Image of NRW

Transcription

Image of NRW

How to enhance NRW's
Attractiveness by the Use of Images
Consulting Project for Tourismus NRW e.V.
29/11/2010
AGENDA
A. Introduction
B. Current Image of NRW
C. Events & Celebrities
D. General Perception of NRW
E. Attractiveness of NRW
F. Pictures for NRW as a destination
G. Overall Conclusion
Images in NRW Marketing
2
A. Introduction
A. Introduction
3
Who we are
Mario Arnold
Julia Behrendt
Attila Bodor
Laura J. Breuer
Katrin Bröcker
Mariano A. Carranza
Verena Duhr
Carlos C. Fernández
Theresa S. Gorden
Laura Haberl
Hannah Hänscheid
Anna Hantke
Hevin Hasso
Samira Heister
Kathrin Ivenz
Christian Jaeger
Catharina Kantelberg
Arwa Khanafer
Theresa Kunth
Tobias Ludwig
Theresa Lülf
Rafal Lukaszewicz
Dr. Guido Sommer
A. Introduction
Ekaterina Mestres
Inga-Katrin Moldenhauer
Daniela Niesing
Isabelle Nyns
Svenja Palzer
Anna C. Peters
Miriam Pieck
Jesica A. Sanchez
Marlisa Schiffer
Anna Schinz
Hanna Schlepütz
Rebecca Schneider
Miriam Schumacher
Elena Steil
Saskia Störch
Jan-Kristian Stolze
Wyem Tabib
Christiana Wedding
Bettina Wienke
Carina Woywod
Katharina Zastrow
Svenja K. Zühlsdorff
4
Project and Global Purpose
How to improve the use of images in marketing for NRW ?
A. Introduction
5
Questionnaire Design
positive
opening
question
ranking of NRW as a
touristic destination
A. Introduction
6
perception
about NRW's
touristic value
associations
about NRW
A. Introduction
7
communication
channels
distinguishing travel
behaviour concerning NRW
NRW as a potential
destination for YOU ?
perception
about NRW in
general
A. Introduction
8
perception about
NRW concerning
specific criteria
A. Introduction
9
What images are associated
with NRW ?
Which images are attractive to
stimulate travel interest ?
empirical data
A. Introduction
10
A. Introduction
11
What images are associated
with NRW ?
Which images are attractive to
stimulate travel interest ?
empirical data
A. Introduction
12
Proceedings
o
o
o
o
o
A. Introduction
2 interview days
11 teams
3-4 students/team
22 cities
8 min/interview
13
Some Impressions
A. Introduction
14
Sample Size
Köln
Düsseldorf
Bonn
Venlo
Aachen
Eifel
Xanten
Münster
Brüssel
Sauerland
Kevelear
Dortmund
Essen
Oberhausen
Soest
Remscheid
Liege
Solingen
Amsterdam
Wuppertal
Bad Driburg
Eupen
207
167
105
75
74
74
72
71
69
64
63
58
55
45
45
44
34
33
20
19
15
15
Total # of respondents: 1424
A. Introduction
15
Gender of Respondents
Female
739
Male
685
0
100
200
300
400
500
600
700
n = 1424
A. Introduction
16
Age Distribution
0%
5%
8%
9%
under 18
18-29
30-39
17%
33%
40-49
50-59
60-69
70 and above
no answer
14%
14%
n = 1424
A. Introduction
17
Respondents’ Place of Origin
1200
990
1000
800
600
400
222
212
Not from NRW
No answer
200
0
From NRW
A. Introduction
n = 1424
18
Type of Respondent
3% 1%
23%
Local Resident
Tourist
73%
Business Traveller
No answer
n = 1424
A. Introduction
19
B. Image of NRW
20
• Question 4:
o Please name 3 cities/ regions/ sights which come first
into your mind when you think of NRW
• Question 7:
o Source of media used for obtaining information about
holiday destinations
Combination:
o Which cities/ regions are represented very well
about different types of media?
21
Which cities/ regions are represented very well
about different types of media?
(Questions 4+7)
n = 1424
22
• Question 4:
o Please name 3 cities/ regions/ sights which come first
into your mind when you think of NRW
• Question 15:
o Tourist/ Local Resident/ Business Travellers
Combination:
o Which cities or regions in NRW do the different
respondents consider a holiday destination?
23
Which cities or regions in NRW do the different
respondents consider a holiday destination?
(Questions 4+15)
n = 1424
24
• Question 7:
o Sources of media used to obtain information about
tourism offers
• Question 11:
o Image of NRW
Combination:
o Which media should be used to present the images
people have of NRW?
25
Which media should be used to present the
images people have of NRW?
(Questions 11+7)
n = 1424
26
• Question 10:
o Is NRW a holiday region for you? –Yes/ No
• Question 11:
o Image of NRW
Combination:
o Those respondents who consider NRW a holiday
region for themselves (or not), which image do
they have of NRW?
27
Those respondents who consider NRW a
holiday region for themselves (or not), which
image do they have of NRW? (Questions 11+10)
n = 1424
28
• Question 16:
o Age group
• Question 11:
o Image of NRW
Combination:
o Which image of NRW do the respondents have
with respect to their age group?
29
Which image of NRW do the respondents have
with respect to their age group?
(Questions 11+16)
n = 1424
30
Tag Cloud
31
Most given Answers from the Respondents
14
12
10
11,9
9,69
8
9,57
7,63
6,21
6
4,79
4
4,14
2,85
2,59
2,33
2
0
n = 1424
32
Conclusion
• As an image of NRW, cities are named most
• Strongest picture: Cologne, Ruhrgebiet, Nature
• Respondents have a positive image of NRW
33
C. Events and Celebrities
34
Events
Findings in General
Categorization of Events
Music Events & Festivals
Musicals, Opern, Beethovenfest,
Rheinkultur, Summerjam, Rock am Ring
Area 4, 1Live-Festivals
Rhein in Flammen,
Kölner Lichter
Fireworks
Regional Festivals
Schützenfest,
Kirmes,
Pützchens Markt
Trade Fairs
all kinds of fairs
82% named at least one event
35
Events
Evaluation
THE TOP 7
TOP 1 Carnival 22%
TOP 2 Music Events & Festivals 17%
TOP 3 Fireworks 12%
TOP 4 Ruhr 2010 10%
TOP 5 Loveparade 9,5%
TOP 6 Regional Festivals 8%
TOP 7 Trade Fairs 7%
36
Events
Evaluation Top 7
80% of respondents are
from Rhineland region
2/3 are male
TOP 1
2/3 of respondents are
between 30-39
70% chose Adenauer,
Rau or Groenemeyer as
1st celebrity
TOP 2
equal age and gender
distribution
TOP 3
313
118
96
(145 as 1st choice)
(54 as 1st choice)
(56 as 1st choice)
37
Events
Evaluation Top 7
Trips to NRW – Relation to Events
%
o Interviewees who had
been in NRW within the
last 12 months do not
refer more to regional
than “popular” events
o The most “popular”
events like Carnival are
perfectly usable to get
into touch, but regional
events should be made
more public possible
area of interest
38
Events
Recommendations
o Include & highlight
these events in
marketing activities !
o Show the diversity
NRW has to offer !
o Great basis for
improvement of use of
images (e.g. faces) !
39
Celebrities
The Question
Which celebrities do
you associate with
North-Rhine
Westphalia ?
40
Celebrities
Findings in General
424 respondents did not mention any celebrity.
2431 celebrities have been mentioned in total
1/3
Whom?
o equal gender distribution
o age group 2 responsible for 1/3 of these answers
o age group 7 named most celebrities
41
Celebrities
Evaluation Top 7
THE TOP 7
TOP 1 Konrad Adenauer 11%
TOP 2 Stefan Raab 9%
TOP 3 Johannes Rau 8,5%
TOP 4 Hannelore Kraft 8%
TOP 5 Lukas Podolski 7%
TOP 6 Juergen Ruettgers 6%
TOP 7 Herbert Groenemeyer 5,6%
42
Celebrities
Evaluation Living
named
intuitevely
specifically NRW
2/3 of resp. aged
18-29
127
118
96
(72 as 1st choice)
(54 as 1st choice)
(56 as 1st choice)
43
Celebrities
Evaluation Living



promising but
expensive
inappropriate
doubtful and
controversial
44
Celebrities
Evaluation Perished
Konrad Adenauer
o
o
o
o
named 155x
named 83x as first celebrity
equal gender distribution
best known in age groups
50-59 (34 resp.) and 18-29 (33
resp.)
o not named by any non-German
(1876-1967)
45
Celebrities
Evaluation Perished
Johannes Rau
o
o
o
o
named 121x
named 78x as first celebrity
equal gender distribution
best known in age groups
50-59 (41 resp.) and 60-69 (26
resp.)
o not named by any non-German
(1931-2006)
46
Celebrities
Evaluation Perished
Ludwig van Beethoven
o
o
o
o
named 58x
2/3 of resp. are female
mixed age distribution
Named by huge number of
non-Germans (esp. NL)
(1770-1827)
47
Celebrities
Recommendations
Marketing campaign using perished German elite
o “We„ve got Goethe, we„ve got Schiller“ (Focus, 14/7/2003)
o Make use of former German elite!
(Adenauer, Rau, Beethoven,...)
Examples
o “Beethovenstadt“ Bonn
o “Lutherstadt“ Wittenberg
48
Celebrities
Recommendations: SWOT Analysis
Strengths
Opportunities
positive image
former German elite
fosters NRW„s image as
cultural capital beyond Ruhr 2010
attract more visitors
attract more target groups
Weaknesses
Threats
rather intangible
relevance for target groups
politicians associated
with a specific party
49
Conclusion
Enhancing the use of images
EVENTS
Carnival, Music Festivals, Fireworks
CELEBRITIES
Perished German Elite
50
51
Evaluation
Weighted
Averages*
Weighted
Averages**
NRW is an attractive business location
2.03
2.03
NRW is attractive for tourists
2.62
2.62
NRW is a green area
2.45
2.45
NRW is child and family-friendly
2.61
2.60
NRW is lively and interesting for young people
2.17
2.17
NRW is an area with wide cultural diversity
1.96
1.97
NRW offers good shopping facilities
1.78
1.78
NRW is an interesting destination for athletes
2.51
2.52
NRW is interesting and diversified destination for adult couples
2.47
2.47
NRW is well suited as congress location for business travellers
2.10
2.10
NRW is an important site for health tourism
3.23
3.24
NRW is a diverse destination for best ager
2.75
2.74
Given Statements
*Evaluation of given statements about NRW (12) relevant to the federal states named as holiday preference (2)
** Evaluation of given statements about NRW (12) relevant to all interviewees (15)
52
Evaluation
Weighted
Averages*
Weighted
Averages**
NRW is an attractive business location
2.03
2.03
NRW is attractive for tourists
2.62
2.62
NRW is a green area
2.45
2.45
2.61
2.60
NRW is lively and interesting for young people
2.17
2.17
NRW is an area with wide cultural diversity
1.96
1.97
1.78
1.78
2.51
2.52
NRW is interesting and diversified destination for adult couples
2.47
2.47
2.10
2.10
NRW is an important site for health tourism
3.23
3.24
NRW is a diverse destination for best ager
2.75
2.74
Given Statements
*Evaluation of given statements about NRW (12) relevant to the federal states named as holiday preference (2)
** Evaluation of given statements about NRW (12) relevant to all interviewees (15)
53
Evaluation
NRW as a Holiday Region
o Interviewees affirming NRW as a holiday region
(3) attain a higher weighted average in the
question if NRW was attractive for tourists (12.2)
Given Statements
Weighted Average
NRW is attractive for tourists.
NRW is a holiday region.
2.18
NRW is not attractive for tourists.
NRW is not a holiday region.
3.22
54
Evaluation
Age Patterns
o Questions 12.2, 12.3, 12.11 and 12.12 showed a
decreasing weighted average when related to
age
Weighted Average Age 12.2
3,0
2,85
2,74
2,72
2,62
2,44
2,5
2,34
2,21
2,0
1,5
1,0
unter 18
18-29
30-39
40-49
50-59
60-69
55
70 +
Evaluation
Decreasing weighted Averages related
to Age in 12.2, 12.3, 12.11 and 12.12
4,0
3,47
3,5
3,34
3,0
2,85
2,62
2,88
2,75
3,18
3,22
3,07
2,74
2,66
2,5
2,85
2,82
2,77
2,72
2,52
3,10
2,60
2,62
2,30
2,44 2,41
2,50
2,38
2,34
2,21
2,11
1,93
2,0
1,5
1,0
unter 18
18-29
30-39
40-49
50-59
Weighted Average 12.11
60-69
70 +
56
Evaluation
Age Patterns
o Interviewees between 30 and 59 evaluated the
child- and family friendliness of NRW worse than
other age groups
3,00
2,71
2,75
2,50
2,58
2,64
2,69
2,50
2,49
2,44
2,25
2,00
unter 18
18-29
30-39
40-49
50-59
57
60-69
70 +
Evaluation
Age Patterns
o Interviewees above 60 years evaluated NRW's
shopping facilities worse than other age groups
2,00
1,80
1,79
1,73
1,75
1,76
1,77
40-49
50-59
1,91
1,92
60-69
70 +
1,50
unter 18
18-29
30-39
58
Evaluation
Gender Patterns
o Five statements exhibit unexpected results
Given Statements
Male
Female
NRW is a green area
2.52
2.40
2.67
2.55
2.43
2.61
2.05
2.16
1.80
1.76
59
Evaluation
Gender Patterns
o Male interviewees evaluate NRW less green,
child and family friendly than women
Given Statements
Male
Female
NRW is a green area
2.52
2.40
2.67
2.55
2.43
2.61
2.05
2.16
1.80
1.76
60
Evaluation
Gender Patterns
o Worse female evaluation of NRW as a sport and
business traveller destination
Given Statements
Male
Female
NRW is a green area
2.52
2.40
2.67
2.55
2.43
2.61
2.05
2.16
1.80
1.76
61
Evaluation
Gender Patterns
o Against the assumption, shopping facilities are
evaluated nearly gender even.
Given Statements
Male
Female
NRW is a green area
2.52
2.40
2.67
2.55
2.43
2.61
2.05
2.16
1.80
1.76
62
Evaluation
Holiday Preferences influence NRW Perception
Area
First
Baden-Wuerttemberg
Bavaria
Berlin
Brandenburg
Bremen
Hamburg
Hesse
Mecklenburg-Western Pomerania
Lower Saxony
North Rhine-Westphalia
Rhineland-Palatinate
Saarland
Saxony
Saxony-Anhalt
Schleswig-Holstein
Thuringia
X
X
X
X
XX
XX
X
XXXX
Best
Second
XX
Third
XX
X
XXX
XX
X
X
X
X
XX
X
X
X
X
XX
X
X
First
Worst
Second
Third
X
X
XXX
XX
X
XXXXX
X
X
X
X
XXX
X
X
XX
X
X
X
63
X
X
XX
X
X
XXX
X
Evaluation
Area
Baden-Wuerttemberg
Bavaria
Berlin
Brandenburg
Bremen
Hamburg
Hesse
Lower Saxony
Saarland
Saxony
Saxony-Anhalt
Schleswig-Holstein
Thuringia
First
Best
Second Third
Sum
First
Worst
Second Third
X
X
X
X
X
XX
XX
X
XXXX
XX
XX
X
5
2
XXX
XX
5
X
X
X
X
XX
2
2
3
4
1
4
3
6
X
X
X
X
XX
X
X
X
XXXXX
X
X
X
X
XXX
X
X
XX
X
X
X
Sum
X
2
XXX
XX
X
X
3
2
2
7
2
XX
X
X
XXX
X
3
1
6
4
3
2
64
Evaluation
Area
Baden-Wuerttemberg
Bavaria
Berlin
Brandenburg
Bremen
Hamburg
Hesse
Lower Saxony
Saarland
Saxony
Saxony-Anhalt
Schleswig-Holstein
Thuringia
First
Best
Second Third
Sum
First
Worst
Second Third
X
X
X
X
X
XX
XX
X
XXXX
XX
XX
X
5
2
XXX
XX
5
X
X
X
X
XX
2
2
3
4
1
4
3
6
X
X
X
X
XX
X
X
X
XXXXX
X
X
X
X
XXX
X
X
XX
X
X
X
Sum
X
2
XXX
XX
X
X
3
2
2
7
2
XX
X
X
XXX
X
3
1
6
4
3
2
65
Evaluation
Area
Baden-Wuerttemberg
Bavaria
Berlin
Brandenburg
Bremen
Hamburg
Hesse
Lower Saxony
Saarland
Saxony
Saxony-Anhalt
Schleswig-Holstein
Thuringia
First
Best
Second Third
Sum
First
Worst
Second Third
X
X
X
X
X
XX
XX
X
XXXX
XX
XX
X
5
2
XXX
XX
5
X
X
X
X
XX
2
2
3
4
1
4
3
6
X
X
X
X
XX
X
X
X
XXXXX
X
X
X
X
XXX
X
X
XX
X
X
X
Sum
X
2
XXX
XX
X
X
3
2
2
7
2
XX
X
X
XXX
X
3
1
6
4
3
2
66
Evaluation
Opinions of NRW vary between Areas
Area
First
Non NRW
Bergisches Land
Bonn/Rhein-Siegkreis/Ahrweiler
Bergische Drei
X
Düsseldorf/Kreis Mettmann
XX
Eifel/Aachen
X
Köln/Rhein-Erft Kreis
Münsterland
Niederrhein
XX
Ruhrgebiet
XXXXX
Sauerland
XX
Teutoburger Wald
Best
Second
X
X
XX
XX
X
X
X
XXX
Third
First
Worst
Second
XXX
XX
X
X
X
X
XXXX
XXX
X
X
XXXXX
X
X
X
X
X
XXX
XX
XXX
X
XX
67
Third
X
X
XX
XXX
X
X
X
X
X
X
Evaluation
Area
First
Non NRW
Bergisches Land
Bergische Drei
X
XX
Eifel/Aachen
X
Münsterland
Niederrhein
XX
Ruhrgebiet
XXXXX
Sauerland
XX
Teutoburger Wald
Best
Second
X
X
XX
XX
X
X
X
XXX
Third
XX
X
X
X
XXXXX
X
X
X
Sum
1
3
1
3
5
3
1
4
3
7
6
First
XXX
XXXX
XXX
X
Worst
Second
X
X
X
X
X
XXX
XX
XXX
Third
Sum
X
X
XX
XXX
X
X
1
5
3
7
4
2
1
4
2
5
1
3
X
X
X
X
XX
68
Evaluation
Area
First
Non NRW
Bergisches Land
Bergische Drei
X
XX
Eifel/Aachen
X
Münsterland
Niederrhein
XX
Ruhrgebiet
XXXXX
Sauerland
XX
Teutoburger Wald
Best
Second
X
X
XX
XX
X
X
X
XXX
Third
XX
X
X
X
XXXXX
X
X
X
Sum
1
3
1
3
5
3
1
4
3
7
6
First
XXX
XXXX
XXX
X
Worst
Second
X
X
X
X
X
XXX
XX
XXX
Third
Sum
X
X
XX
XXX
X
X
1
5
3
7
4
2
1
4
2
5
1
3
X
X
X
X
XX
69
Evaluation
Area
First
Non NRW
Bergisches Land
Bergische Drei
X
XX
Eifel/Aachen
X
Münsterland
Niederrhein
XX
Ruhrgebiet
XXXXX
Sauerland
XX
Teutoburger Wald
Best
Second
X
X
XX
XX
X
X
X
XXX
Third
XX
X
X
X
XXXXX
X
X
X
Sum
1
3
1
3
5
3
1
4
3
7
6
First
XXX
XXXX
XXX
X
Worst
Second
X
X
X
X
X
XXX
XX
XXX
Third
Sum
X
X
XX
XXX
X
X
1
5
3
7
4
2
1
4
2
5
1
3
X
X
X
X
XX
70
Evaluation
Exemplifying comparison for Düsseldorf
Best
Worst
1. NRW is an attractive business location
1. NRW is an interesting destination for athletes
2. NRW is attractive for tourists
1. NRW is an important site for health tourism
2. NRW is well suited as congress location for
business travellers
1. NRW is a diverse destination for best ager
2. NRW is interesting and diversified destination for
adult couples
71
Evaluation
Exemplifying comparison for Bergische Drei
Best
3. NRW is a green area
Worst
1. NRW is an attractive business location
1. NRW is child and family-friendly
1. NRW is well suited as congress location for
business travellers
2. NRW is attractive for tourists
3. NRW is lively and interesting for young people
3. NRW is an area with wide cultural diversity
3. NRW offers good shopping facilities
72
Conclusion
Aim: Development of one picture
representing NRW
o
o
Establishment of one picture representing
NRW is not advisable
Further perception evaluation necessary 
balancing the different perceptions of NRW
in the different areas to support a consistent
image of NRW from insight out
73
74
Statements about NRW
o general perception of
NRW is good
attractive business location
attractive for tourists
50%
o attractive for tourists,
but people need to be
attracted to come to
NRW
green region
child & family friendly
43%
interesting for young people
cultural diversity
70%
0%
20%
1
2
3
40%
4
5
6
60%
80%
k.A.
o general awareness of
activities for children,
100%
but perception not too
good
Perception of NRW is good already, promotion is needed to
market different possibilities
n = 1424
75
Statements about NRW
80%
shopping facilities
o people rate shopping
facilities positively
further promotion
for shopping facilities
sports destination
grown-up couples
business travellers
24%
health tourism
o health tourism not
known/seen as good
offer in NRW
best agers
0%
10%
20%
1
30%
2
3
40%
4
5
50%
6
60%
70%
80%
90%
100%
k.A.
Further promotion for health tourism is needed because NRW
is not known for that in people„s minds
n = 1424
76
Source of Information
Internet
500
450
400
350
300
250
200
150
100
50
0
o internet and familiy
source most often used
22.5%
o n = 1098 people use
Internet as info source
o only best (1&2) answer of
question 12  If people
use the Internet, do they
rate NRW the same?
1  2
Regardless of how people inform themselves, they all have a positive
perception of NRW except for Health Tourism due to a lack of knowledge
77
One Holiday in NRW
attractive business location
o in general: slightly
better image and
knowledge about NRW
if holidays have been
spent in NRW
attractive for tourists
62%
green region
child & family friendly
o attractive for tourists:
increase of 10% by
those who spent 1
holiday in NRW
interesting for young people
cultural diversity
0%
10%
1
n = 231
2
20%
3
30%
4
5
40%
6
50%
60%
70%
80%
90% 100%
k.A.
Positive perception increases if holidays spent their, but not
majorly  promotion needs to focus on attractions of NRW
78
Could you imagine spending holidays in NRW?
o 559 (answer = No)
40% can not imagine
going on holidays in
NRW
250
200
150
34%
100
1
50
2
6
0
o people still think
positively about NRW
o 50% think NRW is
attractive for tourists:
BUT only 34% think
NRW is an attractive
holiday destination for
themselves
People think NRW is attractive, but not for themselves
- Need to find out why this is the case
- Certain promotion for those people is needed
79
In Relation to Location of
Questioning
100%
90%
80%
70%
60%
k.A.
99
50%
6
5
40%
4
30%
o in general: positively
rated
o Winterberg: very
positive about NRW
(probably due to ski
region)
3
20%
2
10%
1
0%
Inhabitants believe
NRW is attractive for
tourists, especially in
areas where tourism is
developed
n = 1424
80
Conclusion
o NRW seems to be attractive for tourism; only
health tourism in NRW is not promoted enough
o People use the internet to inform themselves
about tourism offers; family & friends are also
important
 Perception about NRW does not change
o Contradiction: People think NRW is attractive
for tourism, but not for themselves
81
82
What are the most named tourist destinations
within Germany?
83
What are the most used tourist information sources?
84
Pictures most associated with NRW
Mainly associate big cities and industry with NRW
o
o
o
o
Cologne (twice)
Düsseldorf
Zeche Zollverein
Münster
Related to:
o events e.g. Carnival, Ruhr 2010
o architecture/city landmarks e.g. Cologne Cathedral
85
Pictures least associated with NRW
All pictures show landscapes
o especially mountains
Mostly mountain lines
o people do not associate every type of nature with
NRW
86
What images were assigned to NRW?
None NRW
Inhabitants
of NRW
87
Which places encourage people to go on holiday?
88
Monschau, Eifel
- no landscape
- associated with NRW
- people like to go there
89
What images were assigned to NRW? In
relation to age of participants.
90
91
92
93
In relation to age of participants.
94
95
96
97
Images
in in
NRW
Marketing
Images
NRW
Marketing
F. Pictures
for NRW
F. Pictures
for NRW
as a destination
9898
Images
in in
NRW
Marketing
Images
NRW
Marketing
F. Pictures
for NRW
F. Pictures
for NRW
as a destination
9999
100
The most significant Outcomes
o Strongest pictures in mind: Cologne, Ruhrgebiet, Nature !
o Term „NRW“ abroad unknown !
o Events enhance emotional attractiveness !
o Celebrity marketing with perished German elite !
o No single picture for NRW !
o NRW perceived as attractive for tourists but for themselves ?!
o Best images to use: City & Nature !
101
Suggestions for further Research
Going beyond North-Rhine Westphalia...
Germany: Same questionnaire,
different federal states!
NL/BE: New questionnaire, defining „NRW“!
102
Questions? Comments?
Thank you for your attention!
103

Image of NRW

Transcription

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