Overview
- Conciseness in the presentation
- Clear marketing focus
- Market and target group knowledge from research and consulting
Part of the book series: essentials (ESSENT)
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About this book
This essential knowledgeably explains the key decisions to be made in the practice of cultural tourism marketing. After an introduction to the term and the central characteristics, the main activities in the planning process of cultural tourism marketing are presented. Building on this, Andrea Hausmann describes marketing strategies that are particularly relevant in practice, dealing with the different types of cultural tourism demand (segmentation), brand management (branding), the realization of innovations (digitalization) and entering into cooperations or forming networks. Finally, typical focal points in the marketing mix of cultural tourism service providers are highlighted and the importance of personnel for the quality experience of demand is elaborated.
The author:
Prof. Dr. Andrea Hausmann is a professor at the Institute for Cultural Management at the Ludwigsburg University of Education. She advises cultural enterprises and tourism organisations on the topics of cultural tourism, marketing and personnel.
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Keywords
Table of contents (4 chapters)
Authors and Affiliations
About the authors
Prof. Dr. Andrea Hausmann is a professor at the Institute for Cultural Management at the Ludwigsburg University of Education. She advises cultural enterprises and tourism organisations on the topics of cultural tourism, marketing and personnel.
Bibliographic Information
Book Title: Basic Guide to Cultural Tourism Marketing
Book Subtitle: Practice Cultural Management
Authors: Andrea Hausmann, Sarah Schuhbauer
Series Title: essentials
DOI: https://doi.org/10.1007/978-3-658-39974-0
Publisher: Springer Wiesbaden
eBook Packages: History, History (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2023
Softcover ISBN: 978-3-658-39973-3Published: 02 March 2023
eBook ISBN: 978-3-658-39974-0Published: 01 March 2023
Series ISSN: 2197-6708
Series E-ISSN: 2197-6716
Edition Number: 1
Number of Pages: V, 48
Number of Illustrations: 1 b/w illustrations
Topics: Cultural Management, Cultural Studies, Marketing, Non-Profit Organizations and Public Enterprises