Peripheral Attractions: Understanding the Beliefs of Foreign Families

Abstract

Foreign visitors are an increasingly profitable market for Danish attractions, it is also a growing industry which is responsible for 3.5 % of Denmark’s export. The annual spend for these visitors are centered within the larger cities Copenhagen, Aarhus and Aalborg, with the families having the highest spend. Therefore, this paper investigates how to attract the profitable foreign families to the peripheral attractions instead. It does so in an abductive pragmatist approach, with a sequential mixed method design. 167 respondents answered the questionnaire, which was based upon the theory of planned behavior, as this theory is utilized as the conceptual framework, to uncover which aspects will influence parents’ intention to visit. The results of this paper conclude that a courteous staff, high food quality and activities in an immaculate and safe environment are fundamental attributes for the peripheral attraction when attracting the foreign families. Furthermore, it uncovers that children are key influencers on parents’ holiday decisions, thus the management of peripheral attractions have to include them in their marketing. Furthermore, the effective tools differ, based on which phase the parents are in. In the planning phase, online platforms are of importance, whereas brochures and sales promotion are instrumental during the holiday. Finally, by facilitating the transport to and from the peripheral attraction with shuttle busses, the parents’ intention to visit will increase.