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Modernes Hospitality Marketing: Grundlagen, Strategien Und Instrumente Für Einen Wertschöpfungsstarken Tourismus
Paperback
ISBN13: 9783658409326
Publisher: Springer Gabler
Published: Jun 13 2023
Pages: 156
Weight: 0.65
Height: 0.38 Width: 6.69 Depth: 9.61
Language: German
Dieses Buch bietet einen fundierten Überblick über die aktuellen Herausforderungen im Tourismus und zeigt Lösungsansätze für ein wertschöpfendes Hospitality Marketing auf. Weltweite Krisen, Digitalisierung und Umweltbewusstsein haben das Reise- und Buchungsverhalten massiv verändert. Das Verlangen nach Urlaub ist zwar ungebrochen, doch der qualitative Anspruch an Hotels, Gastronomie und andere Dienstleister in den Destinationen steigt. Es gilt, die Erwartungen von Reisenden einfach, individuell, facettenreich sowie preislich adäquat und nachhaltig zu erfüllen.
Die Autoren zeigen, wie diese komplexe Aufgabe vor dem Hintergrund hoher Fix- und Entwicklungskosten, kompetitiver Verdrängungsmärkte sowie verschärfter gesetzlicher Regulierungen gemeistert werden kann. Sie verknüpfen markensoziologische mit betriebswirtschaftlichen Erkenntnissen und Best Practice Insights, sodass Studierende und Praktiker gleicherma en von der Lektüre des Buches profitieren.
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