Basic Guide to Cultural Tourism Marketing: Practice Cultural Management (essentials)

✍ Scribed by Andrea Hausmann, Sarah Schuhbauer

• Publisher: Springer
• Tongue: English
• Leaves: 53
• Category: Library

✦ Synopsis

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.

✦ Table of Contents

Contents
1: Introduction to Cultural Tourism Marketing
1.1 Concepts and characteristics
1.2 The marketing management process
2: Strategic decisions in Cultural Tourism Marketing
2.1 Setting marketing objectives
2.2 Choosing marketing strategies
2.2.1 Market Segmentation and Cultural Tourists Typology
2.2.2 Brands and branding
2.2.3 Innovation
2.2.4 Cooperation and networks
3: Operational Decisions in Cultural Tourism Marketing
3.1 The Marketing Mix
3.2 Services
3.3 Prices
3.4 Distribution
3.5 Communication
4: Implementation decisions: Organisation and People)
Literature