Year 2012 ended in red for the Danish tourism and according to VisitDenmark, there is no indication of improvement in year 2013. The driving force behind this negative development is the German market. The process of losing German tourists had already commenced in 1993, but has accelerated after year 2000. In year 2012 a decrease of four per cent was denoted, which corresponds with 517,000 nights and approx. 204 million DKK of tourism income. The importance of the German market is determined by the fact that German tourists represent 60 per cent of all foreign tourists visiting Denmark. Due to the characteristic of German tourists, the most affected area is the coastal tourism and more specifically, rental of summer cottages and camping places. Such deterioration in coastal tourism costs money as well as Danish jobs. Therefore, actions must be taken to reverse this negative trend. While the most obvious strategic move is to find ways to regain German tourists, this project comes up with an alternative idea of searching for new markets. The Polish market as a tourists generating area is selected due to its geographic proximity, which is an important attribute of the Danish coastal tourism. The aim of this project is to determine the opportunities and challenges of attracting the Polish tourists to Denmark and by that gain a new market and partially offset the loss in the German market. To accomplish the founded objective, a complex market research was designed and carried out in Poland combined with existing marketing data provided by various tourism management bodies and statistical databases. The concept of Country of Origin (COO) Effect together with other tourism marketing tools have been chosen to analyze and conclude the gathered data. The analysis resulted in a complex description of the decision making process and customers’ behaviour of Polish tourists. Moreover, the perceived image of Denmark was determined and dissected by the assessment of the COO-Effect. The concluded matters indicate a high behavioural convergence of the Polish customers with the coastal tourists in Denmark and a readiness of the Polish market to be approached by the Danish inbound tourism marketers. The potential existing in the Polish market should be used to create a new export market for the Danish inbound tourism and by that partially level out the decrease in the number of the German tourists in Denmark.
|Educations||MSocSc in Service Management, (Graduate Programme) Final Thesis|
|Number of pages||126|