The Potential of Cross-Marketing for the Destination Management Organizations of New York City and New York State

Inhaltsverzeichnis (Table of Contents)

• New York more than a city that never sleeps.
  • Problem situation
  • Purpose and conception of the thesis
• Basics and differentiation
  • City-Marketing
  • Destination Management
  • Cross-Marketing
• Typology of tourism types
  • City tourism
    • Definition
    • Customer type
    • Trends
  • Nature tourism
    • Definition
    • Customer type
    • Trends
• Destination New York City
  • Visitor statistics development and tourist characteristics
  • New York City Marketing
  • Image
• Destination New York State
  • Visitor statistics development and tourist characteristics
  • New York State Marketing
  • Image
• Empirical ascertainment of the customer perception
  • Character and objective of the customer survey
  • Results of the census
  • Analysis of results
• Cross-Marketing both destinations
  • Interfaces of New York City and State Marketing
  • Possible synergy effects
    • Cross-Advertising and Cross-Referencing as part of the communication policy
    • Cross-Selling as part of the distribution policy
• Assessment of the formulated hypothesis and recommendation of action
• Conclusion and future prospect

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis examines the tourism destinations of New York City and New York State for the German market. The primary objective is to explore the potential for achieving positive synergy effects for both destinations through Cross-Marketing. The thesis will analyze whether different tourist types can be interested in visiting both destinations.

• The potential of cross-marketing for New York City and New York State.
• The characteristics and motivations of German tourists visiting the United States.
• The interplay between city tourism and nature tourism in the context of New York.
• The potential benefits of collaborating on marketing efforts for both destinations.
• The feasibility and effectiveness of cross-marketing strategies for attracting German tourists.

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: New York more than a city that never sleeps: The chapter introduces the thesis's context, focusing on New York City's popularity among German tourists despite the financial crisis. It highlights the growth of shopping tourism and the importance of tourism for the city's economy. The chapter then contrasts New York City's tourism boom with New York State's relatively lower visitor numbers, leading to the thesis's central question: can the State benefit from the City's popularity?
• Chapter 2: Basics and differentiation: This chapter provides essential definitions for key concepts relevant to the thesis, including City-Marketing, Destination Management, and Cross-Marketing. This sets the foundation for understanding the theoretical framework within which the research will be conducted.
• Chapter 3: Typology of tourism types: This chapter delves into the different types of tourism relevant to the thesis, focusing on city tourism and nature tourism. It defines each type, identifies the typical customer profile, and analyzes current trends within each sector.
• Chapter 4: Destination New York City: This chapter provides a comprehensive overview of New York City as a tourism destination, focusing on visitor statistics, tourist characteristics, and marketing strategies. It explores the city's image and its efforts to attract tourists from around the globe.
• Chapter 5: Destination New York State: Similar to Chapter 4, this chapter focuses on New York State as a tourism destination. It explores visitor statistics, tourist characteristics, and marketing strategies, highlighting the State's image and its efforts to attract tourists.
• Chapter 6: Empirical ascertainment of the customer perception: This chapter delves into the research methodology employed in the thesis. It explains the character and objectives of the customer survey conducted to gather empirical data regarding German tourists' perception of New York City and New York State. It further presents and analyzes the results of the survey.
• Chapter 7: Cross-Marketing both destinations: The chapter explores potential interfaces between the marketing efforts of New York City and New York State. It examines possible synergy effects that can be achieved through cross-marketing strategies, highlighting the potential for cross-advertising, cross-referencing, and cross-selling.

Schlüsselwörter (Keywords)

This thesis explores the potential of cross-marketing for the tourism destinations of New York City and New York State, focusing on the German market. Key themes include tourism marketing, destination management, cross-marketing strategies, city tourism, nature tourism, visitor statistics, customer perception, and synergy effects. The study aims to identify opportunities for collaboration between the city and state to enhance their appeal to German tourists.