Diplomarbeit, 2004
126 Seiten, Note: 1,7 (A-)
This diploma thesis aims to develop a marketing concept for the destination Kühlungsborn in Switzerland. The work analyzes the current state of the tourism industry in Kühlungsborn, examines the characteristics and needs of Swiss travelers, and proposes strategies to attract Swiss tourists to the region. The thesis considers both the natural and derived services supply of the destination and analyzes the Swiss source market in detail.
The first chapter introduces the problem definition, targets of the paper, and approach. The second chapter defines central terms, such as "destination" and "destination marketing," and explores the application of marketing concepts in tourism. The third chapter analyzes the tourism development in Kühlungsborn, including its history, current situation, and the natural and derived services supply of the destination. The fourth chapter focuses on the Swiss travelers, analyzing their demand side characteristics, travel behavior, and their journeys to Germany. The fifth chapter, which focuses on the marketing concept, analyzes the situation by examining the performance of Kühlungsborn and its competitors. The sixth chapter develops the marketing concept for the destination, including strategies for product, price, distribution, and promotion.
Key terms and topics include: tourism development, destination marketing, Kühlungsborn, Swiss travelers, source market analysis, marketing concept, product, price, distribution, promotion, competition analysis, and tourism infrastructure.
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