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Destinationsmarkedsføring målrettet børn og unge

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En afhandling om hvordan danske turistdestinationer kan målrette markedsføringen mod danske børn og unge, med henblik på at skabe vækst gennem markedspenetrering og markedsudvikling

Text of Destinationsmarkedsføring målrettet børn og unge

  • 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