Senior Travel Behaviour – an international qualitative research approach
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Presentation done by Claudia Brözel, during "Visitor economy: insights & innovation" workshop, of the ENTER2015 eTourism conference.
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Senior Travel Behaviour – an international qualitative research approach
- 1. ENTER 2015 Industry Track Slide Number 1 Senior Travel Behaviour – an interna@onal qualita@ve research approach Prof. Dr. Claudia Brözel Thomas Pribbenow M.A. Eberswalde University for Sustainable Development, Germany claudia.broezel@hnee.de h@p://www.hnee.de
- 2. ENTER 2015 Industry Track Slide Number 2 1. Star@ng point 2. Methodological Setup 3. Main insights 4. TOWS Analysis Outline Figure 1: Picutre by SDA traveller
- 3. ENTER 2015 Industry Track Slide Number 3 1. Star@ng point Rail tourism Demografic change Seniors Lower season 128 million people aged between 55 and 80 seniors nowadays represent around 25% of the total populaOon in EU (Eurostat, 2012) 128 million people aged between 55 and 80 (Eurostat, 2012) more leisure Ome than past generaOons with be@er health and income Interrail travelling is mainly perceived as a product for young people senior segment fluctuates much less-‐ indicaOng less seasonal variance 20% of all tourism spending (EU) (Eurostat, 2012) train not the preferred mode rail travel is a highly seasonal product
- 4. ENTER 2015 Industry Track Slide Number 4 Chances and opportuni@es 1) EU topic „FaciitaOng transnaOonal low season toursim exchanges in Europe encouraging Senior CiOzens to travel“
- 5. ENTER 2015 Industry Track Slide Number 5 Project structure Senior Rail Travel Project Single out the segment with the highest tourisOc potenOal! What are needs and obstacles while travelling? What are relevant value added services? How to address seniors? Literature analysis Focus groups Service Design Approach Providing an overall picture of senior travel behaviour -‐especially for rail travel! Baseline study Report
- 6. ENTER 2015 Industry Track Slide Number 6 Research Approach Qualita@ve Research Approach: • There are a lot of studies about seniors and senior tourism in general but: → Different definiOons and data sets. Seniors are not a homogeneous group! • To create new products, we need to know more about moOves, needs, wishes, disposiOons and contextes of travel! • The main ques@on to understand the target group is: How seniors are behaving in different contextes while travelling? Focus Groups • Generate deep insights by interacOon of the target group to establish travel pa@erns in order to develop products for seniors travelling by rail. Service Design Approach • A creaOve, viable and user centred design process to create value for customers (different technologies).
- 7. ENTER 2015 Industry Track Slide Number 7 2. Methodological Setup Figure 2: Own illustraOon
- 8. ENTER 2015 Industry Track Slide Number 8 Defini@on of the target group Figure 2: Own illustraOon
- 9. ENTER 2015 Industry Track Slide Number 9 3. Main insights The follwing slides present the main insights about the focus groups and the Service Design Approach (SDA).
- 10. ENTER 2015 Industry Track Slide Number 10 Focus groups: main insights 1) Not on the spot Figure 3: Google search for „Bahnreise Senioren“ on 20 Dec. 2014
- 11. ENTER 2015 Industry Track Slide Number 11 Focus groups: main insights 2) False image Figure 4: Picture by SDA traveller
- 12. ENTER 2015 Industry Track Slide Number 12 Focus groups: main insights 3) Missing modular system Figure 5: Picture by SDA traveller
- 13. ENTER 2015 Industry Track Slide Number 13 SDA: main insights 1) Communica@on, informa@on and booking not available on different channels (media-‐break) Figure 6: Picture by SDA traveller
- 14. ENTER 2015 Industry Track Slide Number 14 SDA: main insights 2) No system for real-‐@me informa@ons Figure 7: Picture by SDA traveller
- 15. ENTER 2015 Industry Track Slide Number 15 SDA: main insights 3) Validity (inflexible, @me!) Figure 8: Picture by SDA traveller
- 16. ENTER 2015 Industry Track Slide Number 16 Different forces 2) According to Porters „Strategic managment analysis“ (1980) Compe@tors desOnaOon hotel airline = offers all New entrants rom2rio goeuro captainetrain Customer concentrate on seniors (one Ocket with different opOons) travelogues poster adverOsing Product and services common data infrastructure compaObility (IATA) SEO MulOchannel campaigne Keep in mind the five forces: Supplier markeOng structure and power across Europe exisOng infrastructure
- 17. ENTER 2015 Industry Track Slide Number 17 4. TOWS Analysis Figure 9: Own illustraOon (Dyson, 2004/ Pepels, 2009)
- 18. ENTER 2015 Industry Track Slide Number 18 Further project steps research product tesOng phase development phase go to market
- 19. ENTER 2015 Industry Track Slide Number 19 Thanks for your agen@on! Prof. Dr. Claudia Brözel Professorship for markeOng, management and e-‐commerce in tourism at Eberswalde University for Sustainable Development claudia.broezel@hnee.de Thomas Pribbenow (M.A.) Research assistent at Eberswalde University for Sustainable Development thomas.pribbenow@hnee.de Ques@ons? Senior Travel Behaviour – an internaOonal qualitaOve research approach