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Palasthotels an der Cote d'Azur - Macht eines Mythos: Wie das Image zum Erfolg einer Destination führen kann

Palasthotels an der Cote d'Azur - Macht eines Mythos: Wie das Image zum Erfolg einer Destination führen kann

          
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About the Book

Diplomarbeit aus dem Jahr 2005 im Fachbereich Geowissenschaften / Geographie - Wirtschaftsgeographie, Note: 1, Universität Passau (Lehrstuhl für Anthropogeographie), Sprache: Deutsch, Abstract: Die goldenen Zeiten der blausten aller Küsten sind vorüber. Dennoch ist der Glanz der französischen Riviera nicht verblasst. In den Medien immer wieder präsent, lebt der Mythos der Côte d'Azur weiter und ist nach wie vor Synonym für Luxus und Exklusivität. Im Rahmen dieser Arbeit wird die Frage aufgeworfen, wie die Côte d'Azur diesen Ruf überhaupt erlangt hat, welche Herausforderung sich ihr stellen und wie sie ihnen entgegenwirkt. Einst Winterkurort des englischen Hochadels, ist die Côte d'Azur, wider Willen, Opfer von - wenn auch beschränkt - Massentourismus geworden. Im Zeitalter der Globalisierung und der hohen Mobilität, ist Reisen kein Luxus per se mehr. Längst finden auch 'normale' Bürger den Weg nach Südfrankreich, längst ist diese Region nicht mehr dem Adel oder reichen Bürgertum vorbehalten. Im harten Konkurrenzkampf mit überseeischen Tourismusdestinationen, sieht sich die Côte d'Azur nun der Herausforderung gestellt sich zu vermarkten und klar von ihren Mitbewerbern zu differenzieren. Ungleich seiner Mittelmeernachbar Spanien und Italien, die offensichtlich eine "Sea, Sun, Sand"-Strategie2 verfolgen, positioniert sich die französische Ostmittelmeerküste im oberen Marktsegment. Basierend auf der relativ neuen Wissenschaft des Destinationsmarketings, wird im Folgenden dargestellt werden, welche Strategien möglich sind und mit welchen Instrumenten sich die Côte d'Azur im Luxusmarkt positioniert. Um dies konfusionsfrei machen zu können, werden nochmals die Grundlagen des Tourismusmarketings, und insbesondere des Geomarketings, vorab aufgegriffen. Da es sich beim Thema Luxus vordergründlich um die Befriedigung emotionaler Bedürfnisse handelt, wird das Instrument des Images näher betrachtet werden. In der Tat scheint dieses eine besondere Rolle in der Entwicklung un


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Product Details
  • ISBN-13: 9783640518685
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 100 gr
  • ISBN-10: 3640518683
  • Publisher Date: 01 Feb 2010
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Sub Title: Wie das Image zum Erfolg einer Destination führen kann
  • Width: 148 mm


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Palasthotels an der Cote d'Azur - Macht eines Mythos: Wie das Image zum Erfolg einer Destination führen kann
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