1. Agenda
Success factors for cultural events
as leisure and tourist attraction
1) Urban tourism and events
)
2) Trier as a tourism destination
– an evaluation of the
3) Basic facts of the exhibition
Emperor Konstantin Exhibition
4) Visitor structure
2007 in Trier
i Ti
5) Responsible success factors
Prof. Dr. A. Kagermeier
g
Leisure and Tourism Geographies,
University of Trier (Germany)
6) Potential for optimizing the offer
)
7) Conclusion
Regional Studies Association (RSA)
Working Group on Tourism, Regional Development and Public Policy
p g
Developing tourist destinations
Aalborg, Denmark, 26-28 November 2008
2
mio. arrivals
Urban tourism as a growth market
Great differences between different types of cities
80
70
60
50
40
30
20
10
0
50
45
40
35
30
25
20
15
10
5
0
all German cities 40 2
40,2
%
Germany 11,5 %
11 5%
Source: destatis 2008
3
Change in
overnight stays
1993-2005
1993 2005
in percent
Source: dtv 2006
4

2. Challenges for marketing urban tourism
Criterias for successful events
Address new target groups and bind existing ones by
g g p
g
y
interesting offers
Recruit target groups with high income level
Increase of expenditure
p
g
Optimize the image of a destination
Make the specific cultural characteristics / features of a
destination well-known
Improvement of the acceptance by the local
population
Optimal Marketing-Mix
Remarkable character
Special significance
Great response in the media
Attraction for a lot of interested people
(cf.. SCHERHAG 1998, S. 87)
(HEINZE 1999, p. 13)
5
Effects of events
outward oriented
Trier in Roman times
gate
inward oriented
attractiveness for visitors
attractiveness for inhabitants
increase of the number of visitors
preservation of local culture
to be well-known
inward oriented marketing
image-building
urban development
seasonal effects
economic effects
palace of the
emperor
thermal baths
amphitheatre
Karl Baedeker 2002, p. 23
Quelle: FREYER 2000, p. 225
10

3. Overnight stays in Trier
The Roman period as the core of the tourist product in Trier
Total
800.000
700.000
Total
w
www.trier.d & medienwerksta
de
att
600.000
11
500.000
400.000
300.000
300 000
100.000
100 000
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
12
The exhibition
14
Foreigners
200.000
Celebrating the exhibition
15
Source: TIT 2007

4. Cross marketing
16
Cross marketing
17
Basic facts of the exhibition
Press coverage
156 days from 2 June until 4 November 2007
3 museums
• Rheinisches Landesmuseum
• Bischöfliches Dom und Diözesanmuseum
Dom• Stadtmuseum Simeonstift
1,413 exhibits, thereof 685 as loans
,
,
Overall costs : 6.6 Mio. €
250,000 visitors expected / estimated
353,974 sold tickets (799,034 visits)
More than 15,000 articles in the German press
15 000
Visitor survey by FTG & ETI (face-to-face)
Sample: 2,150 interviews (covering the whole period)
S
l 2 150 i t i
(
i th
h l
i d)
18
19

5. Facts about the press coverage: number of articles
Facts about the press coverage: range in million people
2.000
1.800
1 800
1.600
1.400
1.200
1.000
800
600
400
200
0
Trierischer Volksfreund Trier
Frankfurter Allgemeine Zeitung
Trierischer Volksfreund Wittlich
Der Spiegel
Trierischer Volksfreund Bitburg
Süddeutsche Zeitung
TV14
Trierischer Volksfreund Trier
Nov Dez Jan Feb Mar Apr May Jun
06 06 07 07 07 07 07 07
Jul Aug Sep Okt Nov
07 07 07 07 07
Paulinus
0
1
2
Source: Gestrich 2008, p. 126
20
4
5
6
7
Source: Gestrich 2008, p. 126
21
print media from which visitors got to know about the exhibition
print media from which visitors got to know about the exhibition
special interest
journals
12%
Frankfurter Allgemeine Zeitung
Trierischer Volksfreund
T i i h V lk f
d
Die Zeit
Süddeutsche Zeitung
Damals
Rheinzeitung
Antike Welt
Rheinpfalz
Kirchenblatt
Saarbrücker Zeitung
Die Welt
Der Spiegel
Mainzer Allgemeine Zeitung
Kölner Stadtanzeiger
Stuttgarter Zeitung
Welt am Sonntag
Archäologie in Deutschland
Frankfurter Rundschau
Luxemburger Wort
international
journals
3%
regional
newspapers (Trier)
18%
national daily and
weekly newpapers
and journals
10%
0
5
10
15
20
other regional
newspapers
9%
national daily
newspapers
48%
25
Source: visitor survey FTG/ETI
23
3
24
Source: visitor survey FTG/ETI

6. How the visitors got to know about the exhibition
(all h
( ll channels of information)
l fi f
ti )
Intention of recommendation
not sure
1,5%
probably
11,6%
11 6%
journals
flyer / program
folder
no
0,3%
pers.
reccommendation
TV / radio
yes
86,6%
web site of the
exhibition
0
10
20
opening period
30
40
summer holidays
50
60
70
wine tourism period
Source: visitor survey FTG/ETI
Origin of visitors
Schleswig
Holstein
Schwerin
Lüneburg
Branden-
Niedersachsen
Magdeburg
burg
Düsseldorf
SachsenAnhalt
A h l
NordrheinWestfalen
Leipzig
Dresden
Kassel
Arnsberg
Erfurt
Symbolgröße:
Hessen
Koblenz
Min.: 1
Darmstadt
Saarland
2nd or 3rd time
359
38
4th – 10th time
202
21
more often
147
16
Max.: 363
350
RheinlandPfalz
Oberfranken
Unterfranken
250
150
Trier
Luxemburg
25
1/6 from the Trier region
Chemnitz
Gießen
Belgien
232
Sachsen
Thüringen
Köln
first visit
1/3 from Rhineland-Palatine
Potsdam
Braunschweig
Detmold
%
High portion of visitors from other
“Länder”
Berlin
Niederlande
Hannover
number (abs.)
Every 10th visitor from abroad
E
i it f
b d
Bremen
Weserems
Münster
Number of visits to Trier (only overnight guests)
Great catchment area of the exhibition
MecklenburgVorpommern
Hamburg
Source: visitor survey FTG/ETI
100
Mittelfranken
Rheinhessen
Karlsruhe
50
30
Oberpfalz
BadenWürttemberg
Anzahl der Besucher
Bayern
Stuttgart
Frankreich
Niederbayern
Almost half of the visitors were
overnight guests!
Schwaben
Tübingen
Freiburg
Oberbayern
Source: visitor survey FTG/ETI
Source: visitor survey FTG/ETI

7. Characteristics of the visitors
Main motives for the visit
general cultural interest
interest in Roman times
interest in the person of the emperor Konstantin
Majority in the 50+ segment (about two third)
Roman times in Trier
Accompanied by partner or friend
A
i db
t
fi d
gerneral interest
High level of education
its a "must"
(about two third with university degree; ¾ A-level)
A level)
part of my life style
High income level (1/4 > 4.000 € per month)
got interested by the media
curiosity
professional reasons
=> target group with a high affinity towards (high) culture
tourist attraction
interst in architecture
bad weather program
0
Source: visitor survey FTG/ETI
Visitor satisfaction with aspects of the exhibition
1
2
3
4
opening period
i
i d
20
40
percentage
summer h lid
holidays
60
80
wine t i
i tourism period
i d
Economic effects of the exhibition
5
treated themes
quality of the exposed objects
clearness of the presentation
specific offers (e. g. children, seniors)
comprehensibility of the information and the…
29,5 mio. € turnover only by the expenditures on the
visiting day
Another 27 2 i
A th 27,2 mio. € t
turnover f
from short-term visitors
h tt
i it
staying up to 5 days
Total Turnover 56 7 mio €
56,7 mio.
legibility of the information and the explanations
audio-guide
Regional net product: 28,4 mio.
R i
l t
d t 28 4 i
About 80% coming from visitors staying overnight
atmosphere in the exhibition
feeling of immersion into the past
competences of the staff
Range from 1 = very good to 5 = not satisfying
Costs of the exhibition: 6,6 mio. € (ratio 1: 4.3)
Source: visitor survey FTG/ETI
Source:
visitor
survey
FTG/ETI

8. Core success factors 1/2
consistency of the event with the core product of the destination
distinct identification of the target group and
appropriate orientation of the product
quality level and
efficient traditional market-communication strategies via the medias
indirect
i di t marketing, using population as multipliers
k ti
i
l ti
lti li
• identification of population in the region with the product
g
• word-of-mouth marketing
supporting collateral activities
• Konstantintaler
• Sculpture of emperors feet
(internal marketing; keep the theme in the peoples mind
33
Core success factors 2/2
cooperation
of three museums acting together generating a critical mass for
• nationwide attention
• Threshold of a mere day trip attractiveness exceeded
day-trip
=> great catchment area & high proportion of overnight guests
=> economic success
with local destination management and marketing organisations
g
g g
(DMOs)
tourism enterprises
34
Options for optimizing
overnight guests: length of stays of
regional cooperation
> 7 nights
6%
5-7
5 7 nights
11%
1-4 nights
83%
only small portion of
long-term tourist
e. g. tourists spending
their holidays in the
low mountain regions
l
t i
i
around Trier and
visiting the exhibition
Source: visitor survey FTG/ETI

9. o e g t guests: places of
overnight guests p aces o stays
only small portion of
short-term tourists
staying in the region
Other
2%
regional cooperation
innovative ways of staging the product
high-performance staging inducing an immersion of the
g p
g g
g
visitors into the past
City of Trier
70%
Luxembourg
2%
Hunsrück
3%
Eifel
4%
Options for optimizing
Mosel/Saar
19%
Source: visitor survey FTG/ETI
Bringing the Roman times to live
Options for optimizing
regional cooperation
innovative ways of staging the product
high-performance staging inducing an immersion of the
g p
g g
g
visitors into the past
linking the cultural offer
g
with other regional options
e.g. culinary arts & wine, bike-tourism

10. Challenges for future events
Strategic use of the cultural potentials for creating a profile
for cultural tourism
(including other periods and personalities; e. g. birth place
e g
of Marx)
Strenghten the regional cooperation to pass critical
threshold of the offer and create regional network synergyeffects
More performance orientated concept taking the audience
on a thrilling journey into the past
=> address and attract an even broader audience
Bridging the gap between high and popular cultural offers
Thanks for your
attention …
… and I am looking
forward to a lively
debate.