Wandern während und nach Corona – Segmentierung von Wanderzielgruppen am Beispiel der Sinus-Milieus®

Especially during the lockdowns in 2020, some regions in Germany reported overcrowded hiking trails and closed parking spaces for hikers, a condition that was previously unknown in the affected regions and for which many places and regions were not properly prepared. Who does actually hike? And can it be determined empirically that people were hiking more or differently in Germany as a result of the pandemic? Have “new” hikers possibly joined the trails, i.e. people who did not hike before the pandemic, but who have now discovered it for themselves and may continue after the pandemic? Are there differences within the group of hikers and how can one segment them for tourism purposes? The article first briefly reflects on traditional target group definitions, and then goes into more detail about the possible deeper insights into the genesis and characteristics of hiking behaviour that permit lifestyle-oriented segmentation. Are “corona hikers” different hikers from the “pre-corona` hikers” and what does this mean for hiking demand and hiking behaviour towards the end of the pandemic? These questions are addressed in the following article.