Children's wishes meet parents' expectations

Saxony as a tourist destination is faced with the task of making its offerings more attractive for families. It is important to understand the complex decision-making processes and different needs of all family members and to take them into account when developing offers. The particular difficulty: Tourist offers must at the same time meet parents' expectations and incorporate the wishes of children.

From data collection to joint project: A novel development process

The project focused on the combination of data-based research and participatory offer development. Instead of just presenting the insights gained from market research among parents and children, a novel workshop format was developed that actively involves the region's most important tourism service providers in the development process. This approach makes it possible to combine theoretical findings directly with practical expertise.

Research meets practice: The path to successful implementation

The implementation took place in three phases:

1. First, detailed insights into the decision-making behavior of families were obtained using innovative research methods. The perspectives of both parents and children were systematically recorded.
2. These insights formed the basis for a specially developed interactive digital workshop format that intelligently combines presentation, discussion and collaborative work.
3. In three online workshops lasting several hours with over 100 regional service providers, the findings were not only shared, but also translated directly into concrete recommendations for action, offer ideas and communication approaches.
   

Rethinking collaboration: Innovative digital workshop formats

The workshop format set new standards in digital collaboration:

• Interactive presentation formats for complex research results
• Virtual breakout sessions for focused small group work
• Digital collaboration tools for exchange, mutual inspiration and joint learning
• Live feedback systems for immediate response

Similarities and collaboration as the key to success

The combination of well-founded research and broad stakeholder participation makes the project unique. Instead of just communicating recommendations for action, the innovative workshop format enabled regional service providers to translate the findings directly into their specific work practice. This participatory approach ensures a high level of acceptance and practical implementation of the developed solutions.

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conclusion

The project exemplifies how data-based insights can be translated into practical solutions for tourism marketing through creative communication formats. The high level of response to the digital workshops and the active commitment of the participants prove the success of the chosen approach. The developed offers promise to sustainably strengthen family tourism in Saxony, as they are based on real target group insights and were co-developed by local service providers.

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