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Website-Marketing in der Hotellerie ausgerichtet auf die Zielgruppe der LoHaS

Website-Marketing in der Hotellerie ausgerichtet auf die Zielgruppe der LoHaS

          
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About the Book

Bachelorarbeit aus dem Jahr 2010 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 2,0, Management Center Innsbruck Internationale Fachhochschulgesellschaft mbH, Sprache: Deutsch, Abstract: Durch die rasante technologische Entwicklung und die sinkenden Kosten ist die Anzahl der Internetnutzer in den letzten Jahren drastisch angestiegen. (vgl. Egger, 2005, S. 158) Laut Statistiken sind weltweit ungefähr ein Viertel der Bevölkerung und in der EU sogar um die 60% aktive Internetnutzer. (vgl. Internet World Stats, 2009 a, online, vgl. Internet World Stats, 2009 b, online) Das Angebot im Internet steigt stetig an. Das Internet bietet eine Vielzahl neuer Möglichkeiten und Wege um Angebot und Nachfrage zu vereinen. Besonders für den Vertrieb von informationsintensiven Produkten und Dienstleistungen, also auch für den Tourismus, kann das Internet als Online-Marktplatz einen großen Mehrwert, sowohl für Anbieter als auch für Nachfrager darstellen. (vgl. Egger, 2005, S. 158) Durch das Internet erweitern sich auch die Möglichkeiten des Marketings für Unternehmen. Es entsteht ein Dialog zwischen Anbieter und Nachfrager, wodurch Vorteile für beide Seiten entstehen. Der Anbieter erhält durch das Verhalten des Kunden wertvolle Informationen über dessen Wünsche und kann somit individueller auf den Kunden eingehen. (vgl. Fritz, 2004, S. 214f) Der thematische Aufbau und die Gestaltung einer Website steht für Unternehmen im Mittelpunkt des Internet-Marketing. Wie auch bei allen anderen Marketingmaßnahmen, ist auch beim Einsatz einer Website auf die zielgruppenspezifische Ausrichtung zu achten. (vgl. Freyer, 2009, S. 624) In dieser Arbeit wird von einer Ausrichtung auf die Zielgruppe der LoHaS ausgegangen. Diese Zielgruppe definiert sich durch den Wunsch nach Nachhaltigkeit. Ein besonderes Merkmal der LoHaS ist deren überdurchschnittliche Internetaffinität. Dadurch eignet sich diese Zielgruppe besonders für die Ansprache über das Medium Internet. (vgl. Schmidt, &


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Product Details
  • ISBN-13: 9783640669578
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3640669576
  • Publisher Date: 27 Jul 2010
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Weight: 122 gr


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