Basic Guide to Cultural Tourism Marketing: Practice Cultural Management (Paperback) (ISBN-13: 9783658399733)

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.

Author: Andrea Hausmann, Sarah Schuhbauer
ISBN-10: 3658399732
ISBN-13: 9783658399733
Publisher: Springer
Language: English
Published: 03/02/2023
Pages: 48
Format: Paperback
Weight: 0.19lbs
Size: 8.27h x 5.83w x 0.13d