ITM Master 1. Sem.
10117
Seminar
Fallstudie I
Examination:
Assignment paper
Hand-in before July 10th 2019
Paper app. 12 pages
TOPIC: How to
a) make Schleswig-Holstein more attractive for younger visitors by using the Craft Beer movement and
b) help start-up Craft Breweries in Schleswig-Holstein to develop by selling their products (beer, guided tours, brewing seminars) to tourists
Situation:
-
Schleswig-Holstein is a destination visited by more than eight million guests in 2018, but mostly by elderly German guests. Average age of visitors is above 52 years (Hamburg: 44 years, German population average age: 42 years).
-
Craft Beer has become a major trend among younger and middle-aged around the world and a reason to travel to the places were it is produced.
-
In Schleswig-Holstein there are more than ten Craft Beer Breweries, many of them running pubs or offering guided tours and brewing seminars.
Tasks:
- Understand situation and challenges of tourism to Schleswig-Holstein: Travel within S-H, domestic and international inbound travel
- Understand Craft Beer development globally and in S-H
- Talk with Craft Beer companies in S-H about their perceived/real relation to tourism now and plans for the future
- Talk with tourism authorities in S-H about their point of view about including Craft Beer into tourism marketing / creating a Craft Beer S-H route / umbrella brand etc.
- Create recommendations for Craft Beer breweries in S-H (or in Northern Germany) to support their development through tourism
Organisation of work to be discussed with participants, decided in next session.
Interviews with major Craft Beer companies in S-H with direct customer contact and with TASH to be conducted.
Beer Sommelier:
https://www.youtube.com/watch?v=oAnLX4rCcFQ
Craft Beer Channel: https://www.youtube.com/user/TheCraftBeerChannel
Überblick S-H:
"Gastronomie im Reiseziel" 87% No. 1 activity, "Einkaufen (Lebensmittel etc.)" 84% No. 2 activity named by S-H visitors in TASH Gästebefragung.
| Date | ||
| 8.4. | Introduction | |
| 15.4. |
Introduction Tourism in
S-H Kiel 3.5. Info http://www.kcbd.de/ |
|
| 16.4. 15.45-17.15 h S 16 |
Organisation Project Preparation Kiel Craft Beer Festival visit and TASH visit |
|
| 29.4. |
Introduction Culinary
Tourism Finishing Preparation (questionnaires) Kiel |
|
| 3.5. Friday | Kiel Craft Beer Festival / TASH visit | |
| 27.5. | Presentation and Discussion results of group work including Kiel interviews | |
| 3.6. | Examples of connecting Craft Beer and Tourism in other destinations | |
| 4.6. 15.45-19.00 h S 16 | Presentation Group results, Conclusion, Preparation Assignment Paper | |
| 17.6. | (Visit to Kiel May 3rd instead) | |
| 24.6. | (visit Kiel May 3rd instead) |
Die Tourismus-Zahlen für Schleswig-Holstein sind im Jahr 2018 auf Höchstwerte gestiegen: Mit fast 8,6 Millionen Gästen weist die Statistik ein Plus von 11,1 Prozent aus - bezogen auf Betriebe mit mindestens zehn Betten und Campingplätze. Die Zahl der Übernachtungen stieg sogar um 15,3 Prozent auf fast 34,5 Millionen. Bei der Statistik ist allerdings zu berücksichtigen, dass deutlich mehr auskunftspflichtige Betriebe berücksichtigt wurden als früher. Hinzugekommen sind vor allem von Agenturen vermittelte Ferienwohnungen. Im Bereich der Hotellerie sind die Wachstumsraten mit 3,5 Prozent mehr Gästen und 2,9 Prozent mehr Übernachtungen deutlich niedriger.
15 places to visit https://www.youtube.com/watch?v=mJGwHkEbOko
Lonely planet: https://www.lonelyplanet.com/germany/schleswig-holstein
