Report From China Team Ipsos UU 17th March CENSYDIAM QUALITATIVE STUDY MARCH 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 ID: 776524
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Slide1
Chinese View On Holidays Abroad
Report From: China Team, Ipsos UU
17th, March
CENSYDIAM QUALITATIVE STUDY MARCH 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.
Slide2Contents
3
Background & Objectives
7
Key findings
12
Cultural background
23
Fundamental Meaning for
holidays abroad
32
Motivations for holidays abroad
82
Understanding competitive markets
101
Norway as a holiday destination
106
Outdoor activities, culture,
Lohas
and food in Norway
115
Appendix – research design
73
The ideal holiday abroad
Slide3Background
Innovation Norway would like to update the
Censydiam
study from 2011.
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:
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.
Slide4Research objective
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 landscape
Explore 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.
Slide5Censydiam in a nutshell
theories about the unconscious mind and the mechanisms of
release
and
repression
The double mechanism for satisfaction: a striving for
power
& superiority and for belonging & community
Each 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 heart
Universal
Comparison possible across markets
Customizable
Needs are tailored by context, category and markets.
Validated
Over 30+ years experience across the globe & scientific thesis
Comparison
Allows comparison over time and markets
Slide6The 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 category
Please treat this report as qualitative indications on how the travel category looks like and wait for the final quantitative confirmation.
Slide7Key findings
Slide8CULTURAL BACKGROUND
: What’s Happening In Chinese Holiday Abroad?
RESEARCH KEY FINDINGS
The Chinese tourists prefer holiday abroad to domestic, as they believe the former seems more ‘ value for money’: rationally, holiday abroad is an experience
PAY MORE GET BETTER EXPERIENCE,
while
emotionally, it helps in Pay More Get Better Self-image
The Chinese
NEW MIDDLE CLASS is the most potential target consumers for holiday abroad, and for the ones who plan for North EURO, they are who can arrange a 15 days annual leave with less restrictions; take holiday a good REWARD to the hard work, and think highly as it helps them keeping OPEN-MINDED; and have got EXPERIENCE in most mainstream destinations
In destination decision, our tourists still put ‘SAFE’ and ‘ COMFORT’ as priority , while COST is not as important as other factors. While in evaluating if the destination attractive, the uniqueness is very important. While , Norway does well in safe and comfortable, but not UNIQUE and CLOSE enough
Slide9Fundamental MEANING
: What’s The Role Of Holiday Abroad?
RESEARCH KEY FINDINGS
HOLIDAY ABROAD IS
FILTER
It provides strong ability to embellish the normal life, helping people find the bright side of life they want to see, and meet the shining ideal me they expect
INDULGENCE
To feel isolated from trouble and responsibility in normal life
CONVIVIALITY
To be more sociable and jovial in the group
BONGDING
To feel being part of the group
RELIEVE
To feel relaxed and comfortable
REBOOT
To feel focused and face the inner self
EXPERIENCED
To feel unique and different from the common
To feel progressive and successful
PREMIUM
To feel energized from overcoming the challenge
EXCITING
Slide10RESEARCH KEY FINDINGS
HOLIDAY DESTINATION
:
What’s The Image Of Norway?( ½)
NATURE
: very rich resource in natural landscape, appealing fjord, mountain, forests , lakes, waterfalls, and aurora
CULTURE
:
a lot of tourists mention Viking on behalf of Norway culture, while they have little idea about the modern Norway
FOOD
: fresh sea food, especially the salmon
ACTIVITY
: hiking, rafting, fishing, some even mentioned ski and ski jumping, but most famous is fjord cruises
LOHAS
: seems relevant due to the fresh environment
FUNCTIONAL CHARACTERISTICS
EMOTIONAL BENEFITS
RECOVER FROM STRESS: immerse and explore in the splendid landscape makes the trouble and worry become tinier and then disappearCONFRONT WITH THE TRUE ME: the quiet and serene space allows me to listen to the voice in my heartUNIQUE MINORITY: I choose the beautiful unpopular destination to show my understanding about the high-quality holiday
01
02
Slide11RESEARCH KEY FINDINGS
HOLIDAY DESTINATION
:
What’s The Image Of Norway?( 2/2)
NEED A RELIEF IN THE BUSY LIFE:
want to have a space far away from the stress
EXPERIENCE TRAVELER:
travelling fans, who had set their feet in most mainstream destinations, now start to go into the minor ones
INTERESTED IN MINOR HISTORY:
find joy in the seeking of Viking culture
CURIOUS EXPLORER:
curious about what it looks like in the serene deep forest
SOCIAL
IDENTITY
PERSONALITY
Quiet, shy, silent, stay low key
Simple, innocent, straight, Genuine
Peaceful, smooth, calm downDiscreet, cautiousStrong, Robust , Brave
03
04
Indifferent, distant, aloof, apatheticStubborn, strictRough, bold, aggressive
THE ATTRACTION
THE BARRIERS
Slide12Cultural background
What’s Happending In Chinese Holiday Abroad?
12
© 2016 Ipsos.
Slide13Why We Choose A Holiday Abroad?
The attraction of holiday Abroad in life
Our tourists prefer holiday abroad to domestic, as they believe the former seems more ‘ value for money’, both rationally and emotionally:
Tourists got strong’ trust issue’ towards domestic tourism d
ue to the scandals
of the fraud tricks, which makes them choose the “ pay more get more” journey abroad
A holiday abroad is still able to be as a “ show-off” in the social network, while the domestic one has lost its charm; meanwhile the experience is also considered as a good topic and social identity which helps to fit in a group
My son asked me to take him to Disney Japan, as he needs it to fit in the “ tourist abroad” group, “this group is full of cool guys“ as he said
Pay More Get Better Experience
Pay More Get Better Self-image
Holiday abroad is just like shopping in Dior, while holiday domestic like in ZARA……
Slide14What’s The Trend For Holiday Destination Abroad?
The destination for holiday Abroad
Southeastern Asia and Islands
Janpan and Korea
Newzeland and Austrilia
Mainland Euro
USA and Canada
Mainland Afric
India
Mainland South Americ
North Euro
North Afric
South Pole
1st-step Destination
2nd-step Destination
3rd-step Destination
4th-step Destination
5th-step Destination
Final Destination
Slide15Who Is Planning The Holiday In North EURO?
The profil for the traveller to North Euro
Around age 30, elites with middle-high income and stable decent career , professionals or small business owner who can arranged their annual leave with less restrictions;
Like the
hobbies with taste, such like fishing, baking, photography, leisure sports, of course traveling, too
Demographic
THE NEW MIDDLE CLASS
It is a good reward to the hard work, love to enjoy a high-quality destination; it also helps to keep up with the time, staying open-minded
Value Opinion On Holiday Abroad
Like to ‘check-in’ different destinations, already have
Holiday Abroad Experience
experience in most mainstream destinations, prefer to plan the holiday themselves rather than going with the tour group
Slide16What’s The Key Factor In Planning A Holiday Abroad?
The decisive considerations for their holiday Abroad
SAFE
01
Political stability, and in good public order
COMFORT
02
Nice weather and season; Pertinent flight time; Well-established facility and service
In destination decision, our tourists still put ‘SAFE’ and ‘ COMFORT’ as priority , while cost is not as important as the other factors:
UNIQUE
03
Distinctive nature or human feathers, including food, cultural experience and outdoor activities, shopping
COST
04
Not only for the flight and hotel cost, but also the daily expenses in the journey
CLOSE
05
Emerging popular, with enough tour guides and tips for reference; local residents feel nice to tourists
Slide17COMFORT
Norway performance
How Do The Travellers Eveluate The Attraction Of Norway ?
COMFORT
SAFE
UNIQUE
COST
CLOSE
Actually, Norway is a destination without “ obvious difference “, but I still planed for a holiday here because it’s safe and well-established, and getting popular
SAFE
in very good security environment
well-established facility, but a long time flight needed, and only suitable for a summer holiday due to the cold weather in other seasons
CLOSE
Even kind of unfamiliar, but getting popular, and with instructive tips sharing; nice and friendly local residents
COST
Affordable for flight and hotel, but feels expressive like McDonald hamburger costs 100 RMB, mineral water costs 30 RMB/ bottle
UNIQUE
Fjords and salmon are appealing but not unique enough, while
Vikings
is unique but
not attractive enough
Slide18The key factors to uniqueness and attraction
The Key Factor_Shopping And
Luxury
Importance:
Norway Attraction
Healthcare
Local Food
Famous Local Brand
Electronics
Luxury
Destination
: Janpan
Norway is with low awareness in healthcare products
Destination
: New Zealand
Norway is famous for the salmon, but it’s not suitable to take with
Destination
: USA
Norway is with low awareness in electronic products
Destination
: Denmark LEGO
Norway is
with low awareness in local brand
Destination
: Italy, German
Norway is not famous for design brand or rebate
Slide19The key factors to uniqueness and attraction
The Key Factor_Food Experience
Importance:
Norway Attraction
Unique Process
Destination
: India
Norway is with low awareness in unique cooking process
Famous Dish
Destination
: German
Norway is with low awareness in famous dish
Fresh Food
Destination
: New Zeland
Norway is with high awareness in sea food especially salmon
Folk Custom
Destination
: Janpan
Norway is with low awareness in Folk Custom
atmosphere
Slide20The key factors to uniqueness and attraction
The Key Factor_Outdoor Activities
Importance:
Norway Attraction
Accessible Extreme
Destination
: New Zeland, Bungee
Norway is famous for ski jumping but it’s too hard to try
Close To Nature
Destination
: Austrilia, Diving
Norway is famous for its Whale Watch and Hiking
Unique Resource
Destination
: Switzerland, Ski
Norway is with low awareness in outdoor activities resource
Small Physical Exertion
Destination
: India, Yoga
Norway is famous for hiking, but it requires great physical strength
Slide21The key factors to uniqueness and attraction
The Key Factor_Culture Experience
Importance:
Norway Attraction
Historical Site
Destination
: Egypt, Pyramid
Norway is famous for Vikings, but is not appealing for tourist
Collection Exhibition
Destination
: France, Museum
Norway is
with low awareness in Collection Exhibition
Folk Activity
Destination
: Spain, Bullfight
Norway is with low awareness in Folk Activity
Modern Culture
Destination
: German, Football
Norway is with low awareness in Modern Culture
Slide22What’s New In Holiday Abroad?
The behavior and attitude changed in holiday abroad
Car Rental
RV Community
Travel like a local
Real-estate Tour
In Europe , the best way for holiday is renting a car and driving around, with flexible plan
It’s a totally different holiday, which makes the journey more comfortable and interesting
Immerse in the true local life, that would be inspiring and open minded
More and more friends are planning a holiday abroad to buy a house/ apartment here…
Slide23The Fundamental
MEANING OF HOLIDAY ABROAD
What’s The Role Of Holiday Abroad?
23
© 2016 Ipsos.
Slide24Qualitative Hypothesis: The Dimensions For Holidays
The Fundamental meaning of holiday abroad
POWER
On one hand, people desire to show off their status. Holiday abroad is a means to show off their success and progression in life
― SOSIAL DIMENSJON ―
BELONGING
On the other hand, people do want to remain connected with their social network. Holiday abroad is a means to feel accepted, to strengthen the bond with the group that matters to them
Holiday is a good reward and present for oneself . I work harder, I deserve better. That’s why I am able to go holiday abroad while the losers stay domestic or home
Holiday abroad is an important topic in my social network, that make us more and more congenial to each other
Slide25Qualitative Hypothesis: The Dimensions For Holidays
The Fundamental meaning of holiday abroad
ENJOYMENT
On one hand, people would like
to have break, escape from their ‘burdened’ life, stay without the responsibilities and social expectations, once in a while. Holiday abroad is a means to give them an ‘isolated world’ far away from the worry and trouble in my life
― PERSONLIG DIMENSJON ―
CONOTROL
On the other hand, people want to be back to track. Holiday abroad is consumed to make one stay true to your inner self, to think who you are and what you need indeed
Not able to afford a good apartment, broke up with girlfriend, the picky boss, bitch clients…shut up! I am in holiday abroad, far away enough from the normal life, I can forget the suck annoying
When you live with too much stress, you feel that you are not yourself. You follow what others do, you say what others like to hear, you become the one
others expect, but just not yourself.
I stay with myself in the holiday, and hear the voice inside, get back the true-me
Slide26Qualitative Hypothesis: 8 Motivations
In Holiday Abroad
The Fundamental meaning of holiday abroad
INDULGENCE
To feel isolated
from trouble and responsibility in normal life
To feel carefree in a moment, for a while do not have to follow or live up to certain rules, which weigh them down from time to time
Holiday abroad provides an isolated world, to optimize the experience of “happy in the moment”
To be more sociable and jovialTo feel more sociable, to become more approachable / good-natured in order to fit in and share happinessHoliday is about providing a context that you can make friends with common favorites, to ice break easily
CONVIVIALITY
Slide27Qualitative Hypothesis: 8 Motivations
In Holiday Abroad
The Fundamental meaning of holiday abroad
BONGDING
To
feel being part of the group
To feel being accepted, being one of WE, something in common, to fulfill the need of belonging to the group that matters to themHoliday abroad is providing an obvious identity and label that “ we are in the same boat”, through the similar experience and memory
To feel relaxing and comfortableTo feel comfortable, fulfill the need of a companion, laid-back, uneventful, disengaged, enjoy a time of ‘idle’ Holiday abroad is about to provide a reason for allowing them to unwind / take a step back, so they can feel more relaxed
RELIEVE
Slide28Qualitative Hypothesis: 8 Motivations
In Holiday Abroad
The Fundamental meaning of holiday abroad
REBOOT
To
feel focus and face the inner self
Feel not overwhelmed with the normal responsibilities and others’ judgement, no matter praise or criticismHoliday abroad is providing a space far away from the familiar values, opinions and rules, allowing to think and reconsider what’s important, and reboot
To feel unique and different from the commonTo demonstrate that I know-hows, know-mores, which set them apart in the common peopleHoliday abroad is used to show that they are with more experiences and stories, to demonstrate their knowledge; in order to gain acknowledgement
EXPERIENCED
Slide29Qualitative Hypothesis: 8 Motivations
In Holiday Abroad
The Fundamental meaning of holiday abroad
PREMIUM
To
show success
To feel progressive and successful: gain more than the average, and deserve a high quality life enjoymentHoliday abroad is providing a tool to show off, to explicitly establish their more superior status
To feel energized from overcoming the challenge To feel confident and excited in taking risks, no matter it’s to try a easy extreme sport or get familiar with a strange cultureHoliday abroad provides those “easy troubles” to confront with and overcome, makes their life with waves, not boring and monotonous any more
EXCITING
Slide30HOLIDAY ABROAD IS
FILTER
It provides strong ability to embellish the normal life, helping people find the bright side of life they want to see, and meet the shining ideal me they expect
The Fundamental meaning of holiday abroad
Slide31QUOTES FUNDAMENTAL MEANING
What The Tourist Said…
I don’t like the ‘ me’ in the normal life, he is a coward, compromising with everything, I like the ‘me’ in travel, brave and nothing can beat him
We ( husband and wife) have lost the passion , had few topic besides kids, but in holiday, we play together, laugh together, cry together, I see the spark again
Spending too much time on work and career, even my son feels like a stranger, we are not family again, we just live together.
While holiday abroad makes us close again, the warm hug, the nice words, the smile, oh, it’s back, it just stays in the other side of life……
Slide32MOTIVATIONS
FOR HOLIDAY ABROAD
32
© 2016 Ipsos.
What’s The Need For Holiday Abroad?
Slide33This motivation is about
To feel
ISOLATED FROM TROUBLE AND RESPONSIBILITY
in normal life for a while, H
oliday abroad provides an isolated world, to optimize the experience of “happy in the moment”
To satisfy the need of
INDULGENCE:
Outdoor activity
Carnival atmosphere providing A short-time ecstasies
Cultural experience
Should encourage fling ,
a kind of sense of existence
Food
Help to be in the place quickly and stay excited easily
LOHAS
Unfortunately, seems standing on the opposite side
INDULGENCE
HAPPY IN THIS MOMENT!
Means importance in the motivation
Slide34Functional Characteristics
What holiday abroad provides me with INDULGENCE?
NATURE
:
it’s ok without a beautiful view, but the weather should be warm or even hot, to encourage tourist to get loose
CULTURE
:
call for
‘
eat, drink, be merry
’
, such as carnival, beer festival
ACTIVITIES
: provide short-time ecstasies or tension, such as watching an on-site football game, gambling, going to an amusement park, going to bar
FOOD
: alcohol is necessary, but not too heavy, strong taste and snack
SHOPPING
: discounted luxuries, peripheral product of football
DESTINATION
: Thailand, Las Vegas, Brazil, Spain
How INDULGENCE makes me satisfied ?
WORK HARD, PLAY HARD
:
I live in big load, and I deal with it well, but all those stress piles up inside of me, I give vent to the stress through ecstasies in holiday, and no one sees the weak side of me
SUCK THE DULL LIFE
:
stuck in the well-behaved image, while the holiday gives me a moment to follow my heart not the social ruleREBEL AGAINST RESPONSIBILITY: I am tired of being a good guy, I need a while to forget the responsibility, and just seek for fun
Emotional Benefits
Slide35Who needs INDULGENCE with holiday abroad?
Social Identity
What characters should the DESTINATION bring to consumers ?
Personality
THE TRUE ME
:
White-collar with big stress, needs to release
Husband in seven-year itch, needs a break to escape
The newbies worry about the future, need to take it easy
ME IN THE MOMENT :
Full of dream and fantasy, expect the surprise
Easy going and unsophisticated, small joy could be satisfied
Got a lot of fun idea, and love to make it come true
Tolerant, Open-minded, Carefree
Passionate, Upbeat, Revelry
Dramatic, Playful, Surprising
Exciting, Crazy, Focus on the moment
Slide36When do I need INDULGENCE with Holiday?
Occasions
What more do
I expect to make the INDULGENCE better
?
Ideal Experience
THE ME MOMENT
:
Few Me-moments were mentioned in INDULGENCE
The
WE MOMENT
:
After a whole year hard work, go
with teammates/ friends as reward
When feel terrible (break up
with lovers,
fail in promotion),
go with best friends to recover
Tired of the boring daily life,
go with friends who have the common hobbies
Full of small surprises in the journey, leaving
me no time to think about the normal life
Dramatic show and acting, allowing me to take part in
Tension without danger, break the rule without payment
Non-stop joy, day and night, I can seek for fun at any time
Various
activities and never be the same
Slide37Product qualities; what am I looking for?:
I want more than a holiday, I want a life isolated from the trouble and responsibility. So I prefer
a destination with crazy carnival and tension gambling, I can be half-drunk while keeping active Social Identity; how does it reflect it upon me?It is for people like me who need to give vent to the stress, let off steam, and the moment makes me full of fantasy, and easy going, creative and love to try the new trickEmotional benefits; what should it give me? Indulging myself in a holiday abroad, helps me live in the moment, ignore the trouble, follow my heart to enjoy a pure fun without rulesPersonality; what should it(the product or the brand) stand for?: This destination should be dramatic and revelry, passionate, letting go
What I’m looking for in Holiday?
Slide38This motivation is about
t
o
BE MORE SOCIABLE
in order to fit in and share happiness; Holiday is about providing a context that one can make friends with the common favorites, to ice break easily
To satisfy the need of
CONVIVIALITY: Outdoor activityHelp to make strangers friends in collaboration Cultural experience Encourage sharing, and think high of acceptanceFood May need to cook together and share easilyLOHAS Good way to make friends in the journey
CONVIVIALITY
FRIENDS IN THIS MOMENT!
Means importance in the motivation
Slide39Functional Characteristics
What holiday abroad provides me with CONVIVIALITY?
NATURE
:
wild, undisturbed, not well developed, in good weather
CULTURE
:
call for ‘sharing’, such as Music DayACTIVITIES: provide an opportunity for playing together, collaboration and helping each other , such as hiking, camping, picnicFOOD: fresh food picnic in nature environment; or in the local residents’ house, allow to cook together and sharingSHOPPING: not very important DESTINATION: America, New Zealand
How CONVIVIALITY makes me satisfied ?
ENLARGE THE NETWORK : a good and efficient way to meet up with the people with the similar hobby and lifestyle, who can be potential friendsMAKE FRIEND EASILY: travel creates common memory and keeps everyone in the same page, makes social easilyEVERYONE LIKES ME : helpful to create a happy mood and makes everyone enjoy being together
Emotional Benefits
Slide40Who needs
CONVIVIALITY
with holiday abroad?
Social Identity
What characters should the DESTINATION bring to consumers ?
Personality
THE TRUE ME
:
Social animal, love to be a companion, value the gathering time
Fashion freelancer, prefer busy , hilarious, definite atmosphere
Opinion leader/hostess of Mom club, good at organization
ME IN THE MOMENT :
Hospitable, social-oriented, easy to make friends, cordial
Cooperative, comprising, caring about others, approachable
Smart , active, thoughtful
Joyful, light-hearted, bright, cheerful, delight
Harmonious, easy to get along with
Warm, kind, friendly, amicable
Simple, innocent, ingenuous
Slide41When do I need
CONVIVIALITY
with Holiday?
Occasions
What more do
I expect to make the CONVIVIALITY better?
Ideal Experience
THE ME MOMENT
: Resigned from the current job, I know that I would lose contact with some friends, and I want to make the new onesWhen I moved to a new city, no friends here can be a companionThe WE MOMENT :Summer holiday, my kids can’t keep in touch with their friends, then I would take them to play in the new group
Screen the tourists, and make the ones with same hobby or life style get together Full of opportunities to be closed with the strangers, collaborate to finish the taskAllow me to immerse in the local life, make friends with local people
Slide42Product qualities; what am I looking for?:
I want more than a holiday, I want a life with new funny friends. So I prefer a destination with sharing and playing together, I can interact and communicate with the strangers and make friends
Social Identity; how does it reflect it upon me?It is for people like me who enjoy the pleasant time in the group, and the moment makes me active and thoughtful in communicating with people, it feels so right to have fun with new friendsEmotional benefits; what should it give me? CONVIVIALITY enlarge my social network, and it’s so easy to make a good impression, which also makes me a lovable one Personality; what should it(the product or the brand) stand for?: This destination should be light-hearted and harmonious
What I’m looking for in Holiday?
Slide43This motivation is about to feel accepted with something in common, to fulfill the need of belonging to a group that matters to them. Holiday abroad is providing an obvious identity and a label of “ we are in the same boat”
To satisfy the need of
BONGDING
:
Outdoor activity
Famous activity only can be experienced hereCultural experience Distinctive local attractions with high awarenessFood Unique regional flavor, with distinct local charactersLOHAS Unfortunately, seems not very relevant here
BONGDING
CHECK-IN IN THIS MOMENT!
Means importance in the motivation
Slide44Functional Characteristics
What holiday abroad provides me with BONGDING
?
NATURE
:
View and scenery spot with high awareness
CULTURE
: Distinctive local attraction with high awareness, such like Mona Lisa in France, pyramid in EgyptACTIVITIES: Famous activity only can be experienced in this destination, like Ski in Switzerland, riding camelFOOD: Unique regional flavor, like curry in IndiaSHOPPING: souvenir, local specialty that shows ‘ I have been here’DESTINATION: Japan, Euro, Egypt
How BONGDING makes me satisfied ?
KEEP UP WITH THE TIMES: holiday abroad is the new popularity, I want to know that I catch up the trend and not out of dateCONFIDENT IN THE NETWORK: holiday abroad helps me feel safer in my social network, not being a loserMORE CLOSED WITH FRIENDS: holiday abroad provides interesting topic among the friends, making us more connected to each other
Emotional Benefits
Slide45Who needs BONGDING with holiday abroad?
Social Identity
What characters should the DESTINATION bring to consumers ?
Personality
THE TRUE ME
:
Eager to get into the group, or try to close the relationship
Want to keep up with the trend and friends’ life
Supportive opinion follower in the group, love to be a listener
ME IN THE MOMENT :
Moderate, not a loser, popular
Will-fulfilled, Easy to be satisfied
A little of everything, better than nothing
Famous, well-known, notable
Distinctive, special
Classic, significant
Respective, important
Impressive, memorable
Slide46When do I need BONGDING with Holiday?
Occasions
What more do
I expect to make the
BONGDING
better?
Ideal Experience
THE ME MOMENT
: Few Me-moments were mentioned in BONGDINGThe WE MOMENT :The group leader suggested us to get a holiday togetherWhen my friends talked about their fun in holiday, I / my family can’t fit inA lot of my friends go abroad for their honey moon, or holiday
Check-in more scenery spots with less timeObvious icon or classic moment that I can share in SNSCertification or stamped labels that show I have been hereI can shop the best souvenir with local icon which tells my friends that I got a happy time here
Slide47Product qualities; what am I looking for?:
I want more than a holiday, I want a life that tells my friends I am in the same page with them. So I prefer a destination with famous view spot, classic experience, significant uniqueness, I can check-in, and then keep up with the trend
Social Identity; how does it reflect it upon me?It is for people like me who are eager to get into the group, or try to close the relationship , and the moment makes me feel Will-filled, popular as othersEmotional benefits; what should it give me? It helps me feel safe and confident in the group I do matter Personality; what should it(the product or the brand) stand for?:This destination should be well-known, distinctive, and classic
What I’m looking for in Holiday?
Slide48This motivation is about to feel relaxing and comfortable, fulfill the need to enjoy a time of ‘idle’ , holiday abroad is about to provide a reason allowing them take a step back
To satisfy the need of RELIEVE: Outdoor activityLess energy consumed, make the energy recoverCultural experience Provide a slow peace of life, peaceful in mind Food Restaurant in view with atmosphere easy to relax LOHASNot in high relevant here
RELIEVE
SLOW DOWN IN THIS MOMENT!
Means importance in the motivation
Slide49Functional Characteristics
What holiday abroad provides me with RELIEVE
?
NATURE
:
quiet ,peaceful, fresh, tranquil, magnificent miracle
CULTURE
: call for ‘slow down’ life, enjoy a moment deep interacting with the nature or the city, coffee in France, hot spring in JapanACTIVITIES: less energy consumed and help to recover, like fishing in Canada, whale watch in ice land, diving in AustraliaFOOD: restaurant with good landscape, and simple delicate dishSHOPPING: local fresh /health food, famous health care productDESTINATION: Canada, Ice land, Greece
How RELIEVE makes me satisfied ?
RECOVER FROM STRESS: holiday abroad is helpful to ease nervous tension, and make me feel recoveredEASE ANXIETY: holiday abroad helps me to make the pinprick trouble not necessary any moreMENTALLY SWITCH OFF: holiday abroad allows me to let my mind go, to be free
Emotional Benefits
Slide50Who needs RELIEVE with holiday abroad?
Social Identity
What characters should the DESTINATION bring to consumers ?
Personality
THE TRUE ME
:
Organized
,
keep things in order, never hurry up
Like the moment be oneself, or rest with friend in silence.
Prefer the simple joy, like reading, painting, photography
Enjoy the joy from a simple hobby, fishing, baking
ME IN THE MOMENT :
Gentle, simple,
Quiet, peaceful, mild
Calm, leisurely, unhurried
Slow-paced, without hurry or bustle
Carefree, peaceful, thoughtless
Simple but not boring, while delicate with fun
Casual, lazy, without strict plan, flexible
Slide51When do I need RELIEVE with Holiday?
Occasions
What more do
I expect to make the
RELIEVE
better?
Ideal Experience
THE ME MOMENT
: When I feel I need a recharge in the busy lifeWhen I need to adjust the pace a little, and make my world in orderThe WE MOMENT :After a busy time at work, I ignore my family, and need to rebuild the relationshipBefore I start a new challenge, I need a holiday to cheer me up
Full of activities which are less energy consumed, but help me recover from the fatigueEverything is ready for me, no need to queue upFlexible plan, and I can change it freely
Slide52Product qualities; what am I looking for?:
I want more than a holiday, I want a life that I can waste my time on small things. So I prefer a destination with slow pace, l can lay-back and be lazy, no hurry for anything, any target, I can change my mind freely by will
Social Identity; how does it reflect it upon me?It is for people like me who prefer organized life and keep things in order, never hurry up, and the moment makes me feel peaceful and calm again from a busy timeEmotional benefits; what should it give me? It helps to ease nervous tension, and makes me feel recoveryPersonality; what should it(the product or the brand) stand for?:This destination should be peaceful , simple but not boring
What I’m looking for in Holiday?
Slide53This motivation is about to feel focus and face the inner self. Holiday abroad is providing a space far away from the familiar values, opinions and rules, to think and reconsider what’s important, reboot
To satisfy the need of RELIEVE: Outdoor activityMore energy consumed, even kind of exhaustedCultural experience Religion, primitive, uncontaminated, mysteriousFood Fresh, simple, and locally grown, with little processLOHASA meaningful lifestyle to trigger the thinking
REBOOT
PONDER IN THIS MOMENT!
Means importance in the motivation
Slide54Functional Characteristics
What holiday abroad provides me with REBOOT
?
NATURE
:
glorious, magnificent, splendid, deep and serene
CULTURE
: to awake the inner self, with religion, primitive, uncontaminated, mysterious, such as the temple in India, charityACTIVITIES: More energy consumed, which helps to focus on the mental after the exhausted body, such like climbingFOOD: Fresh, simple, and locally grown, with little processSHOPPING: souvenir to record the changeDESTINATION: India, Nepal, Africa
How REBOOT makes me satisfied ?
CONFRONT WITH THE TRUE ME: holiday abroad is helpful to rethink who I am, and what I want indeedREBUILD THE VALUE/CONFIDENCE: holiday abroad helps me out of the narrow point of view, to think what is real value for lifeMAKE THE RIGHT DECISION: holiday abroad leaves me a space to follow the voice inside not outside
Emotional Benefits
Slide55Who needs REBOOT with holiday abroad?
Social Identity
What characters should the DESTINATION bring to consumers ?
Personality
THE TRUE ME
:
Stuck in the current success or failure, tired of others’ judgement
Lost , confused, and wish to find the true me, and right way to go
Hesitate in decision, want a breakout
ME IN THE MOMENT :
Prudent, discreet, careful, meditative
Genuine , sincere, focus
Positive, ready to change, unshrinking
Devout, spiritual, infectious
Instructive, insightful, thoughtful
Soothing, reassuring
Sober, dispassionate, clear
Without disturb
Slide56When do I need REBOOT with Holiday?
Occasions
What more do
I expect to make the
REBOOT
better?
Ideal Experience
THE ME MOMENT
: In the heavy mood ( success, failure, grieve), I need a holiday to calm downBefore the big decision, I need a holiday to think discreetlyThe WE MOMENT :Something wrong with the relationship between me and the people I care, we try to seek for the solution in the holiday
A space with careful service but less disturbLead me to find the peace insideEncourage me to be firmed, and brave to try what I want
Slide57Product qualities; what am I looking for?:
I want more than a holiday, I want a life with a brand new star, and put me in the right path. So I prefer a destination with mental instruction while less disturbed by the normal affairs
Social Identity; how does it reflect it upon me?It is for people like me who is stuck in current life, and confused about the future, and the moment makes me feel sober and determined to follow my heart Emotional benefits; what should it give me? It helps to confront with the true me, make the right decisionPersonality; what should it(the product or the brand) stand for?:This destination should be insightful , with clear mind
What I’m looking for in Holiday?
Slide58This motivation is about to feel unique and different from the common, demonstrate that I know-hows, know-mores. Holiday abroad is used to show they are with more experience and stories, more knowledge
To satisfy the need of
RELIEVE
: Outdoor activityActivity belongs to minority, needs skill and trainingCultural experience Rich in history and legend storyFood Special, delicate, exclusive, savoringLOHASNot in high relevance here
EXPERIENCED
TASTE IN THIS MOMENT!
Means importance in the motivation
Slide59Functional Characteristics
What holiday abroad provides me with EXPERIENCED
?
NATURE
:
unique view not familiar and popular in mainstream,
like aurora, or rift valley
CULTURE: Rich in history and legend story, such as the art in France, museum in EnglandACTIVITIES: need skill and training, such as flying, wine-makingFOOD: Special, delicate, exclusive, savoring, only the local knowSHOPPING: niche brand product, boutique storeDESTINATION: England, France, German, Russia, Ice Land, Turkey
How EXPERIENCED makes me satisfied ?
BETTER THAN AVERAGE: holiday abroad is helpful to show I go further, know more, and think deeper than the averageHAVE EXCELLENT TASTE: ability and rich experience to know how to have a high quality time UNIQUE MINORITY: I am not the mainstream, I am different, I am beyond trend
Emotional Benefits
Slide60Who needs EXPERIENCED with holiday abroad?
Social Identity
What characters should the DESTINATION bring to consumers ?
Personality
THE TRUE ME
:
Opinion leader , who is wise enough to give suggestion
Stay low-key, but has a good taste and special insight among the group, others seek help for their decision
Learn continuously, never stop recharging for new things
ME IN THE MOMENT :
Intelligent, know-more and know-how, gifted, talented
Respectable, well-informed
Professional, skillful
Ordinary outside while creative inside
Brilliant, wise, intelligent
Knowledgeable, Savvy, judicious
Distinctive, unique
Slide61When do I need EXPERIENCED with Holiday?
Occasions
What more do
I expect to make the
EXPERIENCED
better?
Ideal Experience
THE ME MOMENT
: When I read an interesting book, I want to see the view describedI am interested in the history of War World II, so I plan a journey to pay a visit to the Jewish ghettoI want to know more about the wine, so I go to France WineryThe WE MOMENT :Take my kid to pay a visit to the World famous Universities
A journey when I can deep into the detail, and get to know more knowledgeI can find something not mentioned by the guide, the tipsI live in the hotel where an intelligent poet once livedI can make my own souvenir
Slide62Product qualities; what am I looking for?:
I want more than a holiday, I want a life with more details than what media tells and others have known. So I prefer a destination with stories , truth, knowledge, which makes me more informed
Social Identity; how does it reflect it upon me?It is for people like me who stay low key but active inside, and the moment makes me feel professional and skillfulEmotional benefits; what should it give me? It helps me to be unique in the group, beyond the averagePersonality; what should it(the product or the brand) stand for?:This destination should be full of legend and savvy, judicious
What I’m looking for in Holiday?
Slide63This motivation is about to feel successful , gain more than the average, and deserve a high quality life enjoyment. Holiday abroad is providing a tool to show off, to explicitly establish their more superior status
To satisfy the need of
RELIEVE
:
Outdoor activity
Activity belongs to minority, cost a lot Cultural experience Culture shows obvious class differenceFood Restaurants in Michelin Guide, expensive, rareLOHASNot in high relevance here
PREMIUM
OUTSTANDING IN THIS MOMENT!
Means importance in the motivation
Slide64Functional Characteristics
What holiday abroad provides me with PREMIUM
?
NATURE
:
not very important, but
the scenery which
costs a lot to close seems more attractiveCULTURE: Culture shows obvious difference between social classACTIVITIES: exclusive for minorityFOOD: Restaurants in Michelin Guide, or with expensive, rare materialSHOPPING: design brand, luxury jewelry, rare food materialDESTINATION: Dubai
How PREMIUM makes me satisfied ?
ENJOY THE ENVY: holiday abroad is making others be jealous of me, that feels goodKING OF THE GROUP: holiday abroad is helpful to put me in the hot topic, and be the focus among groupSHOW THE SUCCESS : holiday abroad makes others know how successful I am
Emotional Benefits
Slide65Who needs PREMIUM with holiday abroad?
Social Identity
What characters should the PREMIUM bring to consumers ?
Personality
THE TRUE ME
:
Work hard to be successful and rich
Always ambitious to go upper grade
The key and VIP in the social network
ME IN THE MOMENT :
Noble, high-end, superior
Prominent, honored
Distinguished, outstanding
Exclusive, special, dedicated
Luxurious, sumptuous
Resplendent, dazzling
Slide66When do I need PREMIUM with Holiday?
Occasions
What more do
I expect to make the
PREMIUM
better?
Ideal Experience
THE ME MOMENT
: Few Me-Moments were mentioned in PREMIUMThe WE MOMENT :When I got a promotion in jobWhen I earned extra money from stock/investmentWhen I gained a big prize When my son got to the famous university
A journey in which I can enjoy an exclusive serviceI want to pay more to enjoy the service of holiday-housekeeper, who takes care of me carefullyI can jump the queue when I arrive at the museum
Slide67Product qualities; what am I looking for?:
I want more than a holiday, I want a life with glory and envy. So I prefer a destination with exclusive service , expensive experience only for the one successful like me, which makes me superior
Social Identity; how does it reflect it upon me?It is for people like me, ambitious to go upper grade, and the moment makes me feel outstandingEmotional benefits; what should it give me? It helps me to be the king of the social network, and everyone is jealous of mePersonality; what should it(the product or the brand) stand for?:This destination should be luxurious and exclusive
What I’m looking for in Holiday?
Slide68This motivation is about to feel energized from overcoming the challenge . Holiday abroad is providing those “easy trouble” to confront with and overcome, not boring and monotonous any more
To satisfy the need of
RELIEVE
:
Outdoor activity
Extreme sports play an important role
Cultural experience Unfamiliar experience feels more attractiveFood Weird material and unconventional processLOHASNot in high relevance here
EXCITING
CHALLENGE IN THIS MOMENT!
Means importance in the motivation
Slide69Functional Characteristics
What holiday abroad provides me with EXCITING
?
NATURE
:
un
contaminated, not very developed, keep original, hard to get access to
CULTURE: Culture encourages brave and challengeACTIVITIES: accessible extreme sports, such as Bungee, parachuting FOOD: kind of weird, such as crocodile meatSHOPPING: not very important, maybe the sports equipmentDESTINATION: New Zealand, Iceland
How EXCITING makes me satisfied ?
FEEL ACTIVE AND ALIVE: the holiday abroad helps me get the energy back, full of blood and vitalityBUILD THE CONFIDENCE: holiday abroad makes me grow stronger inside, and ready to confront the trouble when I am back INSPIRING AND CREATIVE: holiday abroad helps me out of the rule and ready to try new things
Emotional Benefits
Slide70Who needs EXCITING with holiday abroad?
Social Identity
What characters should the EXCITING bring to consumers ?
Personality
THE TRUE ME
:
Tired of the monotonous life and want a breakout
Always find the unconventional path more attractive, like risk
Strong in both physical and mental
ME IN THE MOMENT :
Brave, courageous, valiant
Firm, strong
Active, curious
Energetic, vibrant, unstoppable
Adventurous, risky
Courageous, fearless
Enthusiasm, passionate, optimistic
Slide71When do I need EXCITING with Holiday?
Occasions
What more do
I expect to make the
EXCITING
better?
Ideal Experience
THE ME MOMENT
: Repeat the routine day after day, want to quitHeart-broken for mistakeBlanking period between jobsTo celebrate the 30th birthdayThe WE MOMENT :Team building
Accessible extreme sports with professional training and safe guaranteeFull of unexpected surprise, the weird food, strange animalNever know what may happen in next second
Slide72Product qualities; what am I looking for?:
I want more than a holiday, I want a life with adventure and surprise. So I prefer a destination with accessible extreme sports and odd customs, bizarre creature
Social Identity; how does it reflect it upon me?It is for people like me tired of the monotonous life , and the moment makes me active and full of energyEmotional benefits; what should it give me? It helps me to get the energy and confidence back to confront the trouble in normal lifePersonality; what should it(the product or the brand) stand for?:This destination should be Adventurous and Courageous
What I’m looking for in Holiday?
Slide73The ideal HOLIDAY ABROAD
73
© 2016 Ipsos.
What’s The Dreaming Holiday Abroad?
Slide74DESTINATION: Spain
COMPANION: best friends group (2-3 people)
JOURNEY PLAN:
Transport: rent an SUV
Accommodation: Motel Service level: I don’t careFood: small bar, alcohol, delicious food even with high calorieNature: not very important Outdoor activity: take part in the paradeCulture experience: bull fight, running with the bull, Flamenco dancing, Real Madrid VS Barcelona, Castells
EAT, DRINK, BE MERRY
The ideal holiday abroad for INDULGENCE
Slide75DESTINATION: America Route 66
COMPANION: 2 couples / family (3-4 people), join the fleet
JOURNEY PLAN:
Transport: rent a touring car
Accommodation: Caravan Park, Motel
Service level: I don’t careFood: buy the material from the supermarket, cook myself, or go to a small local restaurant Nature: the famous wild view along the routeOutdoor activity: climbingCulture experience: an NBA Game in LA
FRIENDS MAKE
The ideal holiday abroad for CONVIVIALITY
THE ROAD AMAZING
Slide76DESTINATION: Mainland Euro
COMPANION: couples/with family/best friendsJOURNEY PLAN: Transport: public transport, flight, train, taxi, busAccommodation: small hotel, AirbnbService level: with obvious local character, the waitress in national costumeFood: the famous, classic food with high awareness among the travelers, coffee in Paris, Pizza in ItalyNature: the famous scenery spot, Santorini in GreeceOutdoor activity: take the Venetian boatCulture experience: beer festival in German
EVERYONE KNOWS THAT
The ideal holiday abroad for BONGDING
I HAVE BEEN HERE
Slide77DESTINATION: Greece
COMPANION: oneself/couples
/ best fried
JOURNEY PLAN: Transport: public transport, flight, train, taxi, busAccommodation: small hotel, AirbnbService level: caring and discreetFood: breakfast at terrace, fresh local dish, small local restaurant or bar Nature: the sea, the classic houseOutdoor activity: walking, diving, fishing, boatingCulture experience: the temple
IDLE IN THE SUNSHINE
The ideal holiday abroad for RELIEVE
Slide78DESTINATION
: Nepal
COMPANION: oneself/
best fried
JOURNEY PLAN: Transport: public transport, flight, train, taxi, busAccommodation: in the temple, near the lakeService level: do not care too muchFood: simple, with less cooking process, yoghurtNature: Phewa Lake, NagarkotOutdoor activity: EBC Trekking, CanoeingCulture experience: Durbar Square, temple
LISTEN TO MY HEART
The ideal holiday abroad for REBOOT
Slide79DESTINATION
: Mainland Euro
COMPANION: oneself/
best friends
JOURNEY PLAN:
Transport: car rentingAccommodation: AirbnbService level: a professional guideFood: restaurant and dish only local know Nature: not very important Outdoor activity: not very important Culture experience: winery in France, Museum of Cocoa and Chocolate in Belgium, Craft beer bar in Belgium, cheese factory in Switzerland
FOOD WITH STORIES
The ideal holiday abroad for EXPERIENCED
Slide80DESTINATION
: Dubai
COMPANION:
couples/ familyJOURNEY PLAN: Transport: Accommodation: Al Maha Desert Resort & SpaService level: house keeper during the whole journeyFood: Restaurants in Michelin Guide, buffet in Burj Al Arab hotelNature: not very important Outdoor activity: helicopter training, Dubai Desert SafariCulture experience: Eid in Dubai, Ramadan in Dubai
BE THE GREAT GATSBY
The ideal holiday abroad for PREMIUM
Slide81DESTINATION
: Dubai
COMPANION:
couples/ oneself/best friendsJOURNEY PLAN: Transport: renting a car, or RVAccommodation: Airbnb, or RV MotelService level: professional trainer and guideFood: restaurants in townNature: not very important Outdoor activity: bungee, skydiving , learn to fly, Paragliding, SkyWalk , quad bike expedition, Swim with DolphinsCulture experience: not very important
BYE , THE BORING LIFE
The ideal holiday abroad for EXCITING
Slide82UNDERSTANDING COMPETETIVE MARKETS
82
© 2016 Ipsos.
What’s The Image Of The
Holiday
Destination Abroad?
Slide83SWEDEN
MOST MODERN-STYLE ONE AMONG THE NORDIC
FAMILIAR:
ATTRACTION:
TOP OF MIND IMPRESSION
Famous brands with good industry design, such like IKEA, Volvo, SAAB, Electrolux, Ericsson, H&MBuilding with modern design and decorationFamous in modern advanced technology and academic due to Nobel Prize
That makes SWEDEN a destination of
NERDY
ELEGANCE
ASCETICISM
Slide843/20/2017
84
NATURE
: snow, lake, strait, not very famous
CULTURE
: modern design building or museum
FOOD: meatballsACTIVITY: pay a visit to the national parkSHOP: some modern design decoration, pay a visit in IKEALOHAS: in high relevance due to simple life style
FUNCTIONAL CHARACTERISTICS
01
02
EMOTIONAL BENEFITS
SOCIAL IDENTITY
03
04
PERSONALITY
Interested in modern design
Got high taste in life
Know
more, and learn more
Unique insight, different
from mainstream
Focus on one’s own hobby
Shy, nerd, low-keyProfessional, skillfulKnowledgeable, talentIndifferent, impassive
Ordinary outside while colorful inside
It feels beyond trendIt shows I got better taste and more knowledge than the average
Make me different
Show my talent and inspiration
Slide85FINLAND
TOUGH WITH SIMPLE JOY, COLDEST ONE IN NORDIC
FAMILIARIT:
ATTRACTION:TOP OF MIND IMPRESSION Getting popular for the Santa Claus Village, Artic Circle Crossing CertificateFinnish Sauna is also considered unique and worth a tryBrand Nokia was once popular as durable and tough
That makes FINLAND a destination of
JOYOUS
ROUGH
WILD
Slide86NATURE
: snow, forest, lake, aurora
CULTURE
: with
low awarenessFOOD: with low awareness ACTIVITY: sledge, skiSHOP: without any famousproduct or brandLOHAS: in high relevance due to wild environment
FUNCTIONAL CHARACTERISTICS
01
02
EMOTIONAL BENEFITS
SOCIAL IDENTITY
03
04
PERSONALITY
Love to travel all the world, and check-in
every famous destination
Tough, unyielding
Simple, Honest
Warm-hearted
Genuine
I catch up the trend
I can tell the story of the destination, which would be a very interesting topic to share
Want to get the Artic Circle Crossing Certificate, and be the one who set foot in the Artic
Slide87ICELAND
MOST MYSTERIOUS ADVENTUROUS ONE
FAMILIARIT:
ATTRACTION:
TOP OF MIND IMPRESSION
Getting a hot destination for its Aurora and Whale WatchIsolated island without contamination and keep the original nature landscapeUnfamiliar and mysterious
That makes ICELAND a destination of
ADVENTURE
Slide88NATURE
: blue lake, aurora,
Geysir, Gullfoss, Reynisfjara, volcanoCULTURE: whale watch, icebreakersFOOD: with low awareness ACTIVITY: ice climbing,snowmobiling, hikingSHOP: skin-care, sweaterLOHAS: in high relevance due to wild environment
FUNCTIONAL CHARACTERISTICS
01
02
EMOTIONAL BENEFITS
SOCIAL IDENTITY
03
04
PERSONALITY
Attracted by the mysterious
Curious about the unfamiliar
Active to see the unknown
Mysterious, unfamiliar
Distant, remote
Uncontaminated
Keep me in open-minded
Learn more about the unknown
Be inspiring
Brave to try the new and adventure a lot
Appealing, adventurous
Proud of myself I am able to get to that far away destination
Slide89DENMARK
WITH AMBIGUOUS IMAGE AND LOW AWARENESS
FAMILIARIT:
ATTRACTION:
TOP OF MIND IMPRESSION Famous as the country of Fairy, in very high awareness of Andersen's Fairy Tales, The statue of Little Mermaid, but not appealing enough as a destinationBrand LEGO is getting popular, a lot of fans like to pay a visit for it
That makes DENMARK a destination of
RELAXING
CHILDISH
INNOCENT
Slide90NATURE
: with low awareness, several mentioned Harbor
CULTURE
: Andersens MuseumFOOD: with low awareness, , several mentioned cheese ACTIVITY: in low awarenessSHOP: LEGOLOHAS: in low awareness
FUNCTIONAL CHARACTERISTICS
01
02
EMOTIONAL BENEFITS
SOCIAL IDENTITY
03
04
PERSONALITY
Calm down, never hurry up
Like the moment be oneself,
Fragile, delicate
Fantasy lover
In slow pace
Ease nervous tension, and make me feel recovery
Forget the small trouble and enjoy a relaxing time
Enjoy the simple joy, such like walking in the sunshine
Peaceful, thoughtless
Let go of the mind, to be free
Slide91UNIQUE ONE BUT NOT ATTRACTIV ENOUGH
FAMILIARIT:
ATTRACTION:
TOP OF MIND IMPRESSION Famous for its culture of Kilt, bagpipes, and whisky, but not appealing enough as a destinationThe movie Braveheart is also very impressiveNowadays, Edinburgh International Festival is getting familiar in the market
That makes SCOTLAND a destination of
CAREFREE
FREE
PLAYFUL
SCOTLAND
Slide92NATURE
: highlands
CULTURE
: Kilt, bagpipes paradeFOOD: in low awareness, several mentioned whisky ACTIVITY: in low awarenessSHOP: in low awarenessLOHAS: in low relevance
FUNCTIONAL CHARACTERISTICS
01
02
EMOTIONAL BENEFITS
SOCIAL IDENTITY
03
04
PERSONALITY
Seek for freedom
Do not like to be limited
Got a lot of fun idea, and love to make it come true
Brave
, bold
Wild
, simple
Tolerant
gives me a moment to follow my heart not the social rulea while to forget responsibility, and just seek for fun
Joy, cheerful, optimistic
Slide93FANTASTIC LAND ATTRACTS ME TO DISCOVER
FAMILIARIT:
ATTRACTION:
TOP OF MIND IMPRESSION Unique Southern Hemisphere country with less contamination and keep originalWeird animal and fantastic landscape for the lord of the ringsNowadays, the extreme sports is getting hot here
That makes NEW ZEALAND a destination of
REFRESH
ENERGY
ACTIVE
NEW ZEALAND
Slide94NATURE
: various landscape keeps original
CULTURE
: Maoris, but not appealingFOOD: fresh local food, milk , beef, kiwi, seafood especially lobsterACTIVITY: bungee, skydiving ,learn to fly, paraglidingskywalk , quad bike expeditionswim with DolphinsSHOP: healthcare, skincaremilk powder, honey, fur LOHAS: in high relevance due to the fresh environment
FUNCTIONAL CHARACTERISTICS
01
02
EMOTIONAL BENEFITS
SOCIAL IDENTITY
03
04
PERSONALITY
Love to break up the rule
Prefer to take risk
Need a break from the dull life
Active,
energy,
Optimistic, kind, nice
Fearless,
young
Get the fun from discoverBe excited and make the boring life disappear for this moment
Curious to adventure, to explore
Feel alive and energy back through the danger risk
Slide95A DESTINATION FRESH BUT A LITTLE DULL
FAMILIARIT:
ATTRACTION:TOP OF MIND IMPRESSION With a lot of immigrants, full of Chinese and Chinese culture elementsSlow pace in life, peacefulMaple and maple candy, ice-wine, Canada Goose
That makes CANADA a destination of
DULL
SLOW
PLAIN
CANADA
Slide96NATURE
: wild landscape, lake, fall, snow mountain, forest, famous for national park
CULTURE: with low awareness, Tulip FestivalFOOD: fresh local food, ice-wine, maple candyACTIVITY: getting popular for extreme sportssuch as drifting, bungee,air balloon, skiLOHAS: in high relevance due to the fresh environment
FUNCTIONAL CHARACTERISTICS
01
02
EMOTIONAL BENEFITS
SOCIAL IDENTITY
03
04
PERSONALITY
Need a break from the busy life, want to have a relax
Slow pace, lazy
Kind, nice, simple
Like to stun
Freely, at will
Enjoy the time being alone
Like the slow pace journey, with flexible, idle in the street
Ease nervous tension, and make me feel recovery
Forget the small trouble and enjoy a relaxing time
Let go of the mind, to be free
PS: Canada is running a tourism campaign for Quebec to deliver a message” Keep exploring” in China
Slide97A DESTINATION WORTH A DEEP TOUR
FAMILIARIT:
ATTRACTION:
TOP OF MIND IMPRESSION Perfect combination of long history and advanced technology, nature and culture, rational and emotional, passion and sober , tech and artFamous for football, car, plane, beer, pork and luxury
That makes GERMAN a destination of
LEGEND
ENRICHMENT
EXPERIENCED
GERMAN
Slide98NATURE
: famous for the lake and mountain
CULTURE: Beer Festival, various museums, castle, exhibition, university, football game, church, old streetFOOD: beer, poke, sausageACTIVITY: hiking, boatingbikingLOHAS: not very relevant
FUNCTIONAL CHARACTERISTICS
01
02
EMOTIONAL BENEFITS
SOCIAL IDENTITY
03
04
PERSONALITY
Insight, deep
in thought
Rational, discreet
Strong in body /mental
Never quit or give up, firm
Talented but stay low-key
Interested in history
Know
more, and learn more
Smart, and love to think
Unique insight, different from mainstreamFocus on one’s own hobby
Enjoy the time that know more and be professionalShow my talent and knowledge
Get proud of myself to be unique and minority in taste
Slide99A DESTINATION WORTH TO BE EXPLORED
FAMILIARIT:
ATTRACTION:
TOP OF MIND IMPRESSION Famous for its art achievement, especially the New Year concert in Vienna State Opera.The movie ‘The Sound of Music’ is also helpful to build the national image in artThe Swarovski is now famous in the marketThe history of Habsburgs is getting appealing
That makes AUSTRIA a destination of
INSPIRATION
AUSTRIA
Slide100NATURE
: famous for the lake and mountain, especially the landscape of Alps
CULTURE: Music Festival, various museums, castle, church, palace, Celebrities' Former ResidencesFOOD: with low awarenessACTIVITY: with low awarenessLOHAS: not very relevant
FUNCTIONAL CHARACTERISTICS
01
02
EMOTIONAL BENEFITS
SOCIAL IDENTITY
03
04
PERSONALITY
Silent, shy, peaceful
Sensitive, emotional
Stay low key
Artist, delicate, fine
Elegant, grace, exquisite
Interested in art
and music
Know
more, and learn moreSmart, and love to thinkFocus on one’s own hobby
Enjoy the time that know more and be professionalShow my talent and knowledge
Get proud of myself to be unique and minority in taste
Slide101Norway as a
HOLIDAY DESTINATION
101
© 2016 Ipsos.
What’s The Image Of Norway?
Slide102A DESTINATION PEACEFUL WHILE REFRESH
In the opinion of Chinese tourists, Norway is impressive as a destination in
RICH NATURE LANDSCAPE
,especially for the splendid fjord, the beautiful mountain with lush forests , stretches of serene lakes, stunning waterfalls, some even mentioned the aurora; Meanwhile, it’s also attractive for the FRESH SEAFOOD in high-quality, especially the salmon
FAMILIARIT:
ATTRACTION:
Slide103FUNCTIONAL CHARACTERISTICS
NATURE
: very rich resource in nature landscape, appealing fjord, mountain, forests , lakes, waterfalls, and aurora
CULTURE
:
a lot of tourists mention Viking on behalf of Norway culture, while they have few ideas about the modern NorwayFOOD: fresh sea food, especially the salmonACTIVITY: hiking, rafting, fishing, some even mentioned ski and ski jumping, but most famous is fjord cruises LOHAS: seems relevant due to the fresh environment
The unique fjord is the most appealing trigger
The
quiet serene landscape make it a good destination for calm down and relax
The seafood is also considered very attractive
DRIVERS
Except the fjord, other nature
view failed to show the difference or advantage
Even though
Viking is unique and in high-awareness, but
it failed to deliver any positive spirit or wonderful legend, which is limited to blood and boldness
The outdoor
s activity in Norway seems in a dilemma: the easy one ( hiking) is too energy- consumed and not competitive to other country, while the unique one ( ski jumping) is too hard to accessThe fresh seafood can’t be taken back , but there are few replacements
BARRIERS
Slide104EMOTIONAL BENEFITS
RECOVER FROM STRESS
:
immerse and explore in the splendid landscape makes the trouble and worry become tinier and then disappear
CONFRONT WITH THE TRUE ME
: the quiet and serene space allows me to listen to the voice in my heartUNIQUE MINORITY: I choose the beautiful unpopular destination to show my understanding about the high-quality holiday
The rich landscape help Norway appealing in
RELIEVE
and even kind of DISCOVERYThe quiet environment makes Norway very potential in REBOOTAnd the popularity in minority shows the unique TASTE
DRIVERS
The biggest emotional barrier for Norway as a destination is that, it stays in a dilemma:
On
one hand, it seems relaxing, but the cold weather and indifferent culture make it a space not very relaxingOn the other hand, the whole country delivers a peaceful atmosphere to help ponder, but it’s weak in instructive mental guide
BARRIERS
Slide105SOCIAL
IDENTITY
NEED A RELIEVE IN THE BUSY LIFE
: want to have a space far away from the stress
EXPERIENCE TRAVELER
: travelling fans, who has set foot in most mainstream destination, and now start to go into the minor onesINTERESTED IN MINOR HISTORY: find joy in seeking of Viking cultureCURIOUS EXPLORER: curious about what it looks like in the serene deep forest
PERSONALITY
THE ATTRACTION
:
Quiet, shy, silent, stay low keySimple, innocent, straight, Genuine Peaceful, smooth, calm downDiscreet, cautiousStrong, robust , brave
THE BARRIERS
:
Indifferent, distant, aloof, apathetic
Stubborn, strict
Rough, bold, aggressive
Slide106OUTDOOR ACTIVITIES, CULTURE, LOHAS AND FOOD
Norway As A Holiday Destination
106
© 2016 Ipsos.
Slide107OUTDOOR ACTIVITIES (1/3)
FAMILIARIT:
ATTRACTION:
UNIQUENESS:
That’s what I plan the holiday in Norway for, the most appealing to me in the journey
FAMILIARIT:
ATTRACTION:
UNIQUENESS:
Yes, it’s very attractive, but I don’t know if there is any difference between the watch in Norway and Iceland, or any advantage?
FAMILIARIT:
ATTRACTION:
UNIQUENESS:
it’s funny but I can take the experience even in domestic destination, why Norway?
Slide108OUTDOOR ACTIVITIES (2/3)
FAMILIARIT:
ATTRACTION:
UNIQUENESS:
The best ski field is not in Norway, and most of our tourists are not ski fans…
FAMILIARIT:
ATTRACTION:
UNIQUENESS:
I plan a holiday for relaxing, not doing exercise, and hiking is common in a lot of destination
s
, is there any different?
FAMILIARIT:
ATTRACTION:
UNIQUENESS:
Norway is famous for the extreme sport on snow which is not accessible
Slide109OUTDOOR ACTIVITIES (3/3)
FAMILIARIT:
ATTRACTION:UNIQUENESS:
I heard you can go camping nearby the lake, and I may have a try. But it feels too cold
FAMILIARIT:
ATTRACTION:
UNIQUENESS:
Some fans went there to enjoy an exciting time, but for me, it’s too dangerous and energy consuming
FAMILIARIT:
ATTRACTION:
UNIQUENESS:
I know the rafting, but I am not very interested, as it’s not famous and unique
Slide110FAMILIARIT:
ATTRACTION:
UNIQUENESS:
Actually, I have little idea about the people in Norway, how they live, what they like, there is little information, and even less seems attracting
CULTURE EXPERIENCE (1/2)
FAMILIARIT:
ATTRACTION:
UNIQUENESS:
The history in Norway seems not as exciting as the mainland Euro, the legend, the story, it’s not appealing enough for me to explore in the holiday
FAMILIARIT:
ATTRACTION:
UNIQUENESS:
Is there any treasure, or famous artists in Norway? Or any classic art genre? I have no idea
Slide111FAMILIARIT:
ATTRACTION:UNIQUENESS:
Actually, it’s unique, but I have no idea about how unique it is, and what it is meaning
FAMILIARIT:
ATTRACTION:
UNIQUENESS:
It seems very easy to arrive, and kind of meaningful, but I know nothing about it
FAMILIARIT:
ATTRACTION:
UNIQUENESS:
A town that shows the true Norway life, peaceful and slow pace
CULTURE EXPERIENCE (2/2)
Slide112LOHAS EXPERIENCE (1/2)
In very low awareness
Only the senior female claim that they heard it
AWARNESS
Full of misunderstanding
Some believe it means following your heart
Some just consider it same as ECO, or environment-friendly
PERCEPTION
Low relevance with holiday
Low relevance with themselves
Middle-high relevance with Norway, but not unique
RELEVANCE
Some claimed that they have the LOHAS experience in holiday, such as the energy-saving hotel, or Organic Food, but it’s a occasional trial, not their mainstream choice
EXPERIENCE
Slide113LOHAS EXPERIENCE (2/2)
When I want a LOHAS holiday?
When planning a holiday with kid
When planning a holiday for the family who just recovered from the illness
When planning a holiday for restart
OCCASION
What I prefer to do in LOHAS holiday?
Pay a visit in the organic food farm or garden, where I can do gathering and picking
Picnic in the forest, where I can gather the materials and water for cooking
Be closed to the local animal
I can learn a skill, such as brewing beer in a brewery, but it should be relevant with the local characters
PREFERENCE
Slide114FOOD EXPERIENCE
AWARNESS
PERCEPTION
In very high awareness in seafood, especially the salmon, but
nothing else in food has been mentioned
Seafood: High-quality, fresh, and some mentioned
it’s in better quality and different flavor because of the cold weather
Other local food: in very low awareness
Process: without local process method or unique spice, and the process seems simple and rough
Attractive for planning the holiday
Love and eager to try
But not possible to shop and take back, as Norway food is famous for fresh, and it’s not easy to keep fresh in the journey
RELEVANCE
Slide115Research design and respondent list
APPENDIX
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© 2015 Ipsos.
Slide116RESEARCH DESIGN
City：Beijing, ChinaResearch Method: N = 4 FGD of 4 hours with 6 participants
BeijingMaleFemale25-33 y.o.1134-44 y.o.11
Respondent Criteria：Age between 25-44Education level - college and aboveFamily income 15000 RMB and above, personal income 8000 RMB and above No people in marketing, journalism, advertising, travel & tourismThe respondents recruited for this research have not participated in research in the last 6 monthsNo respondents who do not at least have average verbal/ intellectual capabilitiesNone of the respondents knows anyone of the others: (no relatives, friends, acquaintances,…)Working, no students or unemployedTravel regularly abroad Personally involved in making travel plan Most typical way to travel abroad is not group tourHave 2 participants have been to North Europe, 4 participants intend to go to North Europe in the future one year each group Be interested in other holiday-experiences other than Big-Cities/Shopping and/or Sun & Beach alone. Sole interest in Ski-vacation is also a disqualifier. Mix different interests.