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Lawinenwinter im Skigebiet - Risiko oder Chance?: Ein Marketing- und PR-Problem

Lawinenwinter im Skigebiet - Risiko oder Chance?: Ein Marketing- und PR-Problem

          
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About the Book

Inhaltsangabe: Einleitung: Nach Ende des Zweiten Weltkrieges hat sich der alpine Wintersport mit dem Bau von Hotels, Skipisten und Bergbahnen zur Zufriedenheit der Einheimischen und der Ski fahrenden Gäste entwickelt. Im Laufe der Zeit wurde die Verflechtung der Berggemeinden mit dem Tourismus aber so eng, daß der Lawinenwinter 1998/99 auch weitreichende Auswirkungen auf die Wirtschaft der betroffenen Regionen hatte. Entscheidend ist nun, ob die betroffenen Tourismusunternehmen und - regionen den Auswirkungen solcher Ereignisse hilflos ausgeliefert sind oder ob sie sie mit einer gewissen unternehmerischen Leistung abwenden bzw. bewältigen können. Wie müssen in diesem Zusammenhang Marketing - und PR-Konzeptionen im Rahmen von Risiko- und Krisenmanagement beschaffen sein? Die Arbeit gliedert sich in vier Teile: der Grundlagenteil beginnt mit der Situationsanalyse des Fremdenverkehrs in Österreich. Hier werden die Entwicklung der Republik zum Ski- und Tourismusland und die Bedeutung des Sports für diese Entwicklung sowie die heutige Situation und Organisation des Tourismus erläutert. Im Anschluß daran wird der Fokus auf die Wirtschaftseinheit im Wintertourismus, das Skigebiet, gelenkt. An den Grundlagenteil schließt sich eine Untersuchung des Lawinenwinters 1998/99 in Österreich an. Hier werden insbesondere die indirekten immateriellen Auswirkungen dieses Winters (Reaktionen der Medien und Gäste) auf die Fremdenverkehrswirtschaft analysiert. Im Hauptteil werden Marketing und PR im Rahmen von Krisen- und Risikomanagement als Problemlösungen diskutiert sowie entsprechende Konzepte vorgestellt. Im Schlußteil werden die Ergebnisse zusammengefaßt. Skigebiete, als Systeme mehrerer autonomer Unternehmungen, müssen sich offenbar immer häufiger mit solchen Diskontinuitäten auseinandersetzen. Dabei ist das zentrale Ziel die nachhaltige Sicherung ihrer Existenz. Aber auch eine zunehmende Sensibilisierung der Öffentlichkeit gegenüber den Risiken im Skitourismus bewirkt, d


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Product Details
  • ISBN-13: 9783838646633
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Weight: 231 gr
  • ISBN-10: 3838646630
  • Publisher Date: 29 Oct 2001
  • Height: 210 mm
  • No of Pages: 170
  • Series Title: German
  • Sub Title: Ein Marketing- und PR-Problem
  • Width: 148 mm


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