The city of Munich is currently conducting travel and tourism market research online to find out more about the LGBT (lesbian gay bisexual transgender) market segment.
The city is hoping to gain differentiated knowledge of the LGBT travel market, which will then be used to design suitable marketing strategies.
Of particular interest to the city is the image that Munich projects for this particular target group. What particular areas does it look for, what Munich offerings does it take advantage of, and what are the key criteria for choosing to travel to Munich.
The survey also aims to analyze the role the annual Christopher Street Day parade (CSD) – the largest LGBT event in the city – plays in picking Munich as a travel destination.
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To start the Internet questionnaire, users may click on a button featuring Munich’s silhouette on a rainbow background with the inscription: “Your opinion is important to us!”. The survey is geared towards those who consider themselves a member of the LGBT community.
According to Munich Tourist Board, participation is anonymous, protection of personal data is guaranteed. As a thank you, the city is raffling off a free weekend in Munich.
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Participants may register separately to draw lots. The survey will be online until the end of March 2015. All large scale events of interest to this particular target group will be considered in the assessment (the Gärtnerplatz Mardi Gras, Strong Beer Festival, Christopher Street Day, Angertorstrasse Festival, Oktoberfest and Pink Christmas) for the best possible results.
The Munich Tourist Board has been active for years in the LGBT market segment and has long integrated it into its marketing efforts.
For over 20 years already, the city’s Lord Mayor, patron of the Christopher Street Day, has opened the council chambers for the “Townhall Clubbing,” the event’s core party.
Munich was Europe’s first municipality to nominate a candidate for the City Council from a gay-lesbian voter association.
Munich has been a member of the IGLTA (International Gay and Lesbian Travel Association) since 1988, making it the first European town in which this federation has been organized.
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