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Title: A few template basics


1
The MindReading Agency
Caribbean Tourism Organization Consumer Research
UK Germany
A Market Research Project by BrainJuicer
Produced June 2008
2
Contents
  • Objectives Methodology ?
  • The Findings ?
  • Summary Recommendation ?
  • Appendix Caribbean Visitor Types ?
  • Appendix Respondent Profile ?
  • Appendix Destination Portraits ?
  • Appendix FaceTrace Reasons for emotion (UK) ?
  • Appendix FaceTrace Reasons for emotion
    (Germany) ?
  • Glossary ?

3
Objectives Methodology

4
Objectives methodology
  • Research objectives
  • The aim was to conduct research among UK and
    German consumers to establish
  • Their overall impressions of the Caribbean and
    Caribbean destinations
  • Their awareness of the Caribbean and Caribbean
    destinations and
  • The key needs of future visitors.
  • Research rationale methodology
  • The chosen methodology was to conduct
    quantitative online research with respondents
    recruited from online consumer access panels.

5
Objectives methodology
6
Questionnaire flow
Demographic profiling
SCREENOUT Respondents not intending to holiday
outside Europe or North America within next 2
years
Destinations visited expect visits
Holiday decisions factors influences
FaceTrace emotional response the Caribbean
Likely Caribbean visits
Caribbean attributes
Caribbean advertising
Caribbean destinations spontaneous recall
Likely visits 11 destinations
Seasonality holiday type
Alternative destination
Min. 150 respondents per destination
Destination attributes (3 from 8)
Topical issues Global economy The
Environment
Respondents suggestions (open)
7
The Findings

8
Perceptions of the Caribbean
  • Which of these faces best expresses how you feel
    about the Caribbean?

NEGATIVES Total 5
No culture - just beaches
Violence, poverty, corruption, thefts
I don't associate much with it and the
destination does not particularly interest me.
Potentially dangerous in some islands
Montego Bay, Jamaica, pestered all the time.
Jamaica though is beautiful
Always sunny, turquoise sea, palms, great people,
beautiful beaches
Sounds nice enough but doesn't especially appeal
to me
Lovely climate, relaxed pace of life, wonderful
beaches
Great weather, beautiful beaches, good mood
music, pure relaxation, joie-de-vivre
Have been previously and very enjoyable -
friendly locals, great beaches
Great area, beautiful beaches, great weather,
nice people
I love the place, the locals and the culture
Friendly people, spectacular colours, climate
Beautiful, sunshine, great scenery, beaches,
lovely friendly people
Great nature, warm water, nice weather, perfect
holiday
Not been there but here reports it's relaxed and
happy, except Jamaica
Paradise
Have never been there but I know lots of people
who originate from there.
I've never been, curious
Gorgeous beaches, a whole other world
Never been before and was sure that it will hold
many surprises for me
How it will be there, surroundings, the sea
Significance Level Ø 95
Total Sample UK 406 DE 404
9
Visiting the Caribbean
  • How likely are you to visit the Caribbean within
    the next 2 years?
  • German respondents are more likely to say that
    they will visit the Caribbean in the next 2 years
    56 being either Very or Quite likely to
    visit, compared with 46 of UK respondents.

Significance Level Ø 95
Total Sample UK 406 DE 404
10
Visiting the Caribbean (2)
  • How will visit intention scores translate into
    actual visitors?

UK
GERMANY
Note 1 Awareness of the Caribbean as a holiday
destination is assumed to be 100 in both Germany
and the UK. Note 2 Estimated numbers. Share of
voice is difficult to calculate, given that much
exposure to the Caribbean and other destinations
is from channels other than advertising.
11
Holiday decision-making factors
  • How important are each of the following in
    determining your choice of holiday destination?
  • The higher importance the German respondents give
    outdoor activities is mainly accounted for by
    their younger average age.

Significance Level Ø 95
Total Sample UK 406 DE 404
12
The Caribbean attributes
  • Please indicate how much you agree or disagree
    with the following statements concerning the
    Caribbean as a holiday destination

NOTE The attributes are ordered L to R
according to the importance of the equivalent
factor.
  • The only attributes on which the German
    respondents rate the Caribbean significantly
    lower than the UK respondents are Easy to get
    to and Accommodation.

Significance Level Ø 95
Total Sample UK 406 DE 404
13
Caribbean destinations spontaneous recall

Please list the 3 Caribbean destinations that you
would be most likely to consider visiting
Germany 1st
UK 1st


Jamaica
18
Dominican Rep
16
Barbados
14
Cuba
16
Barbados
9
Cuba
10
St Lucia
8
Jamaica
9
Bahamas
7
Bahamas
5
St Lucia
2
Dominican Rep
4
  • 82 of the UK respondents were able to name a
    second destination and 77 were able to name a
    third.
  • The equivalent numbers of for the German
    respondents were 69 and 61.

Antigua
4
Mexico
2
Trinidad
4
Haiti
1
Grenada
2
Trinidad
1
Aruba
1
Aruba
1
ALL CARIBBEAN
72
ALLCARIBBEAN
85
Non-Caribbean
2
Non-Caribbean
7
Total Sample UK 406 DE 404
14
Caribbean destinations visits
  • And how likely would you be to consider visiting
    each of the following destinations
  • The visit consideration scores for Jamaica are
    low relative to the level of spontaneous recall.

UK
GERMANY
  • German visit consideration scores fall off
    significantly after the top 5.

Significance Level Ø 95
Total Sample UK 406 DE 404
15
Caribbean destinations attributes summary
  • Please indicate how much you agree or disagree
    with the following statements concerning
    DESTINATION as a holiday destination
  • The Caribbean attribute scores are generally
    higher than the average of the individual
    destinations scores.

Total Sample UK 406 DE 404
16
Caribbean destinations attributes UK
  • difference of each destinations score from the
    UK mean for all destinations

Total Sample UK 406 DE 404
17
Caribbean destinations attributes Germany
  • difference of each destinations score from the
    German mean for all destinations

Total Sample UK 406 DE 404
18
Season type of visit
  • If you were to book a Caribbean holiday which of
    the following would you be most likely to do?
  • The higher proportion of Cruise travellers
    among UK respondents can be attributed to the
    higher average age of the UK sample.
  • In both countries younger respondents (18-34)
    were more likely than older to indicate that they
    would visit in summer.

Significance Level Ø 95
Total Sample UK 406 DE 404
19
Alternative destinations to the Caribbean
  • Imagine that you are thinking of holidaying in
    the Caribbean and from the list of places below
  • please select the one that you would be most
    likely to consider as an alternative
  • The alternative destinations selected by the
    respondents indicate that they view the Caribbean
    as an exotic, long-haul destination rather than
    as an alternative to the Mediterranean.

Total Sample UK 406 DE 404
20
Holiday decision-making influences
  • and how important are each of the following in
    influencing your choice of holiday destination?
  • Traditional travel trade channels including
    travel agents and tour operator brochures play
    a greater role in the decision-making of German
    travellers than of their UK counterparts.

Significance Level Ø 95
Total Sample UK 406 DE 404
21
Caribbean advertising recall
  • Do you recall having seen any advertising for the
    Caribbean (or a Caribbean destination) within the
    last 12 months?

Advertising seen for the following
Advertising seen for the following
Bahamas Barbados Caribbean cruises Cricket tour
Cuba Dominican Republic Jamaica Kuoni St Lucia
PO cruises Sandals Sandals St Lucia St Lucia
AIDA Barbados Bacardi Caribbean cruises Costa
Rica Cuba Dominican Republic Expedia Jamaica
Mexico Neckar Island Rewe Reissen St Lucia
Bahamas Tobago Tour LIDL Trinidad TUI TV Wolkenlos
Sample 54 specific references
Sample 48 specific references
Total Sample UK 406 DE 404
22
Places visited in last 2 years / Places expected
to visit in next 2 years
  • Which of the following places have you visited
    during the last 2 years? (Please tick all that
    apply.)
  • and which do you expect to visit during the next
    2 years? (Please tick all that apply.)
  • The Caribbean accounts for 14 of UK visits to
    exotic destinations made in the last 2 year and
    15 of expected visits to such destinations in
    the next 2 years.
  • The equivalent numbers for Germany are 14
    (historic) and 19 (future).

Total Sample UK 406 DE 404
23
Suggestions UK
  • Broaden the appeal
  • Appeal to more people - image of all-inclusive
    family holidays and romantic honeymoons - as a
    single I feel mostly excluded
  • Big up the cultural elements - not all of us
    want all inclusive food-fed holidays.
  • make it more accessible to independent
    travellers..
  • Highlight diversity
  • Each island should stress it's diversity more.
    the image is that you get the same type of
    holiday regardless of which island you choose
  • The Caribbean, I believe, works against the
    diversity of the islands .the vast differences
    between them are masked, when, to me, the only
    thing that links them is the wonderful all round
    climate.
  • Cheaper offers
  • Cheaper deals, advertise its unique selling
    points e.g. highlight why I should choose the
    Caribbean over a cheap holiday to Spain
  • More information
  • much more idea of local culture, food, drink,
    architecture, arts and crafts
  • Emphasise the things you can do there other than
    sun bathe participate in water sports
  • Maintain exclusivity
  • Caribbean used to be a luxury holiday but with
    some of the companies offering cheaper holidays
    it is becoming less exclusive, and less tempting
    to book
  • More advertising
  • A lot more TV advertising, featuring not just
    sun, sea and sand, but local culture and history.
  • Deal with the negative
  • One thing that concerns a lot of people about
    the Caribbean is if it is safe or not. People
    often say "it's a lovely place but don't go off
    the resort or you could end up in the wrong side
    of town". This may be a perception or may be
    true. But communicating that these destinations
    are safe would be good.

24
Suggestions Germany
  • Broaden the appeal
  • Tourists shouldn't just spend their holiday
    barricaded in resort forts offer attractive
    excursions.
  • Strengthen individual tourism, downplay resort
    forts and package tourism.
  • Highlight diversity
  • Several years ago the Dominican Republic was the
    big attraction. Maybe now rather targeted
    advertising for 'secret tips' in the Caribbean
    where it's not so crowded with tourists.
  • What can you do there besides a beach holiday?
    What's worth seeing. Which cities you can see and
    why?
  • Cheaper offers
  • Improved price-performance ratio besides in Cuba
    and the Dominican Republic
  • More information
  • More information about opportunities for
    travelling around ON the islands and between them
    (e.g. ferry connections between)
  • Maintain exclusivity
  • Remove cheap offers like the Dominican Republic.
    Not everybody should be able to afford such
    destinations...
  • More advertising
  • advertise more and bring out the natural
    peculiarities and beauties of the region
  • Deal with the negative
  • Get away from the sex tourism image of the
    Dominican Republic.
  • A few years ago mass tourist destinations were
    in the news (e.g. Sosua Prostitution) but this
    was successfully combated here in my opinion.
  • It would be good if a little more could be done
    for the safety of the guests.
  • Do nothing
  • The image is already outstanding, please don't
    overpopulate it with tourists
  • Germans think of dream holidays (relaxation,
    sun, beach) par excellence with the Caribbean

25
Topical issues financial (i)
  • How do you expect you and your familys financial
    position to change over the next two years?
  • German respondents are significantly more
    optimistic than UK respondents.
  • Younger respondents tend to be more optimistic
    than older, but young (18-34) German respondents
    are still more optimistic than their UK
    counterparts.

Total Sample UK 406 DE 404
26
Topical issues financial (ii)
  • and what impact do you expect the global
    economic situation to have on your holiday plans
    in the next two years?
  • UK respondents expect the global economic
    situation to have a greater impact on their
    holiday plans than their German counterparts.

Total Sample UK 406 DE 404
27
Topical issues environment
  • Which of these statements best expresses how you
    about the impact of tourism on the environment
  • UK and German respondents have similar attitudes
    to the environment when it comes to booking a
    holiday with 56 and 59 respectively saying that
    it doesnt affect their choice.
  • Whilst only a small minority in each country let
    environmental issues determine their choice of
    holiday, more than a third are keen to minimise
    their environmental impact when they get there.

Total Sample UK 406 DE 404
28
Summary Recommendations

29
Differences between Germany and the UK
  • The Caribbean
  • Germany idealised tropical paradise.
  • UK more nuanced coloured by knowledge and
    experience and including some negatives, e.g.
    safety.
  • Holidaymaker priorities
  • Germans more focussed on beaches and finding a
    pristine natural environment.
  • Britons more focussed on local culture, good
    food and quality accommodation.
  • Both have personal safety and value-for-money as
    their top factors.
  • The travel market
  • Germany traditional channels agents and
    brochures have more influence than in the UK.
  • Caribbean destinations
  • Britons historic ties dominate Barbados, St
    Lucia, The Bahamas and Antigua.
  • Germans The Dominican Republic, Cuba, Jamaica,
    The Bahamas and, to a lesser extent, Barbados.
  • Britons have negative perceptions of Jamaica in
    terms of personal safety which Germans do not
    share.

30
Opportunities
  • Overall prospects
  • German respondents were more likely than UK
    counterparts to say that there are Very or
    Quite likely to visit (56 v 46). However, the
    incidence of qualifying respondents within the
    general population is lower than with the UK (37
    v 50). This is compounded by the Caribbeans
    lower share of voice in Germany than in the UK,
    meaning that the UK is likely to continue to be a
    larger market for Caribbean tourism.
  • However, the relative strength of the German
    economy and of the Euro suggest that the market
    for long-haul travel is likely to show strength
    over the next two years relative to the UK.
  • Attracting Germans to new destinations
  • Overall, the Germans appear less familiar with
    the Caribbean and the choice of destinations it
    offers that the Brits. More needs to be done to
    raise the profile of destinations, particularly
    those with which the Germans are less familiar.
    Germans also need to be given reassurance in
    terms of safety and value for money.
  • Appealing to a wider range of potential UK
    visitors
  • The image of Caribbean holidays in the UK is
    dominated by all-inclusive resorts and cruises,
    which while appealing to core customers, may
    alienate visitors looking for other types of
    holiday.
  • Promoting other facets of the Caribbean,
    including local culture, and the diversity of the
    islands may convert potential visitors who are
    unsure as to what the Caribbean offers them.

31
Actions
  • UK address the issue of personal safety. The
    Caribbeans image as an idyllic holiday
    destination is vulnerable to factors such as
    crime. However, advice to stay in the resort is
    likely to put many potential visitors off coming
    different strategies are required.
  • Germany raise the profile of the Caribbean.
    Germans need to be better informed as to what
    the Caribbean has to offer them, particularly in
    regard to destinations with which they are less
    familiar.
  • UK change the communications mix. The image of
    the Caribbean communicated by cruise companies
    and all-inclusive resorts should be
    counter-balanced by communications that highlight
    local culture and diversity in order to give a
    more rounded view.
  • Help the independent traveller more
    independent-minded travellers want to be able to
    make their own way and need the tools
    information and transport connections to enable
    them do this.

32
APPENDIXCaribbean visitor types

33
Caribbean visitor types
Cruise
All inclusive
UK 12 DE 5
UK 32 DE 38
Older UK 49y (v 42y ALL) More likely to have
already visited the CaribbeanUK 22 (v 16
ALL) More likely to have seen Caribbean
advertisingUK 37 (v 27 ALL) More concerned re
personal safetyUK 59 say Very important (v
50 ALL) Less environmentally concernedUK 73
agreeing with less concerned statements (v 56
ALL)
More female UK 58 (v 50 ALL) More likely to
have already visited the CaribbeanUK 22 (v 16
ALL) More like to visit the Caribbean in the next
2 yearsUK 57 Very/Quite (v 46 ALL)DE 65
Very/Quite (v 56 ALL) More likely to have
seen Caribbean advertisingUK 37 (v 27
ALL) Less environmentally concernedUK 73
agreeing with less concerned statements (v 56
ALL)DE 70 agreeing with less concerned
statements (v 59 ALL)
Multi-destination
UK 22 DE 25
Flight/hotel package
UK 21 DE 19
Less concerned re personal safetyUK 42 say
Very important (v 50 ALL)DE 37 say Very
important (v 47 ALL) More environmentally
concernedUK 60 agreeing with more concerned
statements (v 44 ALL) Value local culture
moreDE 42 Very Important (v 22 for All
inclusive)
No significant differences from the mean.
Flight villa
UK 13 DE 12
No significant differences from the mean.
Total Sample UK 406 DE 404
34
APPENDIXRespondent profile

35
Profile of Respondents
  • Your Age? Your Gender?
  • UK mean 41.8 years
  • German mean 35.5 years

Total Sample UK 406 DE 404
36
Area of work
  • Which of the following best describes the
    occupation of the main income earner in your
    household?

Total Sample UK 406 DE 404
37
Presence of children
  • Do you have any children in your household? If
    so, please tell us the age of your children.

Total Sample UK 406 DE 404
38
APPENDIXDestination portraits

39
Jamaica
Attributes
Very high levels of spontaneous recall in the UK
fail to convert into similarly high visit
intention scores, with the low score for
Personal safety being the likely
culprit. Significantly more popular with younger
UK respondents than older, and more popular with
summer travellers than winter. German respondents
do not share the negative perceptions of the UK
respondents and high recall converts into high
visit intention. Whereas most islands are more
popular with people who have visited the
Caribbean in the last 2 years, Jamaica is as
popular with people who havent.
40
Barbados
Attributes
UK respondents view Barbados as above average
in almost every way and this helps explain why
high recall converts into the highest visit
intention levels for any destination. German
respondents do not appear to share the perception
of Barbadoss superiority and this may explain
why good recall does not convert into stellar
visit intention scores.
41
Cuba
Attributes
In spite of below average scores for most
attributes, relatively high recall levels amongst
the UK respondents convert into a relatively high
visit intention score. Cuba is particularly
popular with younger (18-34) respondents and
multi-destination travellers. Recall levels are
higher in Germany than the UK and visit intention
scores are similar.
42
Dominican Republic
Attributes
Spontaneous recall of the Dominican Republic as a
Caribbean destination is much higher in Germany
than the UK and this converts into much higher
visit intention scores. In the UK, the Dominican
Republic is significantly less popular with older
(55-64) respondents and more popular with summer
travellers and people who rate Value-for-money
as a very important factor. In Germany, the
destination is significantly more popular with
All inclusive than Multi-destination
travellers.
43
The Bahamas
Attributes
The Bahamas outperforms in both the UK and
Germany in terms of converting its spontaneous
recall scores into visit intention scores. In the
UK the destination is relatively more popular
with summer travellers than winter travellers.
44
St Lucia
Attributes
Spontaneous recall of St Lucia is much higher in
the UK than in Germany, as are the islands visit
intention scores. In the UK, St Lucia scores
equally well with all age groups. The lack of
recall in Germany suggests that the visit
intention score is likely to be based on a
relatively low level of knowledge of the
destination.
45
Antigua
Attributes
There is almost no spontaneous recall of Antigua
in Germany compared with reasonable recall levels
in the UK, and this is reflected in visit
intention scores from the two countries. In the
UK, Antigua is equally popular with all age
groups. The lack of recall in Germany suggests
that the visit intention score is likely to be
based on a relatively low level of knowledge of
the destination.
46
Grenada
Attributes
The low level of spontaneous recall in the UK and
the almost complete lack of it in Germany
suggests that the visit intention scores for both
countries are likely to be based on a relatively
low level of knowledge of Grenada.
47
Aruba
Attributes
The low level of spontaneous recall in the UK and
the almost complete lack of it in Germany
suggests that the visit intention scores for both
countries (which are the lowest for any of the
destinations) are likely to be based on a
relatively low level of knowledge of Aruba.
48
St Martin / St Maarten
Attributes
The lack of spontaneous recall both in the UK and
in Germany suggests that the visit intention
scores for both countries (which are the lowest
for any of the destinations) are likely to be
based on a relatively low level of knowledge of
St Martin / St Maarten. The destination is more
popular in the UK among Cruise travellers than
among other types of visitor.
49
Tobago
Attributes
The lack of spontaneous recall both in the UK and
in Germany suggests that the visit intention
scores for both countries (which are the lowest
for any of the destinations) are likely to be
based on a relatively low level of knowledge of
Tobago.
50
APPENDIXFaceTrace reason for emotion UK

51
Top Answers on Reason for Emotion - All
52
Top Answers on Reason for Emotion - All
53
Top Answers on Reason for Emotion - Visited
Caribbean
54
Top Answers on Reason for Emotion - Visited
Caribbean
55
Top Answers on Reason for Emotion - Not Visited
56
Top Answers on Reason for Emotion - Not Visited
57
Top Answers on Reason for Emotion - Likely to
Visit
58
Top Answers on Reason for Emotion - Likely to
Visit
59
Top Answers on Reason for Emotion - Not Likely to
Visit
60
Top Answers on Reason for Emotion - Not Likely to
Visit
61
APPENDIXFaceTrace reason for emotion Germany
62
Top Answers on Reason for Emotion - All
63
Top Answers on Reason for Emotion - All
64
Top Answers on Reason for Emotion - Visited
Caribbean
65
Top Answers on Reason for Emotion - Visited
Caribbean
66
Top Answers on Reason for Emotion - Not Visited
67
Top Answers on Reason for Emotion - Not Visited
68
Top Answers on Reason for Emotion - Likely to
Visit
69
Top Answers on Reason for Emotion - Likely to
Visit
70
Top Answers on Reason for Emotion - Not Likely to
Visit
71
Top Answers on Reason for Emotion - Not Likely to
Visit
72
Glossary Of Terms
  • The BrainJuicer terminology and explanation

73
Glossary Of Terms
  • The BrainJuicer terminology and explanation

74
How To Read A MindMap
  • An explanation of how to read a BrainJuicer
    qual-into-quant MindMap

75
How To Read A MindMap
  • An explanation of how to read a BrainJuicer
    MindMap

76
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