5.1.3.1 The guest structure

5.1.3.2 The course of the season

5.1.4 Analysis of the macro-environment

5.1.5 SWOT Analysis

5.2 DEVELOPMENT OF A MARKETING STRATEGY

5.2.1 Aims and guiding theme

5.2.2 Forms of strategies

5.2.2.1 Market field strategy

5.2.2.2 Market stimulation strategy

5.2.2.3 Market parcellation strategy

5.2.2.4 Market area strategy

5.3.3 Strategy draft

5.3 IMPLEMENTATION OF THE STRATEGY

5.3.1 Bases of the Implementation

5.3.2 Marketing-Mix

5.3.2.1 Product policy

5.3.2.2 Price policy

5.3.2.3 Distribution policy

5.3.2.4 Communication policy

5.4 SUMMARISED ASSESSMENT OF THE MARKETING CONCEPT

6. THE FAIR APPEARANCE OF THE TSK ON THE FESPO IN ZURICH

6.1 THE MEDIUM TRADE FAIRS IN TOURISM

6.1.1 The Touristik-Service Kühlungsborn GmbH on fairs

6.1.2 The Swiss fair market, especially the FESPO in Zurich

6.2 MESSAGE AND OBJECTIVE OF BOOTHS

6.2.1 Presentation of the enterprise

6.2.2 Presentation of products and services

6.2.3 Communication with the customer

6.3 BOOTH ARCHITECTURE

6.4 SUMMARIZED ASSESSMENT OF THE FAIR APPEARANCE OF THE TSK ON THE FESPO IN ZURICH

7. CONCLUSION

Objectives and Topics

The thesis aims to develop a strategic marketing concept for the destination Kühlungsborn to successfully enter the Swiss tourism market. It identifies the destination's current supply potential, analyzes the travel and booking behavior of the Swiss population, and proposes concrete measures to attract this target group.

• Analysis of the tourism service supply in Kühlungsborn.
• Comprehensive study of the Swiss travel market, including motives and booking behavior.
• Development of a marketing concept tailored to Swiss travelers.
• Strategic recommendations for future market entry and fair appearances.
• Focus on target group-specific offers, particularly for senior citizens.

Excerpt from the Book

Summary of Chapters

1. INTRODUCTION: Outlines the problem definition, the objectives of the paper, and the overall approach taken to address the research goal.

2 DEFINITION OF CENTRAL TERMS: Explains key concepts like destination, destination marketing, and tourism marketing concepts to establish a theoretical foundation.

3. ANALYSIS OF THE TOURISTIC SERVICES SUPPLY – THE DESTINATION KÜHLUNGSBORN: Evaluates the natural and derived tourism supply of Kühlungsborn, including infrastructure and services.

4. ANALYSIS OF THE TOURISTIC SERVICES DEMAND – THE SWISS TRAVELLERS: Conducts a detailed analysis of the Swiss travel market, highlighting travel motives, intensity, and booking habits.

5. THE MARKETING CONCEPT: Formulates a comprehensive marketing strategy based on situation analysis, SWOT analysis, and target group orientation.

6. THE FAIR APPEARANCE OF THE TSK ON THE FESPO IN ZURICH: Provides practical advice for an effective exhibition presence, focusing on communication and booth design.

7. CONCLUSION: Summarizes the findings and provides strategic recommendations for the future market entry of Kühlungsborn in Switzerland.

Keywords

Kühlungsborn, Tourism, Marketing, Switzerland, Destination, Swiss Travel Market, Tourism Service Supply, Marketing Strategy, Competitive Analysis, Travel Behavior, Senior Citizens, Destination Branding, FESPO, Trade Fairs, Tourism Infrastructure.

Frequently Asked Questions

What is the primary focus of this thesis?

The thesis focuses on developing a strategic marketing concept for the destination Kühlungsborn to successfully enter and establish itself within the Swiss tourism market.

What are the central themes of the work?

The key themes include the analysis of the current touristic supply in Kühlungsborn, a detailed examination of Swiss travel behavior, and the formulation of a structured marketing concept for international market entry.

What is the primary goal or research question?

The primary goal is to provide a guide for "Touristik-Service-Kühlungsborn GmbH" to effectively promote Kühlungsborn to Swiss guests, specifically identifying and tapping into the high-potential senior citizen market.

Which scientific methods are utilized?

The research relies on an extensive analysis of secondary data (tourism statistics, guest surveys) and expert insights to inform strategic recommendations and evaluate competition.

What does the main body of the work cover?

It covers the current state of tourism in Kühlungsborn, a deep dive into Swiss market demand, the development of a marketing strategy using SWOT analysis, and practical guidance for international trade fair participation.

Which keywords characterize the work?

Essential keywords are Kühlungsborn, Tourism Marketing, Swiss Source Market, Destination Management, and competitive positioning within the Baltic Sea region.

How does the thesis categorize the Swiss target group?

The thesis identifies the "grey market" (Empty Nesters and Active senior citizens) as a high-potential target group that values quality, culture, and nature, and which is particularly interested in pre- and off-season travel.

What is the significance of the FESPO trade fair?

The FESPO in Zurich is identified as the most crucial platform for Kühlungsborn, as it allows for direct contact with the Swiss public and travel industry experts, making it a key venue for the proposed marketing measures.