gronau kagermeier success_factors_gltrg_london_2005

Dr. W. GronauIntercollege Larnaca, Cyprus

Prof. Dr. A. KagermeierUniversity of Paderborn, Germany

Key Factors for Successful Leisure and

Tourism Public Transport Offers

– some German Experiences

”Transport and Tourist Destinations”

Geography of Leisure and Tourism Research Group

(GLTRG)

Royal Geographic Society

London 31st August to 2nd September 2005

Prof. Kagermeier, Paderborn & Dr. Gronau, Larnaca Successful Leisure & Tourism Public Transport

Agenda

1) Leisure and tourism traffic as a continuously growing transport segment

2) Structural conditions at the supply side for successful implementations

3) Means of transport affinity as a central dimension on the demand side

4) Conclusions


Leisure & Tourism Traffic: a fast growing Market?

Source: DIW 2004

26 2627

35 36 36 36 3635 35

1976 1983 1990 1992 1994 1996 1998 2000 2001 20020

10

20

30

40Billion trips

0

10

20

30

40


Affinity of Leisure & Tourism Traffic for Motorized Private Vehicle Traffic

4,2%3,3%

6,3%

6,3%

74,0%

6,0%

Distances

Source: DIW 2004

27,7%9,8%

4,4%1,0%

57,1%

0,01%

foot bike bus train car plane

Trips


Supply Side Basic Conditions for Successful Leisure & Tourism Public Transport Offers

structural precondition:aiming at choice-riders/non-captives

transparency and quality of the offer(frequency, direct relations, …)

service quality in the catchment area


Basic Conditions: Quality of the Offer

Source: own investigations

Dinosaurierpark

Freilichtmuseum

Mensch&Natur

0% 20% 40% 60% 80% 100%

car bus/train bike by foot

EastWestfalia

(rural)

Munich(urban)

poor quality

good quality – rural catchment area

good quality – urban catchment area

Zoo Hellabrunn






management of car parking facilities


Basic Conditions: Quality of the Offer


Dinosaurierpark

Freilichtmuseum

Mensch&Natur

0% 20% 40% 60% 80% 100%

car bus/train bike by foot

EastWestfalia

(rural)

Munich(urban)

low quality

good quality – rural catchment area

good quality – urban catchment area

Zoo Hellabrunn

good quality – urban + park. management







intensive marketing activities(cooperation / “combined-tickets”)


Role of „combined-tickets“

2/5 of car users knowthe ticket

1/3 of combined-ticket users have a high affinity to private car use

1/3 of combined-ticket users could have used their own car








intensive marketing activities(cooperation / “combined-tickets”)

slow reaction speed (2 to 3 years start-up time)


Example of Time-Lag for Inventing new Offers

2000 2001 2002 20030%

20%

40%

60%

80%

100% Frankenwald-mobil

Vulkan-Express

reference basis (100%): year 2003

Dr. W. GronauIntercollege Larnaca, Cyprus

Prof. Dr. A. KagermeierUniversity of Paderborn, Germany

Conditions on the Demand Side


Leisure Time Connotation of Different Means of Transport (Medians)

Quelle: Fastenmeier, Gstalter & Lehnig 2004, p. 19

by foot

bike

motor-bike

car

sports car

coach

public transport

train

boat

airplane1 2 3 4 5 6 7

1 2 3 4 5 6 7

no leisure connotation at all strong leisure connotation

no leisure connotation at all strong leisure connotation


-1.5 0.5 21.5

-2

-1

2

1

-2 -1 -0.5 1

1.5

0.5

-1.5

-0.5Fu

n Im

po

rta

nc

e

Funktion Importance

Fun-OrientatedCar Enthusiasts

Outside-OrientatedSportlers

HastyIndividualists

Price Conscious Dawdlers

VersatileFamily Persons

Sporty Enviromentalists

CalmBon Viveurs

Importance of Fun and Function for Transport Alternatives in Leisure Time by „Mobility Groups“


Connotations for Different Transport Alternatives in Leisure Time by „Mobility Groups“

-1.5 0.5 21.5

-2

-1

2

1

-2 -1 -0.5 1

1.5

0.5

-1.5

-0.5

Fu

n F

acto

r

PublicTransport

Car

Function Factor


Outside-Orientated Sportlers

HastyIndividualists




CalmBon Viveurs




HastyIndividualists




Affinity for Different Transport Alternatives in Leisure Time by „Mobility Groups“

-1.5 0.5 21.5

-2

-1

2

1

-2 -1 -0.5 1

1.5

0.5

-1.5

-0.5Pu

bli c

-Tra

nsp

ort

Car



HastyIndividualists


VersatileFamily Persons Sporty Enviromentalists

CalmBon Viveurs


Influence of „Mobility Groups“ I (Location Zoo Munich)

0% 20% 40% 60% 80% 100%

SportyEnviromentalists

Versatile FamilyPersons

Fun-Orientated CarEnthusiasts

Public Transport Car


Influence of „Mobility Groups“ II (Location Therme Erding)

0% 20% 40% 60% 80% 100%






Market Communication

Quality of the Offer

Situation of Moto-rized Individual Traffic

Catchment Area

Target Group Identification(nature-, family-, sport-orientated)

SuccessFactors

for Leisure& TourismTransport


We want to thank

you for your

attention

… and are looking forward to a lively

discussion


offer side basic conditions for successful leisure & tourism public transport offers





constraints for car use


Role of car-restrictions in combination with Parkingplace-Management

Rachel:72 %

PLusen:

19 %



Verkehrsmittelbewertung nach Freizeitverkehrsgruppen

-1.5 0.5 21.5

-2

-1

2

1

-2 -1 -0.5 1

1.5

0.5

-1.5

-0.5

Bewertung Spaß

SportlichUmweltbewusste

PreissensibleBequeme

VielseitigeFamilienmenschen

ÖV

MIV

PreissensibleBequeme

Sportlich UmweltbewussteVielseitigeFamilienmenschen

RuhigeGenießer

SpaßorientierteAutofreunde

EiligeIndividualisten

Außen-orientierte Sportler

SpaßorientierteAutofreunde

AußenorientierteSportler

EiligeIndividualisten

RuhigeGenießer

BewertungFunktion

Bewertung Spaß


importance of fun and function for choosing amean of transport

0.25 10.75

1

0.5

0.5

0.75

0.25

0

importance of function

Spaß

price-consciouslazily

sportingenvironmentally

conscious versatilefamily orientated

calm “bon viveur”

fun orientatedcar-enthusiasts

outsideoriented

sportsmen

hasty individualists

impo

rtan

ce o

f hav

ing

fun


Source: DIW 2004

256271

314

384 390 403 404 407388 381

1976 1983 1990 1992 1994 1996 1998 2000 2001 20020

100

200

300

400

500Billions person kilometer

0

100

200

300

400

500

Leisure & tourism traffic: a fast growing market?


Influence of „Mobility Groups“ III (Location Museum Munich)

0% 20% 40% 60% 80% 100%





gronau kagermeier success_factors_gltrg_london_2005

Travel

cyprusagenda1 leisure

service quality

transport affinity

transport alternatives

gronauuniversity of

structural conditions

growing transport segment

offer frequency