Principal Investigator: Prof. (FH) Mag. (FH) Martin Samek
Collaborators: IML 2013 students
Client and cooperation partner: Austrian National Tourist Office (ANTO)
Duration of the project: June 2014 – May 2015
Objectives of the project
Students of the cohort IML 2012 have successfully completed the project Tourism Product Development for an Ethno-religious Segment, a co-operation between the Österreich Werbung – Austrian National Tourism Office (ANTO) and Lauder Business School.This project aimed at developing a strategy and derivative tourism products for the Austrian tourism industry focusing on ethno-religious segments and their special requirements and interests. The Austrian tourism industry and the Österreich Werbung – Austrian National Tourism Office (ANTO) co-operate to create and promote Austria as a premiere tourism destination. This requires constant monitoring, assessment and evaluation of markets with high potential. Describing market segments according to their ethno-religious characteristics is an innovative approach, which takes into consideration, that the needs and wants of certain groups can be described and addressed by their ethno-religious heritage and lifestyle. The group presented eight target groups with high potential from Germany, France, Ukraine, Russia, Poland, Israel, and the US to the project’s sponsor Austrian National Tourist Office.
This year’s project is an immediate spin-off of the project Tourism Product Development for an Ethno-religious Segment that has been proposed by the ANTO. To further pursuit these ideas, students of the IML 2013 cohort will develop marketable tourism products for the respective targets, focusing on urban tourism in the framework of this year’s project. An emphasis will be laid on all dimensions of the marketing mix.
The above stated objective will be achieved by an analysis of secondary tourism data retrieved from official statistics. A quantitative assessment of the already existing products will follow subsequently to create a pool of potential partial products. Representatives from all parts of the supply- and distribution chain will be asked for their evaluation and expert opinion on such potential products. Based on the research above, final products with the highest market potential for different target groups will be identified.
This project aims at developing marketable tourism products for the respective targets, focusing on urban tourism. An emphasis will be laid on all dimensions of the marketing mix. This project will provide, beyond the design and assessment of the product per se, detailed information regarding pricing, distribution and promotion.
These products will combine already existing offers and add required modifications, to provide an ideal fit with the defined target groups.