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Regionale Kartensysteme im Tourismus: Ein bundesweiter Vergleich von City- und Regiocards

Regionale Kartensysteme im Tourismus: Ein bundesweiter Vergleich von City- und Regiocards

          
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About the Book

Inhaltsangabe: Zusammenfassung: In den letzen Jahren haben sich die Rahmenbedingungen für Urlaubsdestinationen tendenziell geändert. Ein verstärkter Verdrängungswettbewerb untereinander und steigender Kosten- und Ertragsdruck aufgrund austauschbarer Leistungen und Produkte sowie der Wertewandel der Gesellschaft machen es den Urlaubsregionen immer schwerer sich am Markt zu etablieren. Um dem zu begegnen, ist eine strategische Neuausrichtung hin zu einer individuellen Gästeorientierung erforderlich. Die Kundenkarte soll dabei Touristen an eine bestimmte Destination mit seinen Dienstleistungen binden. Zu diesem Zwecke werden ihm Anreize in Form von Rabatten, Boni oder Serviceleistungen angeboten. Im Gegenzug erhält der touristische Anbieter Informationen über das Kauf- und Konsumverhalten der Touristen, mit denen er zukünftig sein Angebot entsprechend anpassen kann. Als Zielsetzung dieser Arbeit soll ein fachlicher Überblick über die verschiedenen touristischen Kartensysteme und deren plurale Anwendung zwischen Kundenzufriedenheit und Marketinginstrument gegeben werden. Im Rahmen dieser Arbeit wird zunächst das Kundenbindungsmanagement touristischer Destinationen erläutert. In diesem Zusammenhang werden die einzelnen Maßnahmen aufgeführt und beschrieben, die seitens der Tourismusorganisationen zur Kundenbindung angewendet werden. Im folgenden Kapitel wird explizit die Kundenkarte als Instrument der Kundenbindung im Tourismus analysiert. Es werden verschiedene Erscheinungsformen, Vor- und Nachteile, sowie Chancen und Risiken die in Verbindung mit der Kundenkarte stehen, aus unterschiedlichen Perspektiven beleuchtet. Im Anschluss daran folgt im vierten Teil dieser Arbeit die Auswertung einer durchgeführten empirischen Untersuchung deutscher Kundenkartenmodelle. Diese empirische Untersuchung stellt einen Schwerpunkt der vorliegenden Arbeit dar. Die Ergebnisse werden in einem detaillierten Überblick veranschaulicht und analysiert. Um zu einer qualitativen Beurteilung d


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Product Details
  • ISBN-13: 9783838680712
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 213 gr
  • ISBN-10: 3838680715
  • Publisher Date: 22 Jun 2004
  • Height: 210 mm
  • No of Pages: 156
  • Series Title: German
  • Sub Title: Ein bundesweiter Vergleich von City- und Regiocards
  • Width: 148 mm


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