The marketing strategy of eifel tourism gmbh on the theme of geotourism in the vulkaneifel European
Published :March 20, 2008
Eifel Tourismus Gmbh, Kalvarienberg 1, D-54595 Prüm, Germany
Keywords: Marketing strategy, geotourism, co-operation between geoscience and tourism, survey
A wish for nature-that is the slogan with which Eifel Tourism GmbH woos vacation guests. The results of renowned marketing institutes prove that nature experiences are in demand. In 2005 approximately two million over-night stays were registered at the Vulkaneifel European Geopark. However, they will not come automatically, a guest will only choose a region such as the Vulkaneifel and its tourism products whey they precisely meet his expectations.
So the first question is: What image do guests perceive in the vacation region of the Eifel? A representative survey from 1995 led to a ranking of 29 namings. Here, the term Vulkaneifel was found in second place, while the geology was far away in 27th place. In the foreground, geology does not play any role n why vacationers decide to come to the Eifel. However, first appearances can be deceptive. In the Vulkaneifel, geoscience uses tourism as a mode of communication. The complex events of geoscientific work become nature experiences for the guest. The guests interested in nature experiences are primarily families and older couples, are interested in culture and education and enjoy hiking and bicycling. They expect good service and a high standard of quality. A comprehensive offering of geotourism events has been developed in the Vulkaneifel in response to these expectations, Volcanic museums, geopaths and routes, jeep safaris, top events such as "Classics on the Volcano", Nordic walking on the maar route-these are examples of the wide product range. The products are developed by trained geopark hosts.
The geopark hosts and the tourism experts continuously develop the products and the marketing strategy in accordance with guest expectations. The basis of the marketing is the annually published Vulkaneifel Magazine, which is used by Eifel Tourism GmbH at tourism exhibitions as well as in press trips or advertising.