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Chinese View On Holidays Abroad Chinese View On Holidays Abroad

Chinese View On Holidays Abroad - PowerPoint Presentation

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Chinese View On Holidays Abroad - PPT Presentation

Chinese View On Holidays Abroad Report From China Team Ipsos UU 17th March CENSYDIAM QUALITATIVE STUDY MARCH 2017 2017 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: 766999

destination holiday experience holidays holiday destination holidays experience moment feel life social attraction culture food norway local famous nature

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Chinese View On Holidays Abroad Report From: China Team, Ipsos UU 17th, March CENSYDIAM QUALITATIVE STUDY MARCH 2017 © 2017 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 3 Background & Objectives 7 Key findings12Cultural background23 Fundamental Meaning for holidays abroad 32Motivations for holidays abroad82 Understanding competitive markets101Norway as a holiday destination106Outdoor activities, culture, Lohas and food in Norway115Appendix – research design73The ideal holiday abroad

Background 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 aspects of going on a holiday abroad. However, sun and beach holidays and pure shopping holidays are excluded from this qualitative study.

Research objective Identify consumers’ motivations, emotions, drivers and barriers when choosing a destination abroad for different kinds 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 NorwayExplore holiday behavior, rituals and occasions, seasons, travel groups in the local culture Explore the holiday landscapeExplore the role of activities on holidays abroad (what/why)Explore the role of culture on holidays abroad including local culture, history, art etc.. (what/why)Explore the role of food on holidays abroad (what/why)Explore the role of sustainability on holidays abroad (what/why) Understand potential & positioning of Norway as a destination including their perception of possible activities, local culture, sustainability and food in Norway.

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 quantitatively 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 read the quantitative report final quantitative confirmation.

Key findings

CULTURAL BACKGROUND : What’s Happening In Chinese Holiday market? RESEARCH KEY FINDINGS The Chinese tourists prefer holidays abroad to domestic, as they believe the former gives more “value for money”: rationally, holiday abroad is an PAY MORE GET BETTER EXPERIENCE type of holiday, while emotionally, it helps in social identity; “Pay More Get Better Self-image”The Chinese NEW MIDDLE CLASS is the best potential target consumers for holidays abroad, they are able to get a 15 days annual leave with less restrictions; taking holidays is a good REWARD to the hard working Chinese. They have EXPERIENCE in most “mainstream destinations”, and are now OPEN for new experiences.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 is attractive, the uniqueness is very important. Norway does well in safe and comfortable, but is not UNIQUE and CLOSE enough.

Fundamental MEANING : What’s The Role Of Holidays Abroad?RESEARCH KEY FINDINGS HOLIDAY ABROAD IS A FILTERIt 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 INDULGENCETo feel isolated from trouble and responsibility in normal lifeCONVIVIALITYTo be more sociable and jovial in the group BONGDINGTo feel being part of a groupRELIEVETo feel relaxed and comfortableREBOOTTo feel focused and face the inner selfEXPERIENCEDTo feel unique and different from the commonTo feel progressive and successful PREMIUMTo feel energized from overcoming the challenge EXCITING

RESEARCH KEY FINDINGS HOLIDAY DESTINATION : What’s The Image Of Norway?( ½) NATURE: very rich resource in natural landscape, appealing fjords, mountains, forests , lakes, waterfalls, and auroraCULTURE: a lot of tourists mention Viking when thinking of Norwegian culture, while they have little idea about the modern NorwayFOOD: fresh sea food, especially salmonACTIVITY: hiking, rafting, fishing, some even mentioned ski and ski jumping, but most famous is fjord cruises LOHAS: seems relevant due to the fresh environmentFUNCTIONAL CHARACTERISTICSEMOTIONAL BENEFITSRECOVER FROM STRESS: immerse and explore in the splendid landscape helps them escape from the hassles of daily lifeCONFRONT 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 holiday0102

RESEARCH 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 stressEXPERIENCE TRAVELER: travelling fans, who have set their feet in most mainstream destinations, now start to go into the less known onesINTERESTED IN HISTORY: find joy in the seeking of Viking culture CURIOUS EXPLORER: curious about what it looks like in the serene deep forest SOCIAL IDENTITYPERSONALITYQuiet, shy, silent, stay low keySimple, innocent, straight, genuine Peaceful, smooth, calm downDiscreet, cautiousStrong, robust , brave0304Indifferent, distant, aloof, apatheticStubborn, strictRough, bold, aggressiveTHE ATTRACTIONTHE BARRIERS

Cultural background What’s Happening In Chinese Holidays Abroad? 12 © 2016 Ipsos.

Why We Choose A Holiday Abroad? The attraction of holidays Abroad in life Our tourists prefer holidays abroad to domestic, as they believe the former gives more ‘value for money’, both rationally and emotionally: Tourists got strong “trust issues” towards domestic tourism due 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 a “show-off” in the social network, while the domestic holiday has lost of charm; but a holiday abroad is considered as a good conversation topic and provides a positive 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……

What’s The Trend For Holiday Destinations Abroad? The destination for holiday Abroad Southeastern Asia and Islands Japan and Korea New Zealand and AustraliaMainland EuropeUSA and Canada Mainland AfricaIndiaMainland South AmericaNorth EuropeNorth AfricaSouth Pole1st-step Destination2nd-step Destination 3rd-step Destination4th-step Destination5th-step DestinationFinal Destination

Who Is Planning Holidays In Northern Europe? The profile for the traveler to Norther Europe Around age 30, elites with middle-high income and stable career , professionals or small business owners who can arranged their annual leave with less restrictions; Have hobbies such as fishing, baking, photography, leisure sports, of course traveling. Demographic THE NEW MIDDLE CLASSIt is a good reward to the hard work, love to enjoy a high-quality destination; it also helps to keep up with progress in the worls, staying open-minded Valued Opinion On Holidays 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 (bucket list approach).

What’s The Key Factor In Planning A Holiday Abroad? The decisive considerations for their holidays Abroad SAFE 01 Political stability, and in good public orderCOMFORT02Nice weather and season; Pertinent flight time; Well-established facility and serviceIn destination decisions, our tourists still put ‘SAFE’ and ‘ COMFORT’ as priority , while cost is not as important as the other factors: UNIQUE03Distinctive nature or human feathers, including food, cultural experience and outdoor activities, shoppingCOST04Not only for the flight and hotel cost, but also the daily expenses on the journey CLOSE 05Emerging popular, with enough tour guides and tips for reference; local residents feel nice to tourists

COMFORT Norway performance How Do The Travelers Evaluate The Attraction Of Norway ? COMFORT SAFEUNIQUECOST 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 popularSAFEin a very secure environmentwell-established facilities, but a long flight time is needed, and only suitable for a summer holidays due to the cold weather in other seasonsCLOSEEven kind of unfamiliar, but getting popular, and with instructive tips sharing; nice and friendly local residentsCOSTAffordable for flight and hotel, but feels expressive like McDonald hamburger costs 100 RMB, mineral water costs 30 RMB/ bottleUNIQUEFjords and salmon are appealing but not unique enough, while Vikings is unique but not attractive enough

The key factors to uniqueness and attraction Key Factor - Shopping And Luxury Importance: Norway ’s Attraction:Healthcare Local FoodFamous Local BrandElectronicsLuxuryDestination: JapanNorway is with low awareness in healthcare productsDestination: New ZealandNorway is famous for the salmon, but it’s not suitable to bring it back to ChinaDestination: USANorway is with low awareness in electronic productsDestination: Denmark LEGONorway is with low awareness in local brandDestination: Italy, GermanNorway is not famous for design brand or rebate

The key factors to uniqueness and attraction Key Factor - Food Experience Importance: Norway ‘s Attraction: Unique Process Destination: IndiaNorway is with low awareness in unique cooking processFamous DishDestination: GermanNorway haslow awareness in famous dishesFresh FoodDestination: New ZelandNorway has high awareness in sea food especially salmonFolk CustomDestination: JapanNorway has low awareness in folklore and cultural heritage

The key factors to uniqueness and attraction Key Factor - Outdoor Activities Importance: Norway ‘s Attraction:Accessible ExtremeDestination: New Zeland, Bungee Norway is famous for ski jumping but it’s too hard to tryClose To NatureDestination: Austrilia, DivingNorway is famous for its Whale Watch and HikingUnique ResourceDestination: Switzerland, SkiNorway has awareness in outdoor activities and resortsSmall Physical Exertion Destination: India, YogaNorway is famous for hiking, but it requires great physical strength

The key factors to uniqueness and attraction Key Factor - Cultural Experience Importance: Norway ‘s Attraction:Historical Site Destination: Egypt, PyramidNorway is famous for Vikings, but it’s not appealing for touristsCollection ExhibitionDestination: France, MuseumNorway has low awareness in museums and art exhibitionsFolk Activity Destination: Spain, BullfightNorway has low awareness in folklore and traditional celebrationsModern CultureDestination: German, FootballNorway has low awareness when it comes to modern culture

What’s New In Holidays Abroad? The behavior and attitude has changed in holidays abroad Car Rental RV Community Travel like a localReal-estate TourIn 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…

The Fundamental MEANING OF HOLIDAYS ABROAD What’s The Role Of Holiday Abroad? 23 © 2016 Ipsos.

Qualitative Hypothesis: The social dimension The Fundamental meaning of holidays 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 ― SOCIAL DIMENSION ―BELONGINGOn 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

Qualitative Hypothesis: The personal dimension The Fundamental meaning of holidays 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. Holidays abroad is a means to give them an ‘isolated world’ far away from the worry and trouble in my life ― PERSONAL DIMENSION ―CONTROLOn the other hand, people want to stay in control. Holidays abroad is consumed to make one stay true to once inner self, to think who you are and what you need 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

Qualitative Hypothesis: 8 Motivations for Holidays Abroad The Fundamental meaning of holidays abroad INDULGENCE To feel isolated from trouble and responsibility in everyday lifeTo feel carefree for a moment, do not have to follow or live up to certain rules, which weigh them down from time to time Holidays 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 new people, to break the ice easilyCONVIVIALITY

Qualitative Hypothesis: 8 Motivations In Holiday Abroad The Fundamental meaning of holiday abroad BONDING To feel being part of the groupTo feel being accepted, being one of WE, something in common, to fulfill the need of belonging to the group that matters to themHolidays abroad is providing an obvious identity and label that “we are in the same boat”, through the similar experience and memory To feel relaxed and comfortableTo feel comfortable, fulfill the need of a companion, laid-back, uneventful, disengaged, enjoy a time of ‘idle’ Holidays abroad is allowing them to unwind / take a step back, so they can feel more relaxedRELIEVE

Qualitative Hypothesis: 8 Motivations In Holiday Abroad The Fundamental meaning of holiday abroad REBOOT To feel focused and face the inner selfTo not feel overwhelmed with normal responsibilities and others’ judgement, no matter praise or criticismHolidays 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 more, which set me apart from common peopleHolidays abroad is used to show that they have more experience and stories to tell, to demonstrate their knowledge; in order to gain acknowledgement EXPERIENCED

Qualitative Hypothesis: 8 Motivations In Holiday Abroad The Fundamental meaning of holiday abroad PREMIUM To show successTo feel progressive and successful: gain more than the average, and a deserved high quality life enjoymentHolidays 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, whether it is to try a easy extreme sport or get familiar with a strange cultureHolidays abroad provides those “easy troubles” to confront with and overcome, makes their life not so boring and monotonous any moreEXCITING

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 The Fundamental meaning of holiday abroad

QUOTES FUNDAMENTAL MEANING What The Tourists 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……

MOTIVATIONS FOR HOLIDAYs ABROAD 32 © 2016 Ipsos. What’s The Need For Holiday Abroad?

Product 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 gambling, I can be half-drunk while keeping active Social Identity; how does it reflect it upon me? It is for people who need to give vent to stress, let off steam, and the moment makes me full of fantasy, and easy going, creative and love to try new thingsEmotional 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 pure fun without rulesPersonality; what should the destination stand for?: This destination should be dramatic and revelry, passionate, letting goWhat I’m looking for in aHoliday?

This motivation is about feeling ISOLATED FROM THE TROUBLE AND RESPONSIBILITY in everyday life for a while. H olidays 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 short-time ecstasies Cultural experience Should encourage fling , a kind of sense of existenceFood Helps to into mood quickly and creates excitementLOHASDoes not resonate very good with this motivationINDULGENCE HAPPY IN THIS MOMENT!= importance in the motivation

Functional Characteristics HOW holidays 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 carnivals, beer festivals etc.ACTIVITIES: provides short-time ecstasies or tension relieve, such as watching an on-site football game, gambling, going to an amusement park, going to a bar etc.FOOD: alcohol is necessary, but not too heavy, strong tastes and snackSHOPPING: discounted luxury items, peripheral product of footballDESTINATION: Thailand, Las Vegas, Brazil, SpainHow INDULGENCE makes me satisfied ?WORK HARD, PLAY HARD: I live a hectic life, and I deal with it well, but all this stress piles up inside of me, I get vent to the stress through ecstasies on holidays, and no one sees the weak side of meSUCK THE DULL LIFE: stuck in the well-behaved image, while the holiday gives me a moment to follow my heart not the social normREBEL AGAINST RESPONSIBILITY: I am tired of being a good guy, sometimes I need to forget responsibilities, and just seek funEmotional Benefits

Who needs INDULGENCE on holidays abroad? Social Identity What personality should the DESTINATION portray to consumers ? Personality THE TRUE ME : White-collar with lots of stress, needs to releaseHusband in seven-year itch, needs a break to escapeThe newbies worry about the future, need to take it easyME IN THE MOMENT :Full of dream and fantasy, expect surpriseEasy going and unsophisticated, small joys should be satisfiedGot a lot of fun ideas, and love to make it come trueTolerant, Open-minded, CarefreePassionate, Upbeat, RevelryDramatic, Playful, Surprising Exciting, Crazy, Focus on the moment

When 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 INDULGENCEThe WE MOMENT :After a whole year hard work, go with teammates/ friends as rewardWhen you feel terrible (break up with lovers, fail in promotion), go with your best friends to recoverTired of the boring daily life, go with friends who have common interestsFull of small surprises in the journey, leaving me no time to think about my everyday lifeDramatic show and acting, allowing me to take part in the funTension without danger, break the rule without consequenceNon-stop joy, day and night, I can seek for fun at any timeVarious activities and never dull

Product qualities; what am I looking for?: I want more than a holiday, I want an experience with new funny friends. So I prefer a destination that allows sharing good moments and playing together. Where I can interact and communicate with new people and make friends Social Identity; how does it reflect it upon me? It is for people who enjoy pleasant time in a group, and the moment makes me more sociable and makes it easier to communicate 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 the destination stand for?: This destination should be light-hearted and harmoniousWhat I’m looking for in a Holiday?

This motivation is about t o BEING 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 easilyTo satisfy the need of CONVIVIALITY: Outdoor activityHelp to make strangers friends in collaboration Cultural experience Encourage sharing, and think high of acceptanceFood Want to cook together with others and share easilyLOHASGood way to make friends and take care of others CONVIVIALITYFRIENDS IN THE MOMENT! = importance in the motivation

Functional Characteristics HOW holidays abroad provides me with CONVIVIALITY? NATURE : wild, undisturbed, not well developed, in good weather CULTURE: call for ‘sharing’, such as Music DayACTIVITIES: provides an opportunity for playing together, collaboration and helping each other , such as hiking, camping, picnicFOOD: fresh food picnic in natural environment; or in the local residents’ house, allow us to cook together and share good timesSHOPPING: not very important DESTINATION: America, New ZealandHOW CONVIVIALITY makes me satisfied ? ENLARGE THE NETWORK : a good and efficient way to meet up with people who has similar interests and lifestyle, who can be potential friendsMAKE FRIEND EASILY: the holiday creates common memories and keeps everyone on the same page, a more social experienceEVERYONE LIKES ME : helps to create a happy mood and makes everyone enjoy being togetherEmotional Benefits

Who needs CONVIVIALITY with holiday abroad? Social Identity What personality should the DESTINATION portray to consumers? Personality THE TRUE ME: Social animal, love to be a companion, value the time together Fashion freelancer, prefer active social life, hilarious, good atmosphereOpinion leader/hostess of Mom club, good at organizationME IN THE MOMENT :Hospitable, social-oriented, easy to make friends, cordialCooperative, comprising, caring about others, approachableSmart , active, thoughtfulJoyful, light-hearted, bright, cheerful, delight Harmonious, easy to get along with, socialWarm, kind, friendly, amicableSimple, innocent, ingenuous

When 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 groupScreen the tourists, and help those with the same interests or life style get together Full of opportunities to meet new people, collaborate to create moments of togetherness Allow me to immerse in the local life, make friends with local people

Product qualities; what am I looking for?: I want more than a holiday, I want a life that tells my friends I am on the same page as them. So I prefer a destination with famous sights, classic experience, significant uniqueness, I can “check-it off the list”, and then keep up with the trend Social Identity; how does it reflect it upon me? It is for people who are eager to get into the group, or try to intensify relationships, and the moment feel “WE”, makes me popular with others Emotional benefits; what should it give me?Help me feel safe and confident in a group of people that matters to me Personality; what should the destination stand for?:This destination should be well-known, distinctive, and classicWhat I’m looking for in a Holiday?

This motivation is about feeling accepted and having something in common, to fulfill the need of belonging to a group that matters to them. Holidays abroad is providing an obvious identity and a label of “ we are in the same boat” To satisfy the need of BONDING : Outdoor activityFamous activity or sight can only be experienced hereCultural experienceDistinctive and well known local attractionsFood Unique regional flavor, with distinct local charactersLOHASUnfortunately, seems not very relevant hereBONDING BE A PART OF THIS MOMENT!= importance in the motivation

Functional Characteristics HOW holiday abroad provides me with BONDING ? NATURE : Sights and scenery that is well knownCULTURE: Distinctive well known local attractions, such as Mona Lisa in France, the pyramids in EgyptACTIVITIES : A well known activity that can only be experienced on this destination, like Ski in Switzerland, riding camelFOOD: Unique regional flavor, like curry in IndiaSHOPPING: souvenir, local specialty that shows ‘ I have been there’DESTINATION: Japan, Europe, EgyptHOW BONGDING makes me satisfied ?KEEP UP WITH THE TIMES: holidays abroad is the new popularity, I want to know that I keep up with the trends and stay up to dateCONFIDENT IN THE NETWORK: holidays abroad helps me feel safer in my social network, not being a loserCLOSER TO FRIENDS: holidays abroad provides moments of togetherness among family or friends, making us more connected to each otherEmotional Benefits

WHO needs BONDING with holiday abroad? Social Identity WHAT personality should the DESTINATION portray to consumers? Personality THE TRUE ME : Eager to get into the group, or try to strengthen the relationshipWant to keep up with the trends and friends’ lifeSupportive opinion follower in the group, love to be a listenerME IN THE MOMENT :Moderate, not a loser, popular Easy to be satisfiedA little of everything, better than nothingFamous, well-known, notableDistinctive, specialClassic, significantRespective, importantImpressive, memorable

WHEN do I need BONGDING on a 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 how much fun they have on holiday, I / my family can’t fit inA lot of my friends go abroad for their honey moonCheck-off more sights on the bucket list with less time spent (whole family)Obvious icon or classic moment that I can share when I come backCertification 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

Product qualities; what am I looking for?: I want more than a holiday, I want a experience where I can “waste time” on small things. So I prefer a destination with slow pace, l can lay-back and be lazy, no hurry for anything, I can change my mind freely by will Social Identity; how does it reflect it upon me? It is for people 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 everyday life Emotional benefits; what should it give me? It helps to ease nervous tension, and makes me feel recoveredPersonality; what should the destination stand for?:This destination should be peaceful , simple but not boringWhat I’m looking for in aHoliday?

This 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 activity Less energy consumed, help me recover energyCultural experience Provide a slow pace of life, peaceful in mind Food Restaurants with a calm atmosphere, easy to relax LOHASNot highly relevant in this motivationRELIEVESLOW DOWN IN THIS MOMENT!= importance in the motivation

Functional Characteristics HOW holiday abroad provides me with RELIEVE ? NATURE : quiet ,peaceful, fresh, tranquil, magnificentCULTURE: 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 Iceland, diving in AustraliaFOOD: restaurant with calm atmosphere, and simple delicate dishesSHOPPING: local fresh /health food, famous health care productsDESTINATION: Canada, Iceland, GreeceHOW RELIEVE makes me satisfied ?RECOVER FROM STRESS: holidays abroad is helpful to ease nervous tension, and make me feel recoveredEASE ANXIETY: holidays abroad helps me endure anxiety in everyday lifeMENTAL SWITCH OFF: holidays abroad allows me to let my mind go, to be freeEmotional Benefits

WHO needs RELIEVE with holiday abroad? Social Identity WHAT personality should the DESTINATION portray to consumers? Personality THE TRUE ME : Organized, keep things in order, never hurry upLike a moment alone, or rest with friend in silence.Prefer the simple joy, like reading, painting, photographyThe joy of a simple hobby, fishing, baking etcME IN THE MOMENT :Gentle, simple, Quiet, peaceful, mildCalm, leisurely, unhurriedSlow-paced, without hurry or buzzCarefree, peaceful, thoughtlessSimple but not boring, while delicate with funCasual, lazy, without strict plan, flexible

WHEN 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 a 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 upFull of activities which are less energy consuming, but help me recover from the fatigueEverything is ready for me, no need to queue upFlexible plan, and I can change it freely

Product qualities; what am I looking for?: I want more than a holiday, I want an experience with a brand new start that puts me on the right path again. So I prefer a destinations with mental recovery with less disturbance from my normal affairs Social Identity; how does it reflect it upon me? It is for people who is stuck in their current life, and confused about the future, and the moment makes me feel determined to follow my heart Emotional benefits; what should it give me? It helps me to confront the true me, make the right decisionPersonality; what should the destination stand for?: This destination should be insightful , with a clear mindWhat I’m looking for in aHoliday?

This motivation is about feeling focus and face the inner self. Holidays abroad is providing a space far away from the familiar values, opinions and rules, to think and reconsider what’s important, to reboot To satisfy the need of RELIEVE : Outdoor activity More energy consumed, even kind of exhaustingCultural experience Religion, primitive, uncontaminated, mysteriousFood Fresh, simple, and locally grown, with little processLOHASA meaningful lifestyle to trigger my thoughtsREBOOTPONDER IN THIS MOMENT!= importance in the motivation

Functional Characteristics HOW holidays abroad provides me with REBOOT ? NATURE : glorious, magnificent, splendid, deep and sereneCULTURE: 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 using my body, such like climbingFOOD: Fresh, simple, and locally grown, less processedSHOPPING: souvenir to record the changeDESTINATION: India, Nepal, AfricaHOW REBOOT makes me satisfied ?CONFRONTATION WITH THE TRUE ME: holidays abroad is helpful to rethink who I am, and what I wantREBUILD VALUES/CONFIDENCE: holidays abroad helps me out of a narrow point of view, to think what is of real value in lifeMAKE THE RIGHT DECISION: holidays abroad leaves me a space to follow the voice inside not outside pressureEmotional Benefits

WHO needs REBOOT on holidays abroad? Social Identity WHAT personality should the DESTINATION portray to consumers? Personality THE TRUE ME : Stuck in the current success or failure, tired of others’ judgementLost , confused, and wish to find the true me, a right way to goHesitate in decisions, want a breakout ME IN THE MOMENT :Prudent, discreet, careful, meditativeGenuine , sincere, focusPositive, ready to change, unshrinkingDevout, spiritual, infectiousInstructive, insightful, thoughtfulSoothing, reassuringSober, dispassionate, clearWithout disturbance

When do I need REBOOT on a Holiday? Occasions WHAT more do I expect to make the REBOOT better?Ideal Experience THE ME MOMENT: In a stressed mood (success, failure, grieve), I need a holiday to calm downBefore a important decision, I need a holiday to think discreetlyThe WE MOMENT :Something wrong with the relationship between me and the people I care for, we try to seek for the solution during the holiday A space with careful service and less disturbanceHelp me to find the peace insideEncourage me to stay firm, and brave to try what I want

Product 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 who stay low key but active inside, and the moment makes me feel professional and skillful Emotional benefits; what should it give me? It helps me to be unique in the group, beyond the averagePersonality; what should the destination stand for?:This destination should be full of legends and savvyWhat I’m looking for in a Holiday?

This 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 for only an exclusive few, needs skills and trainingCultural experience Rich in history and legendsFood Special, delicate, exclusive, savoringLOHASNot in high relevance hereEXPERIENCEDTASTE IN THIS MOMENT! = importance in the motivation

Functional Characteristics What holiday abroad provides me with EXPERIENCED ? NATURE : unique view not familiar and popular in mainstream, like aurora, or rift valleyCULTURE: Rich in history and legend story, such as the art in France, museum in England ACTIVITIES: 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, TurkeyHow 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 trendEmotional Benefits

Who needs EXPERIENCED with holiday abroad? Social Identity WHAT personality should the DESTINATION portray to consumers? Personality THE TRUE ME : Opinion leader , who is wise enough to give suggestionStay low-key, but has a good taste and special insight among the group, others seek help for their decisionLearn continuously, never stop recharging for new thingsME IN THE MOMENT :Intelligent, know-more and know-how, gifted, talentedRespectable, well-informedProfessional, skillfulOrdinary outside while creative insideBrilliant, wise, intelligentKnowledgeable, Savvy, judiciousDistinctive, unique

When 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 UniversitiesA 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

Product qualities; what am I looking for?: I want more than a holiday, I want an experience with glory and envy. So I prefer a destination with exclusive service , expensive experiences only for the ones as successful as 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 outstanding Emotional benefits; what should it give me?It helps me to be king of my social network, and everyone is jealous of mePersonality; what should the destination stand for?:This destination should be luxurious and exclusiveWhat I’m looking for in a Holiday?

This 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 activityActivities only for the exclusive few, cost a lot Cultural experience Cultural experiences that shows the obvious class differenceFood Restaurants in the Michelin Guide, expensive, rareLOHASNot in high relevance herePREMIUMOUTSTANDING IN THIS MOMENT! = importance in the motivation

Functional Characteristics HOW holidays abroad provides me with PREMIUM ? NATURE : not very important, but access to scenery that costs a lot seems more attractiveCULTURE: Culture that shows obvious difference between social classesACTIVITIES : exclusive for the fewFOOD: Restaurants in the Michelin Guide, or with expensive rare raw materialsSHOPPING: design brand, luxury jewelry, rare food itemsDESTINATION: DubaiHOW PREMIUM makes me satisfied ?ENJOY THE ENVY: holidays abroad makes others jealous at me, that feels goodKING OF THE GROUP: holidays abroad is helpful to put me in the hot spot, and be in the center of attention in my social groupSHOW SUCCESS : holidays abroad makes others know how successful I amEmotional Benefits

WHO needs PREMIUM with holiday abroad? Social Identity WHAT personality should the DESTINATION portray to consumers? Personality THE TRUE ME : Work hard to be successful and richAlways ambitious to go upper gradeThe center and VIP in my social network ME IN THE MOMENT :Noble, high-end, superiorProminent, honoredDistinguished, outstanding Exclusive, special, dedicated LuxuriousDazzling

WHEN do I need PREMIUM in a Holiday? Occasions What more do I expect to make PREMIUM better?Ideal Experience THE ME MOMENT: Few Me-Moments were mentioned in PREMIUMThe WE MOMENT :When I got a promotion at workWhen I earned extra money from stock/investmentWhen I won a big prize When my son got admitted to a famous universityA journey where I can enjoy exclusive serviceI want to pay more to enjoy the service of a holiday-housekeeper, who takes care of meI can jump the queue when I arrive at the museum

Product qualities; what am I looking for?: I want more than a holiday, I want an experience with adventure and surprise. So I prefer a destination with accessible extreme sports and odd customs, bizarre creatures 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 energy Emotional benefits; what should it give me?It helps me to get the energy and confidence back to confront the troubles in everyday lifePersonality; what should the destination stand for?:This destination should be Adventurous and CourageousWhat I’m looking for in a Holiday?

This motivation is about feeling energized from overcoming a challenge . Holidays abroad is providing those “easy challanges ” to confront and overcome, not boring and monotonous any more To satisfy the need of RELIEVE: Outdoor activityExtreme sports play an important roleCultural experience Unfamiliar experience feels more attractiveFood Weird material and unconventional processLOHASNot in high relevance hereEXCITING CHALLENGE IN THIS MOMENT!= importance in the motivation

Functional Characteristics HOW holidays abroad provides me with EXCITING ? NATURE : uncontaminated, not very developed, keep original, hard to get access toCULTURE: Culture that encourages the brave and challenges meACTIVITIES: accessible extreme sports, such as Bungee jump, parachuting FOOD: kind of weird, such as crocodile meatSHOPPING: not very important, maybe sports equipmentDESTINATION: New Zealand, IcelandHOW EXCITING makes me satisfied ?FEEL ACTIVE AND ALIVE: holidays abroad helps me get the energy back, full of blood and vitalityBUILD CONFIDENCE: holidays abroad makes me grow stronger inside, and ready to confront challenges when I come back home INSPIRING AND CREATIVE: holidays abroad helps me out of the normal and gets me ready to try new thingsEmotional Benefits

WHO needs EXCITING on a holiday abroad? Social Identity WHAT personality should the DESTINATION portray to consumers? Personality THE TRUE ME : Tired of the monotonous life and want a breakoutAlways find the unconventional path more attractive, like riskStrong both physically and mentally ME IN THE MOMENT :Brave, courageous, valiantFirm, strongActive, curiousEnergetic, vibrant, unstoppableAdventurous, riskyCourageous, fearlessEnthusiastic, passionate, optimistic

When 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 buildingAccessible extreme sports with professional training and safe guaranteeFull of unexpected surprise, the weird food, strange animalsNever know what can happen in the next second

The ideal HOLIDAY ABROAD 73 © 2016 Ipsos. What’s The ideal Holiday Abroad?

DESTINATION: Spain COMPANION: group of best friends (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, CastellsEAT, DRINK, BE MERRYThe ideal holiday abroad for INDULGENCE

DESTINATION: Route 66, USA COMPANION: 2 couples / family (3-4 people), join the fleet JOURNEY PLAN: Transport: rent a camper van Accommodation: Caravan Park, MotelService level: I don’t careFood: buy the 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 LAMAKE FRIENDSThe ideal holiday abroad for CONVIVIALITY THE AMAZING ROAD

DESTINATION: Mainland Europe COMPANION: couples/with family/best friends JOURNEY 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 travelers, coffee in Paris, Pizza in ItalyNature: the famous scenery spot, Santorini in Greece Outdoor activity: take the Venetian boatCulture experience: beer festival in GermanEVERYONE KNOWS THIS PLACEThe ideal holiday abroad for BONDING I HAVE BEEN HERE

DESTINATION: 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 templeIDLE IN THE SUNThe ideal holiday abroad for RELIEVE

DESTINATION : Nepal COMPANION: oneself/ best fried JOURNEY PLAN: Transport: public transport, flight, train, taxi, busAccommodation: in the temple, near a lakeService level: do not care too muchFood: simple, with less cooking process, yoghurtNature: Phewa Lake, Nagarkot Outdoor activity: EBC Trekking, CanoeingCulture experience: Durbar Square, templeLISTEN TO MY HEARTThe ideal holiday abroad for REBOOT

DESTINATION : Mainland Europe COMPANION: oneself/ best friends JOURNEY PLAN: Transport: car rentingAccommodation: AirbnbService level: a professional guideFood: restaurant and dishes only the locals know ofNature: 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 STORIESThe ideal holiday abroad for EXPERIENCED

DESTINATION : Dubai COMPANION: couples/ family JOURNEY 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 Safari Culture experience: Eid in Dubai, Ramadan in DubaiBE THE GREAT GATSBYThe ideal holiday abroad for PREMIUM

DESTINATION : Dubai COMPANION: couples/ oneself/best friends JOURNEY 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 Dolphins Culture experience: not very importantBYE BYE BORING LIFEThe ideal holiday abroad for EXCITING

UNDERSTANDING COMPETETIVE MARKETS 82 © 2016 Ipsos. What’s The Image Of The Holiday Destination Abroad?

SWEDEN MOST MODERN-STYLE ONE AMONG THE NORDIC FAMILIARITY: ATTRACTION: TOP OF MIND IMPRESSION Famous brands with good industry design, such as IKEA, Volvo, SAAB, Electrolux, Ericsson, H&MBuildings with modern design and decorationFamous in modern advanced technology and academics due to Nobel PrizeThat makes SWEDEN a destination of NERDYELEGANCEASCETICISM

11/2/2017 84 NATURE : snow, lake, not very famous CULTURE: modern design building or museumFOOD: meatballsACTIVITY: pay a visit to the national parkSHOP: some modern design decoration, pay a visit to IKEALOHAS: in high relevance due to simple life styleFUNCTIONAL CHARACTERISTICS0102EMOTIONAL BENEFITSSOCIAL IDENTITY 0304PERSONALITYInterested in modern designGot high taste in life Know more, and learn moreUnique insight, different from mainstreamFocus on one’s own interests Shy, nerd, low-keyProfessional, skillfulKnowledgeable, talentIndifferent, impassiveOrdinary outside while colorful insideIt feels beyond trendIt shows I got better taste and more knowledge than the averageMake me different Show my talent and inspiration

FINLAND TOUGH WITH SIMPLE JOY, COLDEST ONE IN NORDIC FAMILIARITY: 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 toughThat makes FINLAND a destination of JOYOUSROUGHWILD

NATURE : 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 environmentFUNCTIONAL CHARACTERISTICS0102EMOTIONAL BENEFITSSOCIAL IDENTITY0304PERSONALITY Love to travel all the world, and check-in every famous destinationTough, unyieldingSimple, HonestWarm-hearted Genuine I catch up the trendI can tell the story of the destination, which would be a very interesting topic to shareWant to get the Artic Circle Crossing Certificate, and be the one who set foot in the Artic

ICELAND MOST MYSTERIOUS ADVENTUROUS ONE FAMILIARITY: 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 mysteriousThat makes ICELAND a destination of ADVENTURE

NATURE : blue lake, aurora, Geysir, Gullfoss, Reynisfjara, volcano CULTURE : whale watch, icebreakers FOOD: with low awareness ACTIVITY: ice climbing,snowmobiling, hikingSHOP: skin-care, sweaterLOHAS: in high relevance due to wild environmentFUNCTIONAL CHARACTERISTICS0102EMOTIONAL BENEFITSSOCIAL IDENTITY0304PERSONALITY Attracted by the mysteriousCurious about the unfamiliarActive to see the unknown Mysterious, unfamiliarDistant, remoteUncontaminated Keep me in open-mindedLearn more about the unknownBe inspiringBrave to try the new and adventure a lotAppealing, adventurousProud of myself I am able to get to that far away destination

DENMARK WITH AMBIGUOUS IMAGE AND LOW AWARENESS FAMILIARITY: 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 itThat makes DENMARK a destination of RELAXINGCHILDISHINNOCENT

NATURE : with low awareness, several mentioned Harbor CULTURE : Andersens MuseumFOOD: with low awareness, , several mentioned cheese ACTIVITY: in low awarenessSHOP: LEGOLOHAS: in low awarenessFUNCTIONAL CHARACTERISTICS0102EMOTIONAL BENEFITSSOCIAL IDENTITY0304PERSONALITY Calm down, never hurry upLike the moment be oneself, Fragile, delicateFantasy loverIn slow paceEase nervous tension, and make me feel recoveryForget the small trouble and enjoy a relaxing time Enjoy the simple joy, such like walking in the sunshinePeaceful, thoughtlessLet go of the mind, to be free

UNIQUE ONE BUT NOT ATTRACTIV ENOUGH FAMILIARITY: 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 marketThat makes SCOTLAND a destination of CAREFREEFREEPLAYFULSCOTLAND

NATURE : highlands CULTURE : Kilt, bagpipes paradeFOOD: in low awareness, several mentioned whisky ACTIVITY: in low awarenessSHOP: in low awarenessLOHAS: in low relevanceFUNCTIONAL CHARACTERISTICS0102EMOTIONAL BENEFITSSOCIAL IDENTITY0304PERSONALITY Seek for freedomDo not like to be limitedGot a lot of fun idea, and love to make it come trueBrave, boldWild, simpleTolerant gives me a moment to follow my heart not the social rulea while to forget responsibility, and just seek for funJoy, cheerful, optimistic

FANTASTIC LAND ATTRACTS ME TO DISCOVER FAMILIARITY: 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 hereThat makes NEW ZEALAND a destination of REFRESHENERGYACTIVENEW ZEALAND

NATURE : 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 environmentFUNCTIONAL CHARACTERISTICS0102EMOTIONAL BENEFITSSOCIAL IDENTITY0304 PERSONALITYLove to break up the rulePrefer to take riskNeed a break from the dull lifeActive, energy,Optimistic, kind, nice Fearless, youngGet the fun from discoverBe excited and make the boring life disappear for this momentCurious to adventure, to exploreFeel alive and energy back through the danger risk

A DESTINATION FRESH BUT A LITTLE DULL FAMILIARITY: 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 GooseThat makes CANADA a destination of DULLSLOWPLAINCANADA

NATURE : wild landscape, lake, fall, snow mountain, forest, famous for national park CULTURE : with low awareness, Tulip Festival FOOD: 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 environmentFUNCTIONAL CHARACTERISTICS0102EMOTIONAL BENEFITSSOCIAL IDENTITY0304PERSONALITY Need a break from the busy life, want to have a relaxSlow pace, lazyKind, nice, simpleLike to stunFreely, at willEnjoy the time being alone Like the slow pace journey, with flexible, idle in the streetEase nervous tension, and make me feel recoveryForget the small trouble and enjoy a relaxing timeLet go of the mind, to be freePS: Canada is running a tourism campaign for Quebec to deliver a message” Keep exploring” in China

A DESTINATION WORTH A DEEP TOUR FAMILIARITY: 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 luxuryThat makes GERMAN a destination of LEGENDENRICHMENTEXPERIENCEDGERMAN

NATURE : famous for the lake and mountain CULTURE : Beer Festival, various museums, castle, exhibition, university, football game, church, old street FOOD: beer, poke, sausageACTIVITY: hiking, boatingbikingLOHAS: not very relevantFUNCTIONAL CHARACTERISTICS0102EMOTIONAL BENEFITSSOCIAL IDENTITY0304PERSONALITY Insight, deep in thoughtRational, discreetStrong in body /mentalNever quit or give up, firm Talented but stay low-keyInterested in history Know more, and learn moreSmart, and love to thinkUnique insight, different from mainstreamFocus on one’s own hobby Enjoy the time that know more and be professionalShow my talent and knowledgeGet proud of myself to be unique and minority in taste

A DESTINATION WORTH TO BE EXPLORED FAMILIARITY: 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 INSPIRATIONAUSTRIA

NATURE : famous for the lake and mountain, especially the landscape of Alps CULTURE : Music Festival, various museums, castle, church, palace, Celebrities' Former Residences FOOD: with low awarenessACTIVITY: with low awarenessLOHAS: not very relevantFUNCTIONAL CHARACTERISTICS0102EMOTIONAL BENEFITSSOCIAL IDENTITY0304PERSONALITY Silent, shy, peacefulSensitive, emotionalStay low keyArtist, delicate, fineElegant, grace, exquisiteInterested in art and musicKnow more, and learn moreSmart, and love to think Focus on one’s own hobby Enjoy the time that know more and be professionalShow my talent and knowledgeGet proud of myself to be unique and minority in taste

Norway as a HOLIDAY DESTINATION 101 © 2016 Ipsos. What’s The Image Of Norway?

A PEACEFUL AND FRESH DESTINATION In the opinion of Chinese tourists, Norway is impressive as a destination in RICH NATURE LANDSCAPE ,especially for the splendid fjords, the beautiful mountains with lush forests , stretches of serene lakes, stunning waterfalls, some even mentioned the aurora; Meanwhile, it’s also attractive for the FRESH SEAFOOD with high-quality, especially the salmon FAMILIARITY: ATTRACTION:

FUNCTIONAL CHARACTERISTICS NATURE : very rich resources in natural landscapes, appealing fjords, mountains, forests , lakes, waterfalls, and aurora CULTURE : a lot of tourists mentioned Vikings when it came to Norwegian culture, while they have few ideas about the modern NorwayFOOD: fresh sea food, especially 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 fjords is the most appealing trigger The quiet serene landscape make it a good destination to calm down and relaxThe seafood is also considered very attractiveDRIVERSExcept the fjords, other nature elements failed to pop up as differentiated or giving an advantage to NorwayEven though Vikings is unique and in high-awareness, it failed to deliver any positive associations, which is limited to blood and boldnessThe outdoors activity in Norway seems to be a dilemma: the easy one ( hiking) is too energy- consuming and not different to other countries, while the unique one ( ski jumping) is too hard to accessThe fresh seafood can’t be brought homeBARRIERS

EMOTIONAL BENEFITS RECOVER FROM STRESS : immerse and explore in the splendid landscape makes the trouble and worry become smaller and then disappear CONFRONTATION WITH THE TRUE ME: the quiet and serene space allows me to listen to the voice in my heartUNIQUE: I choose the beautiful unpopular destination to show my understanding about the high-quality holidayThe rich landscape help Norway be relevant in RELIEVE and even a kind of DISCOVERYThe quiet environment makes Norway very relevant in REBOOT And the fact that few Chinese have visited Norway, helps me show my unique TASTEDRIVERSThe 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 destination not very relaxingOn the other hand, the whole country delivers a peaceful atmosphere to help me ponder, but it’s not providing “mental recharge”.BARRIERS

SOCIAL IDENTITY NEED A RELIEVE IN THE BUSY LIFE : want to have a space far away from the stress EXPERIENCED TRAVELERS: travelling fans, who has set foot in most mainstream destination, and now start to go into the minor onesINTERESTED IN HISTORY: find joy in understanding and exploring Viking cultureCURIOUS EXPLORER: curious about what it looks like in the serene deep forest PERSONALITYTHE ATTRACTION: Quiet, shy, silent, stay low keySimple, innocent, straight forward, Genuine Peaceful, smooth, calm downDiscreet, cautiousStrong, robust , brave THE BARRIERS: Indifferent, distant, aloofStubborn, strictRough, bold, aggressive

OUTDOOR ACTIVITIES, CULTURE, LOHAS AND FOOD Norway As A Holiday Destination 106 © 2016 Ipsos.

OUTDOOR ACTIVITIES (1/3) FAMILIARITY: ATTRACTION: UNIQUENESS: That’s what I plan the holiday in Norway for, the most appealing to me in the journey FAMILIARITY: 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?FAMILIARITY: ATTRACTION:UNIQUENESS: it’s funny but I can take the experience even in domestic destination, why Norway?

OUTDOOR ACTIVITIES (2/3) FAMILIARITY: ATTRACTION: UNIQUENESS: The best ski field is not in Norway, and most of our tourists are not ski fans… FAMILIARITY: ATTRACTION:UNIQUENESS: I plan a holiday for relaxing, not doing exercise, and hiking is common in a lot of destinations, is there any different?FAMILIARITY: ATTRACTION:UNIQUENESS: Norway is famous for the extreme sport on snow which is not accessible

OUTDOOR ACTIVITIES (3/3) FAMILIARITY: ATTRACTION: UNIQUENESS: I heard you can go camping nearby the lake, and I may have a try. But it feels too cold FAMILIARITY: ATTRACTION:UNIQUENESS: Some fans went there to enjoy an exciting time, but for me, it’s too dangerous and energy consumingFAMILIARITY: ATTRACTION:UNIQUENESS: I know the rafting, but I am not very interested, as it’s not famous and unique

FAMILIARITY: 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) FAMILIARITY: 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 holidayFAMILIARITY: ATTRACTION:UNIQUENESS: Is there any treasure, or famous artists in Norway? Or any classic art genre? I have no idea

FAMILIARITY: ATTRACTION: UNIQUENESS: Actually, it’s unique, but I have no idea about how unique it is, and what it is meaning FAMILIARITY: ATTRACTION: UNIQUENESS: It seems very easy to arrive, and kind of meaningful, but I know nothing about itFAMILIARITY: ATTRACTION:UNIQUENESS: A town that shows the true Norway life, peaceful and slow pace CULTURE EXPERIENCE (2/2)

LOHAS EXPERIENCE (1/2) Very low Only the senior females claim that they heard of it AWARNESS Full of misunderstanding Some believe it means following your heart Some just consider it same as ECO, or environment-friendly PERCEPTIONLow relevance with on holidaysLow relevance with themselvesMiddle-high relevance with Norway, but not uniqueRELEVANCESome claimed that they have LOHAS experiences on holidays, such as the energy-saving hotel, or Organic Food, but it’s a occasional trial, not their mainstream choiceEXPERIENCE

LOHAS EXPERIENCE (2/2) When do I want a LOHAS holiday? When planning a holiday with kids When planning a holiday for the family who just recovered from the illness When planning a holiday to restart OCCASION What do I prefer to do in LOHAS holiday?Pay a visit in the organic food farm or garden, where I can do gathering and picking vegetablesPicnic in the forest, where I can gather the raw materials and water for cookingBe close to local animalsI can learn a skill, such as brewing beer in a brewery, but it should be relevant to the local traditionsPREFERENCE

FOOD EXPERIENCE AWARNESS PERCEPTION In very high awareness for seafood, especially salmon, but nothing else in food has been mentioned Seafood: High-quality, fresh, and some mentioned it has better quality and different flavor because of the cold weather Other local food: in very low awarenessProcess: without local process method or unique spice, and the cooking process seems simple and rough Love and eager to tryBut not possible to shop and take back, as Norwegian food is famous for its freshness, and it’s not easy to keep fresh on the journey RELEVANCE

Research design and respondent list APPENDIX 115 © 2015 Ipsos.

RESEARCH DESIGN City : Beijing, ChinaResearch Method: N = 4 FGD of 4 hours with 6 participants BeijingMaleFemale 25-33 y.o.1 134-44 y.o.11Respondent 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.