Last summer, together with the German Tourism Association, we were able to carry out our study “Wissensmonitor-Deutschlandtourismus” for the first time. Our aim was no less than to examine the need for knowledge among tourism service providers in a regional context for the first time. The evaluation is now largely complete and we want to briefly present the most important facts in the coming weeks in our “Knowledge Monitor Germany Tourism” series.

This week we want to start with an overview of the facts and figures about the participants:

The spatial classification

In order to be able to depict the spatial context, we first had to do a lot of research: All main and sub-destinations were compiled for each federal state. These were then contacted with the request to submit any further sub-destinations and, if applicable, locations. This resulted in a total of 115 main destinations and 1,407 sub-destinations in Germany. By way of comparison, we are currently preparing the study for Austria and Switzerland, where we were able to collect 114 and 112 main destinations respectively.

The participants

All registered destinations were then asked to forward a questionnaire to their businesses. This was formulated in such a way that the sending organization appeared as the provider; the video for the application was also deliberately kept neutral.

In this way, we were able to generate 1,571 responses. We would like to present the hard facts about these participants:

  • Over two thirds of the participants were female (67.7%).
  • The most strongly represented age group was the 50 to 59-year-olds with 29.3%.
  • 35% of the participants were from the small and private landlord segment.
  • Almost 60% of all companies in which the participants were employed have fewer than five employees.

All in all, we captured a very nice cross-section of the tourist landscape in Germany.

The origin of the participants

The origin of the participants was also exciting: this was extremely unevenly distributed, which is already quite clear at the level of the federal states. Within the federal states, we were able to identify even greater divergences between the individual regions.

It became very clear that those players in the market who communicated a lot were also able to generate the most responses.

What’s next?

Next week, we want to give you an insight into which topics are of interest to top performers and how interest in the topics differs in spatial contexts. Fancy a little spoiler? Here you go:

  • The highest level of interest was shown in the “Marketing & Communication” topic block, followed by “Digitalization” and “Service & Quality”.
  • Companies that indicate a high level of interest in the topic of “sustainability” also have an above-average level of interest in almost all other topics.
  • The group of under 30s has a much higher interest in “Marketing & Communication”. Interest in “personal skills” is even more pronounced. Interest in topics such as “business administration”, “legal matters” and “sales” lags behind the average.

Don’t want to wait?

Of course, we won’t keep you in suspense unnecessarily. Take a look today at the overall evaluation of the study.

If you have not yet received an individual evaluation, this may be because too few responses have been sent in from your region. In this case, please contact us again and we will be happy to check the options with you!