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Marketing von Reiseveranstaltern

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Product Details

Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783824470945
Condition
New
Product Description

Da eine hohe Qualitt touristischer Grundleistungen von den Urlaubern mittlerweile als selbstverstndlich angesehen wird, suchen Anbieter nach Mglichkeiten, sich von Mitbewerbern zu unterscheiden. Ein Ansatz ist die Schaffung von Emotionen weckenden und Stimmung beeinflussenden Erlebnissen, die den Urlaub einzigartig und unverwechselbar werden lassen. Susanne Roth analysiert Determinanten, Verlufe und Wirkungen der Stimmung von Urlaubern. Basierend auf Erkenntnissen der Marketing-, Stimmungs- und Tourismusforschung entwickelt sie ein Hypothesensystem, das sie mittels einer empirischen Untersuchung berprft. Aus den Ergebnissen werden Gestaltungsempfehlungen fr ein stimmungsorientiertes Marketing von Reiseveranstaltern abgeleitet.

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