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Practice case project


Image analysis of the travel destination China in Germany

The object of the practical case project was to study the image of China as a travel destination among Germans in Germany as a potential target group and to derive recommended actions to expand and optimize the product portfolio of the company China Tours GmbH. In addition, the study aims to identify target group-specific measures and promotions for improving the marketing of the travel destination China.

In addition to analyzing the portfolio of China Tours, the study also identified benchmarks and USPs for the travel destination China. Using an online survey on the image of the travel destination China and additional expert interviews, people with (at least one stay in China) and without experience traveling in China were surveyed.

The results of the questionnaire showed that the travel destination China is strongly associated with cultural sights, big cities, food, noise, and smog. By comparison, almost none of the respondents associates negative cultural attributes or beach vacations with China. The nearly nonexistent English skills of the Chinese was seen as a negative.

These results form a suitable basis for China Tours to influence the mentioned reasons for not traveling again to China in a positive manner. Overall, the product should be optimized in particular for young and price-sensitive customers, the diversity of China should be marketed accordingly, and information should be provided about negatively perceived cultural differences.

Development of a survey strategy
SWOT / PEST analysis of China as a travel destination for the German source market and benchmark for competing destinations.
Development of enthusiasm factors and reasons for losses in both target groups: "China travelers" and "not (yet) China travelers."
Identification of both target groups.

Development of target group-specific measures and promotions for the better marketing of China as a travel destination for customer loyalty / acquisition.
Derivation of recommended actions for further developing the current trips being offered by China Tours and for new product development.

Analysis of the image of the travel destination China among "China travelers" and "not (yet) China travelers."
Analysis of the development of Germans’ tourism demand for China travel and long-distance travel (desk research).
Implementation of interviews (personal/written) of "China travelers" and "not (yet) China travelers."
Implementation of expert interviews.

The travel destination China is associated with a high level of cultural sights, major cities, food, noise, and smog. In contrast to this, hardly anyone associates negative cultural attributes or beach vacations with China. In particular, the lack of English skills of Chinese people is viewed as negative.
A majority of the respondents can get excited about a new China trip (especially younger people). However, negative cultural aspects, such as language barriers and foreign eating cultures, in addition to a partly low budget are viewed as barriers.
Possible recommended actions for China Tours include in particular city, nature, and cultural travel for the different target groups (young price-sensitive customers, small groups, singles) and combination travel to strengthen the product portfolio. Possible marketing measures for customer acquisition and loyalty include increased media presence, additional information evenings and materials, sweepstakes, and discounts for regular customers.

Project team:

5th semester Tourism Management (B.A.), winter semester 2017/2018

Cooperation partner:

China Tours


Höchst - From an industrial site to a city holiday destination

In the winter semester 2015/16, 15 students of the dual study programme Tourism Management successfully developed target groups and recommendations for action for the optimization of tourism marketing in Frankfurt's Höchst district as part of an eight-week practical case project

Practice case projects aim at a target-oriented cooperation of the students in the team, in the course of which they can strengthen their competence to act. In addition to the experience gained during the obligatory practical phases of their dual studies, they should also gain insights outside their own company. In addition to the technical task, the focus is on the application of methods from project management and scientific work

The students' task was to carry out an analysis of the existing tourist offer of the Höchst district and to reveal optimization potentials in order to develop concrete suggestions for improvement for the design and marketing of an attractive offer

For this purpose, two groups were formed which focused on different tourist groups (domestic and foreign tourists, day trippers from the Rhine-Main region). After an intensive analysis of the current range of tourism products, expert interviews were held with various organizations involved in Höchst's tourism management to discuss previous experiences with target groups, demand for various products, marketing campaigns and urban planning conditions

Based on these findings, a survey of tourists could be conceived, with the help of which conclusions could be drawn about the awareness of the district, the interests of the tourists and the motives for a visit by Höchst. Based on the results obtained, detailed target groups could be derived and concrete recommendations for action given in the course of a SWOT analysis. Both groups finally developed a campaign concept that could be implemented with a manageable amount of effort. The project was implemented very successfully, not only because of the great commitment of the students, but also because the cooperation between the practical partners, the students and the teachers of the Frankfurt UAS worked very well

The fact that the students were able to use rooms in the House of Logistics & Mobility (HOLM) during the project work also contributed to the success of the project, which enabled intensive and very effective work in the groups and an uncomplicated exchange between the groups

Cooperation partners

NH ProjektStadt
Tourismus+Congress GmbH Frankfurt am Main Urban
Planning Office Frankfurt am Main

Number of participants

15 students

Contact for

Prof. Dr. Kerstin Wegener

Various reports on the practical case project have appeared in local newspapers

Kreisblatt Höchst

Study on tourism: Highest like only Highest (German only)
You can also download the newspaper article here (German only) as a PDF file
(Reference to the PDF: Highest circular sheet/photos Maik Reuß)

Frankfurter Rundschau

Emphasize strengths (German only)

References to the article

Text: André Carstensen, photos: Prof. Dr. Kerstin Wegener, Sarah Menzebach

Website editorial teamID: 6214
last updated on: 03.26.2021