MV tut besser? - A comparison of the strengths and weaknesses of the tourist destinations Mecklenburg-Western Pomerania and Schleswig-Holstein

Table of Contents

1. Introduction

1.1 Subject and Objectives

1.2 Approach

2. Fundamentals

2.1 The German Tourism – General facts

2.2 What is a “destination”? Definitions and Explanations

2.3 Destination management – Definitions and Explanations

2.3.1 Dr. Albrecht Steinecke’s bricks for a successful destination management

2.3.2 Applying Steinecke’s explanation of destination management to MV and SH

3. The destination Mecklenburg-Western Pomerania

3.1 Location

3.2 Landscape

3.3 Population

4. The destination Schleswig-Holstein

4.1 Location

4.2 Landscape

4.3 Population

5. The comparison

5.1 The number of visitors

5.1.1 The number of visitors of MV

5.1.2 The number of visitors of SH

5.1.3 The number of visitors – A comparison

5.2 The Infrastructure

5.2.1 The infrastructure of Mecklenburg-Western Pomerania

5.2.2 Infrastructure of Schleswig-Holstein

5.2.3 Infrastructure – A comparison

5.3 An update through events

5.3.1 What is an “event”? – Definition and explanation

5.3.2 Events in Mecklenburg-Western Pomerania

5.3.3 Events in Schleswig-Holstein

5.3.4 Events – A comparison

5.4 Experience orientation by animation

5.4.1 Examples for Mecklenburg-Western Pomerania

5.4.2 Examples for Schleswig-Holstein

5.5 Family vacation

5.5.1 Family vacation in MV

5.5.2 Family vacation in SH

5.5.3 Family vacation – A comparison

5.6 Active vacation

5.6.1 Active vacation in MV

5.6.2 Active vacation in SH

5.6.3 Active vacation – A comparison

5.7 The focus on “Wellness”

5.7.1 Wellness in Mecklenburg-Western Pomerania

5.7.2 MV promoting wellness on the internet

5.7.3 Wellness in Schleswig-Holstein

5.7.4 SH promoting wellness on the internet

5.7.5 Wellness – A comparison

5.8 The internet as the new media – structure and evaluation of the important tourist websites

5.8.1 General facts

5.8.2 The analysis

5.8.3 The tourist websites of MV

5.8.4 The tourist websites of SH

5.8.5 The tourist websites – A comparison

6. The SWOT-analysis

6.1 What is a “SWOT-analysis”? A definition

6.2 The SWOT-analysis of the destination MV

6.2.1 Strengths

6.2.2 Weaknesses

6.2.3 Opportunities

6.2.4 Threats

6.3 The SWOT-analysis of the destination SH

6.3.1 Strengths

6.3.2 Weaknesses

6.3.3 Opportunities

6.3.4 Threats

7. The latest cooperation in the tourism sector

8. Suggestions for improvement

9. Conclusion

Research Objectives and Focus Areas

This thesis explores the competitive landscape of the German tourist states Mecklenburg-Western Pomerania and Schleswig-Holstein, aiming to identify which region possesses greater tourism potential and effectively maximizes its resources for visitors.

• Analysis of destination management strategies in both states.
• Evaluation of tourism infrastructure and transport networks.
• Comparison of event-based tourism and experience-oriented marketing.
• Assessment of family and active vacation offerings.
• Benchmarking of online presence and digital marketing efficiency.
• SWOT-analysis of regional strengths, weaknesses, opportunities, and threats.

Excerpt from the Book

Summary of Chapters

1. Introduction: Presents the motivation behind comparing the two tourism regions and defines the research scope and approach.

2. Fundamentals: Establishes theoretical definitions of destinations and management, incorporating Dr. Albrecht Steinecke’s principles.

3. The destination Mecklenburg-Western Pomerania: Provides a geographical and demographic profile of Mecklenburg-Western Pomerania.

4. The destination Schleswig-Holstein: Offers a similar structural overview and geographical breakdown for Schleswig-Holstein.

5. The comparison: A detailed practical analysis of visitor numbers, infrastructure, events, family offers, wellness tourism, and web performance.

6. The SWOT-analysis: Conducts a comprehensive evaluation of internal and external factors affecting both tourism destinations.

7. The latest cooperation in the tourism sector: Discusses the shift from competition to collaborative marketing strategies between the two states.

8. Suggestions for improvement: Outlines actionable strategies for enhancing digital presence and expanding seasonal tourism offerings.

9. Conclusion: Summarizes findings and emphasizes the importance of maritime branding and cultural differentiation.

Keywords

Mecklenburg-Western Pomerania, Schleswig-Holstein, Destination Management, Tourism Infrastructure, SWOT-Analysis, Wellness Tourism, Family Vacation, Active Tourism, Event Management, Digital Marketing, Regional Competition, Tourism Strategy, Baltic Sea, Cultural Heritage, Sustainable Tourism.

Frequently Asked Questions

What is the core focus of this bachelor thesis?

The thesis investigates the competitive relationship between the northern German states of Mecklenburg-Western Pomerania and Schleswig-Holstein, analyzing their tourism strategies and market positions.

What are the primary tourism themes examined?

Key themes include the impact of natural landscape, event management, family-oriented travel, active sports tourism, and the efficacy of destination websites.

What is the central research question?

The study asks which of the two states possesses higher tourism potential and which is more successful in exhausting and promoting that potential for the modern traveler.

Which scientific framework is utilized for the comparison?

The author applies professional destination management theories (notably those of Dr. Albrecht Steinecke) and conducts a detailed SWOT-analysis for both states.

What does the main body of the work cover?

It provides a comparative analysis of infrastructure, event calendars, specific holiday offers, and an audit of the regions' digital footprints and official websites.

What defines the tourism landscape in these regions?

These regions are defined by their maritime location, historical Hanseatic or Nordic ties, and a recent shift toward wellness and experience-based tourism.

How is the impact of bird flu on tourism addressed in the study?

The author analyzes how media-driven panic and the resulting visitor anxiety represent a critical threat to the local tourism economies of both coastal states.

What conclusion does the author reach regarding regional cooperation?

The author concludes that while domestic competition is natural, both states benefit significantly from bundling their marketing efforts to attract international visitors from key foreign markets.