Présentation PowerPoint

Présentation PowerPoint

CENSYDIAM QUALITATIVE STUDY MARCH 2017 Chinese View On Holidays Abroad Report From: China Team, Ipsos UU 17th, March 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. 1 1 2017 Ipsos. Contents 3 7 12 23 32 2 73 The ideal holiday abroad

82 Understanding competitive markets 101 Norway as a holiday destination 106 Outdoor activities, culture, Lohas and food in Norway 115 Appendix research design Background & Objectives Key findings Cultural background Fundamental Meaning for holidays abroad Motivations for holidays abroad 2017 Ipsos. 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. 3 2017 Ipsos. 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 Norway Explore holiday behavior, rituals and occasions, seasons, travel groups in the local culture Explore the holiday landscape Explore 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.

4 2017 Ipsos. Censydiam in a nutshell People first All decisions are made with fundamental consumer needs at the heart Universal Comparison possible across markets 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 5 2017 Ipsos. 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. 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 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 category Please treat this report as qualitative indications on how the travel category looks like and read the quantitative report final quantitative confirmation.

6 2017 Ipsos. KEY FINDINGS RESEARCH KEY FINDINGS CULTURAL BACKGROUND: Whats Happening In Chinese Holiday market? 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. 8 2017 Ipsos. RESEARCH KEY FINDINGS Fundamental MEANING: Whats The Role Of Holidays Abroad? INDULGENCE CONVIVIALITY

To feel isolated from trouble and responsibility in normal life To be more sociable and jovial in the group RELIEVE To feel relaxed and comfortable PREMIUM 9 To feel progressive and successful 2017 Ipsos. REBOOT To feel focused and face the inner self BONGDING To feel being part of a group

EXPERIENCED To feel unique and different from the common EXCITING To feel energized from overcoming the challenge HOLIDAY ABROAD IS A 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 RESEARCH KEY FINDINGS HOLIDAY DESTINATION: Whats The Image Of Norway?( ) 01 FUNCTIONAL CHARACTERISTICS NATURE: very rich resource in natural landscape, appealing fjords, mountains, forests , lakes, waterfalls, and aurora CULTURE: a lot of tourists mention Viking when thinking of Norwegian culture, while they have little idea about the modern Norway FOOD: fresh sea food, especially 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 02 EMOTIONAL BENEFITS RECOVER FROM STRESS: immerse and explore in the splendid landscape helps them escape from the hassles of daily life CONFRONT WITH THE TRUE ME: the quiet and serene space allows me to listen to the voice in my heart UNIQUE MINORITY: I choose the beautiful unpopular destination to show my understanding about the high-quality holiday 10 2017 Ipsos. RESEARCH KEY FINDINGS HOLIDAY DESTINATION: Whats The Image Of Norway?( 2/2) 03 SOCIAL IDENTITY NEED A RELIEF IN THE BUSY LIFE: want to have a space far away from the stress EXPERIENCE TRAVELER: travelling fans, who have set their feet in most mainstream destinations, now start to go into the less known ones INTERESTED IN HISTORY: find joy in the seeking of Viking culture

CURIOUS EXPLORER: curious about what it looks like in the serene deep forest 04 PERSONALITY THE ATTRACTION 11 2017 Ipsos. Quiet, shy, silent, stay low key Simple, innocent, straight, genuine Peaceful, smooth, calm down Discreet, cautious Strong, robust , brave THE BARRIERS Indifferent, distant, aloof, apathetic Stubborn, strict Rough, bold, aggressive Whats Happening In Chinese Holidays Abroad? CULTURAL BACKGROUND 12 2016 Ipsos.

THE ATTRACTION OF HOLIDAYS ABROAD IN LIFE Why We Choose A Holiday Abroad? Our tourists prefer holidays abroad to domestic, as they believe the former gives more value for money, both rationally and emotionally: Pay More Get Better Experience 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 Pay More Get Better Self-image 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 13 2017 Ipsos. Holiday abroad is just like shopping in Dior, while holiday domestic like in ZARA 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 THE DESTINATION FOR HOLIDAY ABROAD Whats The Trend For Holiday Destinations Abroad?

North Europe USA and Canada Mainland Europe 1st-step Destination India 2nd-step Destination 3rd-step Destination 4th-step Destination 5th-step Destination Southeastern Asia and Islands Mainland South America Mainland Africa Final Destination 14 2017 Ipsos. Japan and Korea North Africa South Pole

New Zealand and Australia THE PROFILE FOR THE TRAVELER TO NORTHER EUROPE Who Is Planning Holidays In Northern Europe? THE NEW MIDDLE CLASS Demographic 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. Valued Opinion On Holidays Abroad It is a good reward to the hard work, love to enjoy a highquality destination; it also helps to keep up with progress in the worls, staying open-minded 15 2017 Ipsos. Holiday Abroad Experience Like to check-in different destinations, already have experience in most mainstream destinations, prefer to plan the holiday themselves rather than going with the tour group (bucket list approach). THE DECISIVE CONSIDERATIONS FOR THEIR HOLIDAYS ABROAD

Whats The Key Factor In Planning A Holiday Abroad? In destination decisions, our tourists still put SAFE and COMFORT as priority , while cost is not as important as the other factors: 01 SAFE Political stability, and in good public order 16 2017 Ipsos. 02 COMFORT Nice weather and season; Pertinent flight time; Well-established facility and service 03 UNIQUE Distinctive nature or human feathers, including food, cultural experience and outdoor activities, shopping 04 CLOSE

Emerging popular, with enough tour guides and tips for reference; local residents feel nice to tourists 05 COST Not only for the flight and hotel cost, but also the daily expenses on the journey SAFE SAFE in a very secure environment COST CLOSE COMFORT UNIQUE COMFORT well-established facilities, but a long flight time is needed, and only suitable for a summer holidays 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 Actually, Norway is a destination without obvious difference , but I still planed for a holiday here because its safe and well-established, and getting popular COST Affordable for flight and hotel, but feels expressive like McDonald hamburger costs 100 RMB, mineral water costs 30 RMB/ bottle NORWAY PERFORMANCE UNIQUE Fjords and salmon are appealing but not unique enough, while Vikings is unique but not attractive enough 17 2017 Ipsos. How Do The Travelers Evaluate The Attraction Of Norway ? THE KEY FACTORS TO UNIQUENESS AND ATTRACTION Key Factor - Shopping And Luxury

Importance: Norway s Attraction: Healthcare Destination: Japan Norway is with low awareness in healthcare products 18 2017 Ipsos. Local Food Famous Local Brand Destination: New Zealand Destination: Denmark LEGO Norway is famous for the Norway is with low salmon, but its not awareness in local brand suitable to bring it back to China Electronics Destination: USA Norway is with low awareness in electronic products Luxury Destination: Italy, German

Norway 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: India Norway is with low awareness in unique cooking process 19 2017 Ipsos. Famous Dish Destination: German Norway haslow awareness in famous dishes Fresh Food Destination: New Zeland Norway has high awareness in sea food

especially salmon Folk Custom Destination: Japan Norway has low awareness in folklore and cultural heritage THE KEY FACTORS TO UNIQUENESS AND ATTRACTION Key Factor - Outdoor Activities Importance: Norway s Attraction: Accessible Extreme Close To Nature Destination: New Zeland, Bungee Destination: Austrilia, Diving Norway is famous for Norway is famous for ski jumping but its its Whale Watch and too hard to try Hiking 20 2017 Ipsos.

Unique Resource Destination: Switzerland, Ski Norway has awareness in outdoor activities and resorts Small Physical Exertion Destination: India, Yoga Norway 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, Pyramid Norway is famous for Vikings, but its not appealing for tourists 21 2017 Ipsos.

Collection Exhibition Destination: France, Museum Norway has low awareness in museums and art exhibitions Folk Activity Destination: Spain, Bullfight Norway has low awareness in folklore and traditional celebrations Modern Culture Destination: German, Football Norway has low awareness when it comes to modern culture THE BEHAVIOR AND ATTITUDE HAS CHANGED IN HOLIDAYS ABROAD Whats New In Holidays Abroad? RV Community Its a totally different holiday, which makes the journey more comfortable and interesting More and more friends are planning a holiday abroad to

buy a house/ apartment here Real-estate Tour Car Rental In Europe , the best way for holiday is renting a car and driving around, with flexible plan Travel like a local 22 2017 Ipsos. Immerse in the true local life, that would be inspiring and open minded Whats The Role Of Holiday Abroad? THE FUNDAMENTAL MEANING OF HOLIDAYS ABROAD 23 2016 Ipsos. THE FUNDAMENTAL MEANING OF HOLIDAYS ABROAD Qualitative Hypothesis: The social dimension Holiday is a good reward and

present for oneself . I work harder, I deserve better. Thats why I am able to go holiday abroad while the losers stay domestic or home POWER POWER On Onone onehand, hand,people peopledesire desireto toshow showoff off their status. Holiday abroad is a their status. Holiday abroad is ameans means to toshow showoff offtheir

theirsuccess successand and progression in life progression in life SOCIAL 24 2017 Ipsos. Holiday abroad is an important topic in my social network, that make us more and more congenial to each other BELONGING BELONGING On Onthe theother otherhand, hand,people peopledo dowant want to to remain remainconnected connectedwith

withtheir theirsocial social network. network.Holiday Holidayabroad abroadisisaameans meansto to feel feelaccepted, accepted,to tostrengthen strengthenthe thebond bond with withthe thegroup groupthat thatmatters mattersto tothem them DIMENSION THE FUNDAMENTAL MEANING OF HOLIDAYS ABROAD Qualitative Hypothesis: The personal dimension ENJOYMENT ENJOYMENT

25 2017 Ipsos. DIMENSION Not able to afford a good apartment, broke up with girlfriend, the picky boss, bitch clientsshut up! I am in holiday abroad, far away enough from the normal life, I can forget the suck annoying PERSONAL On Onone onehand, hand,people peoplewould wouldlike like to tohave have break, escape from their burdened break, escape from their burdenedlife, life,

stay staywithout withoutthe theresponsibilities responsibilitiesand and social socialexpectations, expectations,once oncein inaawhile. while. Holidays abroad is a means Holidays abroad is a meansto togive givethem them an isolated world far away from an isolated world far away fromthe theworry worry and andtrouble

troublein inmy mylife life 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 CONTROL CONTROL On Onthe theother otherhand, hand,people peoplewant want to tostay stay in control.

Holidays abroad is consumed in control. Holidays abroad is consumed to tomake makeone onestay staytrue trueto toonce onceinner innerself, self, to think who you are and what to think who you are and whatyou youneed need THE FUNDAMENTAL MEANING OF HOLIDAYS ABROAD Qualitative Hypothesis: 8 Motivations for Holidays Abroad INDULGENCE

To feel isolated from trouble and responsibility in everyday life To 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 CONVIVIALITY 26 To be more sociable and jovial To feel more sociable, to become more approachable / goodnatured in order to fit in and share happiness Holiday is about providing a context that you can make friends with new people, to break the ice easily 2017 Ipsos. THE FUNDAMENTAL MEANING OF HOLIDAY ABROAD Qualitative Hypothesis: 8 Motivations In Holiday Abroad BONDING 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 them Holidays abroad is providing an obvious identity and label that we are in the same boat, through the similar experience and memory RELIEVE

27 To feel relaxed and comfortable To feel comfortable, fulfill the need of a companion, laidback, uneventful, disengaged, enjoy a time of idle Holidays abroad is allowing them to unwind / take a step back, so they can feel more relaxed 2017 Ipsos. THE FUNDAMENTAL MEANING OF HOLIDAY ABROAD Qualitative Hypothesis: 8 Motivations In Holiday Abroad REBOOT To feel focused and face the inner self To not feel overwhelmed with normal responsibilities and others judgement, no matter praise or criticism Holidays abroad is providing a space far away from the familiar values, opinions and rules, allowing to think and reconsider whats important, and reboot EXPERIENCED 28 To feel unique and different from the common To demonstrate that I know more, which set me apart from common people Holidays abroad is used to show that they have more

experience and stories to tell, to demonstrate their knowledge; in order to gain acknowledgement 2017 Ipsos. THE FUNDAMENTAL MEANING OF HOLIDAY ABROAD Qualitative Hypothesis: 8 Motivations In Holiday Abroad PREMIUM To show success To feel progressive and successful: gain more than the average, and a deserved high quality life enjoyment Holidays abroad is providing a tool to show off, to explicitly establish their more superior status EXCITING 29 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 culture Holidays abroad provides those easy troubles to confront with and overcome, makes their life not so boring and monotonous any more 2017 Ipsos. THE FUNDAMENTAL MEANING OF HOLIDAY ABROAD

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 30 2017 Ipsos. QUOTES FUNDAMENTAL MEANING What The Tourists Said I dont 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 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, its back, it just stays in the other side of life 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 31 2017 Ipsos. Whats The Need For Holiday Abroad? MOTIVATIONS FOR HOLIDAYS ABROAD 32 2016 Ipsos. hat Im looking for in a Holiday? 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 things Emotional 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 rules Personality; what should the destination stand

for?: This destination should be dramatic and revelry, passionate, letting go 33 2017 Ipsos. HAPPY IN THIS MOMENT! This motivation is about feeling ISOLATED FROM THE TROUBLE AND RESPONSIBILITY in everyday life for a while. Holidays abroad provides an isolated world, to optimize the experience of happy in the moment To satisfy the need of INDULGENCE: INDULGENCE Outdoor activity Carnival atmosphere providing short-time ecstasies Cultural experience Should encourage fling , a kind of sense of existence Food Helps to into mood quickly and creates excitement LOHAS Does not resonate very good with this motivation 34 2017 Ipsos. = importance in the motivation

HOW holidays abroad provides me with INDULGENCE? NATURE: its 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 snack SHOPPING: discounted luxury items, peripheral product of football DESTINATION: Thailand, Las Vegas, Brazil, Spain Functional Functional Characteristics Characteristics How 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 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 norm REBEL AGAINST RESPONSIBILITY: I am tired of being a good guy, sometimes I need to forget responsibilities, and just seek fun 35

2017 Ipsos. Emotional Emotional Benefits Benefits Who needs INDULGENCE on holidays abroad? THE TRUE ME: White-collar with lots of 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 surprise Easy going and unsophisticated, small joys should be satisfied Got a lot of fun ideas, and love to make it come true Social Social Identity

Identity What personality should the DESTINATION portray to consumers ? 36 Tolerant, Open-minded, Carefree Passionate, Upbeat, Revelry Dramatic, Playful, Surprising Exciting, Crazy, Focus on the moment 2017 Ipsos. Personality Personality When do I need INDULGENCE with Holiday?

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 you feel terrible (break up with lovers, fail in promotion), go with your best friends to recover Tired of the boring daily life, go with friends who have common interests Occasions Occasions What more do I expect to make the INDULGENCE better? Full of small surprises in the journey, leaving me no time to think about my everyday life Dramatic show and acting, allowing me to take part in the fun Tension without danger, break the rule without consequence Non-stop joy, day and night, I can seek for fun at any time Various activities and never dull 37 2017 Ipsos. Ideal Ideal Experience Experience hat Im looking for in a

Holiday? 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 friends Emotional benefits; what should it give me? CONVIVIALITY enlarge my social network, and its 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 harmonious 38 2017 Ipsos. FRIENDS IN THE MOMENT! This motivation is about to 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 easily To satisfy the need of CONVIVIALITY: Outdoor activity

CONVIVIALITY Help to make strangers friends in collaboration Cultural experience Encourage sharing, and think high of acceptance Food Want to cook together with others and share easily LOHAS Good way to make friends and take care of others = importance in the motivation 39 2017 Ipsos. HOW holidays abroad provides me with CONVIVIALITY? NATURE: wild, undisturbed, not well developed, in good weather CULTURE: call for sharing, such as Music Day ACTIVITIES: provides an opportunity for playing together, collaboration and helping each other , such as hiking, camping, picnic FOOD: fresh food picnic in natural environment; or in the local residents house, allow us to cook together and share good times SHOPPING: not very important DESTINATION: America, New Zealand Functional

Functional Characteristics Characteristics HOW 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 friends MAKE FRIEND EASILY: the holiday creates common memories and keeps everyone on the same page, a more social experience EVERYONE LIKES ME : helps to create a happy mood and makes everyone enjoy being together 40 2017 Ipsos. Emotional Emotional Benefits Benefits Who needs CONVIVIALITY with holiday abroad?

THE TRUE ME: Social animal, love to be a companion, value the time together Fashion freelancer, prefer active social life, hilarious, good 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 Social Social Identity Identity What personality should the DESTINATION portray to consumers? 41 Joyful, light-hearted, bright, cheerful, delight

Harmonious, easy to get along with, social Warm, kind, friendly, amicable Simple, innocent, ingenuous 2017 Ipsos. Personality Personality When do I need CONVIVIALITY with Holiday? 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 ones When I moved to a new city, no friends here can be a companion The WE MOMENT : Summer holiday, my kids cant keep in touch with their friends, then I would take them to play in the new group Occasions Occasions What more do I expect to make the CONVIVIALITY better? Screen 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 42 2017 Ipsos. Ideal Ideal Experience Experience hat Im looking for in a Holiday? 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 classic

43 2017 Ipsos. BE A PART OF THIS MOMENT! 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: BONDING Outdoor activity Famous activity or sight can only be experienced here Cultural experience Distinctive and well known local attractions Food Unique regional flavor, with distinct local characters LOHAS Unfortunately, seems not very relevant here 44 2017 Ipsos. = importance in the motivation HOW holiday abroad provides me with BONDING?

NATURE: Sights and scenery that is well known CULTURE: Distinctive well known local attractions, such as Mona Lisa in France, the pyramids in Egypt ACTIVITIES: A well known activity that can only be experienced on this destination, like Ski in Switzerland, riding camel FOOD: Unique regional flavor, like curry in India SHOPPING: souvenir, local specialty that shows I have been there DESTINATION: Japan, Europe, Egypt Functional Functional Characteristics Characteristics HOW 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 date CONFIDENT IN THE NETWORK: holidays abroad helps me feel safer in my social network, not being a loser CLOSER TO FRIENDS: holidays abroad provides moments of togetherness among family or friends, making us more connected to each other 45 2017 Ipsos.

Emotional Emotional Benefits Benefits WHO needs BONDING with holiday abroad? THE TRUE ME: Eager to get into the group, or try to strengthen the relationship Want to keep up with the trends and friends life Supportive opinion follower in the group, love to be a listener ME IN THE MOMENT : Moderate, not a loser, popular Easy to be satisfied A little of everything, better than nothing Social Social Identity Identity

WHAT personality should the DESTINATION portray to consumers? 46 Famous, well-known, notable Distinctive, special Classic, significant Respective, important Impressive, memorable 2017 Ipsos. Personality Personality WHEN do I need BONGDING on a Holiday? THE ME MOMENT: Few Me-moments were mentioned in BONGDING The WE MOMENT : The group leader suggested us to get a holiday together

When my friends talked about how much fun they have on holiday, I / my family cant fit in A lot of my friends go abroad for their honey moon Occasions Occasions WHAT more do I expect to make the BONGDING better? 47 Check-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 back Certification or stamped labels that show I have been here I can shop the best souvenir with local icon which tells my friends that I got a happy time here 2017 Ipsos. Ideal Ideal Experience Experience hat Im looking for in a

Holiday? 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 recovered Personality; what should the destination stand for?: This destination should be peaceful , simple but not boring 48 2017 Ipsos. SLOW DOWN IN THIS MOMENT! 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: RELIEVE Outdoor activity

Less energy consumed, help me recover energy Cultural experience Provide a slow pace of life, peaceful in mind Food Restaurants with a calm atmosphere, easy to relax LOHAS Not highly relevant in this motivation = importance in the motivation 49 2017 Ipsos. HOW holiday abroad provides me with RELIEVE? NATURE: quiet ,peaceful, fresh, tranquil, magnificent CULTURE: call for slow down life, enjoy a moment deep interacting with the nature or the city, coffee in France, hot spring in Japan ACTIVITIES: less energy consumed and help to recover, like fishing in Canada, whale watch in Iceland, diving in Australia FOOD: restaurant with calm atmosphere, and simple delicate dishes SHOPPING: local fresh /health food, famous health care products DESTINATION: Canada, Iceland, Greece Functional Functional Characteristics

Characteristics HOW RELIEVE makes me satisfied ? RECOVER FROM STRESS: holidays abroad is helpful to ease nervous tension, and make me feel recovered EASE ANXIETY: holidays abroad helps me endure anxiety in everyday life MENTAL SWITCH OFF: holidays abroad allows me to let my mind go, to be free 50 2017 Ipsos. Emotional Emotional Benefits Benefits WHO needs RELIEVE with holiday abroad? THE TRUE ME: Organized, keep things in order, never hurry up

Like a moment alone, or rest with friend in silence. Prefer the simple joy, like reading, painting, photography The joy of a simple hobby, fishing, baking etc ME IN THE MOMENT : Gentle, simple, Quiet, peaceful, mild Calm, leisurely, unhurried Social Social Identity Identity WHAT personality should the DESTINATION portray to consumers? 51 Slow-paced, without hurry or buzz Carefree, peaceful, thoughtless Simple but not boring, while delicate with fun

Casual, lazy, without strict plan, flexible 2017 Ipsos. Personality Personality WHEN do I need RELIEVE with Holiday? THE ME MOMENT: When I feel I need a recharge in a busy life When I need to adjust the pace a little, and make my world in order The WE MOMENT : After a busy time at work, I ignore my family, and need to rebuild the relationship Before I start a new challenge, I need a holiday to cheer me up Occasions Occasions WHAT more do I expect to make the RELIEVE better? Full of activities which are less energy consuming, but help me recover from the fatigue Everything is ready for me, no need to queue up Flexible plan, and I can change it freely 52

2017 Ipsos. Ideal Ideal Experience Experience hat Im looking for in a Holiday? 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 decision Personality; what should the destination stand for?: This destination should be insightful , with a clear mind 53 2017 Ipsos. PONDER IN THIS MOMENT! 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 whats important, to reboot To satisfy the need of RELIEVE: REBOOT Outdoor activity More energy consumed, even kind of exhausting Cultural experience Religion, primitive, uncontaminated, mysterious Food Fresh, simple, and locally grown, with little process LOHAS A meaningful lifestyle to trigger my thoughts = importance in the motivation 54 2017 Ipsos. HOW holidays 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, charity ACTIVITIES: More energy consumed, which helps to focus on the mental after

using my body, such like climbing FOOD: Fresh, simple, and locally grown, less processed SHOPPING: souvenir to record the change DESTINATION: India, Nepal, Africa Functional Functional Characteristics Characteristics HOW REBOOT makes me satisfied ? CONFRONTATION WITH THE TRUE ME: holidays abroad is helpful to rethink who I am, and what I want REBUILD VALUES/CONFIDENCE: holidays abroad helps me out of a narrow point of view, to think what is of real value in life MAKE THE RIGHT DECISION: holidays abroad leaves me a space to follow the voice inside not outside pressure 55 2017 Ipsos. Emotional Emotional Benefits Benefits WHO needs REBOOT on holidays abroad?

THE TRUE ME: Stuck in the current success or failure, tired of others judgement Lost , confused, and wish to find the true me, a right way to go Hesitate in decisions, want a breakout ME IN THE MOMENT : Prudent, discreet, careful, meditative Genuine , sincere, focus Positive, ready to change, unshrinking Social Social Identity Identity WHAT personality should the DESTINATION portray to consumers?

56 Devout, spiritual, infectious Instructive, insightful, thoughtful Soothing, reassuring Sober, dispassionate, clear Without disturbance 2017 Ipsos. Personality Personality When do I need REBOOT on a Holiday? THE ME MOMENT: In a stressed mood (success, failure, grieve), I need a holiday to calm down Before a important decision, I need a holiday to think discreetly The 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 Occasions Occasions WHAT more do I expect to make the REBOOT better?

A space with careful service and less disturbance Help me to find the peace inside Encourage me to stay firm, and brave to try what I want 57 2017 Ipsos. Ideal Ideal Experience Experience hat Im looking for in a Holiday? 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 average Personality; what should the destination stand for?:

This destination should be full of legends and savvy 58 2017 Ipsos. TASTE IN THIS MOMENT! 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: EXPERIENCED Outdoor activity Activity for only an exclusive few, needs skills and training Cultural experience Rich in history and legends Food Special, delicate, exclusive, savoring LOHAS Not in high relevance here = importance in the motivation 59 2017 Ipsos.

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 England ACTIVITIES: need skill and training, such as flying, wine-making FOOD: Special, delicate, exclusive, savoring, only the local know SHOPPING: niche brand product, boutique store DESTINATION: 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 average HAVE 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 60 2017 Ipsos. Functional Functional Characteristics Characteristics Emotional Emotional

Benefits Benefits Who needs EXPERIENCED with holiday abroad? 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 Social Social Identity Identity WHAT personality should the DESTINATION portray to consumers? 61 Ordinary outside while creative inside

Brilliant, wise, intelligent Knowledgeable, Savvy, judicious Distinctive, unique 2017 Ipsos. Personality Personality When do I need EXPERIENCED with Holiday? THE ME MOMENT: When I read an interesting book, I want to see the view described I am interested in the history of War World II, so I plan a journey to pay a visit to the Jewish ghetto I want to know more about the wine, so I go to France Winery The WE MOMENT : Take my kid to pay a visit to the World famous Universities Occasions Occasions What more do I expect to make the EXPERIENCED better? A journey when I can deep into the detail, and get to know more knowledge I can find something not mentioned by the guide, the tips I live in the hotel where an intelligent poet once lived

I can make my own souvenir 62 2017 Ipsos. Ideal Ideal Experience Experience hat Im looking for in a Holiday? 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 me Personality; what should the destination stand for?: This destination should be luxurious and exclusive 63 2017 Ipsos.

OUTSTANDING IN THIS MOMENT! 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: PREMIUM Outdoor activity Activities only for the exclusive few, cost a lot Cultural experience Cultural experiences that shows the obvious class difference Food Restaurants in the Michelin Guide, expensive, rare LOHAS Not in high relevance here 64 2017 Ipsos. = importance in the motivation HOW holidays abroad provides me with PREMIUM?

NATURE: not very important, but access to scenery that costs a lot seems more attractive CULTURE: Culture that shows obvious difference between social classes ACTIVITIES: exclusive for the few FOOD: Restaurants in the Michelin Guide, or with expensive rare raw materials SHOPPING: design brand, luxury jewelry, rare food items DESTINATION: Dubai Functional Functional Characteristics Characteristics HOW PREMIUM makes me satisfied ? ENJOY THE ENVY: holidays abroad makes others jealous at me, that feels good KING OF THE GROUP: holidays abroad is helpful to put me in the hot spot, and be in the center of attention in my social group SHOW SUCCESS : holidays abroad makes others know how successful I am 65 2017 Ipsos. Emotional Emotional Benefits Benefits WHO needs PREMIUM with holiday abroad?

THE TRUE ME: Work hard to be successful and rich Always ambitious to go upper grade The center and VIP in my social network ME IN THE MOMENT : Noble, high-end, superior Prominent, honored Distinguished, outstanding Social Social Identity Identity WHAT personality should the DESTINATION portray to consumers? Exclusive, special, dedicated

Luxurious Dazzling 66 2017 Ipsos. Personality Personality WHEN do I need PREMIUM in a Holiday? THE ME MOMENT: Few Me-Moments were mentioned in PREMIUM The WE MOMENT : When I got a promotion at work When I earned extra money from stock/investment When I won a big prize When my son got admitted to a famous university Occasions Occasions What more do I expect to make PREMIUM better?

A journey where I can enjoy exclusive service I want to pay more to enjoy the service of a holiday-housekeeper, who takes care of me I can jump the queue when I arrive at the museum 67 2017 Ipsos. Ideal Ideal Experience Experience hat Im looking for in a Holiday? 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 life

Personality; what should the destination stand for?: This destination should be Adventurous and Courageous 68 2017 Ipsos. CHALLENGE IN THIS MOMENT! 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: EXCITING Outdoor activity Extreme sports play an important role Cultural experience Unfamiliar experience feels more attractive Food Weird material and unconventional process LOHAS Not in high relevance here = importance in the motivation 69 2017 Ipsos.

HOW holidays abroad provides me with EXCITING? NATURE: uncontaminated, not very developed, keep original, hard to get access to CULTURE: Culture that encourages the brave and challenges me ACTIVITIES: accessible extreme sports, such as Bungee jump, parachuting FOOD: kind of weird, such as crocodile meat SHOPPING: not very important, maybe sports equipment DESTINATION: New Zealand, Iceland Functional Functional Characteristics Characteristics HOW EXCITING makes me satisfied ? FEEL ACTIVE AND ALIVE: holidays abroad helps me get the energy back, full of blood and vitality BUILD 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 things 70 2017 Ipsos.

Emotional Emotional Benefits Benefits WHO needs EXCITING on a holiday abroad? THE TRUE ME: Tired of the monotonous life and want a breakout Always find the unconventional path more attractive, like risk Strong both physically and mentally ME IN THE MOMENT : Brave, courageous, valiant Firm, strong Active, curious Social Social Identity

Identity WHAT personality should the DESTINATION portray to consumers? 71 Energetic, vibrant, unstoppable Adventurous, risky Courageous, fearless Enthusiastic, passionate, optimistic 2017 Ipsos. Personality Personality When do I need EXCITING with Holiday?

THE ME MOMENT: Repeat the routine day after day, want to quit Heart-broken for mistake Blanking period between jobs To celebrate the 30th birthday The WE MOMENT : Team building Occasions Occasions What more do I expect to make the EXCITING better? Accessible extreme sports with professional training and safe guarantee Full of unexpected surprise, the weird food, strange animals Never know what can happen in the next second 72 2017 Ipsos. Ideal Ideal Experience Experience Whats The ideal Holiday Abroad? THE IDEAL HOLIDAY

ABROAD 73 2016 Ipsos. The ideal holiday abroad for INDULGENCE EAT, DRINK, BE MERRY DESTINATION: Spain COMPANION: group of best friends (2-3 people) JOURNEY PLAN: Transport: rent an SUV Accommodation: Motel Service level: I dont care Food: small bar, alcohol, delicious food even with high calorie Nature: not very important Outdoor activity: take part in the parade Culture experience: bull fight, running with the bull, Flamenco dancing, Real Madrid VS Barcelona, Castells 74 2017 Ipsos. The ideal holiday abroad for CONVIVIALITY MAKE FRIENDS THE AMAZING ROAD DESTINATION: Route 66, USA COMPANION: 2 couples / family (3-4 people), join the fleet JOURNEY PLAN: Transport: rent a camper van

Accommodation: Caravan Park, Motel Service level: I dont care Food: buy the from the supermarket, cook myself, or go to a small local restaurant Nature: the famous wild view along the route Outdoor activity: climbing Culture experience: an NBA Game in LA 75 2017 Ipsos. The ideal holiday abroad for BONDING EVERYONE KNOWS THIS PLACE I HAVE BEEN HERE DESTINATION: Mainland Europe COMPANION: couples/with family/best friends JOURNEY PLAN: Transport: public transport, flight, train, taxi, bus Accommodation: small hotel, Airbnb Service level: with obvious local character, the waitress in national costume Food: the famous, classic food with high awareness among travelers, coffee in Paris, Pizza in Italy Nature: the famous scenery spot, Santorini in Greece Outdoor activity: take the Venetian boat Culture experience: beer festival in German 76 2017 Ipsos.

The ideal holiday abroad for RELIEVE IDLE IN THE SUN DESTINATION: Greece COMPANION: oneself/couples/ best fried JOURNEY PLAN: Transport: public transport, flight, train, taxi, bus Accommodation: small hotel, Airbnb Service level: caring and discreet Food: breakfast at terrace, fresh local dish, small local restaurant or bar Nature: the sea, the classic house Outdoor activity: walking, diving, fishing, boating Culture experience: the temple 77 2017 Ipsos. The ideal holiday abroad for REBOOT LISTEN TO MY HEART DESTINATION: Nepal COMPANION: oneself/ best fried JOURNEY PLAN: Transport: public transport, flight, train, taxi, bus Accommodation: in the temple, near a lake Service level: do not care too much Food: simple, with less cooking process, yoghurt Nature: Phewa Lake, Nagarkot Outdoor activity: EBC Trekking, Canoeing Culture experience: Durbar Square, temple

78 2017 Ipsos. The ideal holiday abroad for EXPERIENCED FOOD WITH STORIES DESTINATION: Mainland Europe COMPANION: oneself/ best friends JOURNEY PLAN: Transport: car renting Accommodation: Airbnb Service level: a professional guide Food: restaurant and dishes only the locals know of 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 79 2017 Ipsos. The ideal holiday abroad for PREMIUM BE THE GREAT GATSBY DESTINATION: Dubai COMPANION: couples/ family JOURNEY PLAN: Transport: Accommodation: Al Maha Desert Resort & Spa Service level: house keeper during the whole journey

Food: Restaurants in Michelin Guide, buffet in Burj Al Arab hotel Nature: not very important Outdoor activity: helicopter training, Dubai Desert Safari Culture experience: Eid in Dubai, Ramadan in Dubai 80 2017 Ipsos. The ideal holiday abroad for EXCITING BYE BYE BORING LIFE DESTINATION: Dubai COMPANION: couples/ oneself/best friends JOURNEY PLAN: Transport: renting a car, or RV Accommodation: Airbnb, or RV Motel Service level: professional trainer and guide Food: restaurants in town Nature: not very important Outdoor activity: bungee, skydiving , learn to fly, Paragliding, SkyWalk , quad bike expedition, Swim with Dolphins Culture experience: not very important 81 2017 Ipsos. Whats The Image Of The Holiday Destination Abroad? UNDERSTANDING COMPETETIVE MARKETS

82 2016 Ipsos. 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&M Buildings with modern design and decoration Famous in modern advanced technology and academics due to Nobel Prize ELEGANCE That makes SWEDEN a destination of 83 2017 Ipsos. ASCETICISM NERDY 01 FUNCTIONAL CHARACTERISTICS NATURE: snow, lake, not very famous CULTURE: modern design building or museum

FOOD: meatballs ACTIVITY: pay a visit to the national park SHOP: some modern design decoration, pay a visit to IKEA LOHAS: in high relevance due to simple life style Interested in modern design Got high taste in life Know more, and learn more Unique insight, different from mainstream Focus on ones own interests 01/29/2020 84 2017 Ipsos. 03 SOCIAL IDENTITY EMOTIONAL BENEFITS 02 It feels beyond trend It shows I got better taste and more knowledge than the average Make me different Show my talent and

inspiration Shy, nerd, low-key Professional, skillful Knowledgeable, talent Indifferent, impassive Ordinary outside while colorful inside PERSONALITY 84 04 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 Certificate Finnish Sauna is also considered unique and worth a try Brand Nokia was once popular as durable and tough That makes FINLAND a destination of 85 2017 Ipsos. ROUGH

JOYOUS WILD 01 FUNCTIONAL CHARACTERISTICS NATURE: snow, forest, lake, aurora CULTURE: with low awareness FOOD: with low awareness ACTIVITY: sledge, ski SHOP: without any famous product or brand LOHAS: in high relevance due to wild environment Love to travel all the world, and check-in every famous destination Want to get the Artic Circle Crossing Certificate, and be the one who set foot in the Artic 03 86 2017 Ipsos. SOCIAL IDENTITY EMOTIONAL

BENEFITS 02 I catch up the trend I can tell the story of the destination, which would be a very interesting topic to share Tough, unyielding Simple, Honest Warm-hearted Genuine PERSONALITY 04 ICELAND MOST MYSTERIOUS ADVENTUROUS ONE FAMILIARITY: ATTRACTION: TOP OF MIND IMPRESSION Getting a hot destination for its Aurora and Whale Watch Isolated island without contamination and keep the original nature landscape Unfamiliar and mysterious That makes ICELAND a destination of 87 2017 Ipsos.

ADVENTURE 01 FUNCTIONAL CHARACTERISTICS NATURE: blue lake, aurora, Geysir, Gullfoss, Reynisfjara, volcano CULTURE: whale watch, icebreakers FOOD: with low awareness ACTIVITY: ice climbing, snowmobiling, hiking SHOP: skin-care, sweater LOHAS: in high relevance due to wild environment Attracted by the mysterious Curious about the unfamiliar Active to see the unknown Brave to try the new and adventure a lot 03 88 2017 Ipsos. SOCIAL IDENTITY EMOTIONAL BENEFITS

02 Keep me in open-minded Learn more about the unknown Be inspiring Proud of myself I am able to get to that far away destination Mysterious, unfamiliar Distant, remote Uncontaminated Appealing, adventurous PERSONALITY 04 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 destination Brand LEGO is getting popular, a lot of fans like to pay a visit for it INNOCENT That makes DENMARK a destination of 89

2017 Ipsos. CHILDISH RELAXING 01 FUNCTIONAL CHARACTERISTICS NATURE: with low awareness, several mentioned Harbor CULTURE: Andersens Museum FOOD: with low awareness, , several mentioned cheese ACTIVITY: in low awareness SHOP: LEGO LOHAS: in low awareness Calm down, never hurry up Like the moment be oneself, Enjoy the simple joy, such like walking in the sunshine 03 90 2017 Ipsos. SOCIAL IDENTITY

EMOTIONAL BENEFITS 02 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 Fragile, delicate Fantasy lover In slow pace Peaceful, thoughtless PERSONALITY 04 SCOTLAND 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 destination The movie Braveheart is also very impressive Nowadays, Edinburgh International Festival is getting familiar in the market

That makes SCOTLAND a destination of 91 2017 Ipsos. PLAYFUL FREE CAREFREE 01 FUNCTIONAL CHARACTERISTICS NATURE: highlands CULTURE: Kilt, bagpipes parade FOOD: in low awareness, several mentioned whisky ACTIVITY: in low awareness SHOP: in low awareness LOHAS: in low relevance Seek for freedom Do not like to be limited Got a lot of fun idea, and love to make it come true 03 92

2017 Ipsos. SOCIAL IDENTITY EMOTIONAL BENEFITS 02 gives me a moment to follow my heart not the social rule a while to forget responsibility, and just seek for fun Brave, bold Wild, simple Tolerant Joy, cheerful, optimistic PERSONALITY 04 NEW ZEALAND FANTASTIC LAND ATTRACTS ME TO DISCOVER FAMILIARITY: ATTRACTION: TOP OF MIND IMPRESSION Unique Southern Hemisphere country with less contamination and keep original Weird animal and fantastic landscape for the lord of the rings Nowadays, the extreme sports is getting hot here

That makes NEW ZEALAND a destination of 93 2017 Ipsos. ACTIVE ENERGY REFRESH 01 FUNCTIONAL CHARACTERISTICS NATURE: various landscape keeps original CULTURE: Maoris, but not appealing FOOD: fresh local food, milk , beef, kiwi, seafood especially lobster ACTIVITY: bungee, skydiving , learn to fly, paragliding skywalk , quad bike expedition swim with Dolphins SHOP: healthcare, skincare milk powder, honey, fur LOHAS: in high relevance due to the fresh environment Love to break up the rule Prefer to take risk Need a break from the dull life

03 94 2017 Ipsos. SOCIAL IDENTITY EMOTIONAL BENEFITS 02 Get the fun from discover Be excited and make the boring life disappear for this moment Feel alive and energy back through the danger risk Active, energy, Optimistic, kind, nice Fearless, young Curious to adventure, to explore PERSONALITY 04 CANADA A DESTINATION FRESH BUT A LITTLE DULL

FAMILIARITY: ATTRACTION: TOP OF MIND IMPRESSION With a lot of immigrants, full of Chinese and Chinese culture elements Slow pace in life, peaceful Maple and maple candy, ice-wine, Canada Goose SLOW That makes CANADA a destination of 95 2017 Ipsos. PLAIN DULL 01 FUNCTIONAL CHARACTERISTICS 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 candy ACTIVITY: getting popular for extreme sports such as drifting, bungee, air balloon, ski LOHAS: in high relevance due to the fresh environment

EMOTIONAL BENEFITS 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 Slow pace, lazy Kind, nice, simple Like to stun Freely, at will Need a break from the busy life, want to have a relax Like the slow pace journey, with flexible, idle in the street 03 96 2017 Ipsos. 02 Enjoy the time being alone SOCIAL IDENTITY

PS: Canada is running a tourism campaign for Quebec to deliver a message Keep exploring in China PERSONALITY 04 GERMAN 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 art Famous for football, car, plane, beer, pork and luxury ENRICHMENT That makes GERMAN a destination of 97 2017 Ipsos. EXPERIENCED LEGEND 01 FUNCTIONAL CHARACTERISTICS

NATURE: famous for the lake and mountain CULTURE: Beer Festival, various museums, castle, exhibition, university, football game, church, old street FOOD: beer, poke, sausage ACTIVITY: hiking, boating biking LOHAS: not very relevant Interested in history Know more, and learn more Smart, and love to think Unique insight, different from mainstream Focus on ones own hobby 03 98 2017 Ipsos. SOCIAL IDENTITY EMOTIONAL BENEFITS 02 Enjoy the time that know more and be professional Show my talent and knowledge Get proud of myself to be unique and minority

in taste Insight, deep in thought Rational, discreet Strong in body /mental Never quit or give up, firm Talented but stay low-key PERSONALITY 04 AUSTRIA 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 art The Swarovski is now famous in the market The history of Habsburgs is getting appealing That makes AUSTRIA a destination of 99 2017 Ipsos. INSPIRATION 01

FUNCTIONAL CHARACTERISTICS 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 awareness ACTIVITY: with low awareness LOHAS: not very relevant Interested in art and music Know more, and learn more Smart, and love to think Focus on ones own hobby EMOTIONAL BENEFITS 02 Enjoy the time that know more and be professional Show my talent and knowledge Get proud of myself to be unique and minority in taste Silent, shy, peaceful Sensitive, emotional Stay low key

Artist, delicate, fine Elegant, grace, exquisite 03 100 2017 Ipsos. SOCIAL IDENTITY PERSONALITY 04 Whats The Image Of Norway? NORWAY AS A HOLIDAY DESTINATION 101 2016 Ipsos. A PEACEFUL AND FRESH DESTINATIO N 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, its also attractive for the

FRESH SEAFOOD with high-quality, especially the salmon FAMILIARITY: 102 2017 Ipsos. 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 Norway FOOD: fresh sea food, especially 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 103 2017 Ipsos. DRIVERS BARRIERS The unique fjords is the most appealing trigger The quiet serene landscape make it a good destination to calm down and relax

The seafood is also considered very attractive Except the fjords, other nature elements failed to pop up as differentiated or giving an advantage to Norway Even though Vikings is unique and in high-awareness, it failed to deliver any positive associations, which is limited to blood and boldness The 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 access The fresh seafood cant be brought home EMOTIONAL BENEFITS DRIVERS 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 heart UNIQUE: I choose the beautiful unpopular destination to show my understanding about the high-quality holiday 104 2017 Ipsos. BARRIERS

The rich landscape help Norway be relevant in RELIEVE and even a kind of DISCOVERY The quiet environment makes Norway very relevant in REBOOT And the fact that few Chinese have visited Norway, helps me show my unique TASTE 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 destination not very relaxing On the other hand, the whole country delivers a peaceful atmosphere to help me ponder, but its not providing mental recharge. 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 ones INTERESTED IN HISTORY: find joy in understanding and exploring Viking culture CURIOUS EXPLORER: curious about what it looks like in the serene deep forest 105 2017 Ipsos.

PERSONALITY THE ATTRACTION: Quiet, shy, silent, stay low key Simple, innocent, straight forward, Genuine Peaceful, smooth, calm down Discreet, cautious Strong, robust , brave THE BARRIERS: Indifferent, distant, aloof Stubborn, strict Rough, bold, aggressive Norway As A Holiday Destination OUTDOOR ACTIVITIES, CULTURE, LOHAS AND FOOD 106 2016 Ipsos. OUTDOOR ACTIVITIES (1/3) FAMILIARITY: FAMILIARITY: FAMILIARITY: ATTRACTION:

ATTRACTION: ATTRACTION: UNIQUENESS: UNIQUENESS: UNIQUENESS: Thats what I plan the holiday in Norway for, the most appealing to me in the journey 107 2017 Ipsos. Yes, its very attractive, but I dont know if there is any difference between the watch in Norway and Iceland, or any advantage? its funny but I can take the experience even in domestic destination, why Norway? OUTDOOR ACTIVITIES (2/3) FAMILIARITY: FAMILIARITY:

FAMILIARITY: ATTRACTION: ATTRACTION: ATTRACTION: UNIQUENESS: UNIQUENESS: UNIQUENESS: The best ski field is not in Norway, and most of our tourists are not ski fans 108 2017 Ipsos. Norway is famous for the extreme sport on snow which is not accessible I plan a holiday for relaxing, not doing exercise, and hiking is common in a lot of destinations, is there any different? OUTDOOR ACTIVITIES (3/3)

FAMILIARITY: FAMILIARITY: FAMILIARITY: ATTRACTION: ATTRACTION: ATTRACTION: UNIQUENESS: UNIQUENESS: UNIQUENESS: I heard you can go camping nearby the lake, and I may have a try. But it feels too cold 109 2017 Ipsos. Some fans went there to enjoy an exciting time, but for me, its too dangerous and energy consuming I know the rafting, but I am not

very interested, as its not famous and unique CULTURE EXPERIENCE (1/2) FAMILIARITY: FAMILIARITY: FAMILIARITY: ATTRACTION: ATTRACTION: ATTRACTION: UNIQUENESS: UNIQUENESS: 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 110 2017 Ipsos.

The history in Norway seems not as exciting as the mainland Euro, the legend, the story, its not appealing enough for me to explore in the holiday Is there any treasure, or famous artists in Norway? Or any classic art genre? I have no idea CULTURE EXPERIENCE (2/2) FAMILIARITY: FAMILIARITY: FAMILIARITY: ATTRACTION: ATTRACTION: ATTRACTION: UNIQUENESS: UNIQUENESS: UNIQUENESS: Actually, its unique, but I have no idea about how unique it is,

and what it is meaning 111 2017 Ipsos. It seems very easy to arrive, and kind of meaningful, but I know nothing about it A town that shows the true Norway life, peaceful and slow pace LOHAS EXPERIENCE (1/2) AWARNESS PERCEPTION RELEVANCE EXPERIENCE 112 2017 Ipsos. Very low Only the senior females claim that they heard of it Full of misunderstanding Some believe it means following your heart Some just consider it same as ECO, or environment-friendly

Low relevance with on holidays Low relevance with themselves Middle-high relevance with Norway, but not unique Some claimed that they have LOHAS experiences on holidays, such as the energy-saving hotel, or Organic Food, but its a occasional trial, not their mainstream choice LOHAS EXPERIENCE (2/2) OCCASION PREFERENCE 113 2017 Ipsos. 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 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 vegetables Picnic in the forest, where I can gather the raw materials and water for cooking Be close to local animals I can learn a skill, such as brewing beer in a brewery, but it should be relevant to the local traditions FOOD EXPERIENCE

AWARNESS In very high awareness for seafood, especially salmon, but nothing else in food has been mentioned PERCEPTION 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 awareness Process: without local process method or unique spice, and the cooking process seems simple and rough RELEVANCE 114 2017 Ipsos. Love and eager to try But not possible to shop and take back, as Norwegian food is famous for its freshness, and its not easy to keep fresh on the journey Copy Desired Image, Select this placeholder, Paste & Then Send to back APPENDIX RESEARCH DESIGN AND RESPONDENT LIST

115 2015 Ipsos. RESEARCH DESIGN City Beijing, China Research Method: N = 4 FGD of 4 hours with 6 participants Respondent Criteria Male Female 25-33 y.o.

1 1 34-44 y.o. 1 1 Beijing Age between 25-44 Education level - college and above Family income 15000 RMB and above, personal income 8000 RMB and above No people in marketing, journalism, advertising, travel & tourism The respondents recruited for this research have not participated in research in the last 6 months No respondents who do not at least have average verbal/ intellectual capabilities None of the respondents knows anyone of the others: (no relatives, friends, acquaintances,) Working, no students or unemployed Travel regularly abroad Personally involved in making travel plan Most typical way to travel abroad is not group tour Have 2 participants have been to North Europe, 4 participants intend to go to North Europe in the future one Final year each group Be interested in other holiday-experiences other than Big-Cities/Shopping and/or Sun & Beach alone. Sole Respondent Profile_Innovation_Norwa interest in Ski-vacation is also a disqualifier. Mix different interests. 116

2017 Ipsos.

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