Mobility Management in Leisure and Tourism

Prof. Dr. Andreas KagermeierFreizeit- und Tourismusgeographie, Universität Trier

Lecture given at the Latvian University Riga18. September 2008

Agenda

1) Basic facts on leisure and tourism mobility

2) Energy consumption and CO2-reduction aims: preconditions on the demand side

3) Conditions on the offer side for successful Mobility Management approaches

4) Means of transport affinity as a central dimension on the demand side

5) Conclusions

Leisure and tourism as central mobility purposes Leisure & Tourism Traffic: a fast growing Market?

Source: DIW 2004

)

)

))

) ) ) ) ) )

26 2627

35 36 36 36 36 35 35

1976 1983 1990 1992 1994 1996 1998 2000 2001 20020

10

20

30

40Billion trips

0

10

20

30

40

Leisure & Tourism Traffic: a fast growing Market?

Source: DIW 2004

,

,

,

,

, , , , ,,

256 271

314

384 390 403 404 407388 381

1976 1983 1990 1992 1994 1996 1998 2000 2001 20020

100

200

300

400

500Billion passenger-kilometers

0

100

200

300

400

500

Affinity of Leisure & Tourism Traffic for Motorized Private Vehicle Traffic

4,2%3,3%

6,3%

6,3%

74,0%

6,0%

Distances

Source: DIW 2004

27,7%9,8%

4,4%1,0%

57,1%

0,01%

foot bike coach train car plane

Trips

Modal Split for the main holiday trip in Germany

Source: RA div.

Share of domestic and outbound tourism in Germany

Source: Reiseanalyse div. Jg. (Haupturlaubsreisen)

0

10

20

30

40

50

60

70

80

90

100

1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005

Source: RA 2007

Modal Split according to types of destinations Transcontinental Journey especially energy-consuming

Own design according to Becker 1997

12,55

10

20

Number of journeys

(mio.)

ASIA/PACIFIC

SOUTH-AMERICA

NORTHAMERICA

AFRICA

Energy Consuption(billion MJ)

Influence of the discussion on climate change on the planning of holiday trips

YES; 7,2

NO; 92,8

Source ETI 2007

Abroad: Journey itself main CO2-inducing factor

Source: WWF 2008

ExampleSun & Beach Mallorca

(2 weeks)

Journey

Accomodation

MealsActivities in the destination

Domestic: Activities in the destination become important

Source: WWF 2008

ExampleHoliday at the Baltic Sea

(Rügen) (2 weeks)

Journey

Accomodation

Meals

Activities in the destinationSource:

WWF 2008

Mexico

Spain

Alps

Baltic Sea

Cruise

Transcontinental journeys especially CO2-inducing

CO2-reduction in everyday live: theoretical disposition

0102030405060708090

Already doing it Will do in the futureSource: FUR 2007

0102030405060708090

Already doing it Will do in the futureSource: FUR 2007

CO2-reduction in leisure and tourism: quite low

Travel less frequently

Source: FUR 2007

0 20 40 60 80 100

One holiday trip

More holiday trip

Already doing it Will do in the future Not even in the future

Nearer destination

Quelle: FUR 2007

0 20 40 60 80 100

Germany

Transcontinental

Already doing it Will do in the future Not even in the future

Tourists travelling by plane

Source: FUR 2007

0 20 40 60 80 100

Reduce plane travels

Voluntary charges To compensate for CO2

Already doing it Will do in the future Not even in the future

intermediate recapitulation

Energy consumption and CO2-production as an interplay between destination and mean of transport

Abroad (especially transcontinental):Reducing the distance by creating attractive offers in nearer destinationsprices of kerosine ?? taxes ???

Domestic:Apply Mobility Management Measures

Avoid prescriptions and penalties:

Stress the benefit of the tourist

Delight of travelling

New ways to your holiday

Laws, Regulations

Taxes,Prices

BuiltInfrastructure

Telematic

Infor-ma-tion

Organisation

Communication Coordination

Transport System

Management

MobilityManagement

demand side oriented measures

offer oriented measures „software“-oriented m

easures

„har

dwar

e“-

orie

nted

mea

sure

s

Source: Momentum 2000

Supply Side Basic Conditions for Successful Leisure & Tourism Public Transport Offers

structural precondition:aiming at choice-riders/non-captives

transparency and quality of the offer(frequency, direct relations, …)

service quality in the catchment area

Basic Conditions: Quality of the Offer

Source: own investigations

Dinosaurierpark

Freilichtmuseum

Mensch&Natur

0% 20% 40% 60% 80% 100%

car bus/train bike by foot

EastWestfalia(rural)

Munich(urban)

poor quality

good quality – rural catchment area

good quality – urban catchment area

Zoo Hellabrunn

Supply Side Basic Conditions for Successful Leisure & Tourism Public Transport Offers

structural precondition:aiming at choice-riders/non-captives

transparency and quality of the offer(frequency, direct relations, …)

service quality in the catchment area management of car parking facilities

Basic Conditions: Quality of the Offer

Source: own investigations

Dinosaurierpark

Freilichtmuseum

Mensch&Natur

0% 20% 40% 60% 80% 100%

car bus/train bike by foot

EastWestfalia(rural)

Munich(urban)

low quality

good quality – rural catchment area

good quality – urban catchment area

Zoo Hellabrunn

good quality – urban + park. management

offer side basic conditions for successful leisure & tourism public transport offers

structural precondition:aiming at choice-riders/non-captives

transparency and quality of the offer(frequency, direct relations, …)

service quality in the catchment area management of car parking facilities constraints for car use

Role of car-restrictions in combination with Parkingplace-Management

PLusen:

19 %

Source: own investigations

Rachel:72 %

Supply Side Basic Conditions for Successful Leisure & Tourism Public Transport Offers

structural precondition:aiming at choice-riders/non-captives

transparency and quality of the offer(frequency, direct relations, …)

service quality in the catchment area management of car parking facilities constraints for car use intensive marketing activities

(cooperation / “combined-tickets”)

Role of „combined-tickets“

2/5 of car users knowthe ticket

1/3 of combined-ticket users have a high affinity to private car use

1/3 of combined-ticket users could have used their own car

Source: own investigations

Supply Side Basic Conditions for Successful Leisure & Tourism Public Transport Offers

structural precondition:aiming at choice-riders/non-captives

transparency and quality of the offer(frequency, direct relations, …)

service quality in the catchment area management of car parking facilities constraints for car use intensive marketing activities

(cooperation / “combined-tickets”)

slow reaction speed (2 to 3 years start-up time)

Example of Time-Lag for Inventing new Offers

2000 2001 2002 20030%

20%

40%

60%

80%

100% Frankenwald-mobilVulkan-Express

reference basis (100%): year 2003

Conditions on the Demand Side

Leisure Time Connotation of Different Means of Transport (Medians)

Quelle: Fastenmeier, Gstalter & Lehnig 2004, p. 19

!

!

!

!

!

!

!

!

!

!

by foot

bike

motor-bike

car

sports car

coach

public transport

train

boat

airplane1 2 3 4 5 6 7

1 2 3 4 5 6 7

no leisure connotation at all strong leisure connotation

no leisure connotation at all strong leisure connotation

Leisure Mobility Groups

-1.5 0.5 21.5

-2

-1

2

1

-2 -1 -0.5 1

1.5

0.5

-1.5

-0.5

Fun

impo

rtan

ce

Function ImportanceFun-OrientatedCar Enthusiasts

Outside-OrientatedSportlers

HastyIndividualists

Price Conscious Dawdlers

VersatileFamily Persons

Sporty Enviromentalists

CalmBon Viveurs

Importance of Fun and Function for Transport Alternatives in Leisure Time by „Mobility Groups“

-1.5 0.5 21.5

-2

-1

2

1

-2 -1 -0.5 1

1.5

0.5

-1.5

-0.5

Fun

fact

or

PublicTransport

Car

Function Factor

Fun-OrientatedCar Enthusiasts

Outside-Orientated Sportlers

HastyIndividualists

Price ConsciousDawdlers

VersatileFamily Persons

Sporty Enviromentalists

CalmBon Viveurs

Fun-OrientatedCar Enthusiasts

VersatileFamily Persons

Sporty Enviromentalists

HastyIndividualists

Outside-Orientated SportlersPrice Conscious Dawdlers

Connotations for Different Transport Alternatives in Leisure Time by „Mobility Groups“

Affinity for Different Transport Alternatives in Leisure Time by „Mobility Groups“ (difference)

-1.5 0.5 21.5

-2

-1

2

1

-2 -1 -0.5 1

1.5

0.5

-1.5

-0.5P ubl

i c-T

rans

port

Car

Fun-OrientatedCar Enthusiasts

Outside-Orientated Sportlers

HastyIndividualists

Price Conscious Dawdlers

VersatileFamily Persons Sporty Enviromentalists

CalmBon Viveurs

Influence of „Mobility Groups“ I (Location Zoo Munich)

0% 20% 40% 60% 80% 100%

SportyEnviromentalists

Versatile FamilyPersons

Fun-Orientated CarEnthusiasts

Public Transport Car

Influence of „Mobility Groups“ II (Location Therme Erding)

0% 20% 40% 60% 80% 100%

SportyEnviromentalists

Versatile FamilyPersons

Fun-Orientated CarEnthusiasts

Public Transport Car

Influence of „Mobility Groups“ III (Location Museum Munich)

0% 20% 40% 60% 80% 100%

SportyEnviromentalists

Versatile FamilyPersons

Fun-Orientated CarEnthusiasts

Public Transport Car

Market Communication

Quality of the Offer

Situation of Moto-rized Individual Traffic

Catchment Area

Target Group Identification(nature-, family-, sport-orientated)

SuccessFactors for Leisure& TourismTransport

Market communication

Client

MobilityService

Serviceprovider

DMM

Q

I want to thank you for your attention

… and look forward to a lively

discussion