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Christian Laesser
Title
Prof. Dr.
Last Name
Laesser
First name
Christian
Email
christian.laesser@unisg.ch
Phone
+41 71 224 25 25
Homepage
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PublicationInformation behaviour of the VFR market - The case of SwitzerlandThe paper studies the information sourcing behaviour of the VFR (visit friends and relatives) market, as compared to all other leisure travel (i.e. not motivated or characterized by the wish to visit friends and relatives), emphasizing on the use of the WWW. The research is based on the case of Switzerland, which is not only a relevant example in terms of its degree of travel market maturity but also in terms of its internationality. Based on hypotheses, tested by means of independent samples t-tests, the study reveals that hosts are traded in as (non-commercial) information sources at disfavour of all other (commercial) sources except the WWW as soon as there is interest in getting to know a destination. Concluding from the results, destinations have to embrace managerial and technical means to include their residents in destination marketing in general and in electronic marketing in particular.Type: conference paper
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PublicationType: conference paper