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Erfolg durch integratives Öko-Marketing

Erfolg durch integratives Öko-Marketing


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About the Book

Inhaltsangabe: Einleitung: Der Urlaub ist für Menschen eine wichtige Zeit im Jahr. Er dient der Steigerung des individuellen Lebensgenusses. Dieser Lebensgenuss drückt sich für 58 % der Urlauber in Urlaubsmotiven, wie „Gesundheit/Umwelt/Natur", aus. Weitere 56 % nennen „Ruhe finden" als Urlaubsmotiv. Intakte Umwelt und Natur sind demnach bei Urlaubsnachfragern ein bedeutsames und seit Jahrzehnten wachsendes Reisemotiv. Gleichzeitig stellen aber, unter anderen, Erholungssuchende und Touristen eine große Gefahr für die lokale Naturvielfalt dar. Ruhestörungen und lokale, wie globale, Umweltbelastungen sind daher negative Begleiterscheinungen des Tourismus und Gefahren für die Erlebnis- und Erholungsqualität der Urlaubsregion. Aus der Diskrepanz zwischen dem Wunsch nach „natürlichem" Lebensgenuss im Urlaub und lokalen Umweltbelastungen könnte sich ein umwelt- und naturorientiertes Nachfragepotential im Tourismus ergeben. Der ökologische Nutzen würde den Urlaubern etwa „gesunde Luft", „intakte Umwelt", oder „reichhaltige Kulturlandschaft" garantieren. Die sich daraus ergebenden Qualitäten werden bereits heute, beispielsweise als „BEWUSSTerLEBEN", „Natur & Leben" oder „Mythos Berg", Touristen zielgruppenorientiert als Leitbilder vermittelt und kommuniziert. Dadurch kann sich die ökologische Urlaubsregion profilieren. Die positive Integration von Umwelt- und Naturschutz in das Leitbild der Urlaubsregion ist Aufgabe des strategischen und operativen Öko-Marketings einer ökologischen Urlaubsregion. Durch diese Maßnahmen wird sowohl Umwelt und Natur geschützt, als auch die Wettbewerbsposition der Urlaubsregion gestärkt. Neben diesen Öko-Marketingmaßnahmen wird das integrative Öko-Marketing in der deutschen Tourismusbranche um das transformative Öko-Marketing ergänzt. Dies geschieht momentan durch eine staatlich unterstützte Dachmarke für umweltfreundlichen Tourismus in Deutschland („Viabono"). Umweltfreundliche Urlaubsregionen können von der Dachmarke „Viabono" das Markenzei


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Product Details
  • ISBN-13: 9783838659008
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 240 gr
  • ISBN-10: 3838659007
  • Publisher Date: 03 Oct 2002
  • Height: 210 mm
  • No of Pages: 136
  • Series Title: German
  • Sub Title: Aufgezeigt anhand der mitteleuropäischen Tourismusbranche
  • Width: 148 mm


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