Answers to Global Questions from the International Competence Network of Tourism Research and Education (ICNT)
On theme marketing of tourism organisations: “Destination Brand” – analysis of the theme competence of German holiday destinations (Köchling, Eisenstein, Koch)
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Anne Köchling, Bernd Eisenstein and Alexander Koch
On Theme Marketing of Tourism Organisations: “Destination Brand” – Analysis of the Theme Competence of German Holiday Destinations
As part of strategic marketing, the majority of German tourism organisations focus on touristic themes or types of holiday (theme marketing). Against this background, an independent study was carried out to determine theme competence from the point of view of the German population. This study, “Destination Brand – Theme competence of German holiday destinations”, ascertained theme competence for holiday destinations in German domestic tourism on an almost nationwide scale for the first time.1 It was carried out primarily in October 2010 and repeated three years later with the same methodology in order to obtain a time comparison.
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