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Destinationsmarketing 2.0 - Live-Kommunikation als Fundament contentorientierter Marketingstrategien für Tourismusdestinationen – ein Praxisbeispiel

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Events und Tourismus

Part of the book series: Markenkommunikation und Beziehungsmarketing ((MBM))

Zusammenfassung

Analog zu der Entwicklung vieler anderer Wirtschaftsbereiche in den Industrienationen, ist auch der Bereich der Tourismus- und Freizeitwirtschaft bereits seit geraumer Weile durch eine stark zunehmende Marktsättigung gekennzeichnet – weshalb die Überwindung der hieraus resultierenden Absatzengpässe durch werbliche Maßnahmen insbesondere für die Anbieterseite massiv an Bedeutung hinzugewonnen hat. Darüber hinaus ist durch die allgegenwärtigen Folgen der Digitalisierung gerade in jüngerer Vergangenheit zu beobachten, dass sich der Wettbewerb unter den Destinationen weiter verschärft, wobei die neuen technologischen Möglichkeiten teilweise gar als disruptiv einzustufende Einflüsse auf bestimmte Bereiche der Tourismusindustrie ausüben: Fungierte beispielsweise noch vor wenigen Jahren überwiegend das Personal im Reisebüro als Gatekeeper, welches durch die zur Verfügung stehenden Hilfsmittel und den eigenen Erfahrungsschatz bei der Urlaubsplanung behilflich war, können heutzutage sowohl viele unterschiedliche Online-Reiseportale als auch Internetseiten von Anbietern touristischer Dienstleistungen sowie Foren und Blogs konsultiert werden, mittels derer sich die Reisewilligen rasch, einfach und umfassend über die derzeitig am Markt verfügbaren Angebote informieren können.

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Authors and Affiliations

  1. Hamburg, Deutschland

    Sven Hildebrandt

  2. Köln, Deutschland

    David Korte

  3. Wuppertal, Deutschland

    Attila Ralf Erdogan

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  1. Sven Hildebrandt
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  1. Prof. Marketing u. Handelsbetriebsl, TU Chemnitz , Chemnitz, Germany

    Cornelia Zanger

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Hildebrandt, S., Korte, D., Erdogan, A.R. (2016). Destinationsmarketing 2.0 - Live-Kommunikation als Fundament contentorientierter Marketingstrategien für Tourismusdestinationen – ein Praxisbeispiel. In: Zanger, C. (eds) Events und Tourismus. Markenkommunikation und Beziehungsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-15515-5_3

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