LEADER 04092nam 22006255 450 001 9910678264203321 005 20230811003546.0 010 $a3-658-39974-0 024 7 $a10.1007/978-3-658-39974-0 035 $a(MiAaPQ)EBC7208121 035 $a(Au-PeEL)EBL7208121 035 $a(CKB)26189267600041 035 $a(DE-He213)978-3-658-39974-0 035 $a(EXLCZ)9926189267600041 100 $a20230301d2023 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aBasic Guide to Cultural Tourism Marketing $ePractice Cultural Management /$fby Andrea Hausmann, Sarah Schuhbauer 205 $a1st ed. 2023. 210 1$aWiesbaden :$cSpringer Fachmedien Wiesbaden :$cImprint: Springer,$d2023. 215 $a1 online resource (53 pages) 225 1 $aessentials,$x2197-6716 311 08$aPrint version: Hausmann, Andrea Basic Guide to Cultural Tourism Marketing Wiesbaden : Springer Fachmedien Wiesbaden GmbH,c2023 9783658399733 327 $aConcept, characteristics and planning process of cultural tourism marketing -- Marketing strategies: segmentation, branding, digitalization and collaborations -- Marketing mix in cultural tourism marketing -- Role of staff in service quality. 330 $aThis essential explains the most important decisions to be made in the practice of cultural tourism marketing. After an introduction to the term and the central characteristics, the most important activities in the planning process of cultural tourism marketing are presented. Building on this, Andrea Hausmann and Sarah Schuhbauer describe marketing strategies that are particularly relevant in cultural tourism practice. These include dealing with relevant types of demand (segmentation), brand management (branding), the realisation of innovations (digitisation) and the behaviour towards the competition (cooperation and networks). In a next step, typical key aspects in the marketing mix of cultural tourism service providers are examined. Finally, the importance of staff for the quality of experience of tourism demand is elaborated. The Content, Term, characteristics and planning process of cultural tourism marketing Marketing strategies: segmentation, branding, innovation (digitisation) and cooperation/networks Marketing mix in cultural tourism Role of staff in service quality The target groups · Cultural institutions, cultural administrations, tourism organisations, other service providers · Lecturers and students of cultural management, tourism and business administration The authors Prof. Dr. Andrea Hausmann is a professor at the Institute for Cultural Management at the Ludwigsburg University of Education. She advises cultural institutions and tourism organisations on the topics of cultural tourism, cultural marketing and leadership. Sarah Schuhbauer, M.A., is research associate at the Institute for Cultural Management at the Ludwigsburg University of Education. Her work focuses on cultural tourism, cultural marketing and empirical research methods. 410 0$aessentials,$x2197-6716 606 $aCultural property$xProtection 606 $aCulture$xStudy and teaching 606 $aMarketing 606 $aNonprofit organizations 606 $aCultural Resource Management 606 $aCultural Studies 606 $aMarketing 606 $aNon-Profit Organizations and Public Enterprises 615 0$aCultural property$xProtection. 615 0$aCulture$xStudy and teaching. 615 0$aMarketing. 615 0$aNonprofit organizations. 615 14$aCultural Resource Management. 615 24$aCultural Studies. 615 24$aMarketing. 615 24$aNon-Profit Organizations and Public Enterprises. 676 $a338.4791 700 $aHausmann$b Andrea$01345269 702 $aSchuhbauer$b Sarah 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910678264203321 996 $aBasic Guide to Cultural Tourism Marketing$93070725 997 $aUNINA