Kompetenzzentren: Tourismus und Verkehr Regionalwirtschaft Öffentliches Management Dufourstrasse 40a CH-9000 St.Gallen Fon +41(71)224-2525 Fax +41(71)224-2536 http://www.idt.unisg.ch Travel Market Switzerland 2004 Basic Report and Database Specification Prof. Dr. Thomas Bieger Prof. Dr. Christian Laesser St. Gallen, May 2005 Travel Market Switzerland: Basic Report and Database Specification 2 Contents 1 Abstract 6 2 General Overview 7 3 Results 3.1 Travel propensities overview: On the brink of decline, with growth terminated 11 Travel ratios by socio-demographics: It is the older, well educated and well off who travel 14 3.3 Duration of trips: 2 weeks trips loosing to shorter and longer trips 16 3.4 Choice of destination: Almost 90% of all trips go to Europe 18 3.5 Time of Travel: Trend of summer losing to spring and fall continues 20 3.6 Motivation: Gaining Time and Personal Relations in an Intact Landscape 21 3.7 Type of Trip: Are classical beach vacations replaced by wellness trips? 23 3.8 Sources of information The WWW definitely takes over 25 3.9 Travel Organization: An increasing number of travellers become their own tour operator 26 3.2 4 5 6 11 3.10 Modes of transportation: Cars and planes dominate 27 3.11 Type of Accommodation: Top hotels are on the rise 29 3.12 Holiday Homes: An underestimated type of accommodation 30 Market segmentation by motivation: Results of 1998 research revisited 31 4.1 Introduction 31 4.2 Results 32 4.3 Discussion 36 4.4 Conclusions and implications 39 Overview over literature on the Swiss travel market by the authors of this report 41 Variable Sets 43 6.1 Introductory Remarks 43 6.2 Households and person data (TMCH2004_Household_Persons.sav) 45 6.3 Travel file (TMCH2004_Travel_Persons.sav) 59 6.4 Destination and accommodation coding 86 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Travel Market Switzerland: Basic Report and Database Specification 3 Figures Figure 1: Key travel ratios 11 Figure 2: Net travel propensity with regard to trips with 4+ overnight stays 12 Figure 3: Gross travel propensity by WEMF region 13 Figure 4: Gross travel propensity by type and size of municipality (agglomerated) 13 Figure 5: Gross travel propensity by size of household 14 Figure 6: Duration of trips (1+ overnight stays) 16 Figure 7: Duration of trips (4+ overnight stays) 17 Figure 8: Choice of destination (1+ overnight stays) 18 Figure 9: Choice of destination (4+ overnight stays) 19 Figure 10: Month of departure (1+overnight stays) 20 Figure 11: Travel motivation (1+ overnight stay) 21 Figure 12: Travel motivation (1+ overnight stay; new extended item battery) 22 Figure 13: Types of trips (share of cases 1+ overnight stays) 23 Figure 14: Types of trips (share of entries 1+ overnight stays) 24 Figure 15: Importance of sources of information before the trip decision 25 Figure 16: Travel organisation (1+ overnight stays) 26 Figure 17: Means of transportation to destination (1+ overnight stays) 27 Figure 18: Means of transportation to destination (4+ overnight stays) 27 Figure 19: Type of accommodation at destination (1+ overnight stays) 29 Figure 20: Level of data and their suitability for travel behaviour analysis 43 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Travel Market Switzerland: Basic Report and Database Specification 4 Tables Table 1: Household size structure 9 Table 2: Households: WEMF region 9 Table 3: Persons: Population agglomerated 10 Table 4: Persons: Gender 10 Table 5: Persons: Age 10 Table 6: Key travel ratios with regard to trips with 1+ overnight stays 12 Table 7: 2004 Travel ratios by socio-demographics 15 Table 8: Distribution of duration of trips (1+ overnight stays): Differentiation between domestic and abroad 16 Table 9: Holiday homes: Selling and buying intentions 30 Table 10: Final cluster centres 32 Table 11: Demographic profile of the 4 clusters 34 Table 12: Travel profile of the 4 clusters 35 Table 13: Summary table (demographic and travel profile 37 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Travel Market Switzerland: Basic Report and Database Specification Abbreviations ANZMAC Australian New Zealand Marketing Academy Cf. confer, compare E.g. for example (exempli gratia) CHF Swiss Francs VAR variable VFR visiting friends and relatives (type of trip) © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 5 Travel Market Switzerland: Basic Report and Database Specification 1 6 Abstract In 2004, for the 16th time since 1972, a survey on the travel behaviour of the Swiss population was conducted. The database resulting from this project (Travel Market Switzerland 2004) is still the most extensive one on private trips of the Swiss population. This • • • report gives an overview on Method/ procedure of data collection (cf. chapter 2), and Results (cf. chapter 3). Furthermore, 1998 research on the clustering of travel situations based on motivation factors was replicated as part of this report (Market segmentation by motivation: results of 1998 research revisited). Please refer to chapter 4. • To give insight into previous publications on Travel Market Switzerland, we made a compilation of all related papers published by the authors of this report; please refer to chapter 5. • Finally, a list of all currently available variables gives an impression of data available for research (cf. chapter 6). A first descriptive analysis - presented in chapter 2 of this report - has shown, that with regard to • Travel propensities, Switzerland is potentially on the brink of stagnation or even decline. • The duration of trips, 2 week trips are increasingly replaced either by trips shorter than 1 week or longer than 2-3 weeks. • The choice of destination, Switzerland remains the favourite destination, even with market shares continuously declining. • The month of departure, July remains the strongest month, followed by October and September. The trend of the summer losing shares in favour of spring and fall continues, with fall being the primary beneficiary this year. • Types of trips, the fostering of social ties remains predominant (33% can be characterized by this determination); however, travellers tend to increasingly combine different types of trips. • Travel motivation, experience of landscape and nature, get away from it all, rest and relaxation as well as time related issues are among the most prominent ones. A replication of an earlier study has revealed, that they are still 4 clusters of travel motives, ranging from Rest and Relaxation (34.5%), Family Holiday (34.7%), Curious Hedonism (21.9%) to Social Matters (8.9%). However, clusters with push orientation outweigh the ones with pull orientation, signalling an increasing market maturity. • Sources of information, internet/ WWW has seized one of the most prominent positions in terms of importance. Only friends and relatives prove to be an even slightly more important source of information when it comes to travelling. In contrast, all print sources have lost significant shares. • Modes of transport, cars and planes still dominate more than ever; however, the share of trains has now been stabilised at around 14%. • Type of accommodation, the hotel industry in general and 4-star and 5-star hotels in particular have been consistently gaining market shares, whereas one star hotels tended to lose towards the 2nd home industry. Holiday homes are still a favourite, as approximately 20% of all Swiss households either own one or have privileged access to one; generating an overall 39 million overnight stays. © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Travel Market Switzerland: Basic Report and Database Specification 2 General Overview Delimitation Private Trips: Private trips are defined/ delimited as all journeys by private persons with at least one overnight stay outside their home and away from everyday life. They include all leisure reasons. So, when talking about private trips, one does not only talk about vacations, holidays, fun, leisure trips, but also about visiting friends and relatives, weekend trips, study tours, etc. (always including at least one overnight stay). Method: The data collection took place by means of self-administrated and structured written diary like interviews with a preselected number of households and all their members, surveying all their private trips. For that purpose, the participants were contacted 4 times during 2004, reminding them of turning in their completed questionnaires. For the first time, the option was offered to complete those questionnaires either on paper (print version) or online (Internet survey). Consequently, 31% of all trips were recorded online. Sampling: All interviews stem from a representative sample of households, located in the German- and French-speaking part of Switzerland (consumer jury by IHA.GfK). Size of sample (non weighted) The non-weighted sample consists of - 1,540 households, including - 4,081 persons, of which a large proportion undertook an overall - 7,611 trips and - 11,245 person trips (weighted per number of part.) respectively Weighting: The cases are weighted according to size of household, WEMF region, size of municipality (agglomerated, gender, and age (cf. Table 1 to Table 5 respectively). We have refrained from the weighting of further demographic coefficients (due to the quality of the sample and the missing relevance with regard to their determining influence). The total number of cases remains unchanged (internal weighting only). Representation: The database is representative of 95% of Swiss and approximately 50% of foreign (assimilated) citizens in the German- and Frenchspeaking areas of Switzerland, i.e. for approximately • 5.485 million Swiss citizens • 0.714 million foreign citizens • 6.199 million population in total © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 7 Travel Market Switzerland: Basic Report and Database Specification Extrapolation of results: (with regard to the universe represented) 8 Based on the weighted data of 3'876 persons the extrapolation coefficient for the weighted sample of 7'611 trips (with trip = 1 person taking 1 trip) person trips amounts to 1.599 (12.170 million person trips). For survey technical reasons, persons in collective households were not registered. Persons older than 80 are underrepresented. Most of foreign citizens in the survey come from the neighbouring countries of Switzerland. Trips with a regular and homogeneous repetition rate (for example to own holiday homes) are underrepresented (for a complete corresponding list, please refer to the limitations section). Error terms: With reference to results and their extrapolation, the sampling allows for the calculation of confidence margins. Those depend on the size of the sample and the distribution of results. The error term for a 95%-significance level can be calculated by means of the following formula: p̂ ⋅ (1 − p) N ε: Standard Error Term p: Share/ percentage of answers N: Number of cases in sample ε = p̂ ± 1.96 with Limitations: Due to the method chosen in general and consequently with regard to the total number of trips, the following limitations have to be taken into account: Comparisons with comparable data of the federal census on the basis of the gross travel intensity show that in Travel Market Switzerland, approximately 20% of all trips taken have not been recorded. Among those trips are – with high probability and depending on their degree of frequency – trips to people's own holiday homes and trips to Switzerland and neighbouring countries (with a high correlation between Switzerland and the location of holiday homes). The differences reveal the widely discussed problem with regard to the delimitation of tourism: Are frequent trips to people's own holiday homes part of tourism activity or part of their daily living? Thus, when it comes to the absolute extrapolation of data, there is likely to be a systematic underestimation. Work basis: (Data basis) The data is provided by means of 3 databases: • Household data (TMCH2004_Household.sav), with case = household • Households and persons data (TMCH2004_household_person.sav), with case = person within a given household © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 9 Travel Market Switzerland: Basic Report and Database Specification • Travel data (TMCH2004_Travel_Persons.sav), with case = 1 person trip The variable sets are described in Chapter 6. Approximate price of Data: Generally, the price of data is subject to negotiations. Nevertheless, the approximate basis for the calculation is as follows: • Prep Fee: CHF 500 Data Fee: CHF 0.013 per case per variable • Data usage is only permitted inside a given organization. The publication of data and data derivatives (such as deductive and inductive results of data analysis) is strictly forbidden. Possible terms of any publication (of and by whatsoever means) are subject to special negotiations. Citation (compulsory upon publication): Bieger, Th. & Ch. Laesser (2005): Travel Market Switzerland – Basic Report and Database Specification, St. Gallen: Institute for Public Services and Tourism. The following tables give an overview of data specifics with regard to weighting. The figures of Travel Market Switzerland are compared with those of the federal census, deriving a corresponding singular weighting factor. Table 1: Household size structure Group Federal Census Travel Market Switzerland Weighting Factor Share of households with 1 person 35.2% 12.9% 2.73 Share of households with 2 persons 32.8% 35.4% 0.93 Share of households with 3 persons 14.2% 16.7% 0.85 Share of households with 4 persons 12.7% 25.3% 0.50 5.1% 9.7% 0.53 Federal Census Travel Market Switzerland Weighting Factor Suisse romande 23.6% 20.9% 1.13 Alps and prealpine areas 22.1% 24.7% 0.89 Western Midlands 22.4% 25.0% 0.90 Eastern Midlands 27.4% 29.4% 0.93 Share of households with 5 and more persons Source: GfK Vademecum (2004); Database Travel Market Switzerland Table 2: Households: WEMF region Group Source: GfK Vademecum (2004); Database Travel Market Switzerland © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 10 Travel Market Switzerland: Basic Report and Database Specification Table 3: Persons: Population agglomerated Group Federal Census Travel Market Switzerland Weighting Factor Agglomeration; population of > 200,000 33.3% 34.0% 0.98 Agglomeration; population of 50,000 – 199,999 19.7% 26.1% 0.75 Agglomeration; population of 20,000 – 49,999 12.3% 10.0% 1.23 Agglomeration; population of 10,000 – 19,999 1.9% 1.5% 1.27 Municipality; population of 5,000 – 9,999 4.7% 4.8% 0.98 Municipality; population of 2,000 – 4,999 11.5% 10.0% 1.15 Municipality; population of 1,000 – 1,999 7.5% 6.8% 1.10 Municipality; population of < 1,000 9.1% 6.8% 1.34 Federal Census Travel Market Switzerland Weighting Factor male 48.8% 49.7% 0.98 female 51.2% 50.3% 1.01 Federal Census Travel Market Switzerland Weighting Factor < 5 years 5.3% 4.4% 1.20 5-14 years 11.7% 14.9% 0.78 15-24 years 11.8% 11.0% 1.07 25-34 years 13.5% 8.6% 1.56 35-44 years 16.4% 19.7% 0.83 45-54 years 15.4% 16.7% 0.92 55-64 years 11.7% 14.2% 0.82 > 64 years 14.2% 10.6% 1.34 Source: GfK Vademecum (2004); Database Travel Market Switzerland Table 4: Persons: Gender Group Source: GfK Vademecum (2004); Database Travel Market Switzerland Table 5: Persons: Age Group Source: GfK Vademecum (2004); Database Travel Market Switzerland © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 11 Travel Market Switzerland: Basic Report and Database Specification 3 Results In this section, a selection of results is presented. The unit of analysis is person trip (i.e. one person taking one trip). 3.1 Travel propensities overview: On the brink of decline, with growth terminated Switzerland still belongs to a group of countries with comparably high travel propensities. In general, however, a consolidation can be observed: over the past few years, all key travel ratios have remained more or less stable or tend to decline. Figure 1: Key travel ratios 90% 85% 80% 75% 70% 65% 60% 1990 1992 Net travel propensity (4+ nights) 1995 1998 Net travel propensity (1+ nights) 2001 2004 Multiple travel frequency (1+ nights) In detail, net travel propensity has reached • 70% with regard to trips with 4 or more nights (decreasing from 83% in 1990; cf. Figure 1 and from 75% in the eighties; cf. Figure 2 for the long term perspective); • 77% with regard to trips with 1 or more nights (slightly decreasing from 79% in 1995; cf. Table 6). Growth starts to reach its limits, as multiple travel frequency and travel frequency are declining. Overall, this results in a decline of gross travel propensity as well. Four possible explanations for that development can be brought forward (all based on data of this survey): • Delimitation of trip: Due to an enlargement of people's personal environment (growing distances between workplace and residence, combined with a rise in commuting time, multiple residences per household), an increasing number of trips are not interpreted as private trips anymore (but rather as an activity in the regular life environment); © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 12 Travel Market Switzerland: Basic Report and Database Specification • A consolidation of a two-thirds-society can be observed, with an increasing share of persons having no or not sufficient financial resources (17%, up from 13 % in 2001) and another part having no time or not enough time to travel (27% of all non-travellers bring forward job-related reasons and time restrictions as reason not to travel; this number is up from 16% in 2001!). • With the increasing age of the population, a third major reason not to travel is health related (10%). • Finally, 10% of all non-travellers state that they are not interested in travelling. Figure 2: Net travel propensity with regard to trips with 4+ overnight stays 90% 85% 80% 75% 70% 65% 60% 55% 50% 1972 1976 1980 1984 1988 1990 1992 1995 1998 2001 2004 Net travel propensity (4+ nights) Gross travel intensity, in particular, still varies a great deal: • For reasons of income and general living conditions, the German-speaking population in general and people living in cities in particular generate a higher number of trips than French-speaking areas of the country and people living in the mountains and in the countryside. • For reasons of greater flexibility and generally higher per-capita incomes, smaller households generate a comparably higher number of trips than larger households. Table 6: Key travel ratios with regard to trips with 1+ overnight stays 1995 1998 2001 2004 Net travel propensity = share of population with at least 1 trip 79% 84% 77% 77% Multiple travel frequency =share of travellers with more than 1 trip in % of all travellers 72% 70% 73% 68% Gross travel propensity = number of trips per 100 persons 225 232 218 195 Travel frequency = mean number of trips per travelling person 2.85 2.77 2.83 2.53 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 13 Travel Market Switzerland: Basic Report and Database Specification Figure 3: Gross travel propensity by WEMF region WEMF Region French-speaking Switzerland (Suisse romande) Alps, prealpine areas Western Midlands Eastern Midlands 0% 50% 100% 150% 2001 Size of municipality (agglomerated) Figure 4: 200% 250% 2004 Gross travel propensity by type and size of municipality (agglomerated) Agglo. with population => 200'000 Agglo. with population 50'000 - 199'999 Agglo. with population 20'000 - 49'999 Agglo. with population 10'000 - 19'999 Mun. with population 5'000 - 9'999 Mun. with population 2'000 - 4'999 Mun. with population 1'000 - 1'999 Mun. with population < 1'000 0% 50% 100% 150% 2001 200% 2004 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 250% 300% 14 Travel Market Switzerland: Basic Report and Database Specification Figure 5: Gross travel propensity by size of household 1 person Size of household 2 persons 3 persons 4 persons 5 persons 6 persons 0% 50% 100% 150% 2001 200% 250% 300% 2004 Along the timeline 2001-2004 one can observe however that in mid- and small size agglomerations/ communities gross travel propensity has increased as opposed to large agglomeration where a relative decline has taken place. The difference with regard to the generating of trips between cultural boundaries, as represented by the WEMF regions, has remained constant, with all regions encountering small declines in gross travel propensities. 3.2 Travel ratios by socio-demographics: It is the older, well educated and well off who travel Table 7 gives an overview over travel ratios by socio-demographics for trip duration 1+ and 4+ overnight stays. Among the groups with the highest travel propensities are persons aged 35 and older, the well to highly educated, persons working in managerial positions as well as commercial and technical employees. Not surprisingly, pensioners heavily participate in travel, too. In contrast, persons committed to an own business (i.e. SME owners and managers, free professions such as lawyers and medical doctors, farmers) as well as persons having below average earnings (such as apprentices, workers, etc.) tend to participate in travel less often than average. Furthermore, travel frequency of SME owners and managers is particularly low with regard to trips lasting 4 nights and longer. Assuming that the share of persons employed in free profession or portfolio work situations is increasing, one can expect a further decrease in overall travel propensities. Hence, the reasons discussed before on why people do not travel are somewhat supported by these results. © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 15 Travel Market Switzerland: Basic Report and Database Specification Table 7: 2004 Travel ratios by socio-demographics Socio-demographic dimension Net travel propensity 1+ nights Multiple travel frequency 1+ nights Net travel propensity 4+ nights Multiple travel frequency 4+ nights Gender - male - female 77% 78% 67% 69% 70% 71% 55% 55% Age group - less than 5 years - 5-14 years - 15-24 years - 25-34 years - 35-44 years - 45-54 years - 55-64 years - 65+ years 65% 76% 60% 71% 80% 83% 86% 82% 55% 65% 56% 60% 72% 70% 71% 76% 60% 72% 56% 62% 74% 74% 77% 72% 44% 51% 47% 45% 54% 60% 58% 69% Size of household - 1 person - 2 persons - 3 persons - 4 persons - 5 persons 81% 87% 77% 77% 71% 67% 76% 71% 70% 63% 67% 78% 69% 71% 65% 56% 69% 54% 58% 45% Highest completed education - compulsory schooling - Apprenticeship/ vocational school - Vocational graduation - Middle school/ High school - Vocational master diploma - Technical school - Higher technical school - University of applied sciences - University - other 69% 79% 68% 80% 81% 83% 84% 81% 81% 72% 58% 70% 64% 71% 68% 70% 70% 77% 71% 61% 62% 71% 65% 73% 72% 73% 79% 75% 74% 67% 47% 58% 55% 58% 50% 50% 60% 63% 59% 51% Profession - CEO/ Top Mgmt/ Chief publ. serv. - SME director/ executive/ owner - Farmer - Free profession (lawyer, MD, etc.) - Middle management - Commercial/ technical employee - Worker - Pensioner - Housework - Unemployed, looking for job - In apprenticeship - In middle school - Student at university - none of the above - In military service - other 90% 77% 56% 71% 82% 81% 68% 83% 82% 70% 57% 81% 61% 75% 62% 67% 73% 65% 56% 58% 72% 70% 58% 79% 69% 49% 59% 66% 56% 65% 75% 59% 82% 72% 38% 63% 76% 73% 59% 74% 74% 59% 52% 76% 53% 72% 62% 62% 66% 45% 25% 46% 59% 57% 46% 69% 53% 38% 52% 25% 50% 52% 50% 46% Please note: bold denotes values higher than the median across all levels within an attribute/ dimension. © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 16 Travel Market Switzerland: Basic Report and Database Specification 3.3 Duration of trips: 2 weeks trips loosing to shorter and longer trips Figure 6: Duration of trips (1+ overnight stays) Shares w/r to duration of trips 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1998 2001 2004 Year 1 overnight stay 8-14 overnight stays 2-3 overnight stays 15-21 overnight stays 4-7 overnight stays more than 21 overnight stays Over the past 7-8 years, the duration of trips has remained more or less stable. The statement in the 2001 Travel Market Switzerland report, according to which the overall trend with regard to the shortening of all trips seems to be over, can definitely be confirmed at this point in time. However, the descriptive analysis now clearly reveals that there is a trend of declining share of 2 weeks trips for the benefit of trips lasting 3 weeks and longer or then 1 week or less in total. The long term development, including all trips with 4 or more overnight stays strongly supports that statement (cf. Figure 7; data with regard to shorter trips are not available), Table 8: Duration Distribution of duration of trips (1+ overnight stays): Differentiation between domestic and abroad Domestic (Switzerland) Abroad Overall 1 overnight stay 15% 4% 9% 2-3 overnight stays 24% 15% 19% 4-7 overnight stays 36% 35% 35% © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 17 Travel Market Switzerland: Basic Report and Database Specification 8-14 overnight stays 15% 28% 22% 15-21 overnight stays 5% 10% 8% more than 21 overnight stays 5% 8% 7% That general trend does not contradict the statistically proven perception of many Swiss destinations and hotel managers who claim that the average duration of all stays in Switzerland is still declining. In that respect, one has to be aware that • Approximately half of all overnight stays in hotels in Swiss destinations are generated by guests residing in Switzerland. That share also includes business travel, a type of travel not included in this survey. • Two thirds of all domestic leisure trips (surveyed type of trip) last 7 nights or less, while two thirds of all trips abroad last between 4 and 14 nights (cf. Table 8). Figure 7: Duration of trips (4+ overnight stays) 100% 90% Shares w/r to duration of trips 80% 70% 60% 50% 40% 30% 20% 10% 0% 1972 1976 1980 1984 1988 1992 1995 1998 2001 2004 Year 4-7 overnight stays 15-21 overnight stays 8-10 overnight stays more than 21 overnight stays 11-14 overnight stays Therefore, and from a destination's perspective, efforts towards the prolongation of stay should be replaced by efforts towards attracting long haul long term international travellers in general. Additionally, and shown by a study of Laesser (2003), incentives should be provided to short haul travellers to increase their party travel size. © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 18 Travel Market Switzerland: Basic Report and Database Specification 3.4 Choice of destination: Almost 90% of all trips go to Europe Figure 8: Choice of destination (1+ overnight stays) 100% Shares w/r to choice of destination 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1998 2001 2004 Year Switzerland Scandinavia Neighbouring countries Eastern Europe Southern Europe Overseas Northwestern Europe Switzerland’s "pole position" with regard to the choice of destination remains unchallenged, although a small but constant loss in market share has to be reported. Nevertheless: the choice of destinations with regard to all trips remains quite stable. With regard to the above, one can hypothesize that in the near future no significant shifts are to be expected, mainly for two reasons: • Travel behaviour in general has proved to be quite stable; deviations are of short-term duration (and thus without long-term impact); • The choice of destination (and the travel distance) correlates positively with the duration of trips. Due to the stabilization of the latter, one key driver for destination choice shifting is diminishing. When looking at the long term development with regard to trips with 4 or more overnight stays (cf. Figure 9), a further consolidation in the shares of destination can be observed. About 70% of all trips terminate in Switzerland and the neighbouring countries, 20% to the rest of Europe and 10% can be considered as intercontinental travel. It can be hypothesized that the trend towards a significant increase in long-haul travel is over. Numerous travel limiting facts of travel support this hypothesis, such as time and duration of a trip, financial resources and changing general preferences. © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 19 Travel Market Switzerland: Basic Report and Database Specification Figure 9: Choice of destination (4+ overnight stays) 100% 90% Shares w/r to choice of destination 80% 70% 60% 50% 40% 30% 20% 10% 0% 1972 1976 1980 1984 1988 1992 1995 1998 2001 Year Switzerland Neighbouring countries Other european countries © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Overseas 2004 20 Travel Market Switzerland: Basic Report and Database Specification 3.5 Time of Travel: Trend of summer losing to spring and fall continues Figure 10: Month of departure (1+overnight stays) 100% 90% Shares w/r to month of departure 80% 70% 60% 50% 40% 30% 20% 10% 0% 1998 2001 2004 Year January August February September March October April November May December June July In 2004, the favourite months for the Swiss population to travel were July (16%), October (12%), September (10%), and February (9%). Travel months tend to be quite stable. However, the possible/ potential shifts, which were discussed in 2001 (summer losing towards spring and fall) can be confirmed at this point in time. Although the changes are only quite small, they are consistent especially in terms of the summer losing. Currently, the loss is primarily in favour of the fall season. © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 21 Travel Market Switzerland: Basic Report and Database Specification 3.6 Motivation: Gaining Time and Personal Relations in an Intact Landscape Figure 11: Travel motivation (1+ overnight stay) Nightlife Comfort, Pampering Travel motivation Time for partner Time for family Time for myself Landscape and nature Visiting sights, broaden knowledge Spontaneous, flexible decisions Beauty Sports Sun and Beach Other 1998 2001 2004 Please note: 0.40 0.60 0.80 1.00 1.20 1.40 Values relative to mean The values are standardized around a casewise mean of 1, with the highest value representing the relative highest occurrence within a casewise set of items (et vice versa). The original scales consisted of 4 points, ranging from 1 (not important at all) to 4 (very important). One major change in this year's survey consisted of an expansion of the item battery with regard to travel motives. Figure 11 gives an overview of items surveyed in 1998, 2001, and 2004, whereas in Figure 12 a rank order of the items (with values indicating the relative magnitude per item in relation to the overall mean of all items) of the entire travel motivation battery is presented. Over the past 6 years, experiencing landscape and nature, time related issues and the visiting of sights in combination with the broadening of knowledge remain among the most important travel motives. However, one can note a significant increase with regard to sports, beauty and nightlife, whereas the wish to be able to make spontaneous, flexible decisions has been decreasing. Looking at the extended list of travel motivations, items such as experience landscapes and nature, get away and regeneration from the daily routine, rest and relaxation, diversion, visit and experience sights and culture, and time related issues are among the strongest motives to get away from home. In contrast, the other side of the ranking is dominated by travel motives such as search for esteem, prestige, risk, personal challenge, do something for my beauty, and other. Interestingly, much personalised motives (such as the latter ones) tend to be less important as general (generic) travel motives. Further research needs to be done into those items to determine potential drivers for this distinction. © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Travel Market Switzerland: Basic Report and Database Specification Figure 12: 22 Travel motivation (1+ overnight stay; new extended item battery) Experience landscapes and nature Get away from it all (daily routine) Rest and relaxation Time for the family Time for partner Regeneration from daily home routine and job Diversion; see and experience something new Time for oneself Visit and experience sights and culture; expand own horizon Sports (active) Liberation from obligations (and relations) Enjoyment of comfort and pampering 0.50 0.60 0.70 0.80 0.90 1.00 1.10 1.20 1.30 1.40 1.50 Relative magnitude Enjoyment of comfort and pampering Sun and beach Make contact with new people Ability to make flexible, spontaneous decisions other Experience of nativeness Challenge and stimulate oneself Experience of exotic Enjoy nightlife Do something for my beauty Experience of adventure and perhaps even risk Termination/ conclusion of a phase in one's life by means of a trip Search for esteem Prestigious character of trip 0.50 0.60 0.70 0.80 0.90 1.00 1.10 1.20 1.30 1.40 1.50 Relative magnitude Please note: The values indicate the individual relative magnitude per item in relation to the overall mean of all items of travel motivation. The original scales consisted of 4 points, ranging from 1 (not important at all) to 4 (very important). © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 23 Travel Market Switzerland: Basic Report and Database Specification 3.7 Type of Trip: Are classical beach vacations replaced by wellness trips? Share of cases "great" and "core" relevance w/r to type of trip Figure 13: Types of trips (share of cases 1+ overnight stays) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1998 2001 2004 Year Beach holiday by an ocean or lake Excursion/ sightseeing/ study trip Holiday in the countryside Health-oriented trip/ wellness trip Sports holiday Theme park trip Visiting friends and relatives Please note: City trip Cruise Holiday in the mountains (not winter) Winter holiday in the snow Event trip Shopping trip Other type of trip In 1998 and 2001, the typologies of trips were recorded dichotomously, whereas in 2004, a 4 point Likert-scale (ranging from no relevance at all to key/ core relevance) was applied, including the top 2 labels (key/ core relevance and rather great relevance in the analysis. Similar to the travel motivation, the item battery with regard to types of trip as well as the scale has been adapted/ extended. In previous surveys, the test persons had to indicate on the basis of a multinomial scale by what type of trip their own trip could be clearly characterised. In 2004 however, the scale was changed to a 4 point Likert scale (ranging from no relevance at all to key/ core relevance), with the option for multi-classification. Therefore, a comparison of results is limited, if not critical. Anyway, in Figure 13, the shares of cases are presented; in contrast, Figure 13 (2004) gives an overview of the share of entries. In both figures, only 2004 entries with rather great relevance and key/ core relevance were included in the analysis. Basically, 3 types of trips dominate the majority of travel. 15% of all trips are aimed at fostering social networks (visit friends and relatives, family event/ reason), 13% at physical activity (sports and health oriented; if beach vacations are included in this scheme, the share amounts to 21%), and another 18% at experiencing and encountering new environments (city trip, sightseeing trip, study tour, and language trip). When comparing the shares of 2004 to 2001 and 1998, one notices the loss (in terms of share of cases) with regard to beach vacation in favour of health oriented trips, city trips, sports holidays and cruises. There is a set of multiple reasons which might have led to that result: First of all, travellers tend to increasingly combine multiple types of trips (which leads to a relative decrease of certain © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 24 Travel Market Switzerland: Basic Report and Database Specification formerly predominant types; cf. Figure 14). Secondly, the great 2003 summer in Central Europe might have resulted in less demand for a beach vacation some months later. Thirdly, the strong growth of low cost airlines has set a favourable environment for city trips: The non-stop establishing of new routes creates options which have not been existent at the beginning of this century. The same seems to be true with regard to health oriented holidays: In Central Europe, there is now an entire industry providing wellness/ health oriented infrastructures and services, not only matching current demand but obviously generating demand as well (substituting other types of trips, such as a classical beach vacation). Figure 14: Types of trips (share of entries 1+ overnight stays) Beach holiday by an ocean or lake City trip Excursion/ sightseeing/ study trip Cruise Type of trip Holiday in the countryside Holiday in the mountains (not winter) Health-oriented trip/ wellness trip Winter holiday in the snow Sports holiday Event trip Theme park trip Shopping trip Visiting friends and relatives Other type of trip 1998 2001 2004 0% 5% 10% 15% 20% 25% Share of entries rather great and key/ core relevance © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 25 Travel Market Switzerland: Basic Report and Database Specification 3.8 Sources of information The WWW definitely takes over Figure 15: Importance of sources of information before the trip decision Brochures of destination (communal level) Brochures of destination (region to country) Accommodation guide of destination Accommodation guide of national or international chain Brochures of tour operators Travel agencies Rail service/ train stations Tourist information at destination NTO in Switzerland Ads in newspapers and magazines Travel guides, books, journals Video, DVD, CD-ROM Travel fairs and exhibitions Broadcasts in TV and radio Teletext Internet/ WWW Friends and relatives Other sources of information 0.60 0.70 0.80 0.90 1.00 1.10 Relative importance 2001 Please note: 1.20 1.30 1.40 1.50 1.60 Relative importance 2004 before trip decision denotes the decision process stages leading to the first constraining consequences (such as bookings/ reservation, definite choice of destination and accommodation, etc.). The values indicate the relative magnitude per item in relation to the overall mean of all sources of information. With regard to the importance of sources of information, the WWW has now seized the most prominent position (apart from friends and relatives). In 2001 the importance of this media and its content was average only, whereas in 2004 it is well above average. Recent studies by the authors of this report (for the 2004 ANZMAC conference) have shown that there is a strong link between that importance of the source WWW and friends and relatives: Personal peers are not only an end by themselves when it comes to providing information but take moreover the role of supporting and complementing the WWW information analysis process. However, traditional sources of (print) information provided by the destination are still valued highly as well, although their importance is on the decline. © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 26 Travel Market Switzerland: Basic Report and Database Specification 3.9 Travel Organization: An increasing number of travellers become their own tour operator Figure 16: Travel organisation (1+ overnight stays) 100% Shares w/r to travel organisation 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1998 2001 2004 Year Other Type of Package Tour Group Package Tour/ Holiday without Travel Guide Group Package Tour/ Holiday with Travel Guide Single Package Tour/ Holiday (free travel date, no guides) No Package Tour/ Holiday An increasing number of travellers organise their trip themselves. However, one limiting factor must be mentioned: In a world of modularized tour operating and retailing, often combined with individual travel-preparatory steps, the task with regard to distinguishing between packaging and non-packaging becomes more and more difficult. Thus, the above-mentioned results have to be reconsidered accordingly. © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 27 Travel Market Switzerland: Basic Report and Database Specification 3.10 Modes of transportation: Cars and planes dominate Figure 17: Means of transportation to destination (1+ overnight stays) 100% 90% Shares w/r to means of transportation 80% 70% 60% 50% 40% 30% 20% 10% 0% 1998 2001 2004 Year Car, mobile home, rental car Figure 18: Railway Scheduled flight Charter flight Boat/ ship Bus Other Means of transportation to destination (4+ overnight stays) 100% Shares w/r to means of transportation 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1972 1976 1980 1984 1988 1992 1995 1998 Boat, Ship Bus 2001 Year Car, Motohome, etc. Railway Plane © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. other 2004 Travel Market Switzerland: Basic Report and Database Specification 28 Generally, modes of transport to the destination have been quite stable during the past 6 years, with the car dominating (approximately 60%), followed by plane (18%) and train (15%) (cf. Figure 17). When looking at the long term development though (cf. Figure 18), one can identify a number of significant developments: • Trains have been losing market shares all the way through the end of the 90ies. Ever since, one can observe a consolidation and termination of this trend. • Cars have been losing market shares in favour of planes until the mid 90ies; over the past few years the car has recouped market shares basically at the cost of planes and trains. © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 29 Travel Market Switzerland: Basic Report and Database Specification 3.11 Type of Accommodation: Top hotels are on the rise Figure 19: Type of accommodation at destination (1+ overnight stays) Shares w/r to type of accommodation 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1998 2001 2004 Year Hotel/ Club/ Motel ****-***** Hotel/ Club/ Motel * Private Room Holiday Home at priviledged Rate Camping, incl. Tent, Trailer, Mobile Home Hotel/ Club/ Motel **-*** Friends and Relatives Holiday Home by own proprietorship Holiday Home at regular Rate Other Category The 2004 survey reveals a continuation of a trend already addressed in the 2001 report: The hotel industry is regaining market shares. However, one can be more specific at this stage, as the increase in hotel market share from a little more than 40% to almost 50% can be explained by the increase of the market share of 4-star and 5-star hotels. Low star hotels (*) have slightly but continuously lost market shares, likely to the 2nd home industry (which in many cases provide better infrastructure at a similar price). © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 30 Travel Market Switzerland: Basic Report and Database Specification 3.12 Holiday Homes: An underestimated type of accommodation As explained earlier, as far as domestic trips are concerned, the choice of accommodation is in favour of non-hotels, whereas with international travel, hotels are the preferred means of accommodation. Thus, for the second time in Switzerland, the special role of holiday homes was surveyed with the help of a number of questions. The results reveal a large quantity of leisure travel yet completely neglected. The following results reveal the top of an iceberg called holiday residence travel: • 9 % (down from 12% in 2001) of all Swiss households surveyed own or possess at least one holiday residence (either a house or an apartment); • 12% (up from 11% in 2001) of all Swiss households surveyed have regular, privileged access to someone else's holiday home (privileged in the sense of free access or access at a strongly reduced rate, with a minimum of other obstacles of any kind). Hence, in 2004 an estimated 650 thousand households enjoy really easy and convenient access to a holiday home of some kind. The majority (2/3) of these are located in Switzerland; other popular countries include Italy, France and Spain. The decline with regard to the possession ratio as compared to 2001 can be partially explained by the willingness of the surveyed households to sell their second residence; in 2001, this intention amounted to 2.9% of households. In 2004, 3.7% of all households possessing holiday homes still planned to sell their second residence, as opposed to 1.2% of households intending to buy one. Generally (and likely due to low mortgage rates, a lack of attractive investment alternatives, as well as a liberalisation towards home ownership by foreign citizens), in 2004 potential demand surpassed potential supply (in terms of units owned by private persons). Table 9: Holiday homes: Selling and buying intentions Share of owners intending to sell Share of non-owners intending to buy 2001 2.9% (20 thousand) 0.7% (17 thousand) 2004 3.7% (24 thousand) 1.2% (37 thousand) Those households (i.e. the ones either possessing a holiday home or having regular access to one) in 2004 generated approximately 39 million overnight stays (-5% as compared to 2001) of which a majority is generated in Switzerland as well. A majority (84%) did not rent their holiday home to 3 parties (i.e. non friends or relatives). Consequently, the majority of holiday home beds of Swiss origin are cold beds. rd © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Travel Market Switzerland: Basic Report and Database Specification 4 Market segmentation by motivation: Results of 1998 research revisited 4.1 Introduction 31 In 2002, the authors of this report published a paper in Journal of Travel Research, exploring the suitability of travel motivations for segmenting travel situations (Bieger and Laesser 2002a). A short version of the results of this paper was also published in the Country Report Switzerland of Switzerland Tourism (Bieger and Laesser, 2000c). In contrast to classical segmentation approaches which segment buyers/ consumers, the situational approach does not focus on the person alone but includes the consumption situation as a whole. So, a travel situation is made up of one to numerous persons, described in terms of socio-demographic, motivational, etc. factors, as well as the trip itself, described by choice of destination, duration, choice of accommodation, etc. Motivation for travel and tourism has been widely discussed and researched. Summarised, three streams of approaches have emerged over time: (1) type of motive activation, (2) type of cognitive establishment of travel motivations, and (3), the methodology of surveying and analysing travel motivation. With regard to (1), numerous scholars stress that travel motivation is either activated endogenously within a person, or exogenously (e.g. by means of promotion). In that regard, two types of directions of action have been discussed: (1) push and (2) pull. Turning to (2), a number of authors, especially from Germany, differentiate between apparent (manifest, aware of) and non-apparent (latent, not aware of) motives. (3) Finally, and with regard to the 3rd stream, some of these studies have used a priori segmentation approaches, mainly because the segments were already known. Others have made use of a posteriori segmentation strategies. While a priori segmentation is based on the discretionary selection of variables, the a posteriori segmentation can be based entirely on empirically delineated segments. This present case is about an a-posteriori segmentation. Summarised, there is a significant inconsistency with regard to results of this type of research, basically reasoned by the great diversity of the socio-cultural environment of the survey respondents in each study, the difference with regard to degrees of item reduction as well as the overriding effect generated by either taking an inbound or outbound perspective. Methodologically, we followed the same procedure as with the 1998 data, with one exception: To overcome a potential test-person driven systematic over- and undervaluation of motivation items, a magnitude value was formed, calculated by the casewise ratio of the stated importance of one motivation over mean across all 25 motivation values. Then, and as a first step, a cluster analysis was performed on 10% of the cases (trips) to determine the number of homogeneous groups formed by the data. This analysis employed an agglomerative hierarchical technique. To order the objects, we used Ward’s algorithm; the squared Euclidean distance served as the measure of proximity. Quick Cluster (k-Means Cluster), an algorithm using the nearest centroid sorting method of clustering, was applied to form groups from the entire sample using the magnitude values of the individual responses on motivations. Second, differences among groups in terms of motivations associated with each group were identified by using SPSS multiple discriminant analysis (MDA). This analysis with clusters as the dependent variable was performed to define cluster membership and characteristics. Finally, © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 32 Travel Market Switzerland: Basic Report and Database Specification cross tabulations with chi-square were employed to profile the clusters demographically and with regard to their travel behaviour. 4.2 Results A cluster analysis was employed to identify groups of respondents based on a similar motivation structure. An examination of the dendograms suggested that a 4-cluster-solution would be the most appropriate. Table 10: Final cluster centres CL 1 34.5% CL 2 34.7% CL 3 21.9% CL 4 8.9% F-value Diversion; see and experience something new 0.81 0.98 1.00 0.99 346.12 Get away from it all (daily routine) 1.58 1.25 1.60 1.09 311.39 Liberation from obligations (and relations) 1.04 0.99 1.00 0.87 31.46 Visit/ experience sights/ culture; expand horizon 0.80 0.94 1.94 1.02 2,987.77 Termination of a phase in one's life by a trip 0.61 0.79 0.74 0.82 347.59 Rest and relaxation 2.14 1.08 1.05 0.92 4,266.02 Do something for my beauty 0.69 0.80 0.71 0.82 152.52 Experience of exotic 0.67 0.82 0.81 0.81 201.57 Ability to make flexible, spontaneous decisions 0.75 0.94 0.86 0.86 187.34 Enjoyment of comfort and pampering 1.02 0.96 1.03 0.88 28.29 Experience landscapes and nature 1.59 1.24 1.74 1.12 400.29 Enjoy nightlife 0.67 0.83 0.77 0.86 261.78 Make contact with new people 0.73 0.94 1.02 1.01 276.41 Prestigious character of trip 0.61 0.75 0.69 0.80 605.00 Regeneration from daily home routine and job 1.49 1.20 1.06 0.94 382.81 Challenge and stimulate oneself 0.65 0.88 0.80 0.86 396.87 Sun and beach 1.02 0.98 0.81 0.82 129.94 Sports (active) 1.09 1.35 0.78 0.93 407.08 Search for esteem 0.60 0.78 0.69 0.82 814.21 Experience of nativeness 0.68 0.85 0.81 0.84 210.69 Experience of adventure and perhaps even risk 0.61 0.80 0.73 0.82 577.39 Time for partner 1.49 1.15 1.15 0.94 322.57 Time for the family 1.37 1.61 0.88 1.17 491.22 Time for oneself 1.39 1.13 0.99 0.89 385.69 other 0.63 0.73 0.72 3.02 17,446.31 Travel motivation (item) Please note: bold denotes values higher than mean + standard deviation per cluster; underline highest magnitude per item The means for each of the motivation factors for the members of each cluster were calculated, thus forming a motivational structure represented by 4 clusters represented in Table 10. The © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Travel Market Switzerland: Basic Report and Database Specification 33 summarized information of the descriptive statistics revealed the importance of all factors for leisure travel for members of each cluster. The highest ratings of motivation factors relative to each cluster are as follows (in parenthesis: share of trips taken) • Cluster 1: Get away from it all, liberation from obligations, rest and relaxation, experience landscape and nature, regeneration from daily routine and job, sun and beach, time for partner, time for oneself (34.5%); • Cluster 2: Get away from it all, experience of exotic, experience landscape and nature, challenge and stimulate myself, sports (active), experience of nativeness, time for family (34.7%); • Cluster 3: Diversion, see and experience something new, get away from it all, visit/ experience sights and culture; expand horizon, enjoy comfort and pampering, experience landscapes and nature, make contact with new people (21.9%); • Cluster 4: Termination of a phase in one's life by a trip, do something for my beauty, enjoy nightlife, prestigious character of trip, search for esteem, experience adventure and perhaps even risk, other (8.9%); The F-Ratios indicate that all motivation factors were significant in discriminating between the groups. However, the variables, which differentiated the clusters most were visit/ experience sights and culture/ expand horizon, rest and relaxation, search for esteem, prestigious character of trip, experience adventure and perhaps even risk. The variables the least useful were enjoyment of comfort and pampering, liberation from obligation, sun and beach, ability to make spontaneous, flexible decisions, i.e. rather generic travel motives. Three discriminant functions were generated using MDA (available at the authors address upon request). Function 1 with an eigenvalue of 5.337 explained 62.9%, function 2 with an eigenvalue of 2.086 another 24.6% of the variation. Function 3 with an eigenvalue of 1.058 explained 12.5% of the remaining variation. The classification matrix revealed that 91.6% of the cases were classified correctly. A number of cross-tabulation calculations were performed to provide not only a demographic profile of each of the clusters (Table 11) but also to delineate findings on their travel behaviour (Table 12). The chi-square statistic was utilized to determine whether distribution differences were significant or due to chance variations. The results of the analysis revealed that all profile variables differed significantly between the clusters. Although there are determining interrelations between a respondent's profile variables and the affinity of that traveller with a specific cluster, the importance/ relevance of that interrelation needed to be differentiated. This was achieved on the basis of calculating a contingency coefficient. This procedure revealed that from the socio-demographic point of view only age, profession, and size of the household were of any significant relevance. In contrast, the interrelation with the travel profile variables turned out to be slightly stronger (all variables proved to be significantly relevant). © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 34 Travel Market Switzerland: Basic Report and Database Specification Table 11: Demographic profile of the 4 clusters Demographic profile variable (Chi Square Value/ Significance Level/ Contingency coefficient): Cluster Cluster Cluster Cluster 1 2 3 4 Total Gender (10.587/ .014/ .037) - male - female 49% 52% 51% 49% 46% 54% 49% 51% 49% 51% Age group (583.532/ .000/ .267) less than 5 years 5-14 years 15-24 years 25-34 years 35-44 years 45-54 years 55-64 years 65+ years 4% 14% 6% 8% 22% 19% 15% 12% 3% 17% 8% 9% 23% 17% 13% 10% 1% 5% 5% 8% 12% 19% 24% 27% 3% 10% 7% 11% 22% 14% 16% 19% 3% 12% 7% 8% 20% 18% 16% 15% 9% 31% 1% 8% 6% 6% 7% 7% 8% 18% 10% 31% 1% 8% 6% 5% 6% 7% 6% 20% 10% 34% 1% 9% 7% 7% 7% 8% 9% 7% 6% 31% 2% 9% 4% 8% 5% 11% 11% 15% 9% 32% 1% 9% 6% 6% 7% 7% 8% 16% Profession (465.773/ .000/ .240) CEO/ Top Mgmt/ Chief public servant SME director/ executive/ owner Farmer Free profession (lawyer, MD, etc.) Middle management Commercial/ technical employee Worker Pensioner Housework Unemployed, looking for job In apprenticeship In middle school Student at university none of the above In military service other 3% 3% 1% 2% 13% 21% 4% 11% 16% 1% 2% 2% 2% 13% 0% 7% 4% 3% 1% 1% 11% 20% 5% 11% 16% 1% 3% 3% 2% 15% 0% 6% 3% 3% 1% 2% 12% 21% 4% 27% 15% 1% 1% 1% 2% 5% 0% 3% 5% 2% 0% 2% 12% 23% 3% 17% 14% 1% 1% 2% 3% 12% 1% 3% 3% 3% 0% 2% 12% 21% 4% 15% 15% 1% 2% 2% 2% 12% 0% 5% Size of household* (491.727/ .000/ .246) 1 person 2 persons 3 persons 4 persons 5% 31% 18% 35% 7% 26% 15% 36% 14% 47% 15% 17% 10% 40% 14% 25% 8% 34% 16% 30% Highest completed education (199.258/ .000/ .160) compulsory schooling Apprenticeship/ vocational school Vocational graduation Middle school/ High school Vocational master diploma Technical school Higher technical school University of applied sciences University other * Please note: bold denotes shares higher than median within each cluster underline denotes shares higher than median across cluster © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 35 Travel Market Switzerland: Basic Report and Database Specification Table 12: Travel profile of the 4 clusters Demographic profile variable (Chi Square Value/ Significance Level/ Contingency coefficient): Cluster Cluster Cluster Cluster 1 2 3 4 Total Destination (1,122.371/ .000/ .302) Switzerland Austria Germany France Italy Spain Portugal Greece Former Yugoslavia Benelux (Netherlands, Belgium, Luxemburg) UK and Eire Scandinavia Eastern Euope Americas Africa Asia Oceania (Australia and New Zealand) 50% 8% 5% 10% 10% 8% 0% 2% 0% 0% 0% 1% 1% 1% 3% 3% 0% 46% 7% 7% 9% 8% 7% 1% 1% 1% 2% 1% 1% 1% 2% 3% 3% 1% 23% 7% 12% 15% 10% 5% 1% 1% 1% 2% 3% 3% 3% 5% 3% 6% 1% 47% 3% 17% 9% 7% 3% 1% 0% 0% 1% 2% 1% 3% 3% 1% 2% 42% 7% 8% 11% 9% 6% 1% 1% 1% 1% 1% 1% 1% 2% 3% 3% 0% Type of trip (Eta) Beach vacation (.196) City trip (.308) Sightseeing tour with car, bus or train (.313) Cruise (with cruise ship or house boat) (.191) Vacation in the countryside (.144) Vacation in the mountains (not winter in snow) (.180) Health oriented vacation (Fitness/Wellness) (.186) Regimen break (.185) Winter vacation in the snow (.288) Winter vacation in areas with warm weather (.207) Sports vacation (.281) Events trip (cultural, sports, etc.) (.199) Theme park vacation/ trip (.215) Study tour (predominantly private) (.201) Language trip (predominantly private) (.234) Shopping trip (.157) Visit friends and relatives (.204) Family event/ reason (e.g. wedding) (.219) other (.174) 1.66 1.36 1.23 1.10 1.41 1.76 1.53 1.13 1.73 1.16 1.52 1.12 1.19 1.07 1.07 1.18 1.51 1.20 1.44 1.72 1.66 1.52 1.34 1.53 1.66 1.53 1.30 1.92 1.44 1.85 1.47 1.51 1.32 1.32 1.42 1.94 1.55 1.59 1.34 2.22 2.00 1.22 1.32 1.38 1.23 1.11 1.16 1.19 1.18 1.35 1.22 1.31 1.14 1.32 1.47 1.19 1.48 1.14 1.47 1.23 1.05 1.10 1.19 1.09 1.06 1.14 1.05 1.13 1.37 1.11 1.13 1.06 1.18 2.06 1.56 2.11 1.56 1.66 1.50 1.21 1.41 1.59 1.43 1.18 1.62 1.25 1.53 1.31 1.30 1.22 1.17 1.30 1.70 1.35 1.56 Beacon of travel decision making (Eta = .103) with 1 = clearly by activities - 6 clearly by destination 3.9 3.5 4.3 3.6 3.8 18% 21% 2% 12% 5% 9% 8% 13% 7% 0% 1% 0% 1% 1% 0% 1% 16% 23% 4% 20% 3% 6% 4% 11% 6% 1% 3% 0% 1% 0% 0% 1% 26% 40% 5% 9% 4% 1% 1% 3% 3% 2% 2% 1% 2% 0% 1% 1% 11% 27% 6% 35% 1% 3% 1% 1% 2% 1% 7% 19% 27% 4% 16% 4% 6% 5% 9% 6% 1% 3% 0% 1% 0% 0% 1% Type of accommodation (1,456.877/ .000/ .363) Hotel/ Resort/ Motel ****-***** Hotel/ Resort/ Motel **-*** Hotel/ Resort/ Motel * Friends and relatives B&B/ Private room (Residential stay) Holiday residence owned by person from HH Holiday residence, rented at preferred rate Holiday residence, rented at regular terms Camping 8tent, RV, Camper Youth Hostel/ Backpacker Hut, Camp Farm stay Ship/ Boat (Cruise) Health resort/ Sanatorium Plane, train, bus, or car other © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 1% 0% 1% 2% 36 Travel Market Switzerland: Basic Report and Database Specification Demographic profile variable (Chi Square Value/ Significance Level/ Contingency coefficient): Cluster Cluster Cluster Cluster 1 2 3 4 Total HH members attending trip (1,112/ .000/ .305) 1 person 2 persons 3 persons 4 persons 10% 36% 16% 38% 15% 29% 17% 38% 24% 56% 8% 13% 29% 44% 9% 18% 17% 39% 14% 31% Duration of trip (763.522/ .000/ .262) 1 night 2-3 nights 4-7 nights 8-14 nights 15-21 nights more than 21 nights 3% 15% 39% 28% 8% 7% 10% 17% 36% 21% 8% 8% 10% 23% 34% 20% 7% 6% 25% 33% 23% 13% 4% 3% 9% 19% 35% 22% 8% 7% * Please note: 4.3 bold denotes shares higher than median within each cluster underline denotes shares higher than median across cluster Discussion We discuss the major result of this analysis along the summaries presented in Table 13. The attributes/ items listed represent the combined highest shares within clusters (bold in previous tables) and across clusters (underline in previous tables). Cluster 1: Rest and relaxation: About one third of all travel situations are clearly driven by push motivations. People within this cluster stem from mid-size households; they want to get away and rest, get rid of obligations in order to generate time for themselves and quality time together with their partner. In many cases, children are part for the travel party, as well. They preferably spend 4 up to 14 nights in the countryside, the mountains, and/ or on the beach, trying to regenerate in terms of physical and psychological health. They like to stay either in very good hotels and resorts or in holiday homes. Preferred destinations to do so are located in Switzerland, France, Italy, and Austria, as well as Spain and Greece (especially with regard to beach). Cluster 2: Family holiday: In another third of all travel situations, people clearly aim at spending time with the family, often based on collective sports activities or a native/ exotic experience. So, the travel motivations are activated both endogenously within a person and exogenously by the destination's attributes. However, the push dimension outweighs the pull dimension. Consequently, the most prominent types of trips in this cluster are winter vacation in the snow and beach vacations, together with the entire family. Preferred destinations to spend 4-14 days on this type of break include Switzerland, Austria and Spain; the preferred types of accommodation are friends and relatives and holiday homes. Cluster 3: Curious hedonism: About one fifth of all travel situations can be characterised by curious hedonism. Travellers in this group are basically driven by a mix of pull- and push-type motivations, with the first one outweighing the second one. Visit/ experience sights, experience landscapes and nature, get away from it all (daily routine), enjoyment of comfort and pampering, make contact with new people are incorporating a predominant position. Consequently, prominent types of trips lasting 2-7 days include city trips, sightseeing tours and events- and shopping trips to the neighbouring countries of Switzerland, the UK, as well as the © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 37 Travel Market Switzerland: Basic Report and Database Specification Americas and Asia (with longer duration). Travellers within this cluster predominately stay in hotels, motels, B&B and backpackers. They normally stem from comparably small households (three quarters without children), with retired persons dominating in terms of their professional position. Table 13: Summary table (demographic and travel profile Cluster # Cluster denomination Market share Type of motive activation Profile variables Predominant motivation (rank order within cluster) Gender Age (years) Highest completed education Cluster 1 Rest and relaxation 34.5% PUSH Cluster 2 Family holiday Rest and relaxation Experience landscapes and nature Get away from it all (daily routine) Regeneration from daily home routine and job Time for partner Time for oneself Liberation from obligations (and relations) Sun and beach Time for the family Sports (active) Get away from it all (daily routine) Experience landscapes and nature Ability to make flexible, spontaneous decisions Challenge and stimulate oneself Experience of nativeness Experience of exotic Male < 14 35-64 Compulsory schooling Other Female < 14 35-64 Other 34.7% RATHER PUSH Profession Middle management Housework Non specified CEO/ top management/ chief public servant Worker Housework Non specified Size of household (persons) Destination (rank order within cluster) 3+ Switzerland France 4+ Switzerland Austria Cluster 3 Curious hedonism 21.9% RATHER PULL Cluster 4 Social matters Visit/ experience sights/ culture; expand horizon Experience landscapes and nature Get away from it all (daily routine) Enjoyment of comfort and pampering Make contact with new people Other Enjoy nightlife Termination of a phase in one's life by a trip Experience of adventure and perhaps even risk Do something for my beauty Search for esteem Prestigious character of trip Female > 35 n.a. > 35 Compulsory schooling Apprenticeship/ vocational school Technical school University of applied sciences University Pensioner University of applied sciences University 1-2 France Germany © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 8.9% PULL CEO/ top management/ chief public servant Commercial/ technical employee Pensioner Student at university 1-2 Switzerland Germany 38 Travel Market Switzerland: Basic Report and Database Specification Cluster # Cluster denomination Market share Type of motive activation Profile variables Type of trip/ vacation (rank order within cluster) Beacon of travel decision making (activity vs. destination) Type of accommodation (rank order within cluster) HH members attending ttrip (persons) Duration of trip (nights) Please note: Cluster 1 Rest and relaxation 34.5% PUSH Cluster 2 Family holiday Italy Spain Austria Greece Vacation in the countryside and mountains (not winter) Beach vacation Health oriented vacation (fitness/ wellness) Spain Africa Asia leaning towards activity 34.7% RATHER PUSH Visit friends and relatives Winter vacation in the snow Sports vacation Beach vacation Vacation in the countryside and mountains (not winter) Family event/ reason leaning towards activity Cluster 3 Curious hedonism 21.9% RATHER PULL Cluster 4 Social matters Italy Asia Americas UK and Eire City trip Sightseeing tour with car, bus or train Events trip Shopping trip Eastern Europe Americas 8.9% PULL Visit friends and relatives Family event/ reason Events trip leaning towards destination leaning towards activity Hotel/ Resort/ Motel ****-***** Holiday residence, rented at regular terms Holiday residence owned by person from HH Holiday residence, rented at preferred rate Camping 8tent, RV, Camper B&B/ Private room (Residential stay) 3+ Friends and relatives Holiday residence, rented at regular terms Holiday residence owned by person from HH Camping 8tent, RV, Camper Holiday residence, rented at preferred rate Hotel/ Resort/ Motel **-*** Hotel/ Resort/ Motel ****-***** Hotel/ Resort/ Motel * B&B/ Private room (Residential stay) Youth Hostel/ Backpacker Friends and relatives Hotel/ Resort/ Motel **-*** Hut, Camp Hotel/ Resort/ Motel * other 3+ 1-2 1-2 4-14 4-14 2-7 1-3 Except with regard to motivations (i.e. cluster determinants), the attributes represent the combined highest shares within (bold in previous tables) and across clusters (underline in previous tables). Cluster 4: Social matters: The predominant motivation of travel within this cluster is Other, in terms of items not assessed in the survey. The types of trips characterising this cluster are socially driven, with visit friends and relatives and family event/ reason in paramount position. Hence, this cluster is more or less pull driven, i.e. travellers are exogenously attracted. The trips, preferably to Switzerland and Germany, are normally quite short. Consequently, the © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Travel Market Switzerland: Basic Report and Database Specification 39 preferred type of accommodation is friends and relatives and occasionally one to two-star hotels and motels. 4.4 Conclusions and implications The clustering of motivations proved to be a valuable means of segmenting markets. The socio-demographic situation of individual travellers seems to be least relevant. It is more the anticipated travel profile (including the attraction of a certain destination) which determines travel behaviour. Therefore, it is not the individual’s needs or benefits sought in travelling which become important but the total structure of the travel group. Time as a scarce good is intensifying that basic situation. Under these circumstances, the decision-making process concerning the selection of activities and of an appropriate destination becomes very difficult. When segmenting the Swiss market (where travellers usually take more than one trip a year), marketers end up differing on the basis of either (1) distinctive offers in the case of Curious Hedonism and/ or (2) the creation of activity options aiming at the clusters Rest and Relaxation and Family Holiday. With regard to the 4th group, Social Matters, marketers have to aim at commercialising the F&R vacation, again by creating activity options, in this case especially for residents and their visitors. What do destinations have to pursue in detail? In any case, they have to ensure the potential visitor's awareness towards the destination. Apart from that, and related to the difference between clusters, the following approaches seem to be promising: • Due to the prevalent push situation, the choice of destination in the case of Rest and Relaxation is likely driven by the availability of products desired by the travellers. From a destination's point of view, efforts should clearly be made towards improving the product in terms of creating new options, with communication serving as a means to an end to sell those new offers. • Family Holiday as well is determined rather by a push-situation. Also in this case, the choice of destination is driven by the availability of products desired by the travellers. Hence, from a destination's point of view, efforts should clearly be made towards improving the product in terms of creating new options, with communication serving as a means to an end to sell those new offers. • Due to the pull-driven travel motivations, for Curious Hedonism, the choice of destination is likely a constraint rather than a result of the travel decision process. One can assume that a provisional/ preliminary travel decision has likely been made already in advance. So, the options communicated by the destination on the basis of products and services are of value in themselves, not only because they enable the traveller to outline his individually relevant needs but more because they facilitate the travel group’s travel preparation process by providing an optimal mix of individually necessary options. • Finally, Social Matters again can basically be influenced rather by suitable products and services rather than communication. Exchange between locals and their friends and relatives can for example be enhanced by means of events, not only within a given social group but also within a destination. So, a destination can either contribute to that type of tourism in terms of setting up own events or by providing a variety of support services for events within a private social network. Summarised, the results implicate a continuous maturation of the Swiss market (the majority of market subjects are sophisticated and experienced travel shoppers, the share of © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Travel Market Switzerland: Basic Report and Database Specification 40 frequent travellers is higher than 50%, their domestic buying environments are highly evolved, they are price and quality savvy and aware of brands, and growth is little to non-existent). Today, a majority of travel situations seems to be push-driven (70 percent) with 30 percent remaining pull-driven. In 1998, this ratio was close to 50/50. At this point we only can hypothesize that the Swiss population increasingly seems to travel not because they are attracted by a destination but because they want to pursue either specific activities (which often can be independent from the choice of destination) or because they are pushed away in order to regenerate and regain full physical and psychological functionality. © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 41 Travel Market Switzerland: Basic Report and Database Specification 5 Overview over literature on the Swiss travel market by the authors of this report Data of Travel Market Switzerland was used on a number of scientific and popular papers. This chapter lists a selection of those papers. Bieger, Th., P. Beritelli & Ch. Laesser (2004a). The Role of Friends and Relatives (F&R) in Tourism Marketing – The Case of Swiss International Travellers. Paper presented at 2004 Annual ANZMAC Conference in Wellington (New Zealand), November 29 – December 2, 2004, and published in conference proceedings. Bieger, Th. & Ch. Laesser (2004b). The market entry of low cost airlines: Implications for mode choice between Switzerland and Germany. Paper presented at 4 Swiss Transport Research Conference, Ascona (Switzerland), March 25-26, 2004, and published in conference proceedings and on STRC.ch. th Bieger, Th. & Ch. Laesser (2004c). Information sources for travel decisions: Towards a source process model. Journal of Travel Research, 42(4), pp. 357-371. Bieger Th. & Ch. Laesser (2003a). Tourismustrends - eine aktuelle Bestandesaufnahme. In: Bieger Th. & Ch. Laesser (Hrsg./ Eds.): Jahrbuch der Schweizerischen Tourismuswirtschaft 2002/ 2003 St. Gallen: IDT, pp. 13-38. Laesser, Ch. (2003). Die Ausgaben für Reisen – das Fallbeispiel Schweiz. Eine Analyse auf Basis des hedonischen Ansatzes. Tourismus Journal, 7(3), 307-329. Bieger, Th. & Ch. Laesser (2002a). Travel Segmentation by Motivation – The Case of Switzerland. Journal of Travel Research, 41 (1), pp. 68-76. Bieger. Th. & Ch. Laesser (2002b). Swiss Travel Market – Aspects of consumer behaviour in an ageing travel market. In: Tourism Review, 57 (4), pp. 23-27. Bieger, Th. & Ch. Laesser (2002c). Future Living Conditions and Mobility: Travel Behaviour of Alpine Tourists. Paper presented at „Leisure Futures“, Innsbruck, April 11 – 14, 2002, and published in: Weiermair, K. & Ch. Mathies (2004): The Tourism and Leisure Industry: Shaping the Future, New York/ London/ Oxford: The Haworth Hospitality Press, pp. 253-264. Laesser, Ch. (2001) Verkehrsmittelwahl der Schweizer im Fernverkehr: Resultate einer Untersuchung auf Basis des Situationsansatzes. In: Kaspar C., Ch. Laesser & Th. Bieger (Hrsg./ Eds.): Jahrbuch der Schweizerischen Verkehrswirtschaft 2000/ 2001, St. Gallen: IDT, pp. 103-124. Bieger, Th. & Ch. Laesser (2001). The role of railways with regard to mode choice in medium range travel. Tourism Review, 56 (1&2), pp. 33-39. Laesser, Ch. (2001). Familientourismus in der Schweiz: Empirische Evidenz einer vielversprechenden strategischen Stossrichtung. In: Bieger Th. & Ch. Laesser (Hrsg./ Eds.): Jahrbuch der Schweizerischen Tourismuswirtschaft 2000/ 2001, pp. 103-124, St. Gallen: IDT. Bieger, Th. & Ch. Laesser (2000a). Segmenting Travel Situations on the Basis of Motivation and Information Collection by the Traveller. Tourism Review 55 (2), pp. 54-65. © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Travel Market Switzerland: Basic Report and Database Specification 42 Bieger, Th. & Ch. Laesser (2000b). Segmenting travel on the sourcing of information. Paper presented at the 2 Conference of the American Association of Consumer Psychology in Tourism, Hospitality and Leisure, Vienna, July 6-8, 2000, and published in: Mazanec, J.A., G.I. Crouch, J.R.B. Ritchie & A.G. Woodside (Eds.): Consumer Psychology of Tourism, Hospitality and Leisure, Volume 2, Wallingford: CABI, pp. 153-168. nd Bieger, Th. & Ch. Laesser (2000c). Segmentierung Reisemarkt Schweiz auf der Basis von Motiven. In: Schweiz Tourismus (Hrsg./ Eds.): Länderbericht Schweiz, Beilage. Bieger, Th. & Ch. Laesser (2000d). Reisetrends 2000: Vertrauen als Erfolgsfaktor im ECommerce-Zeitalter. St. Galler Tagblatt 23.03.2000. Bieger, Th. & Ch. Laesser (2000e). Reisen: Auch ein Geschäft mit Informationen. Travel Manager 5/ 2000, pp. 16-18. Bieger, Th. & Ch. Laesser (2000f). Informationsverhalten der Schweizer Reisenden Ergebnisse einer Clusteranalyse. In: Bieger Th. & Ch. Laesser (Hrsg./ Eds.): Jahrbuch der Schweizerischen Tourismuswirtschaft 1999/ 2000, St. Gallen: IDT. Bieger, Th. & Ch. Laesser (2000g). Information sourcing by Swiss travellers: A market segmentation approach. Tourism Analysis, 5 (2-4), 2000, pp. 125-131. Laesser, Ch. (2000). Ferienland Schweiz: Unterwegs zu neuen Ufern. Zeitschrift der Handelskammer D-CH, 2/2000, S. 12-16 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 43 Travel Market Switzerland: Basic Report and Database Specification 6 Variable Sets 6.1 Introductory Remarks Travel market Switzerland 2004 consists of 3 databases: • Household data (TMCH2004_Household.sav), with case = household • Households and persons data (TMCH2004_household_person.sav), with case = person within a given household • Travel data (TMCH2004_Travel_Persons.sav), with case = 1 person trip The variables are recorded on different levels, according to the following structure: TMCH2004_household_person.sav, with the following perspectives: • HH: data recorded for an entire household, not its members • P: data recorded for a single person in a given household • PANEL: Data recorded for the panel person in a given household TMCH2004_Travel_Persons.sav, with the following perspectives • TRIP: data recorded for a trip (of 1 to numerous members of a given household) • PERSONTRIP: data recorded for each travelling person, or valid for each travelling person in a given travel party Travel behaviour analyses are based on TMCH2004_Travel_Persons.sav. However, depending on the availability of data of the traveller, restriction with regard to extrapolation of results might apply. Figure 20 summarises those restrictions; they basically stem from different depths of data of the persons surveyed. Figure 20: Level of data and their suitability for travel behaviour analysis Data on traveller Not available, i.e. there is only data with regard to travel items Panel data available Household data available Suitable type of analysis internal structure of trips and travellers; no extrapolation on universe possible internal structure of trips and travellers; no extrapolation on universe possible No restriction; extrapolation on entire universe possible Data on travel (perspective) Travel group from HH travelling Filter: none Weighting: w_sdpart Filter: paneldata Weighting: w_sdpart Filter: persondata Weighting: W_sdpart Person from HH traveling Filter: none Weighting: w_sdpers Filter: paneldata Weighting: w_sdpers Filter: persondata Weighting: w_sdpers The following 2 chapters describe the variables recorded, differentiating between • Households and persons data (TMCH2004_household_person.sav) • Travel data (TMCH2004_Travel_Persons.sav) For each variable, the following information is provided: • Variable Name (Variable) sets the name coding for a given variable • Level informs on the level of recording (see above) • Variable Label gives more detailed information on a given variable • Measure presents the scale of each variable (metric, interval, ordinal, nominal) © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Travel Market Switzerland: Basic Report and Database Specification • Values show the coding of variables (w/r to interval, ordinal and nominal variables) © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 44 HH P HH, P HH, P P P P P P kd_nr kd_pers_nr q1 q2 q3 q4 q5 q5_cat q6 q6: Foreign citizenship q5_cat: Age group of person q5: Year of birth q4: gender q3: Person answering questionnaire q2: Number of persons in household q1: ZIP code of residence pers_nr: Person number (clear identification number) kd_nr: Customer number Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Households and person data (TMCH2004_Household_Persons.sav) Variable 6.2 Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal Metric Nominal Nominal Metric Metric Metric Metric Measure = = = = = oldest 2nd oldest 3rd oldest 4th oldest n.a. =less than 5 years = 5-14 years = 15-24 years = 25-34 years = 35-44 years = 45-54 years = 55-64 years = older than 64 years destination listing (see separate chapter) 1 2 3 4 5 6 7 8 1 = male 2 = female 1 2 3 4 5 none none none none Values 45 P P P P P HH HH P q7 q8 q9@1 q9@2 q9@3 q10a q10b q11a q11a: Does HH member have access to car? q10b: If household possesses car: Number of cars in HH q10a: Does household possess car? q9@1: Type of public transport pass: Zone Ticket q9@1: Type of public transport pass: Half Price Pass q9@1: Type of public transport pass: General Pass q8: Profession q7: Highest completed education Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Metric Nominal Nominal Nominal Nominal Nominal Nominal Measure = = = = = = = = = Compulsory Schooling/ very basic training Apprenticeship/ Vocational school Vocational Graduation Middle/ High school, Gymnasium, Comm. school Vocational master diploma Technical school Higher technical school University of applied sciences University 0 = no 1 = yes none 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 1 = CEO/ Top Management/ Chief Public Servant 2 = SME director/ owner 3 = Farmer 4 = Free Profession (Doctor, Lawyer, Consultant, etc.) 5 = Middle Management 6 = Commercial/ technical Employee, Public Servant 7 = Worker 8 = Pensioner 9 = Housework 10 = Unemployed, looking for a Job 11 = In Training/ School: Apprenticeship 12 = In Training/ School: Middle School 13 = In Training/ School: Student at University 14 = None of the above mentioned Professions 15 = In Military Service 1 2 3 4 5 6 7 8 9 Values 46 P P P P P P P P P P P P P HH HH q11b q12 q13_01 q13_02 q13_03 q13_04 q13_05 q13_06 q13_07 q13_08 q13_09 q13_10 q13_11 q14_01 q14_02 q14: Living and housing conditions: Furnishing q14: Living and housing conditions: Amount of Space q13: Reason for non-travel: Reasons stated at all q13: Reason for non-travel: other reasons q13: Reason for non-travel: No interest in travelling q13: Reason for non-travel: Age related reasons (too old) q13: Reason for non-travel: Time related reasons/ time scarcity q13: Reason for non-travel: Family related reasons q13: Reason for non-travel: Small children (restricting travel) q13: Reason for non-travel: Health related reasons q13: Reason for non-travel: Job related reasons q13: Reason for non-travel: Needed money for other (urgent) matters q13: Reason for non-travel: No money/ tight budget q12: Participation in travel activities between January 1 and December 31 2004 q11b: Does HH member have access to car by means of car sharing? Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Measure 1 2 3 4 1 2 3 4 = = = = = = = = not satisfied at all rather not satisfied rather satisfied very satisfied not satisfied at all rather not satisfied rather satisfied very satisfied 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = yes 1 = no 0 = no 1 = yes Values 47 HH HH HH HH HH HH HH HH HH q14_03 q14_04 q14_05 q14_06 q14_07 q14_08 q14_09 q14_10 q14_11 q14: Living and housing conditions: Public transportation connection/ accessibility q14: Living and housing conditions: Length and duration of commuting q14: Living and housing conditions: Possibilities for designing the exterior area q14: Living and housing conditions: Exterior area (garden, playground, etc.) q14: Living and housing conditions: Location, Quarter q14: Living and housing conditions: Quality of air q14: Living and housing conditions: Noise isolation within building q14: Living and housing conditions: Noise immission q14: Living and housing conditions: Costs Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Measure = = = = = = = = = = = = = = = = = = = = not satisfied at all rather not satisfied rather satisfied very satisfied not satisfied at all rather not satisfied rather satisfied very satisfied not satisfied at all rather not satisfied rather satisfied very satisfied not satisfied at all rather not satisfied rather satisfied very satisfied not satisfied at all rather not satisfied rather satisfied very satisfied 1 2 3 4 1 2 3 4 1 2 3 4 = = = = = = = = = = = = not satisfied at all rather not satisfied rather satisfied very satisfied not satisfied at all rather not satisfied rather satisfied very satisfied not satisfied at all rather not satisfied rather satisfied very satisfied 1 = not satisfied at all2 = rather not satisfied3 = rather satisfied4 = very satisfied 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Values 48 HH HH HH HH HH HH HH HH HH HH HH HH HH q14_12 q14_13 q14_14 q14_15 q14_16 q15a q15b q15c q15d q15e q15f1 q15f2 q15g@1 q15g: Motivation for holiday home ownership: Increase of flexibility q15f: Country code of own or regularly accessed holiday home q15f: Zip code of own or regularly accessed holiday home q15e: Number of person-nights in own or regularly accessed holiday home q15d: Holiday home: Intention to sell holiday home within 12-24 months q15c: Holiday home: Intention to buy holiday home within 12-24 months q15b: Holiday home: Not owner, but regular access to holiday home q15a: Holiday home: Owner q14: Living and housing conditions: Overall evaluation q14: Living and housing conditions: Recreational facilities q14: Living and housing conditions: Shopping facilities q14: Living and housing conditions: Parking availability q14: Living and housing conditions: Children suitability Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Metric Nominal Metric Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Measure = = = = = = = = = = = = = = = = = = = = not satisfied at all rather not satisfied rather satisfied very satisfied not satisfied at all rather not satisfied rather satisfied very satisfied not satisfied at all rather not satisfied rather satisfied very satisfied not satisfied at all rather not satisfied rather satisfied very satisfied not satisfied at all rather not satisfied rather satisfied very satisfied 0 = no 1 = yes destination listing (see separate chapter) none none 0 = no 1 = yes 0 = no1 = yes 0 = no 1 = yes 0 = no 1 = yes 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Values 49 HH HH HH HH HH HH HH HH HH HH HH HH HH q15g@2 q15g@3 q15g@4 q15g@5 q15g@6 q15g@7 q15g@8 q15h q15i q15j q15k@01 q15k@02 q15k@03 q15k: Measures to increase readiness to rent: Maintenance by professional companies q15k: Measures to increase readiness to rent: Contract masterbatch q15k: Measures to increase readiness to rent: Calculus masterbatch q15j: Holiday home: Affinity/ readiness to rent holiday home to third parties q15i: Holiday home: Number of nights of rentals to no3rd parties q15h: Holiday home: Rent out object to 3rd parties (i.e. no friends and family) q15g: Motivation for holiday home ownership: other q15g: Motivation for holiday home ownership: Inheritage q15g: Motivation for holiday home ownership: Home ownership determines personality q15g: Motivation for holiday home ownership: Sports q15g: Motivation for holiday home ownership: Relaxation/ wellness q15g: Motivation for holiday home ownership: Investment property/ financial investment q15g: Motivation for holiday home ownership: Family meeting point Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Ordinal Ordinal Ordinal Nominal Metric Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Measure = = = = very low rather low rather high very high 1 = best measure 2 = 2nd best measure ... 10 = 10th best measure 1 = best measure 2 = 2nd best measure ... 10 = 10th best measure 1 = best measure 2 = 2nd best measure ... 10 = 10th best measure 1 2 3 4 none 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes Values 50 HH HH HH HH HH HH HH P q15k@04 q15k@05 q15k@06 q15k@07 q15k@08 q15k@09 q15k@10 q16_01 q16: I describe my self as a “down to earth person" q15k: Measures to increase readiness to rent: Marketing by the destination (ads, Internet, direct marketing q15k: Measures to increase readiness to rent: Classification and acquisition of potential tenants q15k: Measures to increase readiness to rent: Special treats by the destination q15k: Measures to increase readiness to rent: Information materials (destination) q15k: Measures to increase readiness to rent: Information events q15k: Measures to increase readiness to rent: Information, communication and marketing platform q15k: Measures to increase readiness to rent: Professional administration and accounting Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Ordinal Ordinal Ordinal Ordinal Ordinal Ordinal Ordinal Measure 1 2 3 4 5 = = = = = not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement 1 = best measure 2 = 2nd best measure ... 10 = 10th best measure 1 = best measure 2 = 2nd best measure ... 10 = 10th best measure 1 = best measure 2 = 2nd best measure ... 10 = 10th best measure 1 = best measure 2 = 2nd best measure ... 10 = 10th best measure 1 = best measure 2 = 2nd best measure ... 10 = 10th best measure 1 = best measure 2 = 2nd best measure ... 10 = 10th best measure 1 = best measure 2 = 2nd best measure ... 10 = 10th best measure Values 51 P P P P P P P q16_02 q16_03 q16_04 q16_05 q16_06 q16_07 q16_08 q16: I am very realistic/pragmatic person q16: I am very good at organising my work and time q16: Physical comforts/pleasures are very important q16: I like very much the tangible/concrete things in my life q16: I value strongly material possessions/things q16: The pleasures of food/eating (gastronomy) are very important in my life q16: I am a very practical person Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal Nominal Nominal Nominal Nominal Nominal Measure 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement Values 52 P P P P P P P q16_09 q16_10 q16_11 q16_12 q16_13 q16_14 q16_15 q16: Understanding the reasons why things happen is very important q16: I am very logical type of thinking person q16: Experience is more valuable than ideas/theory q16: I am good in producing emotions and feelings q16: I am very able/good with my feelings/emotions q16: I am very much a doer/action person q16: I am a very self-sufficient person Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal Nominal Nominal Nominal Nominal Nominal Measure 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement Values 53 P P P P P P P q16_16 q16_17 q16_18 q16_19 q16_20 q16_21 q16_22 q16: I am generally very perceptive person q16: I have a very lively/active imagination q16: I am very sensitive to atmosphere q16: I am very good at thinking/coming up with new ideas q16: I am too much of a thinker and too little of a doer q16: New ideas and innovations fascinate me q16: I am a very objective person in my thinking^ Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal Nominal Nominal Nominal Nominal Nominal Measure 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement Values 54 P P P HH HH HH HH HH q16_23 q16_24 q16_25 q17a_1 q17a_2 q17a_3 q17a_4 q17a_5 q17: Travel decision 2004 (interval): Quality expectation with destination(s) q17: Travel decision 2004 (interval): Booking availability with destination(s) q17: Travel decision 2004 (interval): Image/ reputation of destination(s) q17: Travel decision 2004 (interval): Availability of packaged offer(s) q17: Travel decision 2004 (interval): Level of prices with destination(s) q16: I am very good at visualising things q16: I enjoy daydreaming q16: My imagination sometimes makes me sick Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Measure = = = = = = = = = = = = = = = not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement not correct statement at all rather not correct statement neutral rather correct statement absolutely correct statement 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 = = = = = = = = = = = = = = = = not important at all rather not important rather important very important not important at all rather not important rather important very important not important at all rather not important rather important very important not important at all rather not important rather important very important 1 = not important at all2 = rather not important3 = rather important4 = very important 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Values 55 HH HH HH HH HH HH HH HH HH HH HH q17b_1 q17b_2 q17b_3 q17b_4 q17b_5 q18_1 q18_2 q18_3 q18_4 q18_5 q18_6 F18.3 Travel intentions in the forthcoming 2-3 years: Intention F18.2 Travel intentions in the forthcoming 2-3 years: Intention F18.1 Travel intentions in the forthcoming 2-3 years: Intention F18.3 Travel intentions in the forthcoming 2-3 years: High likelihood intentions F18.2 Travel intentions in the forthcoming 2-3 years: High likelihood intentions F18.1 Travel intentions in the forthcoming 2-3 years: High likelihood intentions q17: Travel decision 2004 (ordinal): Quality expectation with destination(s) q17: Travel decision 2004 (ordinal): Booking availability with destination(s) q17: Travel decision 2004 (ordinal): Image/ reputation of destination(s) q17: Travel decision 2004 (ordinal): Availability of packaged offer(s) q17: Travel decision 2004 (ordinal): Level of prices with destination(s) Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal Nominal Nominal Nominal Nominal Ordinal Ordinal Ordinal Ordinal Ordinal Measure = = = = = = = = = = = = = = = = = = = = most unimportant domain 2nd most unimportant domain neutral 2nd most important domain most important domain most unimportant domain 2nd most unimportant domain neutral 2nd most important domain most important domain most unimportant domain 2nd most unimportant domain neutral 2nd most important domain most important domain most unimportant domain 2nd most unimportant domain neutral 2nd most important domain most important domain destination listing (see separate chapter) destination listing (see separate chapter) destination listing (see separate chapter) destination listing (see separate chapter) destination listing (see separate chapter) destination listing (see separate chapter) 1 = most unimportant domain2 = 2nd most unimportant domain3 = neutral4 = 2nd most important domain5 = most important domain 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Values 56 PANEL PANEL PANEL PANEL PANEL PANEL PANEL PANEL gender birth hhsize plz_gfk wemf canton agglo nonagglo nonagglo: Size of municipality of panel person non-agglomerated agglo: Size of municipality of panel person agglomerated canton: Canton of panel person wemf: WEMF region of panel person plz_gfk: PLZ of panel household hhsize: Household size of panel person birth: Birth of panel person gender: Gender of panel person Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal STRING Nominal Nominal Nominal Nominal Nominal Measure = = = = = Western Switzerland Alpine and pre-alpine areas Western Midland Eastern Midland Ticino 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 = = = = = = = = = = = = = = = = 200,000 ++ 50,000 - 199,999 20,000 - 49,999 10,000 - 19,999 5,000 - 9,999 2,000 - 4'999 1,000 - 1,999 less that 1,000 population 200,000 ++ 50,000 - 199,999 20,000 - 49,999 10,000 - 19,999 5,000 - 9,999 2,000 - 4'999 1,000 - 1,999 less that 1,000 population none 1 2 3 4 5 none 1 = male 2 = female Values 57 PANEL P P P P P P income w_hhsize w_wemf w_agglo w_gender w_age w_total w_total: Total weight w_age: Weight "age group" w_gender: Weight "gender" w_agglo: Weight "Agglomeration of household" w_wemf: Weight "WEMF area of household" w_hhsize: Weight "size of household" income: Income of panel person Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Metric Metric Metric Metric Metric Metric Metric Measure none none none none none none 0 = not known 1 = 0 - 2,449 CHF 2 = 2,450 - 3, 249 CHF 3 = 3,250 - 4,4049 CHF 4 = 4,050 - 4,849 CHF 5 = 4,850 - 5,649 CHF 6 = 5,650 - 6,449 CHF 7 = 6,450 - 7,249 CHF 8 = 7,250 - 8,049 CHF 9 = 8,050 - 9,649 CHF 10 = more than 9,650 CHF 99 = not recorded Values 58 TRIP HH PERS PERSTRIP HH HH PERS HH PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP intnum kd_nr pers_nr kd_pers_nr ver spc persdata paneldata qa qplz qba01 qba02 qba03 qba04 qba05 qba06 qba07 qba08 qba09 qba10 qba11 qba12 ba12: Destination #12 ba11: Destination #11 ba10: Destination #10 ba09: Destination #9 ba08: Destination #8 ba07: Destination #7 ba06: Destination #6 ba05: Destination #5 ba04: Destination #4 ba03: Destination #3 ba02: Destination #2 ba01: Destination #1 plz: post code of Swiss destinations a: Major destination paneldata: Panel data (from IhA.GfK) available persdata: Personal data (from HH questionnaire) available spc: Language demanded for survey ver: Version of questionnaire used kdpers_nr: Travel-Person-Number(kd_nr.pers_nr) (clear identification) pers_nr: Person-number (# according to questionnaire kd_nr: Customer number intnum: Interview number Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Travel file (TMCH2004_Travel_Persons.sav) Variable 6.3 Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Metric Metric Metric Metric Measure destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) none destination listing (see separate chapter 6.4) 0 = no 1 = yes 0 = no 1 = yes 1 = German 2 = French 1 = paper questionnaire 2 = online questionnaire none none none none Values 59 PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP qba13 qba14 qba15 qba16 qba17 qba18 qba19 qba20 qbb01 qbb02 qbb03 qbb04 qbb05 qbb06 qbb07 qbb08 qbb09 qbb10 qbb11 qbb12 qbb13 qbb14 qbb15 qbb16 qbb17 qbb18 qbb19 bb19: Dest #19: Number of overnight stays bb18: Dest #18: Number of overnight stays bb17: Dest #17: Number of overnight stays bb16: Dest #16: Number of overnight stays bb15: Dest #15: Number of overnight stays bb14: Dest #14: Number of overnight stays bb13: Dest #13: Number of overnight stays bb12: Dest #12: Number of overnight stays bb11: Dest #11: Number of overnight stays bb10: Dest #10: Number of overnight stays bb09: Dest #9: Number of overnight stays bb08: Dest #8: Number of overnight stays bb07: Dest #7: Number of overnight stays bb06: Dest #6: Number of overnight stays bb05: Dest #5: Number of overnight stays bb04: Dest #4: Number of overnight stays bb03: Dest #3: Number of overnight stays bb02: Dest #2: Number of overnight stays bb01: Dest #1: Number of overnight stays ba20: Destination #20 ba19: Destination #19 ba18: Destination #18 ba17: Destination #17 ba16: Destination #16 ba15: Destination #15 ba14: Destination #14 ba13: Destination #13 Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Measure none none none none none none none none none none none none none none none none none none none destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) destination listing (see separate chapter 6.4) Values 60 PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP qbb20 qbc01 qbc02 qbc03 qbc04 qbc05 qbc06 qbc07 qbc08 qbc09 qbc10 qbc11 qbc12 qbc13 qbc14 qbc15 qbc16 qbc17 qbc18 qbc19 qbc20 qc qd@1 qd@2 qd@3 d@3: Participating members of household - #3 d@2: Participating members of household - #2 d@1: Participating members of household - #1 c: Number of previous trips to main destination in the past 10 years by members of HH? bc20: Dest #20: Category/ type of accommodation bc19: Dest #19: Category/ type of accommodation bc18: Dest #18: Category/ type of accommodation bc17: Dest #17: Category/ type of accommodation bc16: Dest #16: Category/ type of accommodation bc15: Dest #15: Category/ type of accommodation bc14: Dest #14: Category/ type of accommodation bc13: Dest #13: Category/ type of accommodation bc12: Dest #12: Category/ type of accommodation bc11: Dest #11: Category/ type of accommodation bc10: Dest #10: Category/ type of accommodation bc09: Dest #9: Category/ type of accommodation bc08: Dest #8: Category/ type of accommodation bc07: Dest #7: Category/ type of accommodation bc06: Dest #6: Category/ type of accommodation bc05: Dest #5: Category/ type of accommodation bc04: Dest #4: Category/ type of accommodation bc03: Dest #3: Category/ type of accommodation bc02: Dest #2: Category/ type of accommodation bc01: Dest #1: Category/ type of accommodation bb20: Dest #20: Number of overnight stays Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal Nominal Metric Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Metric Measure 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes none accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) accommodation listing (see separate chapter 6.4)) none Values 61 PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP TRIP TRIP TRIP TRIP qd@4 qd@5 qe_0 qe_1 qe_2 qf qf_cat qg1 qg2 qg3 qh1 qh2 qh3 qh4 h4: Type of trip: Cruise (with cruise ship or house boat) h3: Type of trip: Sightseeing tour with car, bus or train h2: Type of trip: City trip h1: Type of trip: Beach vacation g3: Year (date) of departure g2: Month (date) of departure g1: Day (date) of departure f (cat): Categories of duration of trip in terms of nights f: Duration of trip in terms of nights e2: Number of travel companions (children < 14) e1: Number of travel companions (total) e0: Number of travel companions from household d@5: Participating members of household - no information d@4: Participating members of household - #4 Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Interval Interval Interval Interval Metric Metric Metric Metric Metric Metric Metric Metric Nominal Nominal Measure = = = = = = 1 night 2-3 nights 4-7 nights 8-14 nights 15-21 nights more than 21 nights 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 = = = = = = = = = = = = = = = = no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance 1 = 2003 2 = 2004 none none 1 2 3 4 5 6 0 = no 1 = yes 0 = no 1 = yes Values 62 TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP qh5 qh6 qh7 qh8 qh9 qh10 qh11 qh12 qh13 h13: Type of trip: Theme park vacation/ trip h12: Type of trip: Events trip (cultural, sports, etc.) h11: Type of trip: Sports vacation h10: Type of trip: Winter vacation in warm areas with warm weather h9: Type of trip: Winter vacation in the snow h8: Type of trip: Regimen break h7: Type of trip: Helath oriented vacation (Fitness/Wellness) h6: Type of trip: Vacation in the mountains (not winter vacation in snow) h5: Type of trip: Vacation in the coutryside Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Interval Interval Interval Interval Interval Interval Interval Interval Interval Measure 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance Values 63 TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP qh14 qh15 qh16 qh17 qh18 qh19 qi1 qi2 qi3 i3: Motivation: Liberation from obligations (and relations) i2: Motivation: Get away from it all (daily routine) i1: Motivation: Diversion; see and experience something new h19: Type of trip: other h18: Type of trip: Familiy event/ reason (e.g. wedding) h17: Type of trip: Visit friends and relatives h16: Type of trip: Shopping trip h15: Type of trip: Language trip predominantly private) h14: Type of trip: Study tour (predominantly private) Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Interval Interval Interval Interval Interval Interval Interval Interval Interval Measure 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance no relevance at all rather no relevance rather great relevance key/ core relevance Values 64 TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP qi4 qi5 qi6 qi7 qi8 qi9 qi10 qi11 qi12 i12: Motivation: Emjoy nightlife i11: Motivation: Experience landscapes and nature i10: Motivation: Enjoyment of comfort and pampering i9: Motivation: Ability to make flexible, spontaneous decisions i8: Motivation: Experience of exotic i7: Motivation: Do something for my beauty i6: Motivation: Rest and relaxation i5: Motivation: Termination/ conclusion of a phase in one's life by means of a trip i4: Motivation: Visit and experience sights and culture; expand own horizon Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Interval Interval Interval Interval Interval Interval Interval Interval Interval Measure 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important Values 65 TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP qi13 qi14 qi15 qi16 qi17 qi18 qi19 qi20 qi21 i21: Motivation: Experience of adventure and perhaps even risk i20: Motivation: Experience of nativeness i19: Motivation: Search for esteem i18: Motivation: Sports (active) i17: Motivation: Sun and beach i16: Motivation: Challenge and stimulate oneself i15: Motivation: Regeneration from daily home routine and job i14: Motivation: Prestigous character of trip i13: Motivation: Make contact with new people Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Interval Interval Interval Interval Interval Interval Interval Interval Interval Measure 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important Values 66 m1_03: Information sources ahead of trip decision: Accommodation guide of destination: Duration of study in minutes m1_02: Information sources ahead of trip decision: Brochures of destination (region to country): Duration of study in minutes m1_01: Information sources ahead of trip decision: Brochures of destination (communal level): Duration of study in minutes l: Driver of decision (beacon) k4: HH member #4: Share of influence with regard to travel decision k3: HH member #3: Share of influence with regard to travel decision k2: HH member #2: Share of influence with regard to travel decision k1: HH member #1: Share of influence with regard to travel decision j: Number of weeks between final decision to take trip and departure i25: Motivation: other i24: Motivation: Time for oneself i23: Motivation: Time for the familiy i22: Motivation: Time for partner Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. TRIP qm1_03 PERSTRIP qk3 TRIP PERSTRIP qk2 qm1_02 PERSTRIP qk1 TRIP PERSTRIP qj qm1_01 TRIP qi25 PERSTRIP TRIP qi24 TRIP TRIP qi23 ql TRIP qi22 qk4 Level Variable Travel Market Switzerland: Basic Report and Database Specification Metric Metric Metric Interval Metric Metric Metric Metric Metric Interval Interval Interval Interval Measure = = = = = = = = = = = = = = = = not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important 1 2 3 4 5 6 = = = = = = clearly by activities rather by activities non decisive; leaning towards activities non decisive; leaning towards destination rather by destination clearly by destination none none none none none 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Values 67 TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP qm1_04 qm1_05 qm1_06 qm1_07 qm1_08 qm1_09 qm1_10 qm1_11 qm1_12 qm1_13 qm1_14 qm1_15 qm1_16 qm1_17 qm1_18 qm1_19 Metric Metric Metric Metric Measure m1_19: Information sources ahead of trip decision: Other sources of information: Duration of action in minutes m1_18: Information sources ahead of trip decision: Friends and relatives: Duration of interaction in minutes m1_17: Information sources ahead of trip decision: Internet/ WWW: Duration of targeted browsing in minutes m1_16: Information sources ahead of trip decision: Teletext: Duration of study in minutes m1_15: Information sources ahead of trip decision: Broadcasts in TV and radio: Duration of viewing and listening in minutes m1_14: Information sources ahead of trip decision: Travel fairs and exhibitions: Duration of visit in minutes m1_13: Information sources ahead of trip decision: Video, DVD, CD-ROM: Duration of viewing in minutes m1_12: Information sources ahead of trip decision: Travel guides, books, journals: Duration of study in minutes m1_11: Information sources ahead of trip decision: Ads in newspapers and magazines: Duration of study in minutes m1_10: Information sources ahead of trip decision: NTO in Switzerland: Duration of interaction in minutes m1_09: Information sources ahead of trip decision: Tourist information at destination: Duration of interaction in minutes Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric m1_08: Information sources ahead of trip decision: Rail service/ train stations: Duration of Metric interaction in minutes m1_07: Information sources ahead of trip decision: Travel agencies: Duration of interaction in minutes m1_06: Information sources ahead of trip decision: Brochures of tour operators: Duration of study in minutes m1_05: Information sources ahead of trip decision: Guide on homogenous group of offers (e.g. ski. diving, etc): Duration of study in minutes m1_04: Information sources ahead of trip decision: Accommodation guide of national or international chain: Duration of study in minutes Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Values 68 TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP qm2_01 qm2_02 qm2_03 qm2_04 qm2_05 qm2_06 qm2_07 qm2_08 qm2_09 Interval Interval Interval Interval Interval Measure m2_09: Information sources ahead of trip decision: Tourist information at destination: Valuation of cognition m2_08: Information sources ahead of trip decision: Rail service/ train stations: Valuation of cognition m2_07: Information sources ahead of trip decision: Travel agencies: Valuation of cognition Interval Interval Interval m2_06: Information sources ahead of trip decision: Brochures of tour operators: Valuation Interval of cognition m2_05: Information sources ahead of trip decision: Guide on homogenous group of offers (e.g. ski. diving, etc): Valuation of cognition m2_04: Information sources ahead of trip decision: Accommodation guide of national or international chain: Valuation of cognition m2_03: Information sources ahead of trip decision: Accommodation guide of destination: Valuation of cognition m2_02: Information sources ahead of trip decision: Brochures of destination (region to country): valuation of cognition m2_01: Information sources ahead of trip decision: Brochures of destination (communal level): Valuation of cognition Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important Values 69 TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP qm2_10 qm2_11 qm2_12 qm2_13 qm2_14 qm2_15 qm2_16 qm2_17 qm2_18 m2_18: Information sources ahead of trip decision: Friends and relatives: Valuation of cognition m2_17: Information sources ahead of trip decision: Internet/ WWW: Valuation of cognition m2_16: Information sources ahead of trip decision: Teletext: Valuation of cognition m2_15: Information sources ahead of trip decision: Broadcasts in TV and radio: Valuation of cognition m2_14: Information sources ahead of trip decision: Travel fairs and exhibitions: Valuation of cognition m2_13: Information sources ahead of trip decision: Video, DVD, CD-ROM: Valuation of cognition m2_12: Information sources ahead of trip decision: Travel guides, books, journals: Valuation of cognition m2_11: Information sources ahead of trip decision: Ads in newspapers and magazines: Valuation of cognition m2_10: Information sources ahead of trip decision: NTO in Switzerland: Valuation of cognition Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Interval Interval Interval Interval Interval Interval Interval Interval Interval Measure 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important Values 70 TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP qm2_19 qn1_01 qn1_02 qn1_03 qn1_04 qn1_05 qn1_06 qn1_07 qn1_08 qn1_09 qn1_10 qn1_11 qn1_12 qn1_13 qn1_14 qn1_15 Metric Metric Metric Metric Interval Measure Metric Metric Metric Metric Metric Metric Metric n1_15: Information sources ahead of departure/ past trip decision: Broadcasts in TV and radio: Duration of viewing and listening in minutes n1_14: Information sources ahead of departure/ past trip decision: Travel fairs and exhibitions: Duration of visit in minutes Metric Metric n1_13: Information sources ahead of departure/ past trip decision: Video, DVD, CD-ROM: Metric Duration of viewing in minutes n1_12: Information sources ahead of departure/ past trip decision: Travel guides, books, journals: Duration of study in minutes n1_11: Information sources ahead of departure/ past trip decision: Ads in newspapers and magazines: Duration of study in minutes n1_10: Information sources ahead of departure/ past trip decision: NTO in Switzerland: Duration of interaction in minutes n1_09: Information sources ahead of departure/ trip decision: Tourist information at destination: Duration of interaction in minutes n1_08: Information sources ahead of departure/ past trip decision: Rail service/ train stations: Duration of interaction in minutes n1_07: Information sources ahead of departure/ past trip decision: Travel agencies: Duration of interaction in minutes n1_06: Information sources ahead of departure/ past trip decision: Brochures of tour operators: Duration of study in minutes n1_05: Information sources ahead of departure/ past trip decision: Guide on homogenous Metric group of offers (e.g. ski. diving, etc): Duration of study in minutes n1_04: Information sources ahead of departure/ past trip decision: Acccommodation guide of national or international chain: Duration of study in minutes n1_03: Information sources ahead of departure/ past trip decision: Acccommodation guide of destination: Duration of study in minutes n1_02: Information sources ahead of departure/ past trip decision: Brochures of destination (region to country): Duration of study in minutes n1_01: Information sources ahead of departure/ past trip decision: Brochures of destination (communal level): Duration of study in minutes m2_19: Information sources ahead of trip decision: Other sources of information: Valuation of cognition Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification 1 2 3 4 = = = = not important rather not important rather important important Values 71 TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP qn1_16 qn1_17 qn1_18 qn1_19 qn2_01 qn2_02 qn2_03 qn2_04 qn2_05 qn2_06 qn2_07 Interval Interval Interval Interval Metric Metric Metric Metric Measure n2_07: Information sources ahead of departure/ past trip decision: Travel agencies: Valuation nof cognition n2_06: Information sources ahead of departure/ past trip decision: Brochures of tour operators: Valuation of cognition Interval Interval n2_05: Information sources ahead of departure/ past trip decision: Guide on homogenous Interval group of offers (e.g. ski. diving, etc): Valuation of cognition n2_04: Information sources ahead of departure/ past trip decision: Accommodation guide of national or international chain: Valuation of cognition n2_03: Information sources ahead of departure/ past trip decision: Accommodation guide of destination: Valuation of cognition n2_02: Information sources ahead of departure/ past trip decision: Brochures of destination (region to country): Valuation of cognition n2_01: Information sources ahead of departure/ past trip decision: Brochures of destination (communal level): Valuation of cognition n1_19: Information sources ahead of departure/ past trip decision: Other sources of information: Duration of action in minutes n1_18: Information sources ahead of departure/ past trip decision: Friends and relatives: Duration of interaction in minutes n1_17: Information sources ahead of departure/ past trip decision: Internet/ WWW: Duration of targeted browsing in minutes n1_16: Information sources ahead of departure/ past trip decision: Teletext: Duration of study in minutes Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 = = = = = = = = = = = = = = = = = = = = = = = = = = = = not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important Values 72 TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP qn2_08 qn2_09 qn2_10 qn2_11 qn2_12 qn2_13 qn2_14 qn2_15 qn2_16 Interval Interval Interval Interval Interval Measure n2_16: Information sources ahead of departure/ past trip decision: Teletext: Valuation of cognition n2_15: Information sources ahead of departure/ past trip decision: Broadcasts in TV and radio: Valuation of cognition n2_14: Information sources ahead of departure/ past trip decision: Travel fairs and exhibitions: Valuation of cognition Interval Interval Interval n2_13: Information sources ahead of departure/ past trip decision: Video, DVD, CD-ROM: Interval Valuation of cognition n2_12: Information sources ahead of departure/ past trip decision: Travel guides, books, journals: Valuation of cognition n2_11: Information sources ahead of departure/ past trip decision: Ads in newspapers and magazines: Valuation of cognition n2_10: Information sources ahead of departure/ past trip decision: NTO in Switzerland: Valuation of cognition n2_09: Information sources ahead of departure/ trip decision: Tourist information at destination: Valuation of cognition n2_08: Information sources ahead of departure/ past trip decision: Rail service/ train stations: Valuation of cognition Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = = not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important Values 73 TRIP TRIP TRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP qn2_17 qn2_18 qn2_19 qo qp qq qr qs qt1@1 qt1@2 qt1@3 qt1@4 t1@4: Ways and means for booking of package = fax; FILTER: Booking of package = yes t1@3: Ways and means for booking of package = letter; FILTER: Booking of package = yes t1@2: Ways and means for booking of package = face-to-face conversation; FILTER: Booking of package = yes t1@1: Ways and means for booking of package = telephone; FILTER: Booking of package = yes s: Time span (weeks) between booking of transport service and departure; FILTER: Booking of transport service = yes r: Time span (weeks) between booking of accommodation and departure; FILTER: Booking of accommodation = yes q: Time span (weeks) between package booking and departure; FILTER: Booking of package = yes p: Booked elements of trip o: Type of organisation of trip n2_19: Information sources ahead of departure/ past trip decision: Other sources of information: Valuation of cognition n2_18: Information sources ahead of departure/ past trip decision: Friends and relatives: Valuation of cognition n2_17: Information sources ahead of departure/ past trip decision: Internet/ WWW: Valuation of cognition Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal Nominal Nominal Metric Metric Metric Metric Metric Interval Interval Interval Measure = = = = = = = = = = = = = = = = = no package at all Individual package (no fixed date) Group package w/ travel guide Group package wo/ travel guide Other type of package not important rather not important rather important important not important rather not important rather important important not important rather not important rather important important 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes none none none 1 = no booking at all 2 = yes: booking of package 3 = yes: individual booking of single elements of trip 4 = yes: booking of accommodation 5 = yes: booking of transport 6: yes: booking of other elements of trip 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 Values 74 PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP qt1@5 qt1@6 qt1@7 qt1@8 qt2@1 qt2@2 qt2@3 qt2@4 qt2@5 qt2@6 qt2@7 qt2@8 qt3@1 qt3@2 qt3@3 qt3@4 qt3@5 t3@5: Ways and means for booking of transport service =E-Mail; FILTER: Booking of transport service = yes t3@4: Ways and means for booking of transport service =fax; FILTER: Booking of transport service = yes t3@3: Ways and means for booking of transport service = letter; FILTER: Booking of transport service = yes t3@2: Ways and means for booking of transport service = face-to-face conversation; FILTER: Booking of transport service = yes t3@1: Ways and means for booking of transport service = telephone; FILTER: Booking of transport service = yes t2@8: Ways and means for booking of accommodation = n/a; FILTER: Booking of accommodation = yes t2@7: Ways and means for booking of accommodation = other; FILTER: Booking of accommodation = yes t2@6: Ways and means for booking of accommodation = online/ Internet; FILTER: Booking of accommodation = yes t2@5: Ways and means for booking of accommodation = E-mail; FILTER: Booking of accommodation = yes t2@4: Ways and means for booking of accommodation = fax; FILTER: Booking of accommodation = yes t2@3: Ways and means for booking of accommodation = letter; FILTER: Booking of accommodation = yes t2@2: Ways and means for booking of accommodation = face-to-face conversation; FILTER: Booking of accommodation = yes t2@1: Ways and means for booking of accommodation = telephone; FILTER: Booking of accommodation = yes t1@8: Ways and means for booking of package = n/a; FILTER: Booking of package = yes t1@7: Ways and means for booking of package = other; FILTER: Booking of package = yes t1@6: Ways and means for booking of package = online/ Internet; FILTER: Booking of package = yes t1@5: Ways and means for booking of package = E-mail; FILTER: Booking of package = yes Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Measure 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes Values 75 PERSTRIP PERSTRIP PERSTRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP qt3@6 qt3@7 qt3@8 qu1@1 qu1@2 qu1@3 qu1@4 qu1@5 qu1@6 qu1@7 qu1@8 qu2@1 qu2@2 qu2@3 qu2@4 qu2@5 qu2@6 Nominal Nominal Nominal Nominal Nominal Measure u2@6: Contact for accommodation booking = with accommodation; FILTER: Booking of accommodation = yes u2@5: Contact for accommodation booking = with transport company; FILTER: Booking of accommodation = yes u2@4: Contact for accommodation booking = with tourist info at destination; FILTER: Booking of accommodation = yes u2@3: Contact for accommodation booking = with rail service; FILTER: Booking of accommodation = yes u2@2: Contact for accommodation booking = with travel agency; FILTER: Booking of accommodation = yes u2@1: Contact for accommodation booking = with tour operator; FILTER: Booking of accommodation = yes u1@8: Contact for package booking = n/a; FILTER: Booking of package = yes u1@7: Contact for package booking = other; FILTER: Booking of package = yes u1@6: Contact for package booking = with accommodation; FILTER: Booking of package = yes u1@5: Contact for package booking = with transport company; FILTER: Booking of package = yes u1@4: Contact for package booking = with tourist info at destination; FILTER: Booking of package = yes Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal u1@3: Contact for package booking = with rail service; FILTER: Booking of package = yes Nominal u1@2: Contact for package booking = with travel agency; FILTER: Booking of package = yes u1@1: Contact for package booking = with tour operator; FILTER: Booking of package = yes t3@8: Ways and means for booking of transport service = n/a; FILTER: Booking of transport service = yes t3@7: Ways and means for booking of transport service = other; FILTER: Booking of transport service = yes t3@6: Ways and means for booking of transport service =online/ Internet; FILTER: Booking of transport service = yes Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes Values 76 TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP TRIP qu2@7 qu2@8 qu3@1 qu3@2 qu3@3 qu3@4 qu3@5 qu3@6 qu3@7 qu3@8 qv1@1 qv1@2 qv1@3 qv1@4 qv1@5 qv1@6 qv1@7 Nominal Nominal Nominal Nominal Nominal Measure v1@7: Type of URL used for information collection = n.a. v1@6: Type of URL used for information collection = other v1@5: Type of URL used for information collection = travel portal (e.g. travel.ch) v1@4: Type of URL used for information collection = other transport company v1@3: Type of URL used for information collection = airline (e.g. swiss.com) v1@2: Type of URL used for information collection = destination (e.g. londontown.com) v1@1: Type of URL used for information collection = hotel chain (e.g. holidayinn.com) u3@8: Contact for transport booking = n/a; FILTER: Booking of transport = yes u3@7: Contact for transport booking = other: FILTER: Booking of transport = yes u3@6: Contact for transport booking = with accommodation; FILTER: Booking of transport = yes u3@5: Contact for transport booking = with transport company; FILTER: Booking of transport = yes Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal u3@4: Contact for transport booking = with tourist info at destination; FILTER: Booking of Nominal transport = yes u3@3: Contact for transport booking = with rail service; FILTER: Booking of transport = yes u3@2: Contact for transport booking = with travel agency; FILTER: Booking of transport = yes u3@1: Contact for transport booking = with tour operator; FILTER: Booking of transport = yes u2@8: Contact for accommodation booking = n/a; FILTER: Booking of accommodation = yes u2@7: Contact for accommodation booking = other; FILTER: Booking of accommodation = yes Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes Values 77 TRIP TRIP TRIP TRIP TRIP TRIP TRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP qv2@1 qv2@2 qv2@3 qv2@4 qv2@5 qv2@6 qv2@7 qw@01 qw@02 qw@03 qw@04 qw@05 qw@06 qw@07 qw@08 qw@09 qw@10 w@10: Tour operator (company) = Helvetic Tours w@09: Tour operator (company) = Frantour Suisse w@08: Tour operator (company) = Falcon Travel w@07: Tour operator (company) = Eurotrek w@06: Tour operator (company) = Esco & Escolette w@05: Tour operator (company) = Dornbierer Reisen w@04: Tour operator (company) = Coop Reisen w@03: Tour operator (company) = Carib Tours w@02: Tour operator (company) = ACS/ TCS w@01: Tour operator (company) = self organised v2@7: Type of URL used for travel booking = n.a. v2@6: Type of URL used for travel booking = other v2@5: Type of URL used for travel booking = travel portal (e.g. travel.ch) v2@4: Type of URL used for travel booking = other transport company v2@3: Type of URL used for travel booking = airline (e.g. swiss.com) v2@2: Type of URL used for travel booking = destination (londontown.com) v2@1: Type of URL used for travel booking = hotel chain (e.g. holidayinn.com) Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Measure 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes Values 78 PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP qw@11 qw@12 qw@13 qw@14 qw@15 qw@16 qw@17 qw@18 qw@19 qw@20 qw@21 qw@22 qw@23 qw@24 qw@25 qw@26 qw@27 w@27: Tour operator (company) = Rotunda Tours w@26: Tour operator (company) = Reisen Netto w@25: Tour operator (company) = Railtour Suisse w@24: Tour operator (company) = Pronto Reisen w@23: Tour operator (company) = Private Safaris w@22: Tour operator (company) = Popularis w@21: Tour operator (company) = Plus Reisen w@20: Tour operator (company) = Passpartout Reisen w@19: Tour operator (company) = Parikos w@18: Tour operator (company) = Opus Tours w@17: Tour operator (company) = M-Travel w@16: Tour operator (company) = Marti Reisen w@15: Tour operator (company) = Manta Reisen w@14: Tour operator (company) = Kuoni Reisen w@13: Tour operator (company) = Interhome w@12: Tour operator (company) = Imholz w@11: Tour operator (company) = Hotelplan Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Measure 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes Values 79 PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP qw@28 qw@29 qw@30 qw@31 qw@32 qw@33 qw@34 qw@35 qw@36 qx qy@01 qy@02 qy@03 y@03: Means of transport at/ within main destination = scheduled flight y@02: Means of transport at/ within main destination = railway/ train y@01: Means of transport at/ within main destination = car (own/ rental), motor home (own/ rental) x: Major means of transport from home to the destination w@36: Tour operator (company) = n/a w@35: Tour operator (company) = other w@34: Tour operator (company) = Club/ school/ employer w@33: Tour operator (company) = Wettstein w@32: Tour operator (company) = Wagon Lits Tourisme w@31: Tour operator (company) = Voegele Reisen w@30: Tour operator (company) = TUI Suisse w@29: Tour operator (company) = Sky Tours w@28: Tour operator (company) = Sierra Mar Tours Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Measure 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 1 = car (own/ rental), motor home (own/ rental) 2 = railway/ train 3 = scheduled flight departing from Swiss airport 4 = scheduled flight departing from non-Swiss airport 5 = charter flight departing from Swiss airport 6 = charter flight departing from non-Swiss airport 7 = ship/ cruise 8 = bus 9 = motor bike, motor cycle 10 = bicycle 11 = other 12 = n.a. 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes Values 80 PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP qy@04 qy@05 qy@06 qy@07 qy@08 qy@09 qy@10 qy@11 qy@12 qy@13 qz_01 qz_02 qz_03 qz_04 qz_05 qz_06 qz_07 qz_08 qz_09 qz_10 qz_11 z_11: Sports: sailing z_10: Sports: surfing/ windsurfing z_09: Sports: diving/ snorkelling z_08: Sports: swimming/ bathing z_07: Sports: mountain biking z_06: Sports: bicycling z_05: Sports: gymnastics/ vita parcours z_04: Sports: mountaineering z_03: Sports: jogging/ wagging z_02: Sports: trekking/ tramping z_01: Sports: walking/ hiking y@04: Means of transport at/ within main destination = n.a. y@04: Means of transport at/ within main destination = other y@04: Means of transport at/ within main destination = taxi y@04: Means of transport at/ within main destination = subway/ underground y@04: Means of transport at/ within main destination = mountain railway/ chairlift, cableway, etc. y@04: Means of transport at/ within main destination = ship/ boat y@04: Means of transport at/ within main destination = bicycle y@04: Means of transport at/ within main destination = motor bike/ motor cycle y@04: Means of transport at/ within main destination = bus y@04: Means of transport at/ within main destination = charter flight Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Nominal Measure Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes 0 = no 1 = yes Values 81 PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP qz_12 qz_13 qz_14 qz_15 qz_16 qz_17 qz_18 qz_19 qz_20 qz_21 qz_22 qz_23 qz_24 qz_25 qz_26 qz_27 qz_28 qz_29 qz_30 qz_31 qz_32 qz_33 qz_34 qz_35 qz_36 qaa_01 qaa_02 aa_02: N/ Sports: walking on theme paths aa_01: N/ Sports: walking z_36: Sports: other z_35: Sports: tobogganing/ sledging/ bob/ skeleton z_34: Sports: hiking in winter (on official winter hiking tracks) z_33: Sports: ice skating/ hockey/ curling z_32: Sports: ski touring/ ski hiking z_31: Sports: cross country ski z_30: Sports: snowboarding (on and off slopes) z_29: Sports: downhill ski/ carving off slopes z_28: Sports: downhill ski/ carving on slopes z_27: Sports: parachuting/ paragliding/ delta sailing z_26: Sports: horse riding z_25: Sports: mini golf z_24: Sports: boccia/ lawn bowling z_23: Sports: bowling z_22: Sports: canyoning z_21: Sports: river rafting z_20: Sports: inline skating/ kickboard/ skateboard z_19: Sports: golf z_18: Sports: ping-pong/ table tennis z_17: Sports: other ballgames z_16: Sports: volleyball z_15: Sports: badminton/ shuttlecock z_14: Sports: squash z_13: Sports: tennis z_12: Sports: rowing/ paddling Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Measure Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Values 82 PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP qaa_03 qaa_04 qaa_05 qaa_06 qaa_07 qaa_08 qaa_09 qaa_10 qaa_11 qaa_12 qaa_13 qaa_14 qaa_15 qaa_16 qaa_17 qaa_18 qaa_19 qaa_20 qaa_21 qaa_22 qaa_23 qaa_24 qaa_25 qaa_26 qaa_27 qaa_28 qaa_29 aa_29: N/ Sports: go to sauna aa_28: N/ Sports: do wellness of any kind aa_27: N/ Sports: do regimens aa_26: N/ Sports: spend value time with the partner aa_25: N/ Sports: play with the children/ undertake activities with children aa_24: N/ Sports: play games aa_23: N/ Sports: go to parties of any kind aa_22: N/ Sports: have a drink aa_21: N/ Sports: go dancing aa_20: N/ Sports: spend time at the beach aa_19: N/ Sports: spend time basking in the sun aa_18: N/ Sports: spend time sleeping/ relaxing/ hanging out aa_17: N/ Sports: spend time reading books/ journals/ newspapers aa_17: N/ Sports: watch TV/ listen to the radio aa_15: N/ Sports: go to fairs aa_14: N/ Sports: visit theme park aa_13: N/ Sports: visit zoos/nature parks aa_12: N/ Sports: go to lectures/ exhibitions aa_11: N/ Sports: go to/ participate in events (cultural/ sports) aa_10: N/ Sports: get to know other/ new people aa_09: N/ Sports: go to the theatre/ movies aa_08: N/ Sports: visit museums aa_07: N/ Sports: sightseeing (built and natural objects) aa_06: N/ Sports: excursion by boat/ ship aa_05: N/ Sports: excursion by mountain railway/ cableway/ chairlift, etc. aa_04: N/ Sports: excursions by car aa_03: N/ Sports: strolling/ shopping Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Metric Measure Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Values 83 PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP TRIP TRIP TRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP PERSTRIP qaa_30 qaa_31 qaa_32 qaa_33 qaa_34 qaa_35 qbb qcc qdd qef qeea qeeb qeec qffa qffb qffc qffd ff: d) N/Package: expenditure for extras ppP ff: c) N/Package: expenditure for F&B ppP ff: b) N/Package: expenditure for accommodation ppP ff: a) N/Package: expenditure for transport ppP ee: c) Package: expenditure for extras ppP ee: b) Package: expenditure for additional F&B ppP ee: a) Package: package expenditure ppP ef: Type of trip organisation (package vs. individual) dd: Satisfaction with chosen accommodation cc: Satisfaction with touristy offers in chosen destination bb: Overall satisfaction with entire trip aa_35: N/ Sports: other aa_34: N/ Sports: fish and hunt aa_33: N/ Sports: write letters/ cards/ Emails aa_32: N/ Sports: go to church aa_31: N/ Sports: try the local cuisine aa_30: N/ Sports: take pictures/ videos Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Metric Metric Metric Metric Metric Metric Metric Nominal Interval Interval Interval Metric Metric Metric Metric Metric Metric Measure = = = = = = = = = = = = not satisfied at all rather not satisfied rather satisfied very satisfied not satisfied at all rather not satisfied rather satisfied very satisfied not satisfied at all rather not satisfied rather satisfied very satisfied 1 = package 2 = non package 3 = n.a. 1 2 3 4 1 2 3 4 1 2 3 4 Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Number of days with activity executed at least once Values 84 TRIP TRIP qgg qhh hh: Likelihood of re-selecting the same accommodation gg: Likelihood of returning to same destination Variable label © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Level Variable Travel Market Switzerland: Basic Report and Database Specification Interval Interval Measure 1 = 0% 2 = 10% 3 = 20% ... 11 = 100% 1 = 0% 2 = 10% 3 = 20% ... 11 = 100% Values 85 Destination and accommodation coding Switzerland (multiple destinations) Engadine Upper/ Lower) Other canton of Grisons Bernese Upper Land Other caton of Berne Central Switzerland: LU, ZG Central Switzerland: OW, NW Central Switzerland: SZ, UR TI: North of Monte Ceneri TI: South of Monte Ceneri VS: upper (german) VS: lower (french) Lake Geneva: VD, GE Alpes vaudoise (VD) Jura Vaudoise (VD) Other canton of VD Jura area: NE, BE, SO Eastern Switzerland: AR, AI Eastern Switzerland: SG Eastern Switzerland: TG, SH Eastern Switzerland: GL Liechtenstein other Switzerland Austria (multiple destinations) Burgenland (Eisenstadt) Carinthia (Klagenfurt) Niederösterreich (St. Pölten) Oberösterreich (Linz) Salzburg (Salzburg) Steiermark (Graz) Tyrol (Innsbruck) Vorarlberg (Bregenz) Vienna 11000 11011 11012 11021 11029 11031 11032 11033 11041 11042 11051 11052 11061 11062 11069 11071 11072 11081 11082 11083 11084 11085 11099 12000 12011 12012 12013 12014 12015 12016 12017 12018 12019 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Destination Code Destinations 6.4 Travel Market Switzerland: Basic Report and Database Specification 86 Austria: n/d, other Germany (multiple destinations) Baden-Württemberg (Stuttgart) Bavaria (Munich) Berlin and Brandenburg (Potsdam) Hamburg und Schleswig-Holstein (Kiel) Hessia (Wiesbaden) Mecklenburg-Vorpommern (Schwerin) Lower Saxony (Hannover) and Bremen North Rhine - Westphalia (Düsseldorf) Rheinland-Pfalz (Mainz) Saarland (Saarbrücken) Saxony (Drseden) Sachsen-Anhalt (Magdeburg) Thuringia (Erfurt) Germany: n/d, other France (multiple destinations) Alsace (Strasbourg) Aquitaine (Bordeaux) Auvergne (Clermont-Ferrand) Bourgogne (Dijon) Bretagne (Rennes) Centre (Orleans) Champagne-Ardenne (Chalons-sur-Marne) Corsica (Ajaccio) Franche-Comte (Besancon) Ile-de-France (Paris) Languedoc-Roussillon (Montpellier) Limousin (Limoges) Lorraine/Lothringen (Metz) Midi-Pyrenee (Toulouse) Nord-Pas-de-Calais (Lille) Basse-Normandie (Caen) Haute-Normandie (Rouen) Pays de la Loire (Nantes) Picardie (Amiens) 12020 12001 12021 12022 12023 12024 12025 12026 12027 12028 12029 12030 12031 12032 12033 12039 12040 12041 12042 12043 12044 12045 12046 12047 12048 12049 12050 12051 12052 12053 12054 12055 12056 12057 12058 12059 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Destination Code Travel Market Switzerland: Basic Report and Database Specification 87 Poitoi-Charentes (Poitiers) Provence-Alpes (Marseille) Rhone-Alpes (Lyon) France: n/d, other Italy (multiple destinations) Abruzzo (LAquila) Basilicata (Potenza) Calabria (Catanzaro) Campania (Neapel) Emilia-Romagna (Bologna) Friuli-Venezia-Giulia (Trieste) Lazio (Roma) Liguria (Genova) Lombardia (Milano) Marche (Ancona) Molise (Campobasso) Piemonte (Torino) Puglia (Bari) Sardegna (Cagliari) Sicilia (Palermo) Toscana (Firenze) Trentino-Alto Adige (Trento) Umbria (Perugia) Valle dAosta( Aosta) Veneto (Venezia) Italy: n/d, other Spain (multiple destinations) Spain: Mediterranean coast (main land) Spain: Baleares (Mallorca, Ibiza, Menorca) Spain: Canary Islands Spain: Andalusia Spain: Madrid, Barcelona, Bilbao Spain: n/d; other Portugal: Algarve Portugal: Madeira Portugal: Lisboa 12060 12061 12062 12069 12070 12071 12072 12073 12074 12075 12076 12077 12078 12079 12080 12081 12082 12083 12084 12085 12086 12087 12088 12089 12090 12099 13000 13011 13012 13013 13014 13015 13019 13020 13021 13022 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Destination Code Travel Market Switzerland: Basic Report and Database Specification 88 Portugal: n/d; other Portugal: n/d, other Greece (multiple destinations) Greece: Mainland Greece: Rhodes Greece: Crete Greece: other islands Malta Slovenia Croatia Serbia and Montenegro Bosnia and Herezegowina Cyrpus (Greece) Southern Europe: n/d, other Belgium Luxemburg Belgium and Luxemburg Netherlands UK: England and London UK: Scotland and Wales; Northern Ireland UK: n/d; other Eire Denmark (excl. Greenland) Norway Sweden Finland Iceland Greenland Scandinavia: n/d, other Hungary Hungary West (Balaton) Hungary East (Puszta) Hungary: Budapest Tschech Republik Slovakia Romania 13023 13029 13030 13031 13032 13033 13039 13040 13050 13060 13070 13080 13090 13099 14000 14001 14010 14020 14031 14032 14039 14040 15010 15020 15030 15040 15050 15060 15099 16000 16021 16022 16023 16030 16040 16050 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Destination Code Travel Market Switzerland: Basic Report and Database Specification 89 Bulgaria Polen Balitic states (Estland, Lithuania, Latvia) Estland Lithuania Latvia Russia (European) Belarus Ukraine Eastern Europe: n/d, other (West of Ural) Antigua and Barbuda Argentina Bahamas Barbados Belize Bolivia Brasil Chile Costa Rica Dominica Dominican Republic Ecuador El Salvador Grenada Guatemala Guyana Haiti Honduras Jamaica Canada (multiple destinations) Canada: Newfoundland, Nova Scotia Canada: Quebec Canada: Sakatchewan Canada: Manitoba Canada: Alberta Canada: British Columbia 16060 16070 16080 16081 16082 16083 16090 16091 16092 16099 21010 21020 21030 21040 21050 21060 21070 21080 21090 21100 21110 21120 21130 21140 21150 21160 21170 21180 21190 21000 21201 21202 21203 21204 21205 21206 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Destination Code Travel Market Switzerland: Basic Report and Database Specification 90 Colombia Cuba Mexico Nicaragua Panama Paraguay Peru St. Kitts and Nevis St. Lucia St. Vincent Surinam Trinidad and Tobago Uruguay USA (multiple destinations) USA: New England (Maine, Massachusetts, New Hampshire, Vermont, Connecticut, Rhode Island, New York, New Jersey, Pennsylvania, Maryland, Virginia, West Virginia, Delaware) (inkl. Boston, New York, Washington D.C.) USA: Florida USA: South (N. und S. Carolina, Georgia, Tennessee, Alabama, Mississippi, Louisiana) USA: Southwest (Colorado, Utah, Nevada, California, Arizona, New Mexico) USA: Northwest (Oregon, Washington State, Idaho, Montana, Wyoming) USA: Hawaii USA: Alaska USA: other Venezuela America: n/d, other Egypt Algeria Angola Equatorial-Guinea Ethiopia Benin Botswana Burkina Faso Burundi Ivory Coast Djibouti Eritrea 21230 21240 21250 21260 21270 21280 21290 21300 21310 21320 21330 21340 21350 21359 21360 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. 21361 21362 21363 21364 21365 21366 21367 21370 21380 31010 31020 31030 31040 31050 31060 31070 31080 31090 31100 31110 31120 Destination 91 Code Travel Market Switzerland: Basic Report and Database Specification Gabun Gambia Ghana Guinea Guinea-Bissau Cameroon Cap Verde Kenia Comores Congo Congo (Zaire) Lesotho Liberia Libya Madagascar Malawi Mali Marocco Mauretania Mauritius Mosambique Namibia Niger Nigeria Ruanda Sambia Sao Tome Senegal Sierra Leone Simbabwe Somalia South Afrrica Sudan Swasiland Tansania Togo 31130 31140 31150 31160 31170 31180 31190 31200 31210 31220 31230 31240 31250 31260 31270 31280 31290 31300 31310 31320 31330 31340 31350 31360 31370 31380 31390 31400 31410 31420 31430 31440 31450 31460 31470 31480 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Destination Code Travel Market Switzerland: Basic Report and Database Specification 92 Tschad Tunesia Uganda Western Sahara Zaire Central Africa Africa: n/d, other Afghanistan Armenia Aserbaidschan Bahrain Bangla Desh Bhutan Brunei China Georgia Indien Indonesien Iraq Iran Israel Japan Jemen Jordania Cambodia Kasachstan Katar Kyrgyzstan Kuwait Laos Lebanon Malaysia and Singapore Maldives Mongolia Myanmar (Burma) Nepal 31490 31500 31510 31520 31530 31540 31550 41010 41020 41030 41040 41050 41060 41070 41080 41090 41100 41110 41120 41130 41140 41150 41160 41170 41180 41190 41200 41210 41220 41230 41240 41250 41260 41270 41280 41290 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Destination Code Travel Market Switzerland: Basic Report and Database Specification 93 North Korea Oman East-Timor Pakistan Palestina Papua Neuguinea Philippines Russia (Asia) Saudi Arabien Seychelles Sri Lanka South Korea Syria Tajikistan Taiwan Thailand Turkey Turkmenistan Usbekistan UAE United Arab Emirates Viet Nam Asia: n/d, other Australia Australia: Queensland Australia: New South Wales Australia: Victoria Australia: South Australia Australia: Northern Territory Australia: Western Australia Fiji Kiribati Marshall Islands Mikronesia Nauru New Zealand New Zealand North Island 41300 41310 41320 41330 41340 41350 41360 41370 41380 41390 41400 41410 41420 41430 41440 41450 41460 41470 41480 41490 41500 41510 51000 51011 51012 51013 51014 51015 51016 51020 51030 51040 51050 51060 51072 51070 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Destination Code Travel Market Switzerland: Basic Report and Database Specification 94 New Zealand South Island Palau Salomones Samoa Tonga Tuvalu Vanuatu Oceania: n/d, other World: n/d, other countries 51071 51080 51090 51100 51110 51120 51130 51140 99999 Hotel/ Resort/ Motel ****-***** Hotel/ Resort/ Motel **-*** Hotel/ Resort/ Motel * Friends and relatives B&B/ Private room (Residential stay) Holiday residence owned by person within travelling household Holiday residence, rented from friends and relatives at preferential terms Holiday residence, rented at regular terms Camping 8tent, RV, Camper Youth Hostel/ Backpacker Hut, Camp Farmstay Ship/ Boat (Cruise) Health resort/ Sanatorium Plane, train, bus, or car other 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 © IDT-HSG Institute for Public Services and Tourism at the University of St. Gallen. All rights reserved. Type of accommodation Code Accommodation Destination Code Travel Market Switzerland: Basic Report and Database Specification 95