Transcript MARKETING FLOATING ISLANDS AS A DESTINATION

MARKETING FLOATING
ISLANDS AS A DESTINATION:
A Field Study for Determination
of Potential Demand and
Consumer Expectations of
Floating Islands
G.Yuksek & I.Arıkan – AU TR
Naples-Italy 2007
Floating Structures
• Stable structures
on water
• Mobile structures
on water
Advantages of Floating
Structures
• less impact on the natural environment
• earthquakes produce virtually no damage
on floating structures
• have life expectancies of over 100 years
Examples for Floating
Structures
• Floating House
• Floating Hospital
• Floating Library
• Floating Restaurant
• Floating Bridge
• Floating Oil and Gas
• Floating City
• Floating Harbor
• Floating Marina
• Floating Breakwater
• Floating Airport
• Floating Meteorology
Production Platforms Station
• Floating Energy
• Floating nuclear and
Stations
thermal power
stations …
Floating House / Seattle
Floating Airport
Floating Restaurant / Hong Kong
Floating Power Station / Nikaragua
Floating Island / Peru-Titicaca Lake
Floating Islands as a
Destination
• a living area on a mobile floating platform
• including attractions, accomodations,
accessibility, amenities and activities
• can be in different designs
• would be fairly big
Carlo Macri’s Project Proposal(Oasis
Town)
Freedom City Project
Marketing Floating Islands
as a Destination
Successful Marketing
• the right mix of features and services
• an image that is attractive to the target
market
• the products and services to be provided
on the islands must be delivered in an
efficient and accessible way
• the island’s values and images must be
promoted effectively
Marketing Floating Islands
as a Destination
Target Market Characteristics
• income level of over $60.000
• frequently traveling
• expecting high quality products and
services to be satisfied
• looking for the best
Marketing Floating Islands
as a Destination
Positioning & Images
• to create a distinctive place in the minds
of potential tourists
• to develop a brand image
THE RESEARCH
• Purpose
• Research Method
• Sample
• Research Assumptions
• Findings
Purpose
• The potential demand
• Market properties
• Consumer expectations
Research Method
• DECISIONS (whether they want the
product or not)
• ATTITUDES ( expectations about the
product)
• IMAGES (how they picture the product in
their minds)
• DEMOGRAPHIC PROFILES (age,
education, gender, etc.)
Sample
• The research population: “Tourists
traveling with cruise ships worldwide”
• The research sample: “Tourists traveling
with cruise ships boarded to the seaports
in Turkey in December 2006”.
Research Assumptions
• Cruise passengers are assumed to
constitute potential demand for floating
islands.
• Target market is assumed to be upper
income level consumers as the floating
islands will have high investment costs.
• It is assumed that new and discrete
destinations are to be more preferred by
consumers in future.
Findings
• Passengers between the ages of 41 and
60.
• The majority of the passengers married
and with an average income between
60.000-100.000 $ per year (Affluent
and Most Affluent Market).
• 86,9 % of passengers desire to have an
experience with the floating islands.
Findings
• “New and interesting structure” and
“Popular and fashionable destination of
the future” are selected as the reasons of
preferring floating islands with 40,3%
and 20,4 % respectively.
• 56,1 % of the participants want to spent
8-21 days on floating islands.
• 68,9 % of the participants want to make
a holiday in a hotel.
Findings
• 54,2 % of the participants prefer to stay
in 5 stars hotels on the islands.
• 60 % of the participants prefer air
transportation to reach the floating
islands.
Findings
attractions and amenities that consumers
prefer:
• Attractions
Beauty and Anti-Aging Centres
Casino
Luxury Shopping Centres
Luxury Restaurants
Underwater Observatories
• Amenities
Security Unit
Post Office
Bank
CONCLUSION
• Floating islands could be new destinations of the
•
•
•
tourism industry in future.
The design suggested in this study is a flat
platform with mobility, which is the most
significant feature of floating islands.
According to the results of this analysis a
potential demand exists for these structures.
Affluent and most affluent markets of the cruise
industry are the potential consumers of floating
islands.
Thank You…
[email protected]
[email protected]
A Floating Island Designed by Jean
Philippe Zoppini
Residance
Commercial
Center
School
Hotel
Faculty
Lake
Congres
Center
Shopping
Mall
Activity Center
Yatch Marine
Marine