Declining Market In Water Sports

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Karst Adema, Arjan Baas, Bartel van der Heul, Mohit Kumar and Charlotte van Leerdam Declining market in the water sports industry; analysis of the German market A review of applicable literature to the research has revealed that a lot of factors influence the segmentation of the market and targeting this market. Not only managers have to understand customer’s needs and expectations, they have to understand the differences between different segments. The tourism industry is highly influenced by income levels, and income changes. In times of economic recession, consumers tend to stay closer to home, instead of travel to other countries for their holiday and leisure activities. For many tourist industries this outcome means a decline in there market and therefore a declining income. This study therefore attempts to investigate the possibility to approach and attract the German market for water sports activities in the South-West of Friesland. The German market is already encaged in holiday activities in the Netherlands and therefore an interesting possibility for water sports related tourism industries. A questionnaire has been used in order to do research after the needs and expectations of the German tourists. The results from this survey suggest that German tourists are interested in water sports related activities. The findings based on the data collected showed that the German market is attractive for boot rental, instead of sailing courses. Keywords: Segmentation, needs of people, expectations of people, declining market, income changes Behaviour is influenced, and an influence upon, society, culture, personal motivations, place and space, and processes of globalisation and localisation (Neil Carr 2005). In the water sport industry understanding what different target groups expect and need is essential to providing desired products. This research

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