001461221 000__ 04222cam\a2200577\i\4500
001461221 001__ 1461221
001461221 003__ OCoLC
001461221 005__ 20230503003341.0
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001461221 008__ 230306s2023\\\\gw\a\\\\ob\\\\000\0\eng\d
001461221 020__ $$a9783658399740$$q(electronic bk.)
001461221 020__ $$a3658399740$$q(electronic bk.)
001461221 020__ $$z9783658399733
001461221 0247_ $$a10.1007/978-3-658-39974-0$$2doi
001461221 035__ $$aSP(OCoLC)1371927270
001461221 040__ $$aGW5XE$$beng$$erda$$epn$$cGW5XE$$dEBLCP$$dUKAHL
001461221 049__ $$aISEA
001461221 050_4 $$aG156.5.H47
001461221 08204 $$a338.4/791$$223/eng/20230306
001461221 1001_ $$aHausmann, Andrea,$$eauthor.
001461221 24510 $$aBasic guide to cultural tourism marketing :$$bpractice cultural management /$$cAndrea Hausmann, Sarah Schuhbauer.
001461221 264_1 $$aWiesbaden :$$bSpringer,$$c2023.
001461221 300__ $$a1 online resource (v, 48 pages) :$$billustrations.
001461221 336__ $$atext$$btxt$$2rdacontent
001461221 337__ $$acomputer$$bc$$2rdamedia
001461221 338__ $$aonline resource$$bcr$$2rdacarrier
001461221 4901_ $$aessentials,$$x2197-6716
001461221 504__ $$aIncludes bibliographical references.
001461221 5050_ $$aConcept, 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.
001461221 506__ $$aAccess limited to authorized users.
001461221 520__ $$aThis 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.
001461221 588__ $$aOnline resource; title from PDF title page (SpringerLink, viewed March 6, 2023).
001461221 650_0 $$aHeritage tourism$$xMarketing.
001461221 655_0 $$aElectronic books.
001461221 7001_ $$aSchuhbauer, Sarah,$$eauthor.
001461221 830_0 $$aessentials (Springer (Firm)),$$x2197-6716
001461221 852__ $$bebk
001461221 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-658-39974-0$$zOnline Access$$91397441.1
001461221 909CO $$ooai:library.usi.edu:1461221$$pGLOBAL_SET
001461221 980__ $$aBIB
001461221 980__ $$aEBOOK
001461221 982__ $$aEbook
001461221 983__ $$aOnline
001461221 994__ $$a92$$bISE