Wettbewerbsfähige Strukturen und Aufgabenteilung im Bündner Tourismus
Type
applied research project
Start Date
01 June 2005
End Date
31 July 2006
Status
completed
Keywords
Graubünden
Tourismus
Tourismusstrukturen
Wettbewerbsfähigkeit
Description
Der Bündner Tourismus hat Marktanteile verloren, die Entwicklung der Bündner Wirtschaft ist durch den Verlust an Wettbewerbsfähigkeit ihrer Hauptindustrie im interkantonalen Vergleich ins Hintertreffen geraten. Nur tief greifende strukturelle Reformen ermöglichen es, an Wettbewerbsdynamik zurück zu gewinnen. Der vorliegende Bericht analysiert die bestehenden Tourismusstrukturen mit einem Fokus auf die Tourismusorganisationen. Ziel ist es, durch institutionelle Reformen die Strukturen und Aufgabenteilung im Bündner Tourismus zu verbessern, um die Wettbewerbsfähigkeit zu erhöhen.
Leader contributor(s)
Weinert, Robert
Partner(s)
Trachsel, Hansjörg: Regierungsrat, Vorsteher Departement des Innern und der Volkswirtschaft
Arpagaus, Euger: Vorsteher Amt für Wirtschaft und Tourismus
Bieger, Thomas: Professor Universität St. Gallen, IDT-HSG
Federspiel, Olivier: Direktor Graubünden Ferien
Laesser, Christian: Professor Universität St. Gallen, IDT-HSG
Ryffel, Beat: Departementssekretär Departement des Innern und der Volkswirtschaft
Scherrieb, Heinz Rico: Professor HTW Chur, Leiter ITF
Funder(s)
Topic(s)
Feststellung der IST-Situation
Feststellung des Strukturwandlungsbedarfs
Ausarbeitung möglicher Stossrichtungen
Method(s)
Workshops
Experteninterviews
Quantitative Kundenbefragung
Range
HSG Internal
Range (De)
HSG Intern
Principal
Amt für Wirtschaft und Tourismus St. Gallen
Division(s)
Eprints ID
21186

Filters

Reset filters

Settings
Now showing 1 - 1 of 1
No Thumbnail Available
Publication

Making sense of destination promotion - On the impact of promotional measures on overnight stays and income from tourism

2006-08-28 , Beritelli, Pietro , Laesser, Christian , Widmann, Fabian , Keller, Peter

This paper studies the effectiveness of promotional measures. For that the relations are investigated between the composition of promotion in terms of content and a number of potential success indicators, such as of overnight stays and its composition (domestic vs. international) as well as federal tax revenue in a destination. The results reveal the following: (1) The decision on how to use promotional surface (in print products) is basically made between visuals and informational text (not emotional text), either including information about other than typical touristy suppliers or not. (2) This separation however does not significantly explain differences with regard to the success indicators and their recent changes. (3) In con-trast, it is information about supra structures as well as emotional text, but not visuals, which is strongly associated with positive overnight stays and tax income development. Additionally, a small number of non-generic products such as MICE (meetings, incentives, convention, events, which normally are produced for a specific target group) also contribute to a positive demand and income development. The conclusions drawn from these results include the following: (1) invest in MICE products, (2) communicate less by non-informational visuals but rather by more emotional-informational text, (3) assume that a majority of travelers is familiar with what to expect in general but less what to expect in particular.

View