JVM 2003 Porsche - Tim Coles

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TOURISM AND RETAIL TRANSACTIONS: LESSONS FROM THE PORSCHE EXPERIENCE.

Tim Coles

Tourism Research Group, School of Geography and Archaeology, University of Exeter. Amory Building, Rennes Drive, Exeter, Devon, EX4 4RJ. United Kingdom. (t) +44-(0)1392-264441 (f) +44-(0)1392-263342 (e) [email protected]

BIOGRAPHICAL NOTE Tim Coles is University Business Research Fellow in Tourism and Lecturer in Human Geography at the University of Exeter, UK. His research focuses on the relationships between tourism and mobilities and the role of tourism in reshaping society and economy.

ABSTRACT The relationship between tourism and shopping is relatively well understood. Conversely, the relationship between tourism and retailing is not.

The difference

between ‘retailing’ and ‘shopping’ is not just a semantic one, but one with major conceptual implications. Through the case of Porsche’s latest model, this paper offers a reading of the connections between tourism, shopping and retailing.

A supply-side,

retailer-focused perspective contributes a deeper understanding of tourist shopping, revealing as it does the social relations of exchange in tourism shopping episodes, different types of tourist shopper, and how cars and other commodities may be usefully deployed to develop enduring, long-term destination marketing themes.

KEYWORDS: Tourism, Retailing, Shopping, Automobiles, Brands, Lifestyle, Porsche, Germany.

INTRODUCTION The relationship between tourism and retailing is one which is frequently taken for granted 1. relationship

The purpose of this paper is to argue that a more nuanced treatment of the between

tourism

and

retailing

contributes

towards

much

richer

understanding of relationship between tourism and shopping; that is, in terms of the meaning, construction and performance of tourism-shopping episodes, the types of tourist shopper, and their relevance to the destination image 2. . Under the microscope are the efforts of Dr. Ing. h. c. F. Porsche A.G. to embrace tourism as medium to reinforce sales of its third and latest main model, the Cayenne. Porsche, as it is more commonly known, uses tourism to fashion ‘consumption experiences’ in support of its retail dealerships. Books, wine and gastronomy have been identified as popular lifestyle commodities driving specialised tourism shopping 3. German car manufacturers have also recognised that tourism can be used as an effective medium to enhance their marketing and retail distribution operations 4. Tourism may not sell the Cayenne alone, but it articulates more fully the prestige of Porsche ownership, the distinct privileges Porsche ownership brings, and how otherwise intangible qualities of the brand are physically embodied and may be more deeply appreciated by the owner.

SITUATING TOURISM WITH THE SHOPPING-RETAILING NEXUS. The centrality of shopping in shaping tourism experiences has been recognised in recent work, as has the role of tourism in influencing the particularities of shopping practices 5. Issues such as the spatial, temporal and purchasing behaviour of tourists as shoppers, the type and nature of goods acquired as part of shopping episodes, and tourists’ shopping performances are reasonably well understood in a very literal sense

6

.

Conversely, the relationship between tourism and retailing, or the supply-side dimension of tourist shopping, has been glossed over. This shortcoming has been compounded by a failure to adequately conceptualise the subtle differences and linkages between ‘shopping’ and ‘retailing’. As a useful starting point, Shields argues that increasing emphasis in society on the capture and consumption of material goods has defined the role of shopping not simply as quartermastering but as the acquisition of discretionary, often non-essential goods 7. In this context, shopping has become an integral element in contemporary recreation patterns. Many people use shopping as a way of fulfilling part of their need for leisure because shopping offers enjoyment and even relaxation 8. Shopping is a manifestation of a consumer’s lifestyle and values, and tourism episodes of varying nature and duration, as particular forms of leisure, are often used as vehicles for further expressing consumer identity. This is a feature not lost on destination managers in several global cities who have geared their image making efforts to promote themselves as shopping destinations 9. While shopping is the focus of the consumer, it is simultaneously the object of the retailer’s gaze. Retailing is simply defined as the act of conveying a product –not usually for resale- from the final intermediary in the supply chain to the consumer. As standard business and marketing textbooks make abundantly clear, a number of different types of channels of distribution exist from producer to consumer depending on the nature of

intermediation by wholesalers, at the end of which are retailers. It may seem axiomatic, but the retailer’s objective is to ensure that the product is conveyed to the consumer in the most effective and profitable manner. Conversely, shoppers aim to ensure that they acquire the product that best suits their needs in ways they find economically-, sociallyand culturally-appropriate.

A retail transaction occurs when both sets of conditions

resolve to the satisfaction of their respective parties. Thus, shopping episodes can be read from the retailer’s perspective as well as the consumer’s. Tourism can be used to the retailer’s -as much as to the consumer’sadvantage, for instance, to drive improvements in turnover, to stimulate long-term relationships with brands and products, and to enhance levels of customer satisfaction with the transactional experience. Conceptually, retailers are not merely the passive satisfiers of tourist-shoppers’ demand. Just as tourist-shoppers intentionally manipulate tourism as a medium to play out lifestyle roles and aspirations, retailers (pro-)actively deploy tourism as a mechanism by which to engineer such dreams, to stimulate and to satisfy demand, and to choreograph the experience of products and the brand. The latter is important because it forms the basis for deliberate and subtle relationship marketing. Tourism shopping experiences offer retailers the opportunity to build positive attitudes towards the brand among consumers with the intention that these will translate into higher levels of customer satisfaction and brand loyalty. For the destination, such an approach on the part of the retailer has obvious appeal. Connections between the brand and the destination are established, these have the potential to be long-lasting and durable (by virtue of the relationship between the brand and the individual consumer), and the cost of this positive destination marketing is borne primarily by the retailer rather than by local or state government (albeit this does precipitate questions over ownership, control and coherence of the destination image).

Thus, although retailers and shoppers may be united by products through tourism, shoppers do not enjoy entirely free agency as consumers. As recent discourse in retail studies emphasises, when tracked over the past two centuries, supply-side discourse is now considered to offer a highly compelling set of explanations of retail organisational and consumer behaviour

10

. Without having the scope to enter into a

detailed discussion of recent critical debates on retail management, decisions made on the supply-side and affected by the regulatory environment and the culture of corporate and state governance, have considerable influence on the nature of the products, brands and consumption experiences served up for the edification of the purchaser 11. Similarly, although the retailer-(tourist)shopper interface exists at the end of the supply chain, conditions and social relations between actors in their institutional contexts and settings elsewhere (usually further up) the supply chain ultimately function to shape –to one degree or another- the nature of the retail episode for retailer and consumer alike.

PORSCHE IN PROFILE Recognised as one of the world’s most prestigious car marques, Porsche was founded in 1948 in the Austrian town of Gmünd. As the brainchild of Ferdinand (Ferry) Porsche and his father, Ferdinand, who designed the original Volkswagen, the first Porsche, the 356, resembled the VW in shape, boxer engine and rear mounting

12

.

production facilities followed in Zuffenhausen and Weissach in Germany

Subsequent 13

. Porsche’s

initial motivation was based on his realisation that ‘at the beginning I looked around, but couldn’t find the car of my dreams….so I decided to build it myself’

14

. Embodied in the

356, this ethos has, in turn, been imbued in the 911 and the Boxster. The former was first built in 1963 and is still considered to be the first and primary member of the brand family, while the latter has become the second main pillar of the company’s operations 15

. Porsche wants ‘to reach people that have their own minds, that want to widen their

own experiential horizons without being irrational, without having to relinquish the highest standards in precision safety, driving comfort and environmental compatibility’ 16. Porsche has been trading strongly according to the company’s recent annual report despite the difficult economic circumstances in Germany and the United States, the company’s major markets. In the financial year ending 31 July 2003, sales rose by 23.2% to 66,803 vehicles world-wide.

Of these, 27,789 were 911s, 18,411 were

Boxsters, and, significantly in its first year, the Cayenne, sold 20,603 units

17

. Launched

in December 2002, the new so-called ‘third Porsche’18 already accounted for 30.8% of the company’s sales. For Porsche, the Cayenne has many virtues. Principal among them are that, spiritually, it allows the company to connect with its sporting and rallying heritage. Commercially, it allows the company to tap into the lucrative market for sports utility vehicles (SUVs) and ‘soft-roaders’, especially in the United States where it has enjoyed strong early success 19, and thereby contributes to a more sustainable long-term future for the company. It appeals to potential Porsche purchasers influenced by family needs by offering all the practicalities of an off-road vehicle, yet combined with the speed, grace, dynamism, rich design, exclusivity and status in the sports car tradition

20

.

Simultaneously, it protects against vulnerability to falling sports car sales such as in 1992/93 when new vehicle sales dropped to 14,362, or the lowest level in the past decade

21

. In effect, the Cayenne offers continuity in Porsche’s relationship marketing

with its customers. Consumers may now build a life-long association with the marque throughout the family life cycle, perhaps by starting with a Boxster, the cheapest Porsche, when young and/or single, graduating as a family nest-builder to the Cayenne, and, when the kids have left home, looking to buy a 911 as the classic Porsche model.

VISITOR PRODUCTION: THE PORSCHE ‘EXPERIENCE’ IN LEIPZIG The Cayenne is the first Porsche to be built in eastern Germany. A new, dedicated facility opened in 2002 in Leipzig, where the company expects to produce 25,000 cars per year 22. This includes facilities for production, marketing and distribution as well as a visitor centre which opened to the public in January 2003 (see table 1, plate 1). In fact, Porsche Leipzig is designed with the visitor as a pivotal concept

23

. As an

imposing feature of the site and the city’s skyline, the 32 metre-high visitor centre represents a statement of the company’s vision and the city’s aspirations since Unification. In the shape of an upturned diamond, the design symbolises the virtues of clarity; purity of design and execution; quality of production and appointment; and longlasting durability. The visitor centre is intended to cater for three main groups of visitors: Porsche purchasers, ‘general visitors’, and guests at meetings and conferences. Central to the core business is the first group. As part of the purchasing episode at the dealership, customers are given the option of ordering a pick-up experience in Leipzig. Although it may appear as though a visit to Leipzig may be an optional extra payment, it functions as a viable alternative to defray delivery costs that would otherwise be incurred. For Porsche, delivery in this form offers the opportunity to build a brand experience with the customer. As their branding literature stresses

24

, Porsche entails emotion and Erlebnis

(experience); that is, to build a deep understanding of the brand, one has to live it. In this case, living the brand means being able to experience the primary brand values of speed, safety and environment to their full limits and in the widest senses. As Cayenne marketing literature explains25, the purchaser experience begins in the customer service centre with a comprehensive presentation of the visitor centre, the company, and the vehicle, and covers all aspects of the of the Porsche brand world. After a short cinema show with supplementary factory visit and a short pit-stop for

gastronomic refuelling, the consumer is offered the chance to learn about the tracks, first of all from the spectators’ deck in the visitor centre, later at the wheel on- and off-road with an instructor after a briefing about the vehicle, its operations and its potentials. The experience is designed to ensure that by the time a customer leaves the site he or she will be totally certain about every facet of the car that has just been picked up. Practicality is, though, combined with fun, enjoyment and adrenaline because, as the marketing rhetoric emphasises, ‘works collection for the Cayenne means 18,000 seconds, 300 minutes or five hours of pure Porsche’ 26. The visitor centre and the production plant offer a far greater marketing and event platform in which visitors can immerse themselves in the Porsche brand world. General visitors are members of the local public, day visitors and tourists who want to visit the site as a spectacle. Although some may already own a Porsche, this group is probably best described as ‘potential purchasers’; that is, for them to see Porsches in production, to see them performing at their peak, and to be immersed in the brand world with its values, messages and symbolisms represents an opportunity for the company to forge a relationship with the potential owner first of all by building the dream and the aspiration of Porsche ownership. General visitors may be accommodated, by request, outside normal business hours and at weekends, but more commonly they visit as part of dedicated daily visitor tours (Monday-Friday). In this way, the company estimates it receives 100-200 persons per day, 2000 to 2500 per month, resulting in about 25,000 per year

27

. Tours, which cost €7.50 per person, typically include the upper levels of the

visitor centre, with its vehicle exhibitions, shop and track control centre, as well as the factory floor, where the Cayenne and, more recently, the Carrera GT are produced. The purchasers’ level remains for purchasers alone to enhance the exclusivity of the service delivery experience.

Finally, the facility is used for meetings, incentives conferences and exhibitions (MICE), in particular for corporate clients, and Porsche special interest clubs.

The

meeting rooms and hospitality spaces are available for hire as are track time, cars and instructors for those wanting a more memorable experience or to provide a novel incentive to their business guests or colleagues. The facility is also used by Porsche enthusiasts to deliver dedicated leisure experiences. Independent owners’ clubs may hire time on the tracks, while Porsche itself markets courses on sport and safety driving. Indeed, the company has established a travel club from which Porsche-related courses, short breaks and holidays can be bought (table 2). In one of the more comprehensive breaks, owners and non-owners alike have the chance to drive each of the three models during the Total Porsche Experience.

A more detailed inspection of the products

available from the Porsche Travel club reveal holidays of varying length not only in Germany and Austria, but also in neighbouring countries and more dramatic destinations overseas, but with the car and the driving experience central to the product 28.

PORSCHE, TOURISM AND LEIPZIG AS DESTINATION. There is a mutually reinforcing relationship between Porsche and Leipzig. As the third largest town in eastern Germany, shortly after Unification Leipzig earned the sobriquet ‘Boomtown East’. The city has been successful in attracting domestic and international investment. Not only Porsche, but BMW has decided to build a new plant on the city’s northern periphery, which also hosts the new exposition centre complex (the Messe). The exceptional growth of business and commerce has created critical issues for the city as a potential urban tourism destination

29

. On the one hand, it has stimulated

business trips to the city; on the other, these trips are often short, and do not require an overnight stay as they are in easy reach of the road, rail and air networks. Furthermore, where visitors do chose to stay ‘in Leipzig’, it is often just inside (in some cases just

beyond) the city limits in peripherally-located hotels. These accommodation units are spatially dislocated from the majority of the city’s major tourist attractions and its major hospitality functions.

Finally, a legacy of the early post-Unification stage was the

development of expensive mainly four- and five-star accommodation in the city. This was aimed at the then fledgling business tourism market (when commerce was mainly centrally-located), in some cases as tax write-offs. One outcome of this process has been expensive prices for potential independent and package guests interested in a shortbreak. From a purely commercial perspective, it is difficult to assess the economic value of Porsche to the local tourism economy. At the time of writing, the visitor programme has been running just over a year. Rich data are not yet in the public domain and detailed breakdowns of visitor numbers would have obvious commercial ramifications. Notwithstanding, a company representative suggested that the site had received approximately 25,000 visitors in 2003, the first year of operation

30

. An exact breakdown

of these figures into local residents or external guests, or alternatively general visitors, guests at meetings etc. and purchasers is not possible; however, the plant produces 130 Cayenne (and 2 Carrera GT) cars per day and daily the visitor centre deals with 12 to 20 purchasers. If 60 cars were picked-up per week, the boost to local visitor numbers would be in the region of 3,120 with the same addition to overnight stays should each customer stay one night. Put in context, these data do not appear to offer outstanding immediate boosts to local tourism consumption.

In 2000 during the Bach Year

celebrations, the city welcomed 780,000 arrivals who made a total of 1.468 million overnight stays. In the same year, seven museums in the city enjoyed visitor numbers in excess of 40,000 31. Headline data of this type offer only a limited insight into Porsche’s contribution to Leipzig. Far from ‘phantom consumers’, Porsche purchasers are offered four- and five-

star accommodation, and represent the kind of high-spending guests the city would like to attract throughout its extant short break portfolios. In this context, such consumers represent an important, relatively stable niche market whose importance to Leipzig -like that of the general visitors and the guests at meetings- is far more in the ‘added value’ they are able to contribute as local champions to the city’s marketing and promotional efforts. Not only do Porsche visitors have ambassadorial roles through word-of-mouth marketing to friends and relatives, but Porsche itself as icon offers the city a platform for its destination marketing. Like the other ‘blue chip’ investors, Porsche raises the city’s profile as a vibrant destination for potential visitors. Under the title ‘With a wealth of attractions, Leipzig is well worth a visit’, the company brochure ‘Discover Porsche in Leipzig’ includes a two-page spread on local tourist highlights

32

. The company’s web

site contains a link to that of Leipzig Tourist Service (LTS), the local destination marketing organisation, and LTS guides are employed to show Porsche’s individual and group (conference, exhibition and meeting) guests around the city on guided tours. In turn, this helps the LTS to add gravity to its marketing campaigns.

Leipzig is also

participating in a programme across the state of Saxony in 2004 to celebrate the 100th anniversary of motor-car manufacturing

33

. As an exclusive, world-renowned sports car

marque, Porsche is highly attractive for potential visitors when compared with Dresden (VW) and Zwickau (Audi, Trabant), especially when allied with the strength of the other local cultural heritage tourism offers. More recently, Porsche has been used creatively by the LTS as a significant hook into the world’s newest and as yet largely untapped market for the city

34

. Porsche appears in the first Leipzig sales guide for China. The

intention appears to be to talk to the increasing interest in China in Formula One and motoring racing. For the LTS, through Porsche (and BMW, as well as to a lesser extent its other Saxon neighbours) there are opportunities to offer Chinese visitors a density of motor-car experience that only Stuttgart or Munich may rival. Finally, the city’s attempts

to attract the 2012 Olympic Summer Games were predicated on the confidence that investors brought to the city over the last decade since Unification

35

. Businesses like

Porsche (and BMW), with world-wide brand identification, imbued the bid for this global spectacle with greater credibility in terms of the potential quality of delivery and strong evidence of local competence to stage the games.

DISCUSSION: ENGINEERING CAR TOURISM Porsche is just one of several German car manufacturers to deploy tourism as a means of enhancing, inspiring and precipitating specialised shopping experiences. The new VW Phaeton, a top-end executive saloon, is produced in the so-called Gläserne Manufaktur (lit. ‘transparent factory’)

36

, which has become a major landmark and tourist

attraction in Dresden in its own right (Plate 2). Similar to the Porsche visitor concept, the Audi Forum in Ingolstadt will be joined by BMW Welt in Munich in 2006, while in perhaps the most radical example of its type Volkswagen (the parent company of Audi) has also recently opened the Autostadt (lit. car city) theme park at its home town of Wolfsburg. This is devoted to the group and its marques, which also include Bentley, Lamborghini, Seat, Škoda, and Bugatti

37

. Mercedes-Benz offers its British customers the opportunity

to pick up their cars from their factories across Germany and advises them on appropriate journeys back through Germany, France and the Low Countries to make the most of their new automotive experience

38

. Finally, like the Porsche Travel Club, Audi

offers themed shortbreaks at weekends with its TT sports car model 39. Thus, tourism represents a significant method by which car manufacturers can add value to their long-term core business objectives. It allows them to build potentially life-long, enduring relationships with their current prisoners of addiction as well as to plants the seeds of desire among the prisoners of envy.

For car manufacturers in

Germany, the immediacy of a visitors’ centre and its infrastructure represents the

embodiment of a long-term future investment in their viability and sustainability. Visitor centres, theme parks and travel clubs allow car manufacturers to choreograph their brands carefully, to engineer deliberate consumer relationships with their brands, and to satisfy lifestyle expectations and demands among their customers. However, first and foremost these devices are an outcome of a business planning process which is informed by global and regional market conditions, regulatory settings and the business’ commitments to its shareholders and stakeholders (such as the employees). In other discussions of tourist-shopping, tourism is read as a vehicle through which lifestyle preferences may be played out without full recognition that the agency of the actor (the retailer) may be constrained by the social, economic and political frameworks, structures and settings in which the commodity is produced and consumed.

CONCLUSION: SETTING OUT CAR TOURISM AND CAR TOURISTS Car tourism as a form of special interest tourism is clearly an area that has not, as yet, been widely researched. At a destination level, the economic impact of car tourism may not be as important as the value added to local marketing and promotional campaigns. Within Germany, when viewed sector-wide, competing car manufacturers have produced a range of tourism and leisure experiences which are consumed in ever increasing volumes, not least because of the endemic nature of car ownership. Not every consumer making a trip inspired by car brands is motivated and behaves in the same manner. Similarly, the strategies and tactics employed by the car manufacturers deliberately produce different types of experiences that reflect, and which reflexively help to shape, their lifestyles and identities.

Further work is necessary not least to

understand more completely these different visitor types, how experiences are mediated for their edification, how the messages manufacturers seek to convey are actually received and interpreted, and how they engage with other tourism and leisure spaces in

the destination. This reading stresses that it is important to emphasise retailing and distribution as much as shopping and purchasing in narratives of the tourists as commodity consumers. Supply-side accounts reiterate, after Shields’, that the fusion of shopping as symbolic consumptive practice with tourism has resulted in entirely new product-driven modes of tourism directed at conspicuous displays of consumption. Where exclusively demand-side views falter is that alone they are unable to explain the full intricacies of how those experiences are constructed, their mediation, their intended interpretation, and ultimately their full importance as modes of consumption. In the case of car tourism, global ownership of the automobile is rampant. Could this be the next great mass-produced tourism?

ACKNOWLEDGEMENTS The material in this paper stemmed from a research project on ‘The geography of heritage commodification and the new landscapes of tourism consumption in eastern Germany since Unification’. This was funded by the British Academy (SG33303). This support is gratefully acknowledged, as well as that of Klaus Zellmer and Farida Daninger (Porsche, Leipzig), Dr Oliver Weigel (Stadtentwicklungsamt, Stadt Leipzig), Dr Bianca Meinicke (Audi, Ingolstadt) and Nicolai Scherle (Katholische Universität, EichstättIngolstadt). As usual, comments in this paper are the author’s alone and the usual caveats apply.

Table 1: The basic features of the Porsche site in Leipzig.



1998 Announcement of the Cayenne



200ha site, including Cayenne plant and visitor facilities



32m-high visitor’s centre in shape of upturned diamond, including o

Customer (car) pick-up centres, VIP lounge and bar

o

Porsche brand selection shop

o

Exhibition hall

o

Restaurants and conference facilities

o

Large auditorium 900m2, 500-person capacity; small auditorium / 54-seat cinema; test track control centre.



2 test tracks



6km off-road track with 15 training modules



3.7km race track with sections modelled on famous F1 stretches

Source: abridged from Porsche (2002)

Table 2: Holiday and shortbreak Portfolio of the Porsche Travel Club (January 2004)

Theme

Break

Days

Price

Geneva Motor Show

1

240

Cayenne in Leipzig

1

495

Porsche Backstage

1

365

Historic Porsche

3

1190

Total Porsche Experience

3

1490

911 Weekend: the Black Forest

2

911 Weekend: Bodensee

Cayenne

Porsche

Group

Behind the Scenes with Porsche

ü

ü

ü

ü

ü

ü

790

ü

ü

2

790

ü

ü

Boxster S Weekend: Weyberhöfe

2

690

ü

ü

Boxster S Weeked: Rheingau

3

1150

ü

ü

Porsche Camp Cayenne

5

3000

ü

Porsche Camp4

5

2911

ü

Winter Training in Austria

3

1490

ü

ü

Porsche Austrian Experience

3

1390

ü

ü

Test Drive Formula 1 or Formula 3

3

N/a

F1 Grand Prix Weekend

3

N/a

Porsche Introductory Driving Course

2

950

ü

ü

Porsche Feast for the Sense

4

1800

ü

ü

Porsche Tour of Burgundy and

3

1750

ü

ü

Porsche Weekends ü

Driver Training / Motorsport holidays ü ü

ü

ü

Porsche Tours

Alsace ü

Porsche Tour of Switzerland

4

1650

Porsche Alpine Tour

8

1490

Route 66

10

5300

ü

Desert Safari in Dubai

5

3550

ü

ü

Porsche Adventure Holidays

Source: abridged from Porsche (2004). Notes: Price is in Euros €, and is per person per trip based on two sharing a double room. N/a - no price available. Group refers to product available as a group or incentive tour. Cayenne and (other) Porsche refer to driving of car included in the product.

Plate1: The Porsche Visitors Centre in Leipzig, Germany.

Source: Tim Coles

Plate 2: Volkswagen’s Gläserne Manufaktur (lit. ‘transparent factory’) in Dresden socalled because it offers visitors and the general public a window into the company’s activities.

Source: Tim Coles

1

See for a review of the literatures on the connections between tourism, shopping and

retailing, Coles, T.E. (2004) ‘Tourism, retailing and shopping:

an axiomatic

relationship?’, in Lew, A. Williams, A.M. and Hall, C.M. (eds) ‘A Companion to Tourism’, Blackwell, Oxford (in press).

See also D.J. Timothy

(2004) ‘Shopping, Tourism,

Retailing and Leisure’, Channel View Books, Clevedon ( in press). 2

Anderson, L. and Littrell, M.A.

tourists’,

(1995)

‘Souvenir-purchase behaviour of women

Annals of Tourism Research, Vol. 22 No.2, pp.328-348;

Asplet, M. and

Cooper, M. (2000) ‘Cultural designs in New Zealand souvenir clothing: the question of authenticity’,

Tourism Management, Vol. 21 No.3, pp.307-312; Hitchcock, M. and

Teague, K. (2000) ‘Souvenirs: the material culture of tourism’ Ashgate, Aldershot; Kim, S.Y. and Littrell, M.A. (1999) ‘Predicting souvenir purchase intentions’, Journal of Travel Research, Vol.38 No.2, pp.153-162; Littrell, M.A., Baizerman, S., Kean, R., Gahring, S., Niemeyer, S., Reilly, R. and Stout, J.

(1994)

‘Souvenirs and tourism

styles’, Journal of Travel Research, Vol.33 No.1, pp.3-11; Moreno, J. and Littrell, M.A. (2001) ‘Negotiating tradition – tourism retailiers in Guatemala’,

Annals of Tourism

Research, Vol.28 No.3, pp.658-685. 3

Bruwer, J. (2003) ‘South African wine routes: some perspectives on the wine tourism

industry’s structural dimensions and wine tourism product’, Tourism Management, Vol. 24, pp.423-435; Hall, C.M. and Macionis, N. (1998) ‘Wine tourism in Australia and New Zealand’, in Butler, R.W., Hall, C.M. and Jenkins, J. (eds) ‘Tourism and Recreation in Rural Areas’, Wiley, Chichester: Wiley; Hjalager, A. and Richards, G. (2002) (eds) ‘Tourism and Gastronomy’, Routledge, London;

Michael, E.

(2002)

‘Antiques and

tourism in Australia’, Tourism Management, Vol.23, pp.117-125; Seaton, A.V. (1999) ‘Book towns as tourism development in peripheral areas’, International Journal of Tourism Research, Vol.1: 389-399; Telfer, D.J. (2001) ‘Strategic alliances along the Niagra Wine Route’, Tourism Management, Vol.22, No.1, pp.21-30. 4

Von Ingelheim, J. (2000)

‘Neue Partnerschaften im Tourismus:

Automobilhersteller innovative Akzente für die Freizeitmobilität setzt’,

wie ein

Jahrbuch für

Fremdenverkehr, Vol.43, pp73-89; Meinecke, B. (2002) ‘Erlebniswelten als Instrumente

der Kundenbindung.

Neue Wege in der deutschen Automobilindustrie’, PhD

Dissertation, University of Eichstätt-Ingolstadt; Coles, T.E. (2003) ‘The car’s the star: exploring the conceptual links between tourism and retailing through the case of an international car business’, in ANZIBA (eds) ‘Proceedings of the Australia and New Zealand International Business Academy Conference’, Otago UP, Dunedin, [CD-ROM]: 16pp. 5

6

op cit. note 1. Di Matteo, L. and Di Matteo, R.

(1993).

‘The determinants of expenditures by

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Annals of Tourism Research Vol.22 No.1, pp.16-34;

Wang, Z.H. and

Ryan, C. (1998) ‘New Zealand retailers’ perceptions of some tourists’ negotiation styles for souvenir purchases’, Tourism, Culture and Communication, Vol.1 No.2, pp.139-152; Mak, B.L.M., Tsang, N.K.F. and Cheung, I.C.Y. (1999) ‘Taiwanese tourists’ shopping preferences’, Journal of Vacation Marketing, Vol.5 No.2, pp.190-198; Ko, T.G. (1999) ‘The issues and implications of escorted shopping tours in a tourist destination region: the case study of Korean package tourists in Australia’, Journal of Travel and Tourism Marketing, Vol.8 No.3, pp.71-80; Onderwater, L., Richards, G. and Stam, S. (2000) ‘Why tourists buy textile souvenirs:

European evidence’,

Tourism, Culture and

Communication Vol.2 No.1, pp.39-48; Park, M.K. (2000) ‘Social and cultural factors influencing tourists’ souvenir-purchasing behaviour: a comparative study on Japanese ‘omiyage’ and Korean ‘sunmul’’, Journal of Travel and Tourism Marketing, Vol.9 No.1/2, pp.81-91. 7

Shields, R. (1992) ‘Lifestyle Shopping. The Subject of Consumption’, Routledge,

London:; See also here, Jansen-Verbeke, M. (1990). ‘Leisure + shopping = tourism product mix.’

in Ashworth, G. and Goodall, B.

Routledge, London, pp.128-135. 8

op. cit note 6, Timothy and Butler (1995) p.17.

(eds.)

‘Marketing Tourism Places’

9

Warnaby, G. (1998) ‘Marketing UK cities as shopping destinations: problems and

prospects’, Journal of Retailing and Consumer Services, Vol.5 No.1, pp.55-58. 10

For early discussions of this position see Shaw, G. and Benson, J. (1992) (eds) ‘The

Evolution of Retail Systems c.1800-1914’, Leicester University Press, Leicester. 11

For discussions of this type of work see Lowe, M. and Wrigely, N. (1996) ‘Towards

the new retail geography’, in Wrigley, N. and Lowe, M. (eds) ‘Retailing, Consumption, and Capital. towards the New Retail Geography‘ Longman, Harlow, pp.3-30; Foord, J., Bowlby, S.R. and Tillsley, C. (1996) ‘The changing place of retailer-supplier relations in British retailing’,

in

Wrigley, N. and Lowe, M. (eds)

‘Retailing, Consumption, and

Capital. towards the New Retail Geography’, Longman, Harlow, pp.68-89; Wrigley, N. and Lowe, M. (2002) ‘Reading Retail. a Geographical Perspective on Retailing and Consumption Spaces’, Arnold, London. 12

See Godau, M. and Polster, B. (2000) ‘Design Lexikon Deutschland’, DuMont

Buchverlag, Cologne, . 13

Porsche Leipzig GmbH (2002) ‘Discover Porsche in Leipzig’, Selbstverlag, Leipzig.

14

Dr. Ing. h.c. F. Porsche AG (2002) ‘Die Modelle’, Selbstverlag, Stuttgart, p.2.

15

ibid p.12.

16

op. cit note 14, p.2.

17

For a summary of Porsche’s performance see Porsche (2003) ‘A further rise in sales,

turnover and profit in the 2002/03 fiscal year. Vigorous growth for Porsche’, On-line press

release

9

September

2003,

available

from:

http://www2.uk.porsche.com/english/gbr/news/ pressreleases/ pag/2003-09-09.htm [Last accessed 28/11/03]. The company’s most recent annual report is also available on-line. This includes a helpful Porsche Group Highlights summary spreadsheet with performance back to 1991/92 - see Porsche (2003) ‘Group. Porsche creates added

value’,

On-line

document,

available

from:

http://www2.uk.porsche.com/english/gbr/company/annualreport/ group/members/default.htm [Last accessed: 28/11/03] 18

Porsche (2002) ‘Sport utility vehicle launched in Germany, Austria and Switzerland.

Arrival of Porsche Cayenne’, On-line press release 06 December 2002, available from: http://www2.uk.porsche.com/english/

gbr/news/pressreleases/pag/021209.htm

[Last

accessed: 28/11/03]; Porsche (2000) ‘The first secret about the new off-road Sports Utility Vehicle is revealed: The third model range will be named "Porsche Cayenne"’, On-line

press

release

6

August

http://www2.uk.porsche.com/english/gbr/news/

2000,

available

pressreleases/pag/000607.htm

from: [Last

accessed 28/11/03]. 19

Porsche (2003) ‘Cayenne contributes to Record Sales. Porsche: Best Month Ever in

North

America’,

On-line

http://www2.uk.porsche.com/

press

release

3

June

2003,

available

from:

english/gbr/news/pressreleases/pag/030603.htm

[Last

accessed 28/11/03]. Porsche (2003) ‘Best October ever in its most important market for the sports car manufacturer. Porsche sales up 85 percent in North America’, On-line press release 3 November 2003,

available from: http://www2.uk.porsche.com/

english/gbr/news/pressreleases/pag/2003-11-04-1.htm. [Last accessed 28/11/03]. 20

For the company’s summary of the Cayenne, see Porsche (2002) ‘Equipment and

Prices for the Porsche's Third Model Series. Cayenne S and Cayenne Turbo Celebrate Their World Premiere in Paris’, On-line press release 5 August 2002, available from: http://www2.uk.porsche.com/

english/gbr/news/pressreleases/pag/020805.htm

[Last

accessed 28/11/03]. See also motoring press reviews such as Neil, D. (2003) 'Porsche Cayenne Turbo. hernia',

We weigh the Porsche against other SUVs and give ourselves a

Car and Driver Magazine, August 2003, 3pp.

Available Online:

http://www.caranddriver.com/ article.asp?section_id=3&article_id=6847 [last accessed 28 November 2003] 21

op. cit note 17 Porsche (2003) ‘Group. Porsche creates added value….’

22

Op cite note 19. The 200 ha site has already been enlarged by the purchase of a

further 73 ha plot.

See Porsche (2003) ‘73 hektare expansion of estate.

Porsche

acquires more land in Leipzig’, On-line press release 25 September 2003, available from: http://www2.uk.porsche.com/ english/gbr/news/pressreleases/pag/2003-09-25.htm. [last accessed 28/11/03] 23

See Porsche Leipzig’s web site at

http://www2.uk.porsche.com/english/gbr/company/leipzig/ default.htm for a visual representation of the site. [Last accessed 28/11/03]. 24

Op cit note 13. ‘Discover Porsche in Leipzig….’

25

Porsche (2002) ‘Cayenne. Der 3. Porsche’ Porsche, Stuttgart.

See here pp.156-

158. See also ‘Discover Porsche in Leipzig’, op cit note 13. 26

Ibid ‘Cayenne. Der 3. Porsche’ p.157.

27

These data are confirmed in Daninger, F. Personal Communication. (01 June 2004).

28

See

the

offers

of

the

Porsche

Travel

Club

at

http://www2.uk.porsche.com/isapi/english/gbr/news/travelclub-2004/overview/default.asp [last accessed 25/01/03]. 29

For a more detailed discussion of the spatial aspects of contemporary tourism

development in Leipzig, see Coles, T.E. (2003) ‘Urban tourism, place promotion and economic restructuring: the case of post-socialist Leipzig’, Tourism Geographies Vol.5 No.2pp.190-219. 30

Op. cit. note 27, Daninger (2004).

31

ibid p.206.

32

op. cit. note 13, pp.20-21. See also Leipzig Tourist Service (2004) ‘Culture and

History’, Online: http://www.porsche-leipzig.com/en/porsche_leipzig/tourist.htm [last accessed 25/01/2004] 33

Tourismus Marketing Gesellschaft Sachsen (2004) ‘100 Jahre Autoland Sachsen’,

TMGS, Dresden. 34

Leipzig Tourist Service e.V. (2003) ‘VRC [People's Republic of China] Sales Guide

2003/04’ Selbstverlag, Leipzig, see especially p.6. 35

op. cit. note 29.

36

See the website of Volkswagen's so-called 'Transparent Factory' at

http://www.glaesernemanufaktur.de/ [Last accessed 25/01/04]. 37 For the latest on BMW Welt [World] due to open in 2006, see http://www.bmwwelt.com/en/html/index.html [last accessed 25/01/04]. On the Audi Forum and Audi's Erlbeniswelt

[Experience

world],

see

erlebniswelt.jsp [last accessed 25/01/04].

http://www.audi.com/de/de/erlebniswelt/ Volkswagen's Autostadt is described at

http://www.autostadt.de/info/cda/ main/0,3606,2~1,00.html [Last accessed 25/01/04], in VW's own publication Autostadt (2003) ‘Insight. A Guided Tour through Autostadt’, Autostadt GmbH, Wolfsburg and and in the travel magazine Merian (2002) ‘Merian Extra – Autostadt in Wolfsburg’, Jahreszeiten Verlag, Hamburg. See also op cit. 4, Coles, T.E. (2003) 38

Mercedes-Benz (undated, c.2003) ‘Personal Collection for C-Class Saloon & Estate,

SLK-Class, CLK-Class Coupé and Cabriolet’, DaimlerChrysler UK Ltd, Milton Keynes. 39

Audi (c.2003) ‘Audi TT Erlenistage Roadster on Tour’, Online:

http://www.audi.com/de/de/ erlebniswelt/reisen/tt_weekend/tt_weekend.jsp [Last accessed 25/01/04]