Samenvatting

This report was commissioned to examine the possible gap between the image and identity of TUI Nederland regarding sustainable tourism and to recommend on how to bring the image closer to the identity.
TUI Nederland is market leader in the Dutch travel industry and carries the brands Arke, Holland International, KRAS, ROBINSON, and lastminute.nl. The organisation is active in sustainable tourism. The research draws attention to the fact that consumers do not exactly know what sustainable tourism is and that they are unaware of TUI Nederland's activities on the matter. However, other players in the travel industry praise the organisation's efforts on sustainable tourism. Further investigations reveal that new decision-making tools on the Internet weaken the position of the TUI Nederland's travel agencies. In addition, the travel agencies of TUI Nederland do not score high on knowledge, kindness, pro-activeness, and customer focus. Moreover, the analysis highlights the fact that there is low
brand loyalty in the travel market and that TUI Nederland's brands do not differentiate enough from its competitors. Exploring consumer behaviour reveals that the Dutch are keen on travelling and are willing to make behavioural changes towards an environmental friendly lifestyle. The fact that consumers are unaware of TUI Nederland's activities regarding sustainable tourism means that a gap exists between TUI Nederland's identity and image.
Communication can play an important role in differentiating TUI Nederland's brands and enhance brand image by positioning the organisation as sustainable travel organisation. The primary target group is consumers, and especially consumers with the age of 50 and higher. Secondary target groups are TUI Nederland's travel agents and suppliers. It is recommended:
- to create understanding about sustainable tourism amongst consumers;

- to create awareness of TUI Nederland as a sustainable travel
organisation;
- to optimise knowledge and skills of the travel agents.
The key message that must be spread is that sustainable tourism means
holidays with respect to humans, animals, and nature. An extended
communication mix of instruments will transmit this message. The focus lies on creating a dialogue with the consumer in order to trigger them to think actively about sustainable tourism. This approach ensures bridging the current gap between image and identity.
Save trees and money; print double sided.