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ITM Master 1. Sem.
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Wed 11.45-15.30 h H 12
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EXAMPLE SINUS GROUPS From the website of Sinus Institute: Sinus-Milieus® are target groups that really exist – a model which groups people according to attitudes to life and ways of living. The Sinus-Milieus® link up demographic criteria like education, occupation, or income with the actual life worlds of the people, i.e. with their everyday-life, their different attitudes to life, and their ways of living:
This way , the human being and his/her entire social environment and everyday-life system of reference is drawn into the field of vision. The Sinus-Milieus® have been established as a scientific model and are constantly updated via concurrent research and monitoring of socio-cultural trends. Leading brand product manufacturers, major service providers, political parties and public service clients, many advertising, media and PR agencies as well as several publishers have been working with this concept using it for strategic planning and operative implementation – both on the domestic and the international level. Sinus-Milieus® are developed and validated individually for each country. From China to Canada, Sinus has realized this milieu concept in 18 countries so far. In addition, the Sinus Institute has generated the Sinus-Meta-Milieus® which serve as basic target groups for international marketing and reflect cultural commonalities and dividing factors in intercultural comparison. To reach people or target groups, respectively, it is essential to get to know how these people feel and think, to understand their values, their aims in life, their ways of living and their attitudes – and it is necessary to comprehend their everyday-life worlds "from within", to actually "immerse" in them. Only this way is it possible to attain a true-to-life picture of what makes people tick – and the way to move them.
Im August 2010 hat das Institut Sinus Sociovision ein verändertes Gesellschaftsmodell Deutschlands vorgestellt. Es verschwand das sogenannte Milieu der DDR-Nostalgiker und ging zum Teil in das prekäre Milieu auf, hinzu kam das expeditive Milieu. Sinus-Milieus mit ihren Definitionen:
UK:
Example Target Group for Tour Operators: Postmaterialistic 50+ couples
Example: Travel behaviour family A (married couple, no kids, no car, no TV, 55 years, Professor/writer, German/Swiss), Within 12 months: Private trips: October:
long weekend Hallig Hooge. Holiday flat (higher end of market),
December (Christmas): 10 days Jordan. Self-organized travel to Amman (taxi/air), stay in Amman with friends (private flat), travel in Jordan with rented car (driver Jordanian friend), stay in *** to ***** hotels (special prices arranged by Jordanian friends) Jan-April: Several short trips to Switzerland. Self-organized travel to Switzerland (train/air), stay in private flat September: 10 days bicycle trip Dolomite mountains / Venice (Biennale art exhibition). Self-organized travel (train/air), bicycles rented with local company, stay in *** - **** hotels (booked through internet pages of hotels or portals (venere.com, hrs.com).
Professional trips Professor: October: University Conference Mexico, organized by employer November: WTM Fair London, self-organized (taxi/air), stay in *** hotel December: Tourism Conference Trier, self-organized (taxi/air), stay in *** hotel February: Tourism Workshop Jamaica, organized by inviting tourism ministry March: ITB Berlin, self-organized (train), private stay with friends April: PATA Annual Meeting Macao, self-organized (train/air), stay in ***** hotel April: Travel Fair Beijing, self-organized (train/air), stay in **** hotel May: Tourism Conference and Lecture University of Sunderland, self-organized (train/air), stay in *** hotel provided by University July: Tourism Conference Brighton, self-organized (train/air), stay in *** hotel September: UNWTO conference, Tourism Fair Hangzhou and lecture at local university, self-organized (train/air/taxi), stay in ***** hotel
Professional trips Writer: October: Visiting publisher in Poland, self-organized (train/air), stay in private flat with friends Jan-April: Four month stay in Switzerland as writer-in-residence, trips within Switzerland, self-organized (train/air), stay in studio provided by city or in private flat with friends September: Literature conference in Poland, self-organized (train/air), stay in *** hotel
Which destination with what kind of offers can successfully attract such kind of people? Discuss in smaller groups, present results.
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Contact:
Prof. Dr. Wolfgang Georg Arlt FRGS |
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