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Zur Problematik einer Positionierung von Stadtkernen am Beispiel Hameln

Zur Problematik einer Positionierung von Stadtkernen am Beispiel Hameln

          
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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich Tourismus - Sonstiges, Note: 1,7, Fachhochschule Worms, Veranstaltung: Destinationsmanagement, Sprache: Deutsch, Abstract: Durch die Intensivierung des Wettbewerbdrucks, einer umfassenden Produktvielfalt und austauschbare Produkte in der Touristik wird es für Destinationen wie Regionen, Städte oder Stadtkerne zunehmend wichtiger, ihre Produkte von den Produkten der Konkurrenz zu differenzieren. Management und Marketing einer Destination müssen sich deshalb systematisch mit den gesellschaftlichen Veränderungen und Markttrends befassen, um eine einzigartige, werthaltige und zukunftssichere Positionierung am Markt zu sichern. Eine Positionierung von Stadtkernen ist mit verschiedenen Problemen behaftet, da es sich um ein komplexes Leistungsbündel handelt, das sich aus verschiedenen Teilprodukten und Leistungsträgern zusammensetzt. In der vorliegenden Seminararbeit wird die Problematik einer Positionierung von Stadtkernen am Beispiel der Stadt Hameln herausgearbeitet. In dem folgenden Kaptitel zwei wird der Fokus auf den Begriff der Positionierung gelegt und die Notwendigkeit einer Positionierung in der heutigen Zeit erörtert. Anschließend bietet Kapitel drei einen Überblick über den Prozess der Positionierung als Grundlage für die Marketingentscheidungen einer Tourismusorganisation. Das folgende Kapitel vier widmet sich dann der Problematik einer Positionierung von Stadtkernen. Die theoretischen Grundlagen werden im Kapitel fünf anhand des Praxisbeispiels der Stadt Hameln in Niedersachsen vertieft. Kapitel sechs schließt die vorliegende Arbeit mit einem Fazit ab. Das Ziel der Arbeit ist es aufzuzeigen, welche Probleme im Rahmen verschiedener Positionierungen auftreten können und Maßnahmen zu nennen, die zu dem Erfolg einer Positionierung beitragen können.


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Product Details
  • ISBN-13: 9783640268450
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3640268458
  • Publisher Date: 20 Feb 2009
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Weight: 113 gr


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