French view on holidays abroad - PowerPoint Presentation

French view on holidays abroad Florian mazoyer Florian.Mazoyer@ipsos.com eSTELLE-FLEUR GALATEAU Estelle-fleur.galateau@ipsos.com Censydiam qualitative study January 2017 © 2016 Ipsos.  All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

Contents 5 Background & Objectives 8 Key findings12What holidays mean in France: some local insights20 Fundamental Meaning for holiday abroad 22Motivations for holiday abroad47Understanding competitive markets 56Norway as a holiday destination65Outdoor activities, culture, Lohas and food in Norway78Conclusions & Recommendations40The ideal holiday abroad

Censydiam in a nutshell theories about the unconscious mind and the mechanisms of release and repressionThe double mechanism for satisfaction: a striving for power & superiority and for belonging & communityEach is deconstructed on key emotional and functional benefits, brands need deliver on in order to be relevant for consumers in various usage occasions/situations. These benefits help build rich networks and allow consumers to easily identify the best solutions for their needs. People first All decisions are made with fundamental consumer needs at the heartUniversalComparison possible across markets CustomizableNeeds are tailored by context, category and markets.Validated Over 30+ years experience across the globe & scientific thesisComparison Allows comparison over time and markets

The main purpose of this report is to provide hypothesis that are to be tested quantitativly 1. We start with the Censydiam model and explore it qualitatively in focus groups. 2. The qualitative part then creates a hypothesis on how the Censydiam frame looks like within the holiday category. 3. At a later stage this hypothesis will be tested quantitativly in several markets to create one global segmentation model. Example from the beer categoryPlease treat this report as qualitative indications on how the travel category looks like and wait for the final quantitative confirmation.

I. Research background and objectives

Background Innovation Norway would like to update the Censydiam study from 2011 for the German market. The last Censydiam study from 2011 focused on “nature based holidays” in a wider perspective. The target groups are the same, but now we want to take a deep dive into four important segments. We will have 4 full Censydiam-groups with respondents with specific field of interests (one group for each):Outdoor activities (skiing, hiking, bicycling etc)Culture interest (local culture, history, art etc)Lohas (Lifestyle of health and sustainability - sustainable ecotourism, interest in organic and locally grown food)Local food (Scandinavian food) The study should explore all this aspect with going on a holiday abroad. However, sun and beach holidays and pure shopping holidays are excluded from this study.

Research objectivexxx Identify consumers’ motivations, emotions, drivers and barriers when choosing a destination abroad for different kind of holidays/different occasions. What do they expect from their holiday abroad? Identify consumers’ emotions, motivations, drivers & barriers towards taking a vacation to a Nordic country such as Norway Explore holiday behaviour, rituals and occasions, seasons, travel groups in the local culture Explore the holiday landscapeExplore the role of activities on holiday abroad (what/why)Explore the role of culture on holiday abroad including local culture, history, art etc. (what/why)Explore the role of food on holiday abroad (what/why) Explore the role of sustainability on holiday abroad (what/why)Understand potential & positioning of Norway as a destination including their perception of possible activities, local culture, sustainability and food in Norway.These research objective need to be answered in the report.

II. Research main findings: 6 key iNSIGHTS

6 key insights Main learnings 1 French people have at least 5 weeks of holidays per year (sometimes more, depending on the company/business sector), guarantied by labor laws.Most of French go on holidays during the summer (usually for 3 weeks) and then alternate shortest vacations all year long (leaving for a few days to one week). Abroad journeys occur either during winter (to seek sun and heat), spring (usually city trips in an European capital) and of course summer, for longer travels. 2Traveling abroad is all about BEING ABLE TO TEMPORARY BREAK OFF WITH ORDINARY LIFE, by changing landscapes, lifestyles, sceneries, activities, … and experience “something else”, with a strong will to blend in and discover new people and cultures3Relating to this fundamental meaning, 8 motivations are to be found in France for traveling abroad:Discovery: to see, do, experiences as many things as possible and make the most of a journey, without restingConnection: to feel in harmony with a destination, by meeting local people, living among them as them – and sharing/living experiences with them Belonging: to share special moments with family and relatives, holidays abroad are a way to (re)connect somewhere else (vs day-to-day) life and (re)create some magicComfort: to have a “me-moment”, far away from one’s life, and retreat, disconnect elsewhere Control: to be (still) be able to go abroad, despite the fact that it is stressful – thanks to a very secured and serene organization (usually agencies, travel tours), to limit any potential risksRecognition : to seek atypical destinations or forms of tourism/travel, away from the massesPrestige : to live exceptional, exclusive, tailored-fitted experiences and feel on top of the world, at least for a few days/weeksVitality : to step out of one’s comfort zone, experience new, exciting things… with a little sense of danger

6 key insightsMain learnings 4 3 main expectations identified when it comes to define the “ideal” travel abroad in France: Being able to fully enjoy the moment: feel free and without any constraintsMeet new people, discover new cultures and feel enriched by themChange horizons… run away from urban landscapes and destinations 56When it come to Norway, French people: Usually talk about archetypes: snow, cold, winter, deers, fjords, Vikings, aurora borealis, salmon, …Have a hard time distinguishing it from other Scandinavian countries – except Island (which is quite a trendy destination in France)Want to go there for nature/landscapes (discover beautiful places), to relax/chill (in a calmer, cooler environment) and meet Norwegians (to see and understand how they live in a society perceived as modern and innovative, especially regarding ecology)The most interesting mood boards in France are the ones about… : Outdoors activities, calmness : the ones matching Norway archetypes… but not only, pictures showing skiing or surfing perform well, and generate some desire and show a new facet of Norway Culture and food boards are generate little interest: cultural activities are perceived as a “bonus” (after outdoor ones) and Norway is clearly not a gastronomic destination (hard to “compete” with very proud French people when it comes to food)LOHAS board generate some interest: an interesting way to communicate about Norway, matching the country’s imagery based on nature and well-being… and clearly an appealing form of responsible tourism, as long as it is not too rough, “survival-like”…

III. DETAILED RESULTS

1. What holidays mean in France: some local insights

Holidays are “sacred” for French people FRENCH Cultural background In France, annual leave has been established in 1936 (2 weeks) by Leon Blum (see picture), at the head of a left-wing coalition movement called « Front Populaire »…Beside being considered as a major social advance (today extended to 5 weeks), French people are strongly attached to holidays, which are considered as a true “right”… French people are first seeking to disconnect from their “ordinary” lives – in terms of settings and lifestyles… in order to experience new and / or different things vs their daily routine (going abroad of course, but also moving to French countryside or sea cost, and « live » differently – at another pace)Summer (July, August) is the longest period of holidays for many French people, who often leave for several weeks… …but not only: many short « breaks » (from a few days to a week) are made by most French all year long who feel needs to retreat from their hectic lifes from time to time, in order to recharge their batteriesA historic inheritance from the 30’sThe will to disconnect and try a new or different lifestyle is key Longest holidays are in summer… but breaks are necessary all year long

Holidays – mixing destinations, time periods and activities FRENCH Cultural background Different types of holidays : long weekends (2/3 days) or several weeks… mixing relaxing / resting periods (slow life), with a focus on food & gastronomy (eating healthily, discovering new recipes, …) …and various activities (depending on the season), such as nautical activities (beach activities, snorkeling…), outdoor activities (mountain biking, hiking, ...), cultural and historical activities (museum visits...), … Age and school vacations impact destination choice, type of activities and holidays’ lenghth :Families with children at an early age : looking for a “quieter” holiday pace (holidays in family, few sport activities, not too far away from home… ), Families with teens : more dynamic holidays (in terms of activities, of trips) but only during school holidaysFamilies without children : outside school holidays periods, to avoid being with too much tourists, mixing adventurous trips (in atypical destinations) or extra relaxing vacations where’s they don’t have “to worry about a thing” (“travel tours”) « Quand on est très jeune, on fait un peu le routard, après on a des enfants et là l’été c'est la plage. Et quand les enfants sont grands on change de saison pour partir, et plus on avance en âge et plus on a envie de découvrir, de communier avec les gens, pas seulement de voir des paysages », «  When you are very young, you are a little backpacker… after you have children and in summer this is the beach. And when children are grown, we change the season to leave away, and more you grow up, more you want to discover, to commune with people, not just to see landscapes”, G4There’s not ONE type of holiday in France, but of course many!Children are key when it comes to choosing destination and activities« On attend d’être déconnectés du boulot », « We are waiting for a disconnection from work », G2

The French summer break (3 or 4 weeks) : when France “freezes” as the media always put it FRENCH Cultural background Sacred holidays – the « grandes vacances » are litteraly the « big / great  holidays » :A great break / disconnection for the whole of France : offices and headquarters close during this period :employees are invited to use and to book their paid holidaysschoolchildren have two months of vacation (July & August)they are family holidays (parents and children) This is the great "chassé-croisé" of holidays, with important traffic jams : the “call of the sun” attracts several million French people on the beaches, and large / big cities such as Paris are deserted by residents.However, couples without children at home may prefer to shift their vacation in June or September, to take advantage of more attractive prices and to avoid crowds.France stops … from mid July to mid August « La Grande Motte », South of France

The French summer break (3 or 4 weeks) : a migration from cities to beach and countryside FRENCH Cultural background « Ca va être en famille avec les enfants, un moment de déconnexion sans portable. On profite et on laisse les enfants en profiter. Ca peut être à la plage  », " It will be in family with children, this is a moment of disconnection without a mobile phone. We enjoy it, and we let children to enjoy it. We could be at the beach”, G2France stops … from mid July to mid August

Short breaks all year long are necessary to recharge batteries FRENCH Cultural background They are short holiday (1 week) or long weekend (2-3 days), for getting out of the winter torpidity … This is the season for discovering European capitals :This is the « new cycle time » after hibernating through the winter  to open oneself up to the world, starting with Europe. They are short holiday (1 week) or long weekend (2-3 days), for finding quiet and peace in family. A need to be « together », in family, usually in countryside (elsewhere than in Paris and big cities) : This is a « back to basics » during the « All Saints Day », with a warm « fireplace » for a « cocooning time ». Spring holidays (April-June) : short city trip in EU Autonom holidays (October-November) : Family time, away from ParisWinter holidays (December – February) : Snow in France or sun abroad Short and medium holidays (4 – 10 days) / with and without family :Looking for the snow to be closer to nature and to take a fresh breather with outdoor activities (eg. Ski in the French Alps in family or with friends)… and looking for the sun for a mind set change (eg. trip to Marocco or a trip to the Bahamas) This is the « Christmas time » to enjoy the snow and outdoor activities like skiing

Holidays evolving according to the seasons … FRENCH Cultural background « Le printemps, c’est souvent les capitales européennes : Londres, Berlin, Séville, Barcelone. J’aime bien partir 4 jours un peu à l’aventure. Je réserve un hôtel et après j’explore la ville  » « Spring is often the European capitals : London, Berlin, Seville, Barcelona. I like to go four days for a little adventure. I book a hotel and after I explore the city”, G2« Pas d’heure, le temps n’existe plus, on laisse les soucis à la maison. Pour moi c’est vraiment les vacances d’été »“No time, time no longer exists, we leave all worries at home. For me this is really the summer holidays "G3« En hiver, je vais rechercher la neige, ça va être l’Ecosse, l’Irlande, l’Allemagne, la Suisse. C’est pour la beauté des paysages. », “In winter, I'm going to look for snow, it will be Scotland, Ireland, Germany, Switzerland. That's for the beauty of landscapes. ", G4« Elles sont plus centrées sur le retour aux sources, aller voir des amis, pas forcément des grands voyages, plutôt des petits week-ends »«They are more focused on homecoming , visiting friends, not necessarily great trips, rather small trips”, G4 SPRING AUTUMN WINTER SUMMER

To go abroad: to go on a adventure and set off to new horizons FRENCH Cultural background « Découvrir une autre culture, aller dans le désert avec des bédouins pour remettre en question ma vision du quotidien et bousculer mon confort  », «  To discover another culture, to go in the desert with Bedouins to challenge my vision of daily life and to rush my comfort ”, G1« Je suis un explorateur. J’aime bien voir les coins principaux à visiter mais j’aime bien aussi me perdre, explorer, découvrir un restau sympa qui n’était pas dans le guide, sortir des zones touristiques », « I am an explorer. I like to see the main corners to visit, but I also appreciate to lose myself, to explore, to discover a nice restaurant that was not in the guide, to get out of the tourist areas”, G2A life-changing… A need to change of life... far from the monotony of Paris.In surprising places ... with landscapes with unknown reliefs and a different culture.For living as a "native", to be integrated in the traditional community customs, to eat local, to become indistinguishable from the mass...… and to agree to get lost and not following the predefined paths of the travel guide. To return to a «  true  » and an authenticity way of life for a few days … ... and to find a calmer and slower life, away from the crowed streets and the exhausting Parisian rhythm . … to live as a native… … and to find authenticity

20 © 2016 Ipsos. 2. The Fundamental meaning of holiday abroad in FRANCE

Travelling, I want to live as a native : I want to blend myself in this new environment ... to forget that I am French for a little while and live like real local !

Qualitative hypothesis: the dimensions for holidays The Fundamental meaning of holiday abroad ― PERSONLIG DIMENSJON ― ― SOSIAL DIMENSJON ―DISCOVERYTraveling abroad is about experiencing as many activities as possible, and make the most of one’s journey by maximize itSAFETYTraveling abroad can be risky and stressful, it all about still being able to do it, but in the most secure and safe way possible, to avoid any stress or fussPRESTIGETraveling abroad is about living exceptional experiences, often expensive, exclusive and prestigious ones, to feel like being on top of the world – at least for a few weeks! BELONGINGTraveling abroad is living a special moment with relatives and family: a special time to (re)connect, bound and take care of each other... And create special memoriesHOLIDAY ABROAD IS BEING ABLE TO TEMPORARY BREAK OFF WITH ORDINARY LIFE

23 HOLIDAY ABROAD MOTIVATIONS // 8 Motivations for travelling abroad DISCOVERYCONTROL BELONGINGPRESTIGECONNECTIONVITALITYCOMFORTRECOGNI-TIONADVENTUREI want to step out of my comfort zone, experience new, exciting things… with a little sense of dangerprestigeI want to live exceptional, exclusive, tailored-fitted experiences and be proud of it RECOGNITIONI seek atypical destinations and unique experiences, with little tourists, only reserved to the happy few, away from the masses SAFETYI go abroad but in a safe and secure environment, where I don’t have to worry about a thing, it’s all organized for me and makes me feel comfortableFREEDOMI want to see and discover as many new things as I can and make the best of my holidaysIN HARMONYI want to meet local people, to live among them as them – and share/live experiences with them FAMILY I want to share and spend time with my family, holidays mean being together and (re)connectCOMFORTHolidays are a « me-moment », where I can relax and take care of myself, by retreating from the outside world HOLIDAY ABROAD IS BEING ABLE TO TEMPORARY BREAK OFF WITH ORDINARY LIFE

what they are looking for : To make the most of their holidays : visit as many places as possible, alternate different activities (outdoor, cultural, sports), have a taste of local cuisine by trying different dishes, with a feeling on always being on the run to discover even more thing,… in order to fully experience a destination, and maximize vacation timeSocial Identity: how does it reflect it upon me :It shows that I am an active, energetic, cultivated and curious person, who consider vacation as a opportunity to discover new countries, people and cultures… and always be on the move Emotional benefits; what should it give me : It should make me feel alive, disconnected from my sedentary, (sometimes a little boring) daily life… by allowing me to do so many different activities without letting me rest for a second: I want to enjoy every second of my holidays! Personality : Open-minded, curious, pleasure-seeking/hedonistic, jovial, fun, (over)enthusiastic, … « I want to make most of my trip and enjoy every second of it » « La vie peut être très courte donc il faut profiter au maximum », « Life can be very short so you have to make the most of it ” G4« Le farniente c’est profiter de chaque instant, sans limites, sans rien », « Farniente is to enjoy every moment, without limits, without anything… ”, G3

« I want to make most of my trip and enjoy every second of it » ENJOY FREEDOM SENSATIONS DISCOVERY «  Life is beautiful »Pictures from collages made in groups

what they are looking for : To connect with local people, be part of them, live like them… and forget they are French! It’s all about interacting and sharing experiences, letting loose of differences in order to bound with others Social Identity: how does it reflect it upon me : It shows that I am a curious, kind and caring person, with a strong “humanist” perception/expectation of life, who enjoy meeting people and understand a destination from the inside – because differences should always be overcome Emotional benefits; what should it give me : It should make me feel that I can be part of another culture, even for a few weeks, and open myself to / with others in order to share close experiences / moments that I would never be able to live in my day-to-day life… far away from my own social backgroundPersonality : Open-minded, curious, inclusive, supportive, empathic, collaborative, trustful, sometimes a little naïve…« I want to forget that I am French and live as local, far away from my culture » « Dormir chez l’habitant pour découvrir, partager leur quotidien, voir comment ils vivent, partager leur culture », « Sleeping with residents to discover and to share their daily life, and to see how they are living for sharing their culture”, G4« J’essaie d’être le plus local possible jusqu’à ce qu’on me demande d’où je viens, je n’aime pas avoir l’air d’un touriste, surtout français », «  I try to be as local as possible until we asked me where I come from, I don’t like seeming to be a tourist, especially a French tourist”, G1

« I want to forget that I am French and live as local, far away from my culture » SHARING CONVIVIALITY SOCIALIZING IMMERSION DISCOVERYKNOWLEDGE CULTURELOCAL« Multifaceted »Pictures from collages made in groups« Contact with people »

what they are looking for : To (re)connect with relatives and family, by spending/living a common experience and spend time together and take care of/rediscover each other… and create memories Social Identity: how does it reflect it upon me : My family first, it shows that what I seek first in holidays is being with my partner, kids, and share an extraordinary/special moment with them – to (re)bound with each otherEmotional benefits; what should it give me : It makes me feel happy to be with the people I care the most about, it allows me to reconnect with my “own kind” and be / do good with them… because I don’t always have the time or the occasion to do it that much during the yearPersonality : Caring, supportive, family-oriented, « I want to live something special with the people I care the most about » « Avec les enfants (…) Les vacances à la montagne il faut que ce soit ludique, c’est l’accrobranche, la rando… on mise sur tout ce qui est sport », « With our children (...) Holidays in the mountains, they have to be playful, so there are tree climbing, hiking… we put on everything that is sport”, G3

« I want to live something special with the people I care the most about » Pictures from collages made in groups PROXIMITY SHARING LISTENINGTOGETHERFAMILY BONDINGPLAYFUL« To create memories together »

what they are looking for : To relax, step back and (re)treat, in order to recharge the batteries, pamper themselves and withdraw from hectic, stressful, tiresome lives… in a preserved, natural, peaceful, slow-paced environment, a little out of time Social Identity: how does it reflect it upon me : When I go abroad, I usually don’t do a lot of different activities – I usually spend some time in different places (vs being on the move) and relax, resting, reading, walking in the forest or countryside, doing a few activities, traveling calmlyEmotional benefits; what should it give me : A “me-moment”, away from my country and culture, in order to allow me to discover new landscapes and places and be in harmony with them, to renew with myself and disconnect from my life, society, culturePersonality : Contemplative, zen, « I want to retreat from the world I live in all year long » « Ce n’est pas qu’un repos physique, c'est aussi un repos mental (…) près d’une rivière à la campagne, c'est très calme. Je me sentais très relâché, au repos », « This is not only a physical rest, this is also a mental rest (...) near a river in countryside, it is very calm. I felt very relaxed, I was at rest”, G1« J’ai aussi besoin d’être dans des endroits au calme, loin des Parisiens ”, “"I also need to be in quiet places, far from the Parisians”, G1

« I want to retreat from the world I live in all year long » RELAXATION QUIET PEACEFUL CALM COMFORT REST« remote areas »Pictures from collages made in groups« tranquility »« to be alone »

what they are looking for : To go abroad safely, without having to worry about a thing (travel plans, activities, …) because everything is being taken charge of (usually by a travel agency)Social Identity: how does it reflect it upon me :When I go abroad, I want it to be as smooth as possible, without risking bad surprises that could ruin my vacations: I need to feel protected, in a secured environment or organization, as I don’t want to be disturbed by any concernsEmotional benefits; what should it give me : The opportunity to discover a new country without the logistics, the stress, the (scary) unknown, in order to travel abroad safely and (yet) enjoy vacations in a different culture/environment than the one I am used to Personality : Risk-adverse, need for control, sense of security, stability, structure, unease with the unexpected/unplanned, … « I want to go abroad safely, without taking any risks at all » « On a été beaucoup moins aventureux pour partir en Chine à cause de la barrière de la langue, donc là on est restés avec le groupe. Rien que pour demander les toilettes il a fallu parler en signes », « We were not enough adventurous to go in China because of the language barrier, so we stayed with the group. For example, just asking for the toilet, it was necessary to use sign language” G2« Les vacances organisées (…) c’est hyper maîtrisé au niveau budget. Le rapport qualité prix est bon et il n’y a pas de mauvaise surprise », “ Package holidays (...) are super controlled concerning the budget. The value for money is good and there are no bad surprises”, G3

« I want to go abroad safely, without taking any risks at all » CONTROLLING ORGANIZATION SIMPLICITY FACILITY INFORMATION CAUTIONSAFETY« protection »« organized »Pictures from collages made in groups

what they are looking for : To have an genuine travel experience, in atypical places, with little touristic infrastructures and notoriety Social Identity: how does it reflect it upon me : I want to been perceived as being a little different, visiting places no one has heard of (or doing it differently, outside touristic norms), I want to feel as an “early-adopter”, being the first to go somewhere no one’s ever been before or see things no one ever saw in a country… it makes me feel specialEmotional benefits; what should it give me : A sense of being different, of standing out from the crowd by visiting atypical countries, and living unique experiences, only reserved to the “happy few”Personality : Sophisticated, demanding/challenging, proud, unconventional, individualistic, a little narcissistic« I want to go somewhere no ones’ ever heard of” » « J’ai visité un temple, c’était le temple des rats, il y avait des rats qui couraient partout, et les gens pensent que c’est leurs ancêtres. Il y a des choses comme ça où on a l’impression d’être sur une autre planète », « I visited a temple, it was the “temple of the rats”, there were rats running around, and people thought they were their ancestors. There are things like that, where you feel like being in an another planet”, G2« Découvrir des choses différentes, des gens différents, des habitudes différentes et rompre avec le quotidien », «  To discover different things, different people, different habits and to break with the everyday”, G4

« I want to go somewhere no ones’ ever heard of” » Pictures from collages made in groups SPIRITUAL INVOLVEDUNIQUEAUTHENTICBACK TO BASICSINTELLECTUAL« I’m looking for authentic places »

what they are looking for : To have prestigious, exceptional, tailored-fitted holidays and “spend without counting”, because when I go abroad I want to only experience the best – in terms of services, catering, food, … and enjoy high-end moments, which is not always the case in my daily life, where I am more careful about how I spend money Social Identity: how does it reflect it upon me : It shows that I can afford expensive holidays abroad without having to limit myself and I am proud of it, I can live exclusive experiences, and be on top of the world – at least in vacations Emotional benefits; what should it give me : A sense of being “powerful”, of having a high-status and brag about it, at least for a few weeks during the year – where I feel like being someone else, more reckless/careless that I usually can bePersonality : Sophisticated, individualistic, a little arrogant, thinking that the most expensive offers, services or products are the best ones… and proud to afford them« I only want the best for my vacations abroad » « Soit je vais partir au ski et profiter de la neige, des sports de glisse, soit je vais partir dans un pays où il fait 30°c et là je vais contacter les gens par Skype pour leur dire que je suis au soleil. Je trouve ça énorme », « Either I will go skiing and enjoying snow, with snow sports, or I will go in a country where it is 30 °c (85 F°) and there, I will contact people by Skype for telling them that I am in the sun. I find that’s huge”, G3

« I only want the best for my vacations abroad » Pictures from collages made in groups STATUS SELF ESTEEMFASCINATINGPRESTIGE« It’s like living in a movie”

what they are looking for : Adventure, discovering new things, stepping out of their comfort zone and be physically challenged, to feel alive, kicking and rocking Social Identity: how does it reflect it upon me : It shows that I am a risk-taker, that I look to go a little crazy when I travel abroad by trying new (sometimes) dangerous things like extreme sports, eating worms, trekking for days in hostile environment (deserts) Emotional benefits; what should it give me : A sense of excitement, of testing my own limits and pushing myself outside my natural environment (stepping out of my comfort zone and cultural frame), of doing new, exciting, challenging activities, and enjoy the adrenaline rush – which I don’t have (or not enough) in my daily lifePersonality : Adventurous, individualistic, athletic, open-minded, a little trouble-maker, provocative, oblivious of danger, … « I want to experience new, exciting things… with a little sense of danger” « Une fois on m’a servi quelque chose en me disant que c’était du poulet mais je trouvais bizarre que les ailes sont plus grosses que les cuisses. Et après, j’ai su que c’était de la chauve-souris. C’était des gros morceaux. J’ai aussi goûté à des insectes alors que je suis phobique des insectes. Ca m’a obligé à me dépasser », « One day I was served something and they were telling me it was chicken … but I thought it was strange that the wings were bigger than the thighs. And then, I knew it was a bat. They were large pieces. I also tasted insects while I am phobic insects. It forced me to surpass myself” G2

« I want to experience new, exciting things… with a little sense of danger » EXPLORATION CURIOSITY NEW CHALLENGE NO LIMITSPictures from collages made in groups« Adventurer / explorer »

40 © 2016 Ipsos. 3. The ideal holiday abroad

JOY / FUN / FREEDOM SAFETY PEACEFUL / RELAXING SHARING / CONVIVIALITY UNIQUE / SPIRITUAL / AUTHENTICCURIOSITY / ADVENTURE FAMILY (in minor)THE IDEAL HOLIDAY ABROADIDEAL HOLIDAY : keywords mentionned by participants in groupsPictures source : Instagram and Google

THE IDEAL HOLIDAY ABROAD IDEAL HOLIDAY : 3 main expectations overall Enjoy the moment : feel free and without any constraints 1Meet new people, to discover new cultures and to feel enriched by them2Change horizons… run away from urban landscapes and destinations3

Enjoy the moment : feel free and without any constraints The ideal HOLIDAY ABROAD FREE « DOLCE VITA » 1 « J’ai choisi la fête, c’est du classique, on s’amuse, on danse  », «  I chose party / fiesta, this is classic, we have fun, we dance” G3« La liberté, je suis au feeling sans avoir à me dire qu’à telle heure je dois être là, pouvoir rentrer à l’hôtel à 4h du matin. »,« Freedom, I'm “feeling the moment” without having to tell myself that at such time I have to be there, being able to return to the hotel at 4am if I want” G4ENJOY

Meet new people, to discover new cultures and to feel enriched by them [1/2] The ideal HOLIDAY ABROAD CONVIVIALITY SHARING DISCOVERING« NEW FLAVOURS » « Great, it's a drink o'clock » « C’est la rencontre des nouvelles personnes, la culture locale, rencontrer des locaux, découvrir des nouvelles personnes, et malgré la barrière de la langue on peut quand même se comprendre », «  This is the meeting of new people, the local culture, to meet the locals, to discover new people, and in spite of the language barrier we can communicate ” G3« C’est le plaisir, le partage, la joie de vivre, les rencontres. », «This is fun, sharing, the joy of living, meetings.”, G2 2

Meet new people, to discover new cultures and to feel enriched by them [2/2] The ideal HOLIDAY ABROAD LOCAL GASTRONOMY NEW CULTURE 2

Change horizons… run away from urban landscapes and destinations The ideal HOLIDAY ABROAD NATURE ADVENTURE UNUSUAL LANDSCAPES « Un beau paysage parce qu’on voit vers l’infini, l’évasion. Dans un voyage il ne faut pas que ça s’arrête là, il faut aller plus loin, il ne faut pas aller vers la 3e rue à droite, c’est aller au-delà. En un mot ce serait l’aventure », « A beautiful landscape because we can see forever, this is escape. In a trip you should not stop there, we need to go further, do not go to the 3rd street on the right, is to go beyond that. In a word, this is the adventure”, G4 « Une plage de rêve, une eau transparente, c'est presque désert, on se sent seul au monde et on se dit que ça valait le coup d’aller jusque là, c'est unique. », «  A dream beach, a clear water, it is pretty deserted, we feel like alone in the world and we thought that was worth it to go so far, there is nothing like it”, G2 3

47 © 2016 Ipsos. 4. UNDERSTANDING COMPETITIVE MARKETS

a) Focus on Scandinavia

1. ICELAND : A country fascinating because of its mysteries Understanding competetive markets Rougher landscapes (less urban than these ones in Norway) ... with rare phenomena : volcanoes, geysers, lagoons, aurora borealis ... where natural processes are dominant and overwhelming… the last frontier before the High North / the Artic CircleIcelandic culture is more mysterious than the Norwegian culture because it is further from our geographic area : it feels so full of druids and trolls ...A population described as Asian, closer to Amerindians, bordering European borders ... Mysterious and fascinating... And few cultural representations of Icelandic culture (in terms of buildings, monuments, history…).Rough landscapes : a rough and mighty environment…a mysterious culture… « Des geysers (…) des choses miraculeuses de la nature… je ne vois pas de sites, ou alors des choses anciennes de druides, ou alors des choses de trolls, des choses mythiques »,«  Geysers (...) miraculous things of nature ... I do not see monuments, or old things of druids, or things of trolls… mythical things” G2

2. SWEDEN and FINLAND : two countries forming a band / trio with Norway Understanding competetive markets This the country of Scandinavia which has the greatest reputation / which is the most famous (with IKEA and its hit song as Abba…)  This is the country described as the most successful in exporting. It is the gateway to Scandinavia. A country ahead of its time, a "precursor" country like Norway.Landscapes described as pretty the same than in Norway.Large pine forests, with uniform and common landscapes, and bathhouse...  a nature less diverse than in Norway.A country which is described as having suffered from its proximity with Russia… and which is therefore less well developed than the others countries of Scandinavia. Sweden : the country which is the most « famous » Finland : little knowledge… and a few long-lasting stereotypes « Finland ? c’est très vaste, des grandes forêts de pins, c’est plus rustre »« Finland? A very wide country, with large pine forests, it is more rustic”, G4 « La Suède a réussi à dépasser les autres pays nordiques grâce à Ikéa, à la série Millenium », «  Sweden has surpassed the other Nordic countries through to Ikea, the Millenium serie… ”, G1

b) Focus on New Zealand, Canada, Scotland and Austria

1. NEW ZEALAND : a complete change of scenery, with a «tattoo» and «aboriginal» culture Understanding competetive markets A volcanic land , with varied and unusual landscapes, we can’t find in Europe… A lot of outdoor activities … looked to nature.But a trip that requires at least to spend three weeks there, because of the distant of the country.A “wilder” culture, immortalized by its mythical rugby team "All blacks“… and also by its indigenous dances, the famous “haka“, performed by the Maori ... An art of “warriors”.A culture full of mystery by its rituals and tattoos, in contrast to the European culture.A land of fire and lava … … a complete change of scenery «Des paysages qu’on ne trouve pas ailleurs, qui sont vraiment différents (…) Une culture de la tribu », «  Landscapes we can’t found nowhere else, which are really different (...) A culture of tribe”, G1

2. CANADA : A mix between a wild and protected nature and world-famous agglomerations Understanding competetive markets An immense country, on a whole continent, seeming to promise multiple landscapes ...... with great and famous lakes (Niagara falls, Ontario Lake ...)A very varied and plentiful fauna : bears, lynx, moose, whales, salmon ... and many national parks to preserve and to protect it.In the whole country, they are large and world-famous agglomerations (Montréal, Toronto, Vancouver…) : a mix between a wild and preserved nature, and the “American” way of life (skyscrapers, typical food …).In Quebec area, there is not a "language barrier", because they are “distant Francophone cousins”: more accessible for French people, not always very comfortable with English…The promise of a powerful nature experiment… …as well as modern, urban cities and lifestyles « (en Norvège) Je ne vais jamais voir d’ours, de lynx, même s’il y en a mais ils sont moins nombreux et puis c’est plus petit que le Canada. », “(in Norway) I will never see a bear or a lynx, they are fewer, and then this country is smaller than the Canada”, G4Niagara falls, Canada

3. SCOTLAND : a majestic natural beauty... characterized by its roughness and its « deserted » lands Understanding competetive markets The beauty of an empty environment, with the representation of lost lighthouses in a storm : a simple, authentic, « true » and preserved environment...… with breathtaking and unusual landscapes (litt. « des paysages à couper le souffle ») with highlands… The idea of a local famous gastronomy to discover (eg. salmon)…And a powerful and independant culture, with its own language… …an ideal destination for a short break, to recharge the batteries and reconnect with mother natureBeautiful and rough landscapes, a rough and authentic environment….« C’est la terre d’Ecosse avec les phares, l’image du vide, le paysage brut, les montagnes, les hautes terres. Et le fait de parler une autre langue. », “It is the Scotland’s land with lighthouses, the image of an empty environment, the rough landscape, mountains, highlands. And speaking another language”, G1

4. AUSTRIA : a cultural trip, surfing on Sissi myth Understanding competetive markets A cultural trip : to discover the palaces of Sissi (incarnated by Romy Schneider, very famous in France) and to the rhythm of the waltzes of Vienna by Johann Strauss ...An Austrian folklore well present in the representation of the country, with typical clothes and the famous "Austrian jacket“.A safe trip, with no bad surprises (no pickpocket ...) : a right and safe country !But a trip perceived as very expensive ...… few outdoor activities in the representation… ... and (for some of the participants) a History still marked by the WWI and the WWII.A cultural trip: history, music, literature, ……but limited: expensive and too muh culture orientated

5 . Norway as a holiday destination

Fjords , Cold, Snow, Aurora borealis,Long nights / short nights Nordic Walking,Dynamic,Sled dogs, Salmon,Colorful houses, Friendly people, NORWAY AS A HOLIDAY DESTINATIONThe first evocations concerning Norway… Pictures source : Instagram and Google

NORWAY AS A HOLIDAY DESTINATION 4 main dimensions Nature is everywhere, genuine and well preserved – fjords remain the main attraction 2A modern, innovative country… ahead of its time 3Choosing Norway for authentic and genuine holidays 1But considered for short trips mostly… because close to France and expensive 4

Type of holidays dreamed of in Norway : authentic and invigorating holidays NORWAY AS A HOLIDAY DESTINATION Being close to nature … and to feel free… « On m’a dit que c’était comme une cure gratuite parce que le froid ça conserve bien, c’est bon pour la peau, ça active la circulation sanguine donc ça réactive la peau, c'est comme si on se régénérait mais de manière atypique », « They told me it was like a free cure, because cold preserves well, it's good for the skin, it activates blood circulation so it reactivates the skin, it's just like regenerating but in an atypical way”, G2A feeling of freedom being close to nature (like a “homecoming”) , to clear the head with change in life environment… and to realize a “rejuvenation”.In the spring, a few days around Oslo, to soak up the atmosphere of Norway (to discover museums, to walk the colorful streets of Oslo and some villages in around...)In summer, 15-20 days, for many outdoor activities (pedestrian circuits… cf. slide about outdoor acitivities in Norway)... To take the time to take the time, to survey many fjords, to be surprised by unusual landscapes ...In winter, a few days or 1 week, for winter typical activities : skiing, sauna… or for a romantic moment in couple … A trip depending on the season … 1

Focus on the typical Norwegian : the portrait of a young, a friendly, a dynamic and an authentic man NORWAY AS A HOLIDAY DESTINATION « Il a bâti sa maison, il a veillé aux matériaux, il éduque ses enfants comme ça (…) il est sain et authentique  », «  He himself has built his house, he watched what were the materials used, he is educating his children like that (...) he is a healthy and authentic man”, G2A thirty years, tall and blond manA “woodcutter” look but a smart personVery nice, quiet and friendlyDynamic and athletic Demonstrating a lot of listening and pedagogyHis main values : ecology and respectAn environmental occupation / business (preservation, protection and renewable exploitation ...)He lives in a cottage he himself has built with renewable wood...At home, he proposes us to put on socks, make we feel more comfortable ...He takes care of his children, as his wife…… We trust him1

A country respectful of nature, living in harmony with it… NORWAY AS A HOLIDAY DESTINATION A preserved, "true“ and "authentic“ nature , far from the “concreting” (construction industry) of large cities ... This is a nature with varied and mountainous reliefs ... Carved and rough landscapes… … a rhythm of life in harmony with nature : no mass tourism, less traffic, local people take the time to savor and to enjoy the moment … ... a country which looks like able to conciliate its economic activities and its environment... with respect for wildlife.  A “slow life” without the economic declineA preserved nature… and a slow rhythm of life « Le calme, la sérénité… La nature préservée, pas de tourisme de masse (…) Il y a aussi des canyons, c’est préservé! »,« Quiet and serenity. The nature is preserved, no mass tourism, (...) There are also canyons, this is preserved!”, G12

FOCUS ON FJORDS : the main specificity of Norway and a promise to discover wonderful landscapes and to meet unusual people NORWAY AS A HOLIDAY DESTINATION « La Norvège, je l’associe beaucoup aux fjords », « Norway, I see a lot of fjords », G3Fjords are described as idyllic, majestic and wonderful places, which do not exist in France ...They are the promise of a total change of scenery … … and the means of accessing and discovering the “hidden treasures” of Norway«La Norvège c’est l’express côtier qui ravitaille tous les ports complètement isolés du reste du pays, donc on fait tous les ports et on rencontre les habitants. Ca doit être quelque chose d’extraordinaire à faire, pénétrer dans les fjords, aller jusqu’aux ports voir les pêcheurs. », «  Norway is the coastal express that refuels all the ports completely isolated from the rest of the country, so we go around all the ports and we meet people. This must be a something extraordinary to do : to enter in this fjords, and to go to the ports to see fishermen.” G42

And a country described as ahead on its time… NORWAY AS A HOLIDAY DESTINATION … A society seen as the most egalitarian in terms of education and social achievements « Ils sont dans la pédagogie. Pour les prisonniers ils sont plus dans réinsertion que dans la punition », «  They are in the pedagogy. For the prisoners they are more in a reinsertion system than in the punishment”, G1A society described as the most advanced, with Sweden, concerning social achievements :Gender equality is respectedPaternal leave recognized and highlighted by the governmentA more advantageous social security systemA priority to pedagogy to all levels (school, reinsertion of prisoners ...)A respectful and safety society (no risk of aggression…) with authentic relationships (no pretense…)An open and welcoming society ... and very democratic! Participants know there is a monarchy, however the democratic system seems to be guaranteed by the responsibility of political elites and elected members. This is an example to be followed …« Ils sont précurseurs dans plein de domaines, l’école, pas beaucoup de chômage », «  They are pioneers in many subjects, as school and not much unemployment”, G33

However 2 elements to consider : the knowledge of the distance and the price for a trip in Norway NORWAY AS A HOLIDAY DESTINATION A lack of knowledge about the precise situation of Norway relative to Paris, and its distance by plane … This is about 2, 3 or 4 hours ? Participants have no precise idea… but imagine traveling to it for a short city trip (max. one week)A trip seen as expensive, because of the Norwegian standard of living of ... « J’ai très peur du coût financier de ce voyage », « I am afraid of the financial cost of this trip », G34

6. Focus ou outdoor activities, culture, Lohas and food in Norway

REMINDER OF THE MATERIAL [1/2]

REMINDER OF THE MATERIAL [2/2]

Outdoor activities : to be closer to nature, to escape our ordinary lives, with local and typical outdoor activities … Norway as a holiday destination The wish for typical outdoor activities in Norway : Trekking in the valleys, in the north of Norway, near fjords ... and long walks with snowshoes.Sled dog activities ...Climbing accessible to everyoneAnd nautical activities: kayak ...And the meeting of wildlife, but in total safety : bear, moose ... To feel good, to feel free and to break with the everyday… A real breath of fresh airAn important criteria in the choice of a destination : the search of « real » sensations and to be closer to nature « Je vais choisir des pays où je peux avoir des activités extérieures, c’est un critère important », «  I will choose countries where I can have outdoor activities, this is very important“, G4« Si j’allais en Norvège je marcherais dans la neige pour me sentir bien (…) il faut que ce soit une activité en plein air originale qui me sort de mon quotidien, qui soit typique », “If I went to Norway, I would walk in the snow to feel good (...) This must be an original outdoor activity that gets me out of my daily life, which is typical, "G2

Conveying Norway’s call for wildness Outdoor activities Mood board One of the most performing and attractive mood boards, in line with what Norway is all about for participants : an open door on nature, allowing to live genuine experiences in a preserved environment and beautiful landscapes… …and generating some surprises: most of the participants did not think about skiing and surfing as possible activities to have in Norway: a new and interesting perspective, opening to more athletic activitiesThis picture clearly stands out: perceived as a beautiful shot, it conveys Norway’s landscapes greatness and promise of a disruptive holiday experiment, far away from urban daily routines…

Also strongly associated to Norway’s imaginary CALMNESS and contemplation Mood boards …as it relates directly to nature and outdoor sceneries: wales, seaside, fjords, northern lights, snow, deers , … conveying a sense of tranquility, serenity, well-being, … allowing one self to reconnect to nature, far away from daily, hectic, urban livesAs the previous board, this one is also very appreciated by participants, for easily project themselves in the pictures……in comparison, urban shots are more deceptive for participants: they imagine small towns, with not much to do and see, even a little boring… and a bit too close to daily life

Too generic and not enough « Norwegian-like  »WELLNESS MOODBOARD Most participants disliked this board, arguing that no pictures related or were evocating enough of Norway… it could be any country, anywhere in the world (or almost)…Plus, most pictures show summer sceneries… no visual reminder of snow and cold, intrinsic to Norway’s image……a board too far-fetched vs Norway stereotypes, necessary for participants when it comes to communicate on it

Food: little knowledge about Norwegian cuisine, mostly smoked fished based, tasteful and authentic Norway as a holiday destination A healthy and fresh food (with local products, without intermediary and directly from the production of the “little” fishermen or the “little”producer) ...…. To find “real” flavors (not these one changed with processed food)... And to be at the heart of the local life : for being at the heart of the local tradition and sharing special moments with people  the local food is seen as a vector of socialization. To feel healthier, to find the real taste of food, to be surprised by new flavours – the means to be impregnated by the local culture In search of authentic flavours : an important element but not the one that can motivate the choice of a destination on its own « J’aimerais bien manger un bon poisson en pleine nature, la nature enneigée, manger un bon steak d’élan. Et j’aime beaucoup le poisson, ça m’attire », «  I'd like to eat a good fish in the heart of nature, the snowy nature, to eat a good moose steak. And I like very much eating fish, it’s appealing”, G4

Conveying mixed feelings… Food moodboard On one hand, some pictures convey strong positive associations, relating to authenticity and local production, hence offering tasteful and fresh products (fishes, seafood found on markets), appreciated in France because it means “real” food produced, bought and eaten by “real” Norwegians……but on the other hands some shots are clearly perceived as excessive and over-promising: mostly all picture relating to high-end gastronomy… in perceptions too far-fetched for Norway (more rustic, less sophisticated)… which is clearly not a culinary destination : one of the less performing boards overall

LOHAS: Tomorrow’s tourism, sustainable, responsible, healthy, focused on nature… a perfect fit for Norway Norway as a holiday destination « Il y a des pays où les gens sont très écologiques, ils montrent l’exemple, et du coup ça nous donne envie à nous de changer de façon de faire, sur le tri des déchets, sur le compost. », «  There are countries where people are very “green”, they set an example, and so it makes us want to change our lifestyle, about selective sorting and compost” G4LOHAS is associated to Norway as it is perceived as an innovative country, with a strong ecologic tradition… hence, most participants do imagine Norwegian as civic people, recycling waste and protective of natureIn the same vein, participants do imagine as well a form of eco-tourism, including lodges in natural sites, local fresh food productions, outdoors activities respectful of environment (non-polluting)… …acknowledging a form of future tourism, more respectful of nature, with an educational perspective, interesting for parents who want to transmit values to their kids… …yet not a lever of choice when it comes to choose a destination abroad… and perhaps a bit too restrictive still, perceived as a bit “boring” / “slow” for the most active participantsA responsible, moral and healthy way to travel abroad… the feeling of traveling the right way… but in a near future« Une manière plus saine de voir la vie (…) si je peux être dans l’authentique, bien sûr. Je n’ai pas envie de voir un beau paysage si c’est pollué à côté », «A healthier way to see the life (...) if I can be in a “authentic” way, of course. I do not want to see a beautiful landscape if it is polluted next door “, G2

Boards convey rough imagery … which can be a little scarySUSTAINABILITY MOOD BOARD On one hand, participants enjoy the “moral” fiber of LOHAS as they have the feeling that this is the “right” way to travel… even if they don’t do it todayDespite some positive inspirational shots (mostly the ones focusing on nature), most participants were actually quite negative about the others, ……either too rustic/rough (being alone in the wild, and having to “survive”) or too generic (vegetables and fruits do not convey sustainable agriculture)… and even a little cheesy – the woman with the lambLOHAS: an interesting way to communicate about Norway, matching the country’s imagery based on nature and well-being… and clearly an appealing form of responsible tourism , as long as it is not too rough for participants who do no want to be left alone in the wild…

Culture & art : no or little association with Norway… and not a lever of visit Norway as a holiday destination French are open to discover the cultural side of Norway… but will not go there specially for thisThe whish to discover traditions and culture of a country… for a cultural enrichment.For Norway, this means discovering museums in Oslo, to walk around the streets and discovering the architecture of (old and young) buildings ......but also discovering ethnic groups, in remote places (a few mentions in groups, but very vague ones)… at the north of the country... However, the culture and art of Norway are unknown... Little spontaneous evocations about artists, films, songs, monuments, … The cultural dimension is more like a “bonus”, not the main reason to go to Norway, yet an openness to learn more about it « Pour s’instruire, connaître l’histoire du pays qu’on visite mais aussi du monde  », “To learn, to know the history of the country that we visit but also to learn about the world ", G1« J’irais voir des villages reculés dans le nord du pays (Norvège). Je sais qu’il y a des ethnies qui font leurs vêtements, qui vivent localement à l’ancienne »,« I would go to remote villages in the north of the country (Norway). I know that there are ethnic groups who make their own clothes, who live a primitive life”, G1

Little evocations and not that inspirational CULTURE moodboard Some participants recognized Munch’s The Scream… without actually knowing he was Norwegian… some mentions as well of Lilyhammer, for the few participants knowing the show…Monuments are not identified, as well other artists and references… some association to electronic music and festivals, but very vague: no one was able to identify one specific festival… Some pictures were conveying negative feelings and emotions, showing people who “do not look happy” for most participants… impacting the global image of Norway, not perceived here as a joyful/happy place to visit.

recommendations Norway as a holiday destination 78 © 2016 Ipsos.

Keep stereotypes, but not only… recommandations Consolidate and go beyond the comfort motivation 1Stick to the « ideal » representations of Norway : an ideal place to renew with oneself – and keep using them to communicate, using…: Archetypical sceneries/landscapes: walking in the forest, enjoying idyllic, majestic and wonderful Fjords… Expected motivations to visit Norway: An ideal place to relax, step back and (re)treat, in order to recharge the batteries, far away the stressful Parisian life and the crowed streets … in a preserved, natural and peaceful environment …  To allow to discover genuine landscapes and to be in harmony with them, to renew with oneself and disconnect from Parisian daily life, in order to “escape” from daily life… An idealized view of Norway and a stereotype “of a genuine and peaceful nature” well incarnated and which must be kept..: A motivation to consolidate, because it remains the first point of entry for a trip to Norway (from the point of view of the French people) – and well illustrated through the calmness, contemplation and wellness boards, this is what Norway is first about……but not only! Other motivations can be activated when communicating about Norway: the orange (discovery) and yellow (connection) ones

Norway , a multi-faceted and dynamic country, at second glancerecommandations ACTIVATE THE DISCOVERY MOTIVATION2Norway communications can also tap into the ORANGE motivation, focusing on:The numerous activities that can be done in Norway, and especially atypical outdoor ones… like surfing, skiing, dogsledding, hiking, trekking, … Norway can be much more than a romantic, contemplative, relaxing trip… it allows to do many other (athletic) activities! The diversity of the activities proposed to tourists: not only outdoor ones, but also cultural, historical and traditional experiences are possible… and valued by French people, at second glance In this vein, the “activities and adventures” board performs well and should be use for communication purposes, especially the skiing and surfing pictures, who creates curiosity and changes the French point of view on Norway – more exciting than it looks at first!

Living like a local (and meeting him/her): people and conviviality are key recommandations ACTIVATE THE CONNECTION MOTIVATION 3 Norway communications can also tap into the YELLOW motivation, focusing on:People! Nowhere to be seen on the boards tested during the groups, but KEY for French people who enjoy meeting and living like locals when they go abroad… To activate this motivation and communicate on it, boards should show tourists and Norwegian together, sharing convivial experiences and moments (for ex. A market scene where French people talk, laugh with fishermen who seem to explain them what they do for a living…)LOHAS: a new, responsible form of tourism for French people, fitting well with the perception of Norway (a modern, healthy, innovative country)…which has to value touristic experiences centered around a magnified and protected nature, offering comfortable and cozy infrastructures (for ex. accommodations – like eco-lodges)In that sense, a “sustainability” board could show pictures of “natural” accommodations integrated in preserved environments and / or show pictures focusing on healthy & local catering (markets, untransformed, “raw” food, ...)

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