MARKETING FLOATING ISLANDS AS A DESTINATION:

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MARKETING FLOATING ISLANDS AS A DESTINATION

• A Field Study for Determination of Potential
  Demand and Consumer Expectations of Floating
  Islands
• G.Yuksek I.Arikan AU TRNaples-Italy 2007

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Floating Structures

• Stable structures on water
• Mobile structures on water

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Advantages of Floating Structures

• less impact on the natural environment
• earthquakes produce virtually no damage on
  floating structures
• have life expectancies of over 100 years

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Examples for Floating Structures

• Floating House
• Floating Hospital
• Floating Library
• Floating Restaurant
• Floating Bridge
• Floating Oil and Gas Production Platforms
• Floating Energy Stations

• Floating City
• Floating Harbor
• Floating Marina
• Floating Breakwater
• Floating Airport
• Floating Meteorology Station
• Floating nuclear and thermal power stations

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Floating House / Seattle
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Floating Airport
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Floating Restaurant / Hong Kong
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Floating Power Station / Nikaragua
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Floating Island / Peru-Titicaca Lake
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Floating Islands as a Destination

• a living area on a mobile floating platform
• including attractions, accomodations,
  accessibility, amenities and activities
• can be in different designs
• would be fairly big

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Carlo Macris Project Proposal(Oasis Town)
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Freedom City Project
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Marketing Floating Islands as a Destination
Successful Marketing

• the right mix of features and services
• an image that is attractive to the target market
• the products and services to be provided on the
  islands must be delivered in an efficient and
  accessible way
• the islands values and images must be promoted
  effectively

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Marketing Floating Islands as a
DestinationTarget Market Characteristics

• income level of over 60.000
• frequently traveling
• expecting high quality products and services to
  be satisfied
• looking for the best

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Marketing Floating Islands as a
DestinationPositioning Images

• to create a distinctive place in the minds of
  potential tourists
• to develop a brand image

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THE RESEARCH

• Purpose
• Research Method
• Sample
• Research Assumptions
• Findings

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Purpose

• The potential demand
• Market properties
• Consumer expectations

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Research Method

• DECISIONS (whether they want the product or not)
• ATTITUDES ( expectations about the product)
• IMAGES (how they picture the product in their
  minds)
• DEMOGRAPHIC PROFILES (age, education, gender,
  etc.)

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Sample

• The research population Tourists traveling with
  cruise ships worldwide
• The research sample Tourists traveling with
  cruise ships boarded to the seaports in Turkey in
  December 2006.

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Research Assumptions

• Cruise passengers are assumed to constitute
  potential demand for floating islands.
• Target market is assumed to be upper income level
  consumers as the floating islands will have high
  investment costs.
• It is assumed that new and discrete destinations
  are to be more preferred by consumers in future.

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Findings

• Passengers between the ages of 41 and 60.
• The majority of the passengers married and with
  an average income between 60.000-100.000 per
  year (Affluent and Most Affluent Market).
• 86,9 of passengers desire to have an experience
  with the floating islands.

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Findings

• New and interesting structure and Popular and
  fashionable destination of the future are
  selected as the reasons of preferring floating
  islands with 40,3 and 20,4 respectively.
• 56,1 of the participants want to spent 8-21
  days on floating islands.
• 68,9 of the participants want to make a holiday
  in a hotel.

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Findings

• 54,2 of the participants prefer to stay in 5
  stars hotels on the islands.
• 60 of the participants prefer air
  transportation to reach the floating islands.

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Findings

• attractions and amenities that consumers prefer
• Attractions
• Beauty and Anti-Aging Centres
• Casino
• Luxury Shopping Centres
• Luxury Restaurants
• Underwater Observatories
• Amenities
• Security Unit
• Post Office
• Bank

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CONCLUSION

• Floating islands could be new destinations of the
  tourism industry in future.
• The design suggested in this study is a flat
  platform with mobility, which is the most
  significant feature of floating islands.
• According to the results of this analysis a
  potential demand exists for these structures.
• Affluent and most affluent markets of the cruise
  industry are the potential consumers of floating
  islands.

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Thank You gozer_at_anadolu.edu.triarikan_at_an
adolu.edu.tr
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A Floating Island Designed by Jean Philippe
Zoppini
Residance
Commercial Center
Faculty
Hotel
School
Lake
Congres Center
Shopping Mall
Activity Center
Yatch Marine
Marine