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MARKETING FLOATING ISLANDS AS A DESTINATION:

MARKETING FLOATING ISLANDS AS A DESTINATION:. A Field Study for Determination of Potential Demand and Consumer Expectations of Floating Islands G.Yuksek & I.Arıkan – AU TR Naples-Italy 2007. Floating Structures. Stable structures on water Mobile structures on water.

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MARKETING FLOATING ISLANDS AS A DESTINATION:

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  1. MARKETING FLOATING ISLANDS AS A DESTINATION: A Field Study for Determination of Potential Demand and Consumer Expectations of Floating Islands G.Yuksek & I.Arıkan – AU TRNaples-Italy 2007

  2. Floating Structures • Stable structures on water • Mobile structures on water

  3. Advantages of Floating Structures • less impact on the natural environment • earthquakes produce virtually no damage on floating structures • have life expectancies of over 100 years

  4. Floating House Floating Hospital Floating Library Floating Restaurant Floating Bridge Floating Oil and Gas Production Platforms Floating Energy Stations Floating City Floating Harbor Floating Marina Floating Breakwater Floating Airport Floating Meteorology Station Floating nuclear and thermal power stations … Examples for Floating Structures

  5. Floating House / Seattle

  6. Floating Airport

  7. Floating Restaurant / Hong Kong

  8. Floating Power Station / Nikaragua

  9. Floating Island / Peru-Titicaca Lake

  10. Floating Islands as a Destination • a living area on a mobile floating platform • including attractions, accomodations, accessibility, amenities and activities • can be in different designs • would be fairly big

  11. Carlo Macri’s Project Proposal(Oasis Town)

  12. Freedom City Project

  13. Marketing Floating Islands as a DestinationSuccessful Marketing • the right mix of features and services • an image that is attractive to the target market • the products and services to be provided on the islands must be delivered in an efficient and accessible way • the island’s values and images must be promoted effectively

  14. Marketing Floating Islands as a DestinationTarget Market Characteristics • income level of over $60.000 • frequently traveling • expecting high quality products and services to be satisfied • looking for the best

  15. Marketing Floating Islands as a DestinationPositioning & Images • to create a distinctive place in the minds of potential tourists • to develop a brand image

  16. THE RESEARCH • Purpose • Research Method • Sample • Research Assumptions • Findings

  17. Purpose • The potential demand • Market properties • Consumer expectations

  18. Research Method • DECISIONS (whether they want the product or not) • ATTITUDES ( expectations about the product) • IMAGES (how they picture the product in their minds) • DEMOGRAPHIC PROFILES (age, education, gender, etc.)

  19. Sample • The research population: “Tourists traveling with cruise ships worldwide” • The research sample: “Tourists traveling with cruise ships boarded to the seaports in Turkey in December 2006”.

  20. Research Assumptions • Cruise passengers are assumed to constitute potential demand for floating islands. • Target market is assumed to be upper income level consumers as the floating islands will have high investment costs. • It is assumed that new and discrete destinations are to be more preferred by consumers in future.

  21. Findings • Passengers between the agesof 41 and 60. • The majority of the passengers married and with an average income between 60.000-100.000 $ per year (Affluent and Most Affluent Market). • 86,9 % of passengers desire to have an experience with the floating islands.

  22. Findings • “New and interesting structure” and “Popular and fashionable destination of the future” are selected as the reasons of preferring floating islands with 40,3% and 20,4 % respectively. • 56,1 % of the participants want to spent 8-21 days on floating islands. • 68,9 % of the participants want to make a holiday in a hotel.

  23. Findings • 54,2 % of the participants prefer to stay in 5 stars hotels on the islands. • 60 % of the participants prefer air transportation to reach the floating islands.

  24. Findings attractions and amenities that consumers prefer: • Attractions Beauty and Anti-Aging Centres Casino Luxury Shopping Centres Luxury Restaurants Underwater Observatories • Amenities Security Unit Post Office Bank

  25. CONCLUSION • Floating islandscould be new destinations of the tourism industry in future. • The design suggested in this study is a flat platform with mobility,which is the most significant feature of floating islands. • According to the results of this analysis a potential demand exists for these structures. • Affluent and most affluent markets of the cruise industry are the potential consumers of floating islands.

  26. Thank You…gozer@anadolu.edu.triarikan@anadolu.edu.tr

  27. A Floating Island Designed by Jean Philippe Zoppini Residance Commercial Center Faculty Hotel School Lake Congres Center Shopping Mall Activity Center Yatch Marine Marine

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