Sustainable domestic tourism in the wake of the pandemic (Q3990722): Difference between revisions
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(Changed label, description and/or aliases in en, and other parts: Adding English translations) |
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Sustainable domestic tourism in the wake of the pandemic | |||||||||||||||
| description / en | description / en | ||||||||||||||
Project in Sweden | Project Q3990722 in Sweden | ||||||||||||||
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The aim of the project is that the region’s tourism companies reduce the negative effects of the loss of foreign guests by receiving more national, regional and local guests than in 2020, it creates the opportunity for a balanced mix of international and national visitors and leads to increased resilience and growth. Project managers and project employees will evaluate what we Kronoberg County has to offer a domestic target group and create knowledge about the domestic market and its varied needs and wishes with special emphasis on sustainability. This gives the project a starting point to work with to find the right communicative message and concept. Advertising will take place both in print and on the web and via social media. Marketing leads to an increased reception of the target group, which leads to an increased understanding of the target group’s needs and can in turn lead to companies initiating their own product development. The benefits at project completion and expected long-term effects will then be that tourism companies reduce the negative effects of the loss of foreign guests by receiving more national, regional and local guests than in 2020, creating the opportunity for a balanced mix of international and national visitors leading to growth. The project promotes a green transition through two main grounds: The first: An increased number of national visitors have a shorter trip to Kronoberg. In other words, we have a visitor from Sweden (e.g. Gothenburg) so the carbon dioxide emissions for that visitor are less than for a visitor from, for example, Munich. If, through this project, we can create a better balance between foreign and Swedish visitors, we reduce the hospitality industry in Kronoberg County’s negative carbon dioxide impact. The second: In parallel with the current project, Region Kronoberg has run a project called Sustainable Visiting Industry. Within this project, a target group analysis has been developed by Cairo Future. The target group analysis has taken a special grip on the Swedish traveller with a sustainability focus. This target group analysis will influence choices for the activities of the project in question; Advertising web/print, Purchasing Content and Domestic Marketing Communication. In this project, they will actively choose to direct messages towards a conscious and sustainability-focused target group. A further development of this is also to look at how the project contributes to striving towards Agenda2030, these goals are also integrated into both RUS and Regional tourism strategy. The project contributes positively to the following sustainability goals: — Sustainable production and consumption (Agenda 2030 target 12): —By promoting business transformation and focusing on sustainability in all actions. Combating climate change (Agenda 2030 SDG 13): By increasing the focus on endurance and quality and promoting sustainable travel to and within the county. By promoting staycation in the project, the effect should be lower carbon dioxide emissions The goal is that a visitor has gained knowledge and experiences that make them more sustainable after visiting Kronoberg as a destination. The project will promote a larger volume of visitors from Kronoberg and our local areas. The project works with diversity and gender equality in all parts of the project. Before the pandemic, the hospitality industry is a relatively equal sector, the distribution between women and men who both work and run companies in the hospitality industry in Kronoberg County is more evenly distributed than comparable industries. The proportion of foreign-born companies operating in the hospitality industry in Kronoberg County is also relatively high. This shows earlier studies by Region Kronoberg. But even in their marketing, they will work for text and images to work inclusive. This, inter alia, through the handbook: “To be seen on an equal footing” attached in (English) | |||||||||||||||
| Property / summary: The aim of the project is that the region’s tourism companies reduce the negative effects of the loss of foreign guests by receiving more national, regional and local guests than in 2020, it creates the opportunity for a balanced mix of international and national visitors and leads to increased resilience and growth. Project managers and project employees will evaluate what we Kronoberg County has to offer a domestic target group and create knowledge about the domestic market and its varied needs and wishes with special emphasis on sustainability. This gives the project a starting point to work with to find the right communicative message and concept. Advertising will take place both in print and on the web and via social media. Marketing leads to an increased reception of the target group, which leads to an increased understanding of the target group’s needs and can in turn lead to companies initiating their own product development. The benefits at project completion and expected long-term effects will then be that tourism companies reduce the negative effects of the loss of foreign guests by receiving more national, regional and local guests than in 2020, creating the opportunity for a balanced mix of international and national visitors leading to growth. The project promotes a green transition through two main grounds: The first: An increased number of national visitors have a shorter trip to Kronoberg. In other words, we have a visitor from Sweden (e.g. Gothenburg) so the carbon dioxide emissions for that visitor are less than for a visitor from, for example, Munich. If, through this project, we can create a better balance between foreign and Swedish visitors, we reduce the hospitality industry in Kronoberg County’s negative carbon dioxide impact. The second: In parallel with the current project, Region Kronoberg has run a project called Sustainable Visiting Industry. Within this project, a target group analysis has been developed by Cairo Future. The target group analysis has taken a special grip on the Swedish traveller with a sustainability focus. This target group analysis will influence choices for the activities of the project in question; Advertising web/print, Purchasing Content and Domestic Marketing Communication. In this project, they will actively choose to direct messages towards a conscious and sustainability-focused target group. A further development of this is also to look at how the project contributes to striving towards Agenda2030, these goals are also integrated into both RUS and Regional tourism strategy. The project contributes positively to the following sustainability goals: — Sustainable production and consumption (Agenda 2030 target 12): —By promoting business transformation and focusing on sustainability in all actions. Combating climate change (Agenda 2030 SDG 13): By increasing the focus on endurance and quality and promoting sustainable travel to and within the county. By promoting staycation in the project, the effect should be lower carbon dioxide emissions The goal is that a visitor has gained knowledge and experiences that make them more sustainable after visiting Kronoberg as a destination. The project will promote a larger volume of visitors from Kronoberg and our local areas. The project works with diversity and gender equality in all parts of the project. Before the pandemic, the hospitality industry is a relatively equal sector, the distribution between women and men who both work and run companies in the hospitality industry in Kronoberg County is more evenly distributed than comparable industries. The proportion of foreign-born companies operating in the hospitality industry in Kronoberg County is also relatively high. This shows earlier studies by Region Kronoberg. But even in their marketing, they will work for text and images to work inclusive. This, inter alia, through the handbook: “To be seen on an equal footing” attached in (English) / rank | |||||||||||||||
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| Property / summary: The aim of the project is that the region’s tourism companies reduce the negative effects of the loss of foreign guests by receiving more national, regional and local guests than in 2020, it creates the opportunity for a balanced mix of international and national visitors and leads to increased resilience and growth. Project managers and project employees will evaluate what we Kronoberg County has to offer a domestic target group and create knowledge about the domestic market and its varied needs and wishes with special emphasis on sustainability. This gives the project a starting point to work with to find the right communicative message and concept. Advertising will take place both in print and on the web and via social media. Marketing leads to an increased reception of the target group, which leads to an increased understanding of the target group’s needs and can in turn lead to companies initiating their own product development. The benefits at project completion and expected long-term effects will then be that tourism companies reduce the negative effects of the loss of foreign guests by receiving more national, regional and local guests than in 2020, creating the opportunity for a balanced mix of international and national visitors leading to growth. The project promotes a green transition through two main grounds: The first: An increased number of national visitors have a shorter trip to Kronoberg. In other words, we have a visitor from Sweden (e.g. Gothenburg) so the carbon dioxide emissions for that visitor are less than for a visitor from, for example, Munich. If, through this project, we can create a better balance between foreign and Swedish visitors, we reduce the hospitality industry in Kronoberg County’s negative carbon dioxide impact. The second: In parallel with the current project, Region Kronoberg has run a project called Sustainable Visiting Industry. Within this project, a target group analysis has been developed by Cairo Future. The target group analysis has taken a special grip on the Swedish traveller with a sustainability focus. This target group analysis will influence choices for the activities of the project in question; Advertising web/print, Purchasing Content and Domestic Marketing Communication. In this project, they will actively choose to direct messages towards a conscious and sustainability-focused target group. A further development of this is also to look at how the project contributes to striving towards Agenda2030, these goals are also integrated into both RUS and Regional tourism strategy. The project contributes positively to the following sustainability goals: — Sustainable production and consumption (Agenda 2030 target 12): —By promoting business transformation and focusing on sustainability in all actions. Combating climate change (Agenda 2030 SDG 13): By increasing the focus on endurance and quality and promoting sustainable travel to and within the county. By promoting staycation in the project, the effect should be lower carbon dioxide emissions The goal is that a visitor has gained knowledge and experiences that make them more sustainable after visiting Kronoberg as a destination. The project will promote a larger volume of visitors from Kronoberg and our local areas. The project works with diversity and gender equality in all parts of the project. Before the pandemic, the hospitality industry is a relatively equal sector, the distribution between women and men who both work and run companies in the hospitality industry in Kronoberg County is more evenly distributed than comparable industries. The proportion of foreign-born companies operating in the hospitality industry in Kronoberg County is also relatively high. This shows earlier studies by Region Kronoberg. But even in their marketing, they will work for text and images to work inclusive. This, inter alia, through the handbook: “To be seen on an equal footing” attached in (English) / qualifier | |||||||||||||||
point in time: 17 December 2021
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Revision as of 09:19, 17 December 2021
Project Q3990722 in Sweden
| Language | Label | Description | Also known as |
|---|---|---|---|
| English | Sustainable domestic tourism in the wake of the pandemic |
Project Q3990722 in Sweden |
Statements
3,228,426 Swedish krona
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4,304,569.0 Swedish krona
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50.0 percent
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31 October 2023
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31 October 2023
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AB Destination Småland
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35233
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Projektets mål är att regionens besöksnäringsföretag minskar de negativa effekterna av bortfallet av utländska gäster genom att ta emot fler nationella, regionala och lokala gäster än 2020 det skapar möjlighet till en balanserad mix av internationella och nationella besökare och leder till ökad resiliens och tillväxt. Projektledare och projektmedarbetare kommer utvärdera vad vi Kronobergs län för att har att erbjuda en inhemsk målgrupp samt skapa kunskap om den inhemska marknaden och dess varierade behov och önskemål med särskild tonvikt på hållbarhet. Det ger projektet ett utgångsläge att arbeta med för att hitta rätt kommunikativa budskap och koncept. Annonsering kommer ske i både print och på webb och via sociala medier. Marknadsföringen leder till ett ökat mottagande av målgruppen vilket leder till en ökad förståelse för målgruppens behov och kan i sin tur kan leda till att företagen initierar en egen produktutveckling. Nyttan vid projektslut och förväntade långsiktiga effekter blir då att besöksnäringsföretagen minskar de negativa effekterna av bortfallet av utländska gäster genom att ta emot fler nationella, regionala och lokala gäster än 2020, vilket skapar möjlighet till en balanserad mix av internationella och nationella besökare som leder till tillväxt. Projektet verkar för en grön omställning genom framförallt två grunder: Den första: En ökad del nationella besökare har en kortare resa till Kronoberg. Dvs har vi en besökare från Sverige (tex Göteborg) så är koldioxidutsläppet mindre för den besökaren än för en besökare från tex München. Kan vi genom det här projektet skapa en bättre balans mellan utländska och svenskabesökare så minskar vi besöksnäringen i Kronobergs läns negativa koldioxid påverkan. Den andra: Parallellt med aktuellt projekt har Region Kronoberg drivit ett projekt som heter Hållbar Besöksnäring. Inom det projektet har en målgruppsanalys tagits fram av Kairos Future. Målgruppsanalysen har tagit ett särskilt grepp om Den svenska resenären med hållbarhetsfokus. Denna målgruppsanalys kommer påverka val för det aktuella projektets aktiviteter; Annonsering webb/print, Inköp Content samt Inhemsk marknadskommunikation. De kommer i det här projektet att aktivt välja att rikta budskap mot en medveten och hållbarhetsfokuserad målgrupp. En vidareutveckling av detta är också att titta på hur projektet bidrar till att sträva mot Agenda2030, dessa mål är ju också integrerade i såväl RUS som Regional Besöksnäringsstrategi. Projektet bidrar positivt till följande hållbarhetsmål: -Hållbar produktion och konsumtion (Agenda 2030 mål 12): -Genom att främja omställning hos företagen samt att ha fokus på hållbarhet i alla insatser. Bekämpa klimatförändringarna (Agenda 2030 mål 13): Genom att öka fokus på stanntid och kvalitet samt främja ett hållbart resande till och inom länet. Genom främjande av staycation i projektet bör effekten bli lägre koldioxidutsläpp Målet är att en besökare tillgodogjort sig kunskaper och upplevelser som gör att hen blir mer hållbar efter att habesökt Kronoberg som resmål. Projektet ska främja en större volym av besökare från Kronoberg och våra närområden. Projektet arbetar med mångfald och jämställdhet i samtliga delar av projektet. Besöksnäringen är innan pandemin en relativt jämställd bransch, fördelningen mellan kvinnor och män som både arbetar och driver företag inom besöksnäringen i Kronobergs län är jämnare fördelat än jämförbara branscher. Andelen utlandsfödda som driver företag inom besöksnäringen i Kronobergs län är även det relativt andra branscher högt. Detta visar tidigare undersökningar gjorda av Region Kronoberg. Men även i deras marknadsföring kommer de arbeta för att text och bilder ska fungera inkluderande. Detta bland annat genom handboken: "Att synas på lika villkor" som finns bifogad i (Swedish)
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The aim of the project is that the region’s tourism companies reduce the negative effects of the loss of foreign guests by receiving more national, regional and local guests than in 2020, it creates the opportunity for a balanced mix of international and national visitors and leads to increased resilience and growth. Project managers and project employees will evaluate what we Kronoberg County has to offer a domestic target group and create knowledge about the domestic market and its varied needs and wishes with special emphasis on sustainability. This gives the project a starting point to work with to find the right communicative message and concept. Advertising will take place both in print and on the web and via social media. Marketing leads to an increased reception of the target group, which leads to an increased understanding of the target group’s needs and can in turn lead to companies initiating their own product development. The benefits at project completion and expected long-term effects will then be that tourism companies reduce the negative effects of the loss of foreign guests by receiving more national, regional and local guests than in 2020, creating the opportunity for a balanced mix of international and national visitors leading to growth. The project promotes a green transition through two main grounds: The first: An increased number of national visitors have a shorter trip to Kronoberg. In other words, we have a visitor from Sweden (e.g. Gothenburg) so the carbon dioxide emissions for that visitor are less than for a visitor from, for example, Munich. If, through this project, we can create a better balance between foreign and Swedish visitors, we reduce the hospitality industry in Kronoberg County’s negative carbon dioxide impact. The second: In parallel with the current project, Region Kronoberg has run a project called Sustainable Visiting Industry. Within this project, a target group analysis has been developed by Cairo Future. The target group analysis has taken a special grip on the Swedish traveller with a sustainability focus. This target group analysis will influence choices for the activities of the project in question; Advertising web/print, Purchasing Content and Domestic Marketing Communication. In this project, they will actively choose to direct messages towards a conscious and sustainability-focused target group. A further development of this is also to look at how the project contributes to striving towards Agenda2030, these goals are also integrated into both RUS and Regional tourism strategy. The project contributes positively to the following sustainability goals: — Sustainable production and consumption (Agenda 2030 target 12): —By promoting business transformation and focusing on sustainability in all actions. Combating climate change (Agenda 2030 SDG 13): By increasing the focus on endurance and quality and promoting sustainable travel to and within the county. By promoting staycation in the project, the effect should be lower carbon dioxide emissions The goal is that a visitor has gained knowledge and experiences that make them more sustainable after visiting Kronoberg as a destination. The project will promote a larger volume of visitors from Kronoberg and our local areas. The project works with diversity and gender equality in all parts of the project. Before the pandemic, the hospitality industry is a relatively equal sector, the distribution between women and men who both work and run companies in the hospitality industry in Kronoberg County is more evenly distributed than comparable industries. The proportion of foreign-born companies operating in the hospitality industry in Kronoberg County is also relatively high. This shows earlier studies by Region Kronoberg. But even in their marketing, they will work for text and images to work inclusive. This, inter alia, through the handbook: “To be seen on an equal footing” attached in (English)
17 December 2021
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Identifiers
20314703
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