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Seniorenmarketing im Tourismus: Handlungsempfehlungen für ein integratives Marketingkonzept für den Städtetourismus im Freistaat Sachsen

Seniorenmarketing im Tourismus: Handlungsempfehlungen für ein integratives Marketingkonzept für den Städtetourismus im Freistaat Sachsen

          
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About the Book

Der Reise- und Tourismusmarkt unterliegt spürbar zahlreichen Veränderungen. Der Jugendmarkt schrumpft stetig und der Altenmarkt wächst rasant, weil sich die deutsche Alterspyramide immer mehr zum Pilz entwickelt. Zum ersten Mal in der Menschheitsgeschichte wird die Zahl der älteren Menschen größer sein, als die der Kinder. Aber nicht nur die quantitative Volumenzunahme der älteren Reisenden, sondern auch die Tatsache, dass sie über ein enormes Einkommen verfügen und dadurch eine hohe Kaufkraft für touristischen Konsum entsteht, verändern die Bedingungen im Reisesektor. Es wird geschätzt, dass der Reisemarkt der über 50-jährigen bis 2010 um 16 Millionen anwachsen wird; mit steigender Tendenz. Gegenwärtig verreisen über 65 Prozent der älteren Menschen regelmäßig. Ihre Reisefreudigkeit soll ununterbrochen bleiben, bereits jetzt schon haben sie außerhalb der Schul- und Semesterferien in bestimmten Tourismus-Segmenten das absolute Sagen. Die Reiseintensität der zukünftigen älteren Menschen wird sogar noch zunehmen. All die unverkennbaren Veränderungen offenbaren uns: Die älteren Menschen werden die Zukunft des Tourismus bestimmen! Das dies ein Umdenken im touristischen Marketing erfordert, zeigt die Aktualität des Themas Seniorenmarketing. Die bisherigen Anstrengungen um den Seniorenmarkt zu bewerben, werden momentan aber nur mit verminderter Energie vorangetrieben. Eine Statistik, aufgeteilt in Branchen bzw. Produktgruppen verdeutlicht, dass der Tourismussektor neben der Medienbranche und dem Sozialbereich gegenwärtig lediglich mit insgesamt vier Prozent den vierten Platz einnimmt. Das mag einerseits in der schwierigen Einschätzung dieser neuen Zielgruppe liegen. Keine andere Verbrauchergruppe ist in sich so heterogen, wie die der älteren Menschen. Im Laufe ihres Lebens haben sie alle unterschiedliche Lebenserfahrungen gesammelt, die im Wesentlichen ihr Konsumverhalten prägen und somit individuelle Verhaltensweisen aufzeigen. Andererseits stellt mangelndes Wissen übe


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Product Details
  • ISBN-13: 9783836651110
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 213 gr
  • ISBN-10: 3836651114
  • Publisher Date: 25 May 2007
  • Height: 254 mm
  • No of Pages: 116
  • Series Title: German
  • Sub Title: Handlungsempfehlungen für ein integratives Marketingkonzept für den Städtetourismus im Freistaat Sachsen
  • Width: 178 mm


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Seniorenmarketing im Tourismus: Handlungsempfehlungen für ein integratives Marketingkonzept für den Städtetourismus im Freistaat Sachsen
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Seniorenmarketing im Tourismus: Handlungsempfehlungen für ein integratives Marketingkonzept für den Städtetourismus im Freistaat Sachsen
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