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.
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 contribution | Tourism Marketing in Transition: Challenges for Family Businesses |
|---|---|
| Original language | German |
| Title of host publication | Entrepreneurship und Tourismus |
| Subtitle of host publication | Unternehmerisches Denken und Erfolgskonzepte aus der Praxis |
| Editors | Hubert Siller, Anita Zehrer |
| Place of Publication | Vienna, Austria |
| Publisher | Linde Verlag |
| Pages | 129-138 |
| Number of pages | 10 |
| Edition | 2nd edition |
| ISBN (Print) | 9783714302899 |
| Publication status | Published - 2016 |