The Potential of Cross-Marketing for the Destination Management Organizations of New York City and New York State

Diploma Thesis , 2009 , 56 Pages , Grade: 1,5

Tourism - Hotel Management

1 New York – more than a city that never sleeps
1.1 Problem situation
In spite of the financial crisis, the United States of America is one of the most popular countries to visit for Germans, in the past and present. Several reasons account for this positive effect. First of all, the consistently weak U.S. Dollar compared to the strong Euro is a tourist magnet. The new political image in the person of President Obama should not be underestimated, either. Another reason is the dropping of airline prices to popular destinations within the United States (Fischer, 2009).
Clearly in the lead is the destination New York City (NYC), as number one visited destination in the country. This is especially true with the explosion of the phenomenon known as ‘shopping tourism’, which is captured in the growing amount of visitors’ spending. After having surpassed Orlando and Las Vegas in 2007, in terms of visitors’ spending, New York City set a new record in 2008 by recording $30 billion dollars spent only by visitors (Heywood & Spell, 2008a). The importance of this industry is emphasized by Michael R. Bloomberg, Mayor of New York City: “Despite the economic challenges all cities are facing, tourism remains a bright spot for New York City, with 47 million visitors spending $30 billion here in 2008, the highest totals we’ve ever achieved. (…) The number of overseas travelers coming to New York City continues to rise, and now roughly a third of all who come to the United States (U.S.) come to New York.” (Heywood & Spell, 2008a). Not all destinations can register overseas visitor numbers in the dimensions that New York City can. Reflecting the media image and the author’s own perception, in Germany, New York is perceived as ‘the city that never sleeps’. New York State (NYS), however, might not notice much of the tourist boom taking place in its largest city. It might be difficult to say at this point that New York State is not recognized as a travel destination in Germany, but it is a fact that the State’s overseas visitor numbers are far from the statistics for New York City. Thus the question arises, whether the State can jump onto the train the City is driving.

1.2 Purpose and conception of the thesis
This thesis is concerned with the tourism destinations of New York City and New York State for the German market. The objective is to expose possible potential to achieve positive synergy effects for both destinations by the means of Cross-Marketing.

Inhaltsverzeichnis (Table of Contents)

• New York more than a city that never sleeps.
  • Problem situation
  • Purpose and conception of the thesis
• Basics and differentiation
  • City-Marketing
  • Destination Management
  • Cross-Marketing
• Typology of tourism types
  • City tourism
    • Definition
    • Customer type
    • Trends
  • Nature tourism
    • Definition
    • Customer type
    • Trends
• Destination New York City
  • Visitor statistics development and tourist characteristics
  • New York City Marketing
  • Image
• Destination New York State
  • Visitor statistics development and tourist characteristics
  • New York State Marketing
  • Image
• Empirical ascertainment of the customer perception
  • Character and objective of the customer survey
  • Results of the census
  • Analysis of results
• Cross-Marketing both destinations
  • Interfaces of New York City and State Marketing
  • Possible synergy effects
    • Cross-Advertising and Cross-Referencing as part of the communication policy
    • Cross-Selling as part of the distribution policy
• Assessment of the formulated hypothesis and recommendation of action
• Conclusion and future prospect

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis examines the tourism destinations of New York City and New York State for the German market. The primary objective is to explore the potential for achieving positive synergy effects for both destinations through Cross-Marketing. The thesis will analyze whether different tourist types can be interested in visiting both destinations.

• The potential of cross-marketing for New York City and New York State.
• The characteristics and motivations of German tourists visiting the United States.
• The interplay between city tourism and nature tourism in the context of New York.
• The potential benefits of collaborating on marketing efforts for both destinations.
• The feasibility and effectiveness of cross-marketing strategies for attracting German tourists.

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: New York more than a city that never sleeps: The chapter introduces the thesis's context, focusing on New York City's popularity among German tourists despite the financial crisis. It highlights the growth of shopping tourism and the importance of tourism for the city's economy. The chapter then contrasts New York City's tourism boom with New York State's relatively lower visitor numbers, leading to the thesis's central question: can the State benefit from the City's popularity?
• Chapter 2: Basics and differentiation: This chapter provides essential definitions for key concepts relevant to the thesis, including City-Marketing, Destination Management, and Cross-Marketing. This sets the foundation for understanding the theoretical framework within which the research will be conducted.
• Chapter 3: Typology of tourism types: This chapter delves into the different types of tourism relevant to the thesis, focusing on city tourism and nature tourism. It defines each type, identifies the typical customer profile, and analyzes current trends within each sector.
• Chapter 4: Destination New York City: This chapter provides a comprehensive overview of New York City as a tourism destination, focusing on visitor statistics, tourist characteristics, and marketing strategies. It explores the city's image and its efforts to attract tourists from around the globe.
• Chapter 5: Destination New York State: Similar to Chapter 4, this chapter focuses on New York State as a tourism destination. It explores visitor statistics, tourist characteristics, and marketing strategies, highlighting the State's image and its efforts to attract tourists.
• Chapter 6: Empirical ascertainment of the customer perception: This chapter delves into the research methodology employed in the thesis. It explains the character and objectives of the customer survey conducted to gather empirical data regarding German tourists' perception of New York City and New York State. It further presents and analyzes the results of the survey.
• Chapter 7: Cross-Marketing both destinations: The chapter explores potential interfaces between the marketing efforts of New York City and New York State. It examines possible synergy effects that can be achieved through cross-marketing strategies, highlighting the potential for cross-advertising, cross-referencing, and cross-selling.

Schlüsselwörter (Keywords)

This thesis explores the potential of cross-marketing for the tourism destinations of New York City and New York State, focusing on the German market. Key themes include tourism marketing, destination management, cross-marketing strategies, city tourism, nature tourism, visitor statistics, customer perception, and synergy effects. The study aims to identify opportunities for collaboration between the city and state to enhance their appeal to German tourists.

• College: Euro-Business-College Bonn
• Grade: 1,5
• Author: Yvonne Koppen (Author)
• Publication Year: 2009
• Pages: 56
• Catalog Number: V138792
• ISBN (eBook): 9783640467334
• ISBN (Book): 9783640474653
• Language: English
• Tags: Potential, Cross-Marketing, Destination, Management, Organizations, York, City, York, State