Tourism in the Kattegat Area

Denmark's long coastline and numerous islands aregeographical features that allure countless tourists each year tothe Scandinavian country. The Danish island of Samsř attracts itsvisitors almost exclusively in the summer season. The paperconcentrates on analysing the travel behaviour of Samsř touristsin order to generate new marketing ideas. Given thefact that the island's economic outcome severely relies on highoccupancy rates it is reasonable to initiate a new and feasiblemarketing concept. The author delivers an insight into the businessoperations of Destination Samsř, the local tourist office, as wellas the operations of the engaged ferry companies. Furthermore, GudrunKrüger investigates existing marketing plans and usedinstruments. Based on a survey, the author analyses the booking andtravel patterns of Samsř tourists, their satisfaction levels as well astheir socioeconomic characteristics. The paper addresseseconomists, operations managers at island destinations, marketingmanagers as well as tourist offices. It is assumed that - to somedegree - the findings are adaptable to other destinations that arefaced with similar conditions.