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Denmark s long coastline and numerous islands are
geographical
features that allure countless tourists each year to
the Scandinavian
country. The Danish island of Samsø attracts its
visitors almost
exclusively in the summer season. The paper
concentrates on
analysing the travel behaviour of Samsø tourists
in order to generate new marketing ideas. Given the
fact that the
island s economic outcome severely relies on high
occupancy rates
it is reasonable to initiate a new and feasible
marketing concept. The
author delivers an insight into the business
operations of
Destination Samsø, the local tourist office, as well
as the operations
of the engaged ferry companies. Furthermore, Gudrun
Krüger
investigates existing marketing plans and used
instruments. Based
on a survey, the author analyses the booking and
travel patterns of
Samsø tourists, their satisfaction levels as well as
their
socioeconomic characteristics. The paper addresses
economists,
operations managers at island destinations, marketing
managers as
well as tourist offices. It is assumed that to some
degree the
findings are adaptable to other destinations that are
faced with
similar conditions.
geographical
features that allure countless tourists each year to
the Scandinavian
country. The Danish island of Samsø attracts its
visitors almost
exclusively in the summer season. The paper
concentrates on
analysing the travel behaviour of Samsø tourists
in order to generate new marketing ideas. Given the
fact that the
island s economic outcome severely relies on high
occupancy rates
it is reasonable to initiate a new and feasible
marketing concept. The
author delivers an insight into the business
operations of
Destination Samsø, the local tourist office, as well
as the operations
of the engaged ferry companies. Furthermore, Gudrun
Krüger
investigates existing marketing plans and used
instruments. Based
on a survey, the author analyses the booking and
travel patterns of
Samsø tourists, their satisfaction levels as well as
their
socioeconomic characteristics. The paper addresses
economists,
operations managers at island destinations, marketing
managers as
well as tourist offices. It is assumed that to some
degree the
findings are adaptable to other destinations that are
faced with
similar conditions.