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Basic Guide to Cultural Tourism Marketing Practice Cultural Management

Title
Basic Guide to Cultural Tourism Marketing [electronic resource] : Practice Cultural Management / by Andrea Hausmann, Sarah Schuhbauer.
ISBN
9783658399740
Edition
1st ed. 2023.
Publication
Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer, 2023.
Physical Description
1 online resource (V, 48 p.) 1 illus.
Local Notes
Access is available to the Yale community.
Access and use
Access restricted by licensing agreement.
Summary
This essential explains the most important decisions to be made in the practice of cultural tourism marketing. After an introduction to the term and the central characteristics, the most important activities in the planning process of cultural tourism marketing are presented. Building on this, Andrea Hausmann and Sarah Schuhbauer describe marketing strategies that are particularly relevant in cultural tourism practice. These include dealing with relevant types of demand (segmentation), brand management (branding), the realisation of innovations (digitisation) and the behaviour towards the competition (cooperation and networks). In a next step, typical key aspects in the marketing mix of cultural tourism service providers are examined. Finally, the importance of staff for the quality of experience of tourism demand is elaborated. The Content, Term, characteristics and planning process of cultural tourism marketing Marketing strategies: segmentation, branding, innovation (digitisation) and cooperation/networks Marketing mix in cultural tourism Role of staff in service quality The target groups · Cultural institutions, cultural administrations, tourism organisations, other service providers · Lecturers and students of cultural management, tourism and business administration The authors Prof. Dr. Andrea Hausmann is a professor at the Institute for Cultural Management at the Ludwigsburg University of Education. She advises cultural institutions and tourism organisations on the topics of cultural tourism, cultural marketing and leadership. Sarah Schuhbauer, M.A., is research associate at the Institute for Cultural Management at the Ludwigsburg University of Education. Her work focuses on cultural tourism, cultural marketing and empirical research methods.
Variant and related titles
Springer ENIN.
Other formats
Printed edition:
Printed edition:
Format
Books / Online
Language
English
Added to Catalog
March 02, 2023
Series
essentials,
essentials,
Contents
Concept, characteristics and planning process of cultural tourism marketing
Marketing strategies: segmentation, branding, digitalization and collaborations
Marketing mix in cultural tourism marketing
Role of staff in service quality.
Also listed under
Schuhbauer, Sarah. author.
SpringerLink (Online service)
Citation

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