Marketing Efficiency in Tourism

Transkript

1 International Tourism Research and Concepts 01 Marketing Efficiency in Tourism Coping with Volatile Demand Bearbeitet von Prof. Dr. Peter Keller, Prof. Dr. Thomas Bieger, Seppo Aho, Dr. Pietro Beritelli, Dr. Philipp Boksberger, Ed Brooker, Prof. Dr. Richard Butler, Silvia Canali, Manuela De Carlo, Brandon Chan, Elisabeth Fischer, Prof. Dr. Frank M. Go, Wolfgang Haider, Barbara Hölzl, Dr. Phuthamadee Katawandee, Prof. Dr. Raija Komppula, Dr. Christian Laesser, Arja Lemmetyinen, Dr. Jamie Murphy, Dr. Claude Origet du Cluzeau, Prof. Dr. Harald Pechlaner, Arvo Peltonen, Prof. Dr. Mike Peters, Dr. Frieda Raich, Jennifer Reilly, Miriam Scaglione, Roland Schegg, Prof. Dr. Egon Smeral, Prof. Dr. Karl Socher, Ulf Sonntag, Dr. Tomasz Studzieniecki, Reima Suomi, Anja Tuohino, Prof. Dr. Lindsay Turner, Dr. Chau Jo Vu, Prof. Dr. Klaus Weiermair, Fabian Widmann, Prof. Dr. Peter Williams, Prof. Dr. Stephen F. Witt, Michael Wüger 1. Auflage Taschenbuch. VIII, 262 S. Paperback ISBN Format (B x L): 15,8 x 23,5 cm Gewicht: 420 g Weitere Fachgebiete > Sport, Tourismus, Freizeit > Tourismus & Reise: Allgemeines, Geschichte > Tourismus & Reise: Ökonomie, Ökologie schnell und portofrei erhältlich bei Die Online-Fachbuchhandlung beck-shop.de ist spezialisiert auf Fachbücher, insbesondere Recht, Steuern und Wirtschaft. Im Sortiment finden Sie alle Medien (Bücher, Zeitschriften, CDs, ebooks, etc.) aller Verlage. Ergänzt wird das Programm durch Services wie Neuerscheinungsdienst oder Zusammenstellungen von Büchern zu Sonderpreisen. Der Shop führt mehr als 8 Millionen Produkte.

2 Marketing Efficiency in Tourism Coping with Volatile Demand Edited by Professor Dr. Peter Keller Professor Dr. Thomas Bieger With Contributions by Seppo Aho Dr. Pietro Beritelli Dr. Philipp E. Boksberger Ed Brooker Professor Dr. Richard Butler Silvia Canali Brandon Chan Dr. Manuela De Carlo Elisabeth Fischer Professor Dr. Frank M. Go Wolfgang Haider Barbara Hölzl Dr. Phuthamadee Katawandee Professor Dr. Peter Keller Professor Dr. Raija Komppula Professor Dr. Christian Laesser Arja Lemmetyinen Dr. Jamie Murphy Dr. Claude Origet du Cluzeau Professor Dr. Harald Pechlaner Arvo Peltonen Professor Dr. Mike Peters Dr. Frieda Raich Jennifer Reilly Miriam Scaglione Roland Schegg Professor Dr. Egon Smeral Professor Dr. Karl Socher Ulf Sonntag Dr. Tomasz Studzieniecki Reima Suomi Anja Tuohino Professor Dr. Lindsay Turner Dr. Chau Jo Vu Professor Dr. Klaus Weiermair Fabian Widmann Professor Dr. Peter Williams Professor Dr. Stephen F. Witt Michael Wüger ERICH SCHMIDT VERLAG

3 Bibliographic information published by Die Deutsche Bibliothek Die Deutsche Bibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data are available in the Internet at dnb.ddb.de. For further information concerning this title please follow this link: ESV.info/ ISBN-13: ISBN-10: ISSN All rights reserved Erich Schmidt Verlag GmbH & Co., Berlin This paper fulfills the requirements of the Frankfurter Forderungen of Die Deutsche Bibliothek and the Gesellschaft für das Buch concerning the paper permanence and meets the tight regulations of American National Standard Ansi/Niso Z as well as ISO 9706 Design and Layout: Zvjezdana Vujković, aiest Printing and Binding: Hubert & Co., Göttingen

4 Table of contents Peter Keller Introduction... 1 Section 1: Volatile demand and recovery marketing Richard Butler Volatile demand for tourism? - We can only market efficiently to what we know, rather than to what we imagine Ulf Sonntag "Volatile" tourism consumer = Stable tourism market? - Market research results on the demand side of the German holiday market Lindsay Turner, Chau Jo Vu, Stephen F. Witt Recovery marketing after tourism shocks Section 2: Proliferation of destinations and need for branding Ed Brooker, Frank M. Go The relationship between branding and innovation: The SMTE perspective Mike Peters, Klaus Weiermair, Phunthumadee Katawandee Strategic brand management of tourism destinations: Creating emotions and meaningful intangibles Peter Williams, Jennifer Reilly, Wolfgang Haider Destination branding and skier environmental attitudes V

5 Table of contents Section 3: Pricing in conditions of global competition Philipp E. Boksberger, Brandon Chan Customer value based pricing in tourism and hospitality - Peninsula Bankok's conceptual approach Frieda Raich, Harald Pechlaner, Barbara Hölzl Price satisfaction in the hotel industry Section 4: Higher customer value and IT based distribution channels Arja Lemmetyinen, Reima Suomi Cooperation of small enterprises in a web-based tourism network - case of the Old Mail Road in Finland, Aland and Sweden Miriam Scaglione, Roland Schegg, Jamie Murphy Investigating website performance in Valais' hospitality industry Section 5: Methods to increase marketing management efficiency Pietro Beritelli, Christian Laesser, Fabian Widmann Making sense of destination promotion - On the impact of promotional measures on overnight stays and income from tourism Raija Komppula, Anja Tuohino, Arvo Peltonen, Seppo Aho Does image-research contribute to operative marketing planning; case Finland Arja Lemmetyinen, Frank M. Go, Ed Brooker Integrated marketing efficiency through co-innovation process - tools for managing the destination marketing organization Egon Smeral, Michael Wüger Improving marketing efficiency through the implementation of advanced forecasting methods: a short-term approach Karl Socher The contribution of the State to more efficient and effective marketing VI

6 Table of contents Section 6: Advantages of integrated promotion of places Manuela De Carlo, Silvia Canali Destination strategy and firm strategy: the overlooked link Claude Origet du Cluzeau Volatile tourism demand in European cities and role of local populations Harald Pechlaner, Elisabeth Fischer, Frank M. Go Identity-creating values as a basis for the integrated promotion?- The case of Ingolstadt - AUDI AG Partnership Tomasz Studzieniecki Tourism marketing in transborder regions List of authors VII