Cand. Merc.
konomisk Markedsfring
Institut for Afstningskonomi
Kandidatafhandling
Destinationsmarkedsfring mlrettet brn og unge
- en afhandling af hvordan danske turistdestinationer kan mlrette markedsfringen mod danske brn og unge, med henblik p at skabe vkst
gennem markedspenetrering og markedsudvikling
Udarbejdet af: Heidi Gunris
_________________________________
Vejleder: Lise Luck
Afleveringsdato: D. 8. April 2009 Copenhagen Business School 2009
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Executive summary
To market Danish tourist destinations to Danish children (between 6-12 years) is a new
phenomenon in Denmark and a new way to grow by market development and market penetration.
The phenomenon is interesting because of todays children are competent consumers, who expect to
be treated as independent individuals. Therefore todays children have a substantial influence of the
familys purchasing decision process.
To market Danish tourist destinations towards children, the destination therefore has to be aware of
several determinants, which affect the marketing adjustments towards children. First of all, children
and parents have different needs and motivations towards vacation. Second children do not have
any preference for the destination itself. Childrens preferences consist of preferences for the
activities and attractions at the destination. Furthermore the children also have a significant role in
the familys purchasing decision process. They can be perceived as supplementing initiators and
take part of the information search (even the mother is the primary initiator and information
searcher), but most important is their role as influencers. The children have an influence degree on
75-80%, when it comes to decisions about the family vacation. This influence can be direct or
indirect, dependent on the age of the child. The influence consists of contents in the vacation and
requirements to content of the destination. The parents (primary the mother) are final deciders and
buyers. To influence the purchasing decision process children use a set of influence-strategies.
Additionally is it also necessary, to schedule a promotion effort which attracts and appeals to the
children (and also to the mother, because of her role in the purchasing decision process). The
knowledge children use in the purchasing decision process, comes primary from their parents and
friends. But todays children are heavy users of technological media, so by using these media the
destinations can make an online tourist guide, where every child can write about their experiences
at a destination and thereby fulfill the childrens requirement to good marketing and in the same
way get valuable and believable information of the destination by reading and be in touch with
other children at the online guide.
There is even more conditions to be aware of when it comes to marketing towards children and is
also necessary to know about the implications that can occur.
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Side 2 af 78
Indholdsfortegnelse
1 Introduktion ................................................................................................................................. 3
1.1 Indledning ............................................................................................................................. 3 1.2 Problemstilling ...................................................................................................................... 4 1.3 Problemformulering .............................................................................................................. 4 1.4 Afgrnsning ......................................................................................................................... 5 1.5 Afhandlingens struktur .......................................................................................................... 7
2 Metodiske overvejelser ................................................................................................................ 9 2.1 Ramme- og processtyringsfaktorer ........................................................................................ 9 2.2 Vurdering af data ................................................................................................................ 14 2.3 Etiske overvejelser .............................................................................................................. 16
3 Teoretisk tilgang ........................................................................................................................ 18 3.1 Brn og unges forbrugersocialisering .................................................................................. 18 3.2 Brn og unge som forbrugere .............................................................................................. 20 3.3 Brn og unge som mediabrugere og reklamemodtagere ....................................................... 21 3.4 Teori om behov, motivationer og perceptioner .................................................................... 22 3.5 Beslutningsprocesteori ........................................................................................................ 22 3.6 Turisme- og destinationsmarkedsfringsteorier ................................................................... 25 3.7 Oplevelsesteori .................................................................................................................... 26
4 Teoretisk analyse ....................................................................................................................... 27 4.1 Brn og unge som forbrugere .............................................................................................. 27 4.2 Behov, motivationer og perceptioner ................................................................................... 34 4.3 Beslutningsproces ............................................................................................................... 36 4.4 Familietyper ........................................................................................................................ 40 4.5 Destinationsmarkedsfring .................................................................................................. 40 4.6 Opsamling p anvendte teorier ............................................................................................ 42
5 Empisisk Analyse ...................................................................................................................... 43 5.1 Brn og unges prferencer for en destination vs. en attraktion ............................................ 43 5.2 Beslutningsproces ............................................................................................................... 44 5.3 Forldre- og sskendeforhold ............................................................................................. 58 5.4 Typer af brn og unge ......................................................................................................... 59
6 Prognose for implikationer ......................................................................................................... 61 6.1 Implikationer i forhold til markedsfringsloven ................................................................... 61 6.2 Andre implikationer ............................................................................................................ 62
7 Anbefalinger til maredsfringstiltag for turistdestinationerne ..................................................... 63 7.1. Anbefalinger ...................................................................................................................... 63 7.2 Opsummering p anbefalinger ............................................................................................. 70
8 Konklusion ................................................................................................................................ 72 9 Litteratur- og kildeliste ............................................................................................................... 76
Bilag 1-10
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Side 3 af 78
1 INTRODUKTION
1.1 Indledning
Interessen for brne- og ungdomsmarkedet er strkt stigende. Interessen kommer ikke alene som
flge af markedets strrelse, men af en rkke andre forhold. Herunder kan nvnes fnomenet
KGOY - Kids Grow Old Younger. Dette fnomen er et udtryk for, at barndommen er
skrumpet, og at brn tidligere opfrer sig som teenagere. At brn Grow Old Younger har den
konsekvens, at de i en tidlig alder mister interessen for fx legetj. Dette til fordel for en get
interesse for mere teenageprget produkter som tj, deodoranter mv. Brn og unges udvikling har
ligeledes den konsekvens, at de skal betragtes som voksne forbrugere, der tnker individuelt, har
deres egne meninger, skal behandles med respekt samt have en hj grad af frihed.
Brn og unge betragtes endvidere som interessante, idet de har en stor kbekraft og et stort forbrug.
Dette kommer sig af, at de allerede fra en tidlig alder fr egne penge til rdighed, enten fordi de
tjener deres egne penge eller fr dem i gave. De har ogs vsentlig indflydelse p, hvad der kbes
for forldrenes penge. Dette glder alt fra dagligvarer til elektroniske produkter og mere
luksusprget produkter og/eller ydelser.
Endelig spiller me
