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Grundlagen des strategischen Marketings im Destinationsmanagement

Grundlagen des strategischen Marketings im Destinationsmanagement

          
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About the Book

Inhaltsangabe: Problemstellung: Im Tourismusmarkt wird es immer schwieriger das Leistungsbündel einer Destination (Zielgebiet) an den potentiellen Gast zu verkaufen. Viele Fremdenverkehrsorte gleichen sich aus Gästesicht aneinander an und heben sich nicht eindeutig von anderen inländischen oder ausländischen Destinationen ab. Sie werden somit austauschbar. Aus diesem Grund wird eine eindeutige Profilierung über eine Unique Selling Proposition (USP) erforderlich. In einem Fremdenverkehrsort muss durch das Management eine USP aufgebaut werden, die dem Zielgebiet Eigenständigkeit verleiht und für den Konsumenten unverwechselbar wird. Dabei ist der Aufbau einer USP nicht als einmalige Reaktion auf identifizierte Defizite zu verstehen, sondern vielmehr als langfristiger Prozess der Erfolgssicherung. Es ist daher unabdingbar, den Aufbau und die Pflege eines Alleinstellungsmerkmals in das Zentrum des Denken und Handelns aller Beteiligten zu stellen. Folglich ist ein strategischer USP-Planungsprozess unter Berücksichtigung regionaler Besonderheiten zu erstellen. Aus einer regionalen Besonderheit isoliert betrachtet resultiert nicht zwangsläufig ein Alleinstellungsmerkmal. Vielmehr muss diese Ressource mit anderen Faktoren/Potentialen angereichert werden. Diese Synthese verschiedener Angebotselemente muss sich darüber hinaus von den Leistungen der Wettbewerber unterscheiden und dem Gast ein besonderes Erlebnis vermitteln bzw. einen herausragenden Nutzen stiften. Das Erleben bestimmter Ferieninhalte ist darüber hinaus zielgruppenspezifisch mit Themen zu besetzen. Zusätzlich erfordert dieser Prozess eine kontinuierliche Weiterentwicklung des Wettbewerbsvorteils. Der Aufbau einer USP ist als langfristige Investition in die Zukunft unter Berücksichtigung bestimmter Erfolgsfaktoren einer Destination anzusehen. Die Ergebnisse dieser Arbeit beruhen auf Untersuchungen und Erfahrungen in einer konkreten Destination in Deutschland und dienen in der Zukunft als Grundlage eines USP-P


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Product Details
  • ISBN-13: 9783838630519
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3838630513
  • Publisher Date: 29 Jan 2001
  • Height: 210 mm
  • No of Pages: 132
  • Series Title: German
  • Weight: 181 gr


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