Temple Square: Competitive Analysis

Part
01
of eight
Part
01

Digital Marketing Tactics - Wittenberg, Germany

Wittenburg is a city that celebrates its history and ties with the Protestant Reformist Martin Luther. It is the rich history that makes the city unique. The marketing of Wittenburg focuses on promoting the city and events, to those who share similar interests. Visitors visit the city each year to learn the history and attend events that celebrate the past.

Marketing Message

  • "Living, Working, and Enjoying in the Middle of History" and "Great Culture, Great Nature" are two of Wittenberg's messages. The messages emphasize the history, culture, and natural beauty of Wittenburg and the surrounding area.
  • Wittenburg is close to a UNESCO site. This proximity is used in its marketing message to encourage people to visit. "A magnificent natural landscape, the "UNESCO World Heritage Biosphere Reserve Middle Elbe, pleases the eye here with old trees and branched creeks. Back in the city, visitors can experience a variety of events, concerts, conferences, historical festivals, high-quality shopping, and gastronomy that delights every palate. Hardly anywhere in the Republic, culture, and nature so casual to a relaxing and eventful place together."

Types of Digital Media

  • Wittenburg has Facebook, Instagram, and YouTube accounts, which it uses to market itself. It also promotes itself through a website focusing on the city and the surrounding area. Considerable amounts of information is available on the website regarding notable events and upcoming festivals.
  • The videos on YouTube are of dual-purpose. There are several which focus on the economy and district to encourage people to relocate. The second set of videos highlights the unique landscape and the different festivals that occur regularly in Wittenburg. There are English versions of the videos that are focused on the tourism market.
  • The Mein Wittenburg account on Facebook also has a similar dual focus for its messaging. Upcoming events, photographs, and general messaging focus on a mixture of local community announcements and more general promotional material. Facebook is heavily used to promote different Festivals and events in Wittenburg.
  • Mein Wittenburg's Instagram has a similar approach, albeit using only the visual medium. Instagram is Wittenburg's social media channel that focuses on the external visitor market the most. The city is marketed through a series of unique photographs highlighting the landscape and people. Upcoming events are promoted through a range of digital illustrations.
  • The Luther Connection is a website that is devoted entirely to marketing the places connected to Martin Luther. It is written in English and aimed at those who are aware of and want to learn about Wittengurg's historic links to Martin Luther. Other sights in the city take a backseat to these historical connections. Wittenburg takes its place alongside other German locations with similar connections.
  • Wittenburg is marketed digitally through the Uncommon Travel Germany website, where it is listed as one of the five most "uncommon" travel destinations in Germany. Several pages are devoted to the area highlighting different features. It is laid out in a manner that guides that reader through the city. The "journey through the city" is a clever way of engaging the reader.
  • Although the listing is somewhat bland, Wittenburg is marketed through a digital listing on Europe For Visitors. It is an index type website of European attractions. Basic Information is provided about the town and the attractions it offers.

Target Demographics

  • The marketing of Wittenburg centers around historic ties with Martin Luther. Marketing is aimed at those with an interest in Martin Luther as a historical or religious figure. All the promotional material centers around those two concepts.
  • Older adults with an interest in history and religion, looking for quieter options, are the primary demographic. The international and domestic tourists are not differentiated; both are targets.

Successful Campaigns

  • The Review of Luther took place over the last six months of 2017. A world exhibition of the Reformation highlighting what Reformation meant to the world ran alongside the event. Likeminded people were encouraged to celebrate "our language, art, and music, our concept of freedom." The event concluded with 500th-anniversary celebrations. Over 300,000 people were in attendance.
  • Annual Reformation Festivals are held to mark Martin Luther's proposed 95 theses. The city's religious links are displayed. Events are arranged around the Festival throughout the city and surrounding areas. People flood to the city to "reconnect" with Lutheran roots.

Research Strategy

We extensively searched precompiled information on Wittenburg websites, industry publications, media reports, and social media accounts to determine the messaging adopted by Wittenburg. A significant amount of information was available that enabled us to determine the type of digital media used for marketing. The consistent message and focus of Willenburg's marketing is a testament to the stability of the target audience. The target audience was able to be discerned from a range of promotional materials and statements in precompiled information. Finally, we reviewed the aforementioned sources for Willenburg's examples of successful events over the last two years. We reviewed each of the events to ensure it had been promoted through a digital campaign.
Part
02
of eight
Part
02

Digital Marketing Tactics - The Western Wall in Jerusalem

The Western Wall employs digital marketing tactics such as using a detailed and informative website of the Western Wall, posting important events on its Facebook page and YouTube channel. Below we have provided the explicit findings on the request.

The Western Wall in Jerusalem

Marketing Message

  • The Western Wall in Jerusalem is known as, "The Kotel", according to the Western Wall Heritage Foundation official website. The Wall is among the most significant site in the world for the Jewish people; they come here to pray, and some write notes to God and place them between the ancient stones of the Wall.
  • The messaging on the Western Wall Heritage Foundation website signifies an important life-time event for the worldwide Jewish families and other activities for non-pilgrims or pilgrims of other faiths.
  • Prince William's visit to the Western Wall was live-streamed on the Western Wall’s official Facebook page, signifying that the Wall is one of the top attractions in Israel, that top dignitary of other countries make this as an essential part of their itinerary.

Type of Digitial Media

  • The Western Wall Heritage Foundation website has a detailed and informative details/information on the " Western Wall" also known as " The Kotel" in Hebrew.
  • The general information section on the website mentions important news about the Western Wall, describes the Code of Conduct for such holy places, a directions' map to the Western Wall, visiting hours, and information on booking guided individual or group tours.[1]
  • Visitors usually write notes to God and place them between the ancient stones of the Wall. If someone is unable to come in person, he/she can send a note through the Wall's official website, and the team will ensure that it is placed between the holy stones. Since the website was launched, 712,970 notes have been sent through it to be placed between the stones.
  • Cameras have been placed around the Western Wall so that the prayer areas are broadcasted, and the people who are not there can watch the event(s) live, online.
  • Also, the website lists the tour of the "Western Tunnels" that includes innovative virtual models. It is an international attraction site in the city of Jerusalem.
  • The Western Wall also uses social media platforms such as Facebook and YouTube to post about important events that happen at the Wall. Most of the events posted on Facebook focus on the Jewish Community and important dignitary visits to the Western Wall. The Western Wall's Facebook page has 230,794 likes and 232,089 followers.
  • To attract more visitors around the globe, the official website of the Wall currently posts the events in various languages, including Chinese, English, Spanish, French, Russian, Portuguese, and Hebrew. The most popular ones are Spanish, French, and Russian.
  • According to CNN, visitors who need to go to Jerusalem need to download an app, Accessible JLM, that shows the routes around the city to enable them to plan their travel in realtime.
  • Also, the accessibility and visitors' information on the Kotel website helps tourists plan their travels. This has greatly helped travelers with less mobility to plan their travels.
  • The Kotel website has a dedicated section that has the details, such as the planning, registration, on the D-Day segment, videos of the entire ceremony, and photos of the celebrants, for hosting Bar Mitzvah ceremonies at the Western Wall. This digital marketing encourages other Jewish families to plan this as it's an important event to have it at " The Western Wall".

Target Demographics

  • As per the detailed information mentioned on the Western Wall Heritage Foundation website, such as the notes to the G-d, the offering of prayers, Jewish events calendar, and Bar Mitzvah at the Western Wall, the target demographics is the worldwide Jewish community.
  • By marketing the accessibility options on " The Kotel" website, the older demographics or people who have low mobility and the disabled are an important demographic segment of visitors to the Western Wall.

Digital campaigns

  • About 320,000 and 400,000 visitors around the globe visited the Western Wall Tunnels in 2017 and 2018, respectively. This year, the number is expected to increase more.

Research Strategy:

To determine the digital marketing tactics that are employed by The Western Wall, our initial research was to do a public scan for the " Western Wall in Jerusalem". Using this strategy, we came across the "Western Wall Heritage Foundation" website, which gives detailed information on the "Western Wall". This is an effective digital marketing strategy as this detailed and informative website is a one-stop solution for any tourists' inquiries about the Western Wall. We have listed the different sections it addresses in our findings.

We then continued our research by doing a press scan by going through leading Israel's publications such as the Jerusalem Post, Jewish telegraphic agencies, and other press releases from CNN, The Tower, Hotel Weekly, among others. With this strategy, we were able to get other social media profiles for The Western Wall, such as the Facebook and YouTube platforms, which lists/posts important events in the Jewish calendar, among other essential marketing strategies. This is another digital marketing tactic to promote the destination. Also, we also came across articles on some digital campaigns that promoted Israel Tourism. These articles provided relevant insights into answering the research criteria.
Part
03
of eight
Part
03

Digital Marketing Tactics - Lumbini

Lumbini uses social media marketing strategies such as highlighting events of Lumbini through Facebook posts and posting campaign videos on YouTube. Below are the detailed findings on the request.

Lumbini

Marketing Message

Type of Digitial Media

Target Demographics

  • The target demographics for Lumbini are focused on Buddhist tourists; this includes the majority of the world’s Buddhist populations that live in East Asia, South-East Asia, and South Asia. These are economically developed areas, where most of their middle-class people travel abroad regularly.

Digital campaigns


Part
04
of eight
Part
04

Digital Marketing Tactics - Badrinath

Badrinath Temple's target demographics are pilgrims and spiritual seekers or religious tourists from all over the world. The majority of foreign visitors visiting Badrinath Temple come from countries like the U.S., Israel, Nepal, Germany, etc. The sections below analyze the digital marketing tactics employed by Badrinath Temple.

Badrinath Temple Messaging

Badrinath Temple Digital Media Channels

Badrinath Temple Target Demographic

  • Research findings indicate that Uttarakhand is famed for religious and wildlife tourism. On that note, since each year there are pilgrimages to Badrinath, pilgrims likely form part of the demographic visiting the Temple.
  • According to findings published by Destination Reporter India, between January and September 2018, over 24 lakh (2.4 million) pilgrims visited "the four shrines in Gangotri, Yamunotri, Badrinath, and Kedarnath."
  • The majority of foreign visitors (58.2%) come to Uttarakhand for holiday/sightseeing, 21.9% for health/yoga, and about 19.4% for religious reasons. Importantly, these visitors come from the U.S., Israel, Australia, Italy, Germany, and Nepal.
  • The state has plans underway to focus on attracting high-end tourists by introducing services like fleets of mobile caravans furnished with all essential facilities.
  • Overall, Talkwalker notes that 52.3% of social media results are from millennials, whereas 28.4% of social media chats are from Gen Z, it is likely that the main target demographics for Badrinath Temple on social media are Gen Z and millennials.

Successful Digital Campaigns

  • Unfortunately, extensive searches through Uttaranchal Tourism, its social media pages, and YouTube channel did not reveal any campaigns done in the last two years.
  • The only list of advertisement content featured on the Uttaranchal Tourism website is inactive, lacks descriptive content, and features graphics that do not show which tourist attraction sites in Uttaranchal they promote.
  • Extensive searches on Facebook and Instagram only uncovered single posts that promote Badrinath Temple but did not belong to any major campaign. Some of these posts are those uploaded by users using the hashtag #Badrinath.

Research Methodology

Research findings indicate that Badrinath Temple does not have an official website; however, Uttarakhand Tourism.gov.in, Uttarakhand state’s tourism board markets and promotes it to the outside world. Another organization, Uttaranchal Tourism.org, also does the marketing of attraction sites in the state. By leveraging Badrinath Temple’s social media platforms, we managed to get a sense of the target demographics it targets, including details of the messaging it uses to promote itself. While we unearthed most of the information about the digital marketing tactics employed by Badrinath Temple on government tourism websites, we also checked reports published by tourism websites such as Destination Reporter India, which featured additional data on the demographics visiting the many attraction sites within Uttarakhand.

Unfortunately, our search efforts did not find any recent campaigns launched in the last two years to promote Badrinath Temple. We managed to find a list of advertisements published by Uttarakhand Tourism.gov.in; however, there were presented as imagery thumbnails on the website without any descriptive details. Attempts to zoom in to catch any phrases related to Badrinath Temple failed as the font used was small.

Continued searches on social media, specifically Facebook and Instagram, did not also return any meaningful results. Only single posts synonymous with daily posting on social media were prevalent, and since they were not part of any marketing campaign, they are not included here. On YouTube, Badrinath Temple does not have a channel, but the channel used by Uttarakhand Tourism.gov.in was last updated five years ago; therefore, it also lacks any recent campaign to promote the region.

Attempts to scour other third-party tourism and travel websites like eUttaranchal, Chardham Pilgrimage Tour, Sacredyatra, etc., also lacked any major campaign specific to Badrinath Temple. Based on the findings uncovered, we concluded that there are no major and recent campaigns done to promote the Badrinath Temple in the last two years.
Part
05
of eight
Part
05

Digital Marketing Tactics - The Golden Temple

The Golden Temple uses its website, digital guide books, and photographs to promote itself as a tourist destination. Due to its unique traditions, many magazines and news platforms from all over the world feature the Golden Temple. It also provides educational information on its website about Sikhism and the history of the Golden Temple to teach people and attract potential visitors.

The Messaging That The Golden Temple Employs

  • The Golden Temple provides educational information about the history of the building of the Golden Temple itself and the places within the Golden Temple complex.
  • The website of the Golden Temple offers information about the teaching of Sikhism, including the basic principles of the religion, historical figures, Sikhism Gurus, religious ceremonies, annual festivals, as well as the major historical events.
  • It also provides information related to Amritsar, including its history, culture, religious places, the sacred pools (Sarovars) within the Amritsar city, eating places, shopping centers, travel guidelines, as well as the map of the city.
  • The Golden Temple also offers detailed information related to tourism, such as the accommodation in the Golden Temple, facilities, tourist guidelines, travel guides, and the map of the Golden Temple.

The Type of Digital Media The Golden Temple Uses

  • The Golden Temple owns a website in English to help promote itself as a tourist destination and educate people all over the world about the Indian culture and Sikhism teaching.
  • It also offers free travel guide books on its website.
  • To showcase the beauty of the Golden Temple, it also posts photographs about its architectural designs and festivals.

Target Demographic

  • Tourists all over the world and Sikh people are welcome to the Golden Temple. However, tourists must follow the guidelines provided by the Golden Temple, such as wearing a scarf over their head and removing shoes before entering the institution.
  • People who wear sleeveless clothing and shorts are not allowed to enter the Golden Temple.

Successful Digital Campaigns

  • The Golden Temple has banned visitors to take photos inside the building to keep the temple sanctity. Despite the rule, the Golden Temple is still recognized as one of India's most popular tourist destinations with over 100,000 domestic and international visitors every year. However, the Golden Temple allows photography within the outer Parikarma area for tourists.
  • Guru Ka Langar is the Golden Temple's tradition to serve vegetarian food to the community for free. This campaign has been featured in many reputable platforms, such as the Telegraph, Condé Nast Traveler, The Times of India, and the SBS.

Research Strategy

We began our research by reviewing the official website of the Golden Temple to find any information about the digital marketing tactics that are employed by the Golden Temple. We were able to find most of the requested information on the website. However, we were unable to locate the social media pages of the Golden Temple and the successful digital campaigns that it had launched in the last two years. To seek the missing information, we decided to look through the news articles and publications and were able to collect information related to the Golden Temple successful digital campaigns. However, we still couldn't find the official social media pages of the Golden Temple.

As a last resort, we began to browse through various social media platforms, including Instagram, Facebook, Twitter, and YouTube, to find the official social media page of the Golden Temple. Although we managed to find several pages that claimed to be the official Golden Temple, we found that these pages belonged to other institutions after comparing the website pages provided on their profiles. We were unable to confirm whether these social media pages are the official Golden Temple, although they also promote the Golden Temple as a tourist destination.
Part
06
of eight
Part
06

Customer Perception - The Golden Temple & Badrinath

The overall customer or visitor perception of The Golden Temple and Badrinath is very positive and highlights the phenomenal features of both places. Special attractions in Badrinath include Shri Badrinath Ji Temple, Bheem Pul, Tapt Kund, and Vasudhara Falls. Special attractions in The Golden Temple include Amrit Sarovar, Baba Deep Singh's spot, Langar, and Hindu-Islam architecture.

VISITOR PERCEPTION — THE GOLDEN TEMPLE (HARMANDIR SAHIB)

  • The majority of the visitors state that The Golden Temple is a place of tranquility and peace and a must-visit holy place, regardless of religious beliefs.
  • Numerous visitors state that the temple exudes positive aura.
  • According to certain visitors, The Golden Temple is visited by thousands of people from early morning to late at night.
  • Also, many visitors mention that the queues are really long and sometimes it takes about 3 to 4 hours to get into the temple.
  • Free food offered 24/7 to the visitors by the community kitchen and the general cleanliness of the temple is praised by many.
  • Multiple visitors recommend visiting the temple at least once for the divine experience and inner peace, calling it a 'heaven on earth'.
  • Another common declaration of the visitors about The Golden Temple is that when it is visited once, the visitor will be tempted to visit again and again.

EXAMPLE REVIEWS

  • "There are no words to describe the beauty and positive vibration of the holy Golden Temple. It is sparkling clean and what a feeling it was to be able to do darshan properly".
  • "It's heavenly. The place is absolutely a must-visit. If you are in Amritsar and miss this place, you're really missing something big in life".
  • "No words to describe. Visited both at night and in the morning. I was really impressed by the service of volunteers and the way they manage huge crowds. At night, you get mesmerized. Mornings are equally good. The best moment is in Harmandir Sahib (The Golden Temple)".
  • "One of the most spiritual experiences in India. While our visit in the night was magical, our visit in the morning gave us serene and an unforgettable experience. The queue was so orderly, the kirtans (devotional songs) were nice, the darshan was uplifting, and the prasad (a devotional offering made to a god, typically consisting of food that is later shared among devotees) was delightful. The Langar experience was most humbling and touching. Hats off. Waiting to visit again".
  • "Visited the temple after 12 years and now the whole area around the temple has been renovated. The entrance is now very well cleared of shops and looks majestic. We went in the evening and it was pretty crowded and took us around 1.5 hours for darshan (an opportunity to see or an occasion of seeing a holy person or the image of a deity). But the crowd management team was good and ample time was given to take the darshan of Akal Takht. Also, do make sure to visit Langar".

TARGET AUDIENCE

SPECIAL ATTRACTIONS

1. Amrit Sarovar (Pool of Holy Nectar)

  • Amrit Sarovar is a man-made pool surrounding the central shrine of the temple. It was built by the fourth Sikh guru Ram Das in 1577.
  • According to legends, taking a holy dip in Amrit Sarovar can cure all diseases and disabilities.
  • Also, Sikhs believe that coming in contact with the holy water can lead to spiritual enlightenment.

2. Baba Deep Singh's Spot

  • Baba Deep Singh is one of the most honored martyrs in Sikhism. He died during a battle in 1757 when Jahan Khan seized Amritsar.
  • "During the fierce battle, his head was separated from the body. However, he held his head with one hand and gallantly fought with the enemies in order to reach the shrine and die on its floor".
  • The spot where Baba Deep Singh's head fell is marked in the Golden Temple complex and Sikhs from around the world pay their respects there.
  • And, the 14-kg Khanda (double-edged sword) which he used during the battle is still preserved in the Harmandir Sahib complex.

3. Langar (Free Meal)

  • Langar is a free meal offered in the community hall by the temple.
  • The food is served by volunteers, free of cost. More than 50,000 meals are served on a daily basis.
  • Pickle, rotis (bread), dal (lentils), and kheer (rice pudding) are the common dishes served here. The food is claimed to be very delicious as well as healthy.

4. Indian and Mughal Architecture

  • One of the remarkable aspects of the temple is the blend of Hindu and Islam architecture.
  • The ceiling is engraved with precious gems and gold. And, the dome of the temple is made of pure gold.
  • The shrine is also decorated with marble sculptures and paintings that resemble the ones in the Taj Mahal, Agra.

VISITOR PERCEPTION — BADRINATH

  • Badrinath is labeled as 'unbelievable' and 'out of the world' by a large number of visitors.
  • The majority of the visitors glorify the weather of Badrinath and the general tranquility of the place.
  • Some of the visitors highlight the history and origin of certain attractions of Badrinath such as the Saraswati River.
  • Several visitors state bathing in Tapt Kund to be an amazing experience and are astonished by the natural warmth of the water, calling it a 'sin destroyer'.
  • A lot of visitors also praise the majestic mountains surrounding the region.

EXAMPLE REVIEWS

  • "In Tapt Kund, you will find hot sulfur water where pilgrims take bath in such a freezing atmosphere. And, next to it is a river flowing with ice-cold water. What a difference in just a few feet away. It is nothing short of a miracle for me. These are the wonders of Badrinath".
  • "Bheem Pul is situated at the last portion of Mana village where water is coming out gorgeously. The surroundings only include the Himalayas and clouds".
  • "An awesome experience of visiting the Bheem Pul and river Saraswati. Nature's creation is the greatest".
  • "It's an amazing rock structure with a mythological connect of being lifted by Bheem and put on top of Saraswati river to create a natural bridge on their way to heaven. Whatever be its mythological background, it is definitely worth a visit".

TARGET AUDIENCE

SPECIAL ATTRACTIONS

1. Shri Badrinath Ji Temple

  • Shri Badrinath Ji Temple and Badrinath itself forms one of the four Char Dham. The temple is located above sea level at 10,279 sq.ft.
  • The origin of the temple dates back to the 8th century and has been mentioned in several sacred texts.
  • The principal deity of the temple is Lord Vishnu called 'Badrinarayanan'.
  • Due to the extreme weather conditions in the Himalayan region, the temple is open only for six months, from April to November.

2. Bheem Pul

  • Bheem Pul is located near Mana Village, Badrinath.
  • The natural stone bridge is said to be created by Bheem, one of the Pandava brothers, to create a path to cross the river between the mountains.
  • The ginormous boulder can be found above the Saraswati River.

3. Tapt Kund

  • Tapt Kund, situated above the Alaknanada River, is a hot water spring and said to be the resting place of Lord Agni (the God of fire).
  • The spring is known for its medicinal qualities and its temperature is 45° Celsius.
  • Before entering the Badrinath temple, pilgrims take a bath in the Kund to purify themselves.

4. Vasudhara Falls

  • Situated 122 meters above sea level, the Vasudhara Falls is 400 ft tall.
  • "People believe that the heavenly beauty of the Vasudhara falls can only be savored by those who are clean, pure, and unstained from guilt".
  • "Although it is a remote destination, the undiluted beauty and cool ambiance of this waterfall tempt the nature worshipers to visit it".
Part
07
of eight
Part
07

Customer Perception - Lumbini & The Western Wall

Lumbini is a site of religious significance for Buddhists. It is where Gautama Buddha was born. The remaining wall of the Second Temple of Jerusalem is more commonly known as the West Wall or the Wailing Wall. It is a place of religious significance for the Jewish and Christian religions.

Lumbini

  • Lumbini, Nepal is the birthplace of Buddha.

Overview of Perceptions

  • 56% of those who visited, rated Lumbini excellent on TripAdvisor. 31% rated it good, and 9% average.
  • Several consistent perceptions were easily evident regarding Lumbini.
  • The journey to Lumbini, for some, was part of a pilgrimage. There were comments about the air of spirituality hanging over the site, and perceptions of tranquility when taking in the area. The global representation of Buddhists was noted in many of the reviews.
  • The most consistent theme emphasized the absolute beauty of the area. The serenity and peace were also regular themes.
  • A small group suggested the area did not live up to the standards of other UNESCO sites around the world. For around 15% of those leaving reviews, the day had been spoiled by poor maintenance.
  • Although the area is steeped in history, several visitors were unimpressed by the historical aspects, noting the monasteries of the world built to today's styles as the highlight.
  • Several visitors were disappointed with their visits. The volume of people at the location was overwhelming to some. The bus company was criticized several times for not taking people into the town. The local transport options on offer were not viewed in a good light. Several people felt the town was dirty and overpriced.
  • There was no consensus regarding the optimal length of trips to Lumbini. Many younger visitors indicated a day was more than enough time to see everything of relevance in the local area.

Review Examples

  • Vikast_11 from California felt that a tourist on a pilgrimage would enjoy the site, but a more casual tourist might not consider Lumbini up to the standard of other UNESCO world heritage sites. The heat in May was noted. He was disappointed a number of the water features were turned off.
  • Mama T73 from Canada found Lumbini "Beyond stunning." She gave a detailed description of the monastery and its features. In her opinion, Lumbini is "a must-see."

Target Visitors

  • Visit Lumbini Year was announced in May 2019. There is a goal to attract 2.5 million visitors to the site over the next year. A similar campaign was held in 2012. The campaign is focused on attracting domestic visitors to the site. A promotional drive through the seven provinces of Nepal is underway in conjunction with this initiative.
  • Several visitor groups were able to be identified by reviewing a range of posts on Facebook, TripAdvisor, and Yelp.
  • Buddhists from all over the world are one of the main groups visiting Lumbini as part of a spiritual pilgrimage. The Asian population was strongly represented in this group. The ages spread across the years.
  • The most dominant group was those who originated from other countries within the Asian region.
  • Another distinct population group was the 20-30-year-old backpackers who visited Lumbini to tick it off their list of destinations. Their visits tended to be day trips, and in many instances, they failed to see anything beyond Buddha's birthplace. This group was predominantly westerners.
  • The final target visitors were the retired couples, making their way around Nepal as part of a tour group. They tended to stay longer and avail themselves to more of the sites within the area. Their activities are all scheduled and part of the larger tour.

Special Attractions

  • Maya Devi Temple is an ancient Buddhist temple located at the UNESCO World Heritage Site at Lumbini. The temple is located on the edge of a sacred pool and garden.
  • The World Peace Pagoda is a Japanese stupa at Lumbini. It was built to promote and inspire world peace.
  • The Lumbini Monastic Site is a complex of temples and monasteries that are designed to introduce people to Buddhism and the life of Gautama Buddha.

The Western Wall

  • The Western Wall or Wailing Wall is the remains of the Second Temple of Jerusalem. It is the most religious site in the world for Jewish people.

Overview of Perceptions

  • One of the most common descriptions of the experience of visiting the wall was "moving." This was the most common thought among visitors. This was accompanied by a sense of history while standing on the sacred site.
  • Many visitors commented on it being the "most holy" site in the world for them. They also noted it as the "fulfillment of a dream" or "end of a pilgrimage."
  • For some visitors, this was perceived as "the trip of a lifetime."
  • Some visitors were disappointed, feeling that they were rushed through by authorities. There were also comments regarding the different relative sizes of the men's and women's areas. One visitor refused to enter when he discovered women were separated from the men. The crowd of people was perceived by some as depersonalizing the experience.
  • There was a strong perception of spirituality, even among those that had no religious ties.
  • Another recurring perception was that of awe, seeing and touching the wall. It was noted no matter how many times it has been seen in movies or on television, the sense of being there touching it is almost indescribable. There was a sense of connection with those who had stood on the same spot 3,000 years ago.
  • There was a very small group that were totally underwhelmed. They were critical of the crowds and the reaction of the faithful, describing the occasion as "seeing a wall."

Review Examples

  • The unique blend of tourism and religion was noted by bsimod. She also expressed suspicious at those who direct worship at an icon.
  • AmyRangeraMIT described waiting her whole life to get there. She spent her time at the wall reflecting.
  • Joel1234565 describes the feeling of standing back and watching history come together.

Target Visitors

  • The most obvious target visitor is the group of faithful. For this group, this is the fulfillment of a dream. The wall is the "most holy" place in the world. The Jewish make up the dominant portion of this group.
  • The second group of target visitors is young westerners traveling around the world with their friends or partners. The wall is one of the items to tick off on their list. The group would be in the 20 to 30-year-old age bracket and a mixture of males and females.
  • There was a strong representation from the US among those who visited the wall. The number of US citizens visiting the middle east has increased in recent years. The US had the highest number of visitors to Jerusalem in 2017.

Special Attractions

  • The Western Wall Tunnels are a special attraction near the Western wall. They are a great way to learn about the history. They run beneath the wall in the temple ruins.
  • The Temple Mount is the sacred Muslim site at the ruins of the Second Temple of Jerusalem. It is a contrast to the Christian/Jewish Western Wall.
  • The Church of the Holy Sepulchre is a sacred religious site for Christians. It is believed to be where Jesus was buried once crucified.

Research Strategy

We reviewed a range of visitor review sites, including TripAdvisor, Facebook, and Yelp, to determine the perceptions of people visiting the two sites. Trip Advisor had the greatest selection in terms of the period, numbers, and written comments (as opposed to likes). It also had a good range of different demographics represented.

To determine the target visitors, we reviewed the profiles of the people who had left reviews in the last 18 months. This enabled us to draw some broad conclusions regarding the target visitors. We were concerned about the potential for bias, given not everyone who visited left a review. To ensure confidence could be placed in the target visitor profiles, we supplemented our information, by reviewing local media articles. These articles provided some valuable insights. Several articles provided general information regarding the types of visitors attending each site. As figures are not calculated regularly, the media articles related to 2017 visitors. By comparing the target visitor groups we developed with the 2017l figures, we were able to develop a comprehensive profile of the target visitors for both sites.

To determine the other top attractions in the area, we reviewed a range of travel sites and identified the sites that were most often visited in the vicinity. We have provided examples of the reviews for each site. We have provided reviews with different viewpoints for contrast.
Part
08
of eight
Part
08

Customer Perception - Wittenberg, Germany

Several customers that have visited Wittenberg, Germany have the perception that there are lovely and worthwhile scenes in Wittenberg, and Luther's imprint makes scenes in Wittenberg interesting. Other visitors believe that there are sober or sorrowful scenes in Wittenberg; some unique or special attractions in Wittenberg include the Castle Church, and Luther 1517. Lutherhalle/Lutherhaus, Stadtkirche, Hundertwasserschule, and market square are also special sites of attraction in Wittenberg. Target visitors to Wittenberg include visitors from other parts of Germany, Europe as well as the USA. These visitors are targeted to attend special memorials of Luther, such as Luther's Wedding every June.

Customer Perception: Lovely and Worthwhile Scenes in Wittenberg

  • Eeyore, a visitor from Florida along with 37 other visitors and customers that have visited Wittenberg, Germany agree (have the perception) that there are lovely and worthwhile scenes in Wittenberg, Germany. Based on customer experience and the satisfaction derived from their visit, Eeyore and 37 customers believe that the pleasant and valuable or worthwhile views associated with Wittenberg require a 4-star rating on a scale of 5.
  • About 37 customers or visitors that have visited Wittenberg, Germany, have the perception that the place has lovely scenes and is "worthwhile for fans of Luther and/or Cranach."
  • Sharon K (a visitor from Frederick, Maryland) ad one other visitor both agree that Asisi's panoramas are incredible and need to be seen by all visitors before they visit the main town. They agree that the artwork makes the scene fascinating and rate their experience 5-stars on a scale of 5.

Customer Perception: Sober or Sorrowful Scenes in Wittenberg

  • Eeyore, a visitor from Florida along with 37 other visitors and customers that have visited Wittenberg, Germany agree (have the perception) that there are sober or sorrowful scenes in Wittenberg, Germany.
  • Visitors to Wittenberg also have the perception that the "Jewish sow" monument reminds them of darker times in the past, and also makes them feel sorrowful.

Customer Perception: Luther's Imprint makes Scenes in Wittenberg Interesting

  • Several visitors and customers that have visited Wittenberg are of the perception that Luther's imprint makes associated scenes interesting. They agree that the imprints of Luther related to a church in Wittenberg makes scenes associated with the church impressive and exciting or interesting. Based on customer experience and their perception that Luther's imprint on a Church in Wittenberg makes the place interesting, Periandro (a visitor from Luxembourg) and 260 people agree that the site deserves a 4-star rating on a scale of 5.
  • One of Luther's imprint currently in Wittenberg that makes the visit attractive to visitors includes his wooden pulpit kept in Luther House Museum, a representation or depiction of Martin Luther handling a cup of wine. Other imprints include a depiction of Martin Luther preaching with his arms outstretched and "turning towards Jesus on the cross," as well as a representation or depiction of Katharina (Luther's wife) as well as his son Hans.
  • In another review, Fmuthmazemaster and four visitors agree that a depiction or imprint of Luther painted into pictures displaying the vineyard and the "Last Supper by the original artists" are exciting or interesting and give an art museum experience. They agree that the experience is excellent and deserves a 5-star rating on a scale of 5.

Customer Perception: Churches in Wittenberg are Beautiful

  • About 128 customers and Sharkhunter2010 (a visitor from Saint Paul, Minnesota) have the perception that the church in Wittenberg where Martin Luther preached "is well worth a visit." They believe it is one of the worlds' heritage sites for a reason. Based on the beauty associated with Luther's church in Wittenburg, they rate their experience 4-stars on a scale of 5.
  • Ardy T (a visitor from Abbotsford, Canada) and 128 others agree that the Castle Church in Wittenburg is a "beautiful church of historic interest." The church is beautiful to anyone interested in the history of the reformation. Ardy T and the 128 other consumers agree that the beautiful church (in Wittenburg) of historic interest deserves a 4-star rating on a scale of 5.

Wittenberg's Target Visitors

  • Target visitors to Wittenberg include attendees of Luther's Wedding. These target visitors, in most cases, are members of historical societies that have been set to "provide the lion's share of the festival's participants." These target visitors come from other parts of the country (Germany), Europe as well as the USA.
  • Every year, approximately thirty historical societies provide the target participants/visitors to festivals like Luther's Wedding.
  • Luther's Wedding was held for the first time in 1994 and attracted about 50,000 spectators. About two years later, attendees rose to 70,000, and recently, it rose to 100,000 people turning up every year.
  • Target visitors to Wittenberg include the reminders of Martin Luther, which are everywhere. These reminders are attracted to Luther Bee as well as the "Luther's Wedding" festival known to draw about 100,000 guests in June of every year.
  • Pilgrims are among the target visitors to Wittenberg. One of the organizations targeting customers or visitors to promote tourism in Wittenberg includes the Evangelical Lutheran Church. The Evangelical Lutheran Church in America invites pilgrims to visit Wittenberg; The organization targets or advertises to pilgrims and provides "resources for visiting groups" from the United States and around the world.
  • Wittenburg target visitors by advertising. The city advertises on resources like Trip Advisor and also requesting for past consumer reviews. Such consumers come from cities in America like Minnesota, European regions like Luxembourg, Lund (in Sweden), and other parts of the world.

Special Attractions in Wittenberg

  • According to the Lutherstadt Wittenberg tourism information website, there are several attractions in Wittenberg, which are worthy of visiting. However, some attractions that are of particular interest to tourists (attract special tourist interest) include the Luther memorials, "some of which even belong to the UNESCO World Heritage Site." According to Europe for Visitors, memorials or reminders of Martin Luther include Luther Beer and "Luther's Wedding."
  • The tourist information website of Wittenberg reveals that four buildings (sites) got appointed in 1996 to the UNESCO World Heritage Site, and they include "the Castle Church, the Luther House, the St. Mary's Church, " as well as the Melanchthon House.
  • Based on user reviews, some special or top attractions in Wittenberg include the Castle Church, Luther 1517, Lutherhalle/Lutherhaus, Stadtkirche, Hundertwasserschule, and The Market Square.
  • The Castle Church in Wittenberg is rated excellent (4.5 on a scale of 5) by 393 consumers. Several visitors agree that the Castle Church has "its' significance" and is a notable landmark in Wittenberg. The church is listed as one of the heritage sites in the world by UNESCO.
  • Several resources, including Trip Advisor and Planetware, agree that the Castle Church is one of the top-rated tourist attractions in Wittenberg. The church has an unusually rounded tower with extensive views covering the town (admission to the church is made with guided tours only), and English language services often hold in the church. On the columns of the church's nave "are life-size figures of Luther, Melanchthon," as well as other reformers.
  • Luther 1517 is a "very interesting local history museum" in Wittenberg. It is regarded as the top 4 out of 28 "things to do in Wittenberg" by reviewers on Trip Advisor. About 14 travelers rate Luther 1517 excellent.
  • Gabriela N (a visitor from Calgary, United Kingdom) rates the museum 5-stars on a scale of 5. Two other visitors agree with him that the museum gives a super informative and educational journey in the time of relative to Martin Luther, who is known to have dramatically changed the history of religion.

Research Strategy

The study examines customer perceptions of Wittenberg, Germany. The study reviewed consumer review resources such as Trip Advisor. The study also examined visitor resources such as the Lutherstadt Wittenberg tourism information website, Planet Ware, and several other resources for special/unique attractions in Wittenberg. This strategy uncovered some attractions of special interest to tourists (attract special tourist interest), some of them "belong to the UNESCO World Heritage Site." Additional investigation revealed that memorials or reminders of Martin Luther include Luther Beer and "Luther's Wedding." The study also reviewed the rating of unique/special attractions based on consumer reviews available on Trip Advisor. The study examined the demographics of visitors attending various special occasions in Wittenburg to uncover its target visitors. Luther Hochzeit and other websites revealed several organizations used to target visitors and the origin of targeted consumers visiting Wittenberg.
Sources
Sources

From Part 07
From Part 08