MARKETING FLOATING ISLANDS AS A DESTINATION: A Field Study for Determination of Potential Demand and Consumer Expectations of Floating Islands G.Yuksek & I.Arıkan – AU TR Naples-Italy 2007

Floating Structures Stable structures on water Stable structures on water Mobile structures on water Mobile structures on water

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

Examples for Floating Structures Floating House Floating House Floating Hospital Floating Hospital Floating Library Floating Library Floating Restaurant Floating Restaurant Floating Bridge Floating Bridge Floating Oil and Gas Production Platforms Floating Oil and Gas Production Platforms Floating Energy Stations Floating Energy Stations Floating City Floating City Floating Harbor Floating Harbor Floating Marina Floating Marina Floating Breakwater Floating Breakwater Floating Airport Floating Airport Floating Meteorology Station Floating Meteorology Station Floating nuclear and thermal power stations … Floating nuclear and thermal power stations …

Floating House / Seattle

Floating Airport

Floating Restaurant / Hong Kong

Floating Power Station / Nikaragua

Floating Island / Peru-Titicaca Lake

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

Carlo Macri’s Project Proposal(Oasis Town)

Freedom City Project

Marketing Floating Islands as a Destination Successful Marketing the right mix of features and services the right mix of features and services an image that is attractive to the target market 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 products and services to be provided on the islands must be delivered in an efficient and accessible way the island’s values and images must be promoted effectively the island’s values and images must be promoted effectively

Marketing Floating Islands as a Destination Target Market Characteristics income level of over $ income level of over $ frequently traveling frequently traveling expecting high quality products and services to be satisfied expecting high quality products and services to be satisfied looking for the best looking for the best

Marketing Floating Islands as a Destination Positioning & Images to create a distinctive place in the minds of potential tourists to create a distinctive place in the minds of potential tourists to develop a brand image to develop a brand image

THE RESEARCH Purpose Purpose Research Method Research Method Sample Sample Research Assumptions Research Assumptions Findings Findings

Purpose The potential demand The potential demand Market properties Market properties Consumer expectations Consumer expectations

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

Sample The research population: “Tourists traveling with cruise ships worldwide” 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”. The research sample: “Tourists traveling with cruise ships boarded to the seaports in Turkey in December 2006”.

Research Assumptions Cruise passengers are assumed to constitute potential demand for floating islands. 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. 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. It is assumed that new and discrete destinations are to be more preferred by consumers in future.

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

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. “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. 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. 68,9 % of the participants want to make a holiday in a hotel.

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

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

CONCLUSION Floating islands could be new destinations of the tourism industry in future. 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. 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. 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. Affluent and most affluent markets of the cruise industry are the potential consumers of floating islands.

Thank You…

Residance Activity Center Yatch Marine Marine Hotel Faculty Commercial Center Congres Center School Shopping Mall Lake A Floating Island Designed by Jean Philippe Zoppini