Tourismusmarketing im Wandel: Herausforderungen für Familienunternehmen

Translated title of the contribution: Tourism Marketing in Transition: Challenges for Family Businesses

Barbara Theiner, Matthias Muskat

    Research output: A Conference proceeding or a Chapter in BookOther chapter contribution

    Abstract

    Questions like, ‘In the future, will it be the guest playing the role of the marketing manager? How to generate new customers? Is there still a classic marketing mix?’ are shaping the current discussions in marketing. It seems that traditional tourism marketing, being supplier based, product centered and transaction oriented, will have to give way to a new marketing approach, in order to be able to survive in a cut-throat competition.

    Challenges for small and medium-sized tourism enterprises, and especially for family-run firms within the Alps, will be to implement this upcoming paradigm shift into their company policy strategically and operationally.
    Translated title of the contributionTourism Marketing in Transition: Challenges for Family Businesses
    Original languageGerman
    Title of host publicationEntrepreneurship und Tourismus
    Subtitle of host publicationUnternehmerisches Denken und Erfolgskonzepte aus der Praxis
    EditorsHubert Siller, Anita Zehrer
    Place of PublicationVienna, Austria
    PublisherLinde Verlag
    Pages129-138
    Number of pages10
    Edition2nd edition
    ISBN (Print)9783714302899
    Publication statusPublished - 2016

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