Trendanalyse im schweizerischen Destinationsmanagement - Gewichtung regionaler Einflüsse und Identifikation von Datenquellen für intelligentes Monitoring
Journal
St. Galler Schriften für Tourismus und Verkehr
Series
16
ISBN
978-3-503-24052-4
Type
book section
Date Issued
2025-04-07
Author(s)
Abstract
Swiss tourism, due to its international guest base, is particularly exposed to influences such as climate change, international conflicts, and rapid technological change. For the sustainable development of the industry at the destination level, it is therefore essential that the impact of trends can be assessed quickly and appropriate measures taken in a timely manner. Unfortunately, many of the established tourism indicators are often unsuitable for such early detection—partly due to limited availability, and partly due to lack of reliability. This creates a need to reliably quantify the relevance of trends for destinations and to monitor them by tapping into new data sources. This study addresses the need for such a data-driven trend analysis. Based on data from a series of workshops with Swiss Destination Management Organizations (DMOs), as well as interviews and a survey of 17 industry experts, the impact of current trends on the Swiss tourism market is evaluated. In addition, promising data sources are proposed for monitoring the most influential trends. The results thus contribute to the development of data-based management systems, which are necessary for the forward-looking control and strategic orientation of destinations.
Abstract (De)
Der schweizerische Tourismus ist dank seiner internationalen Gästebasis besonders Einflüssen wie dem Klimawandel, internationalen Konflikten und dem rapiden technologischen Wandel ausgesetzt. Für eine nachhaltige Entwicklung der Branche auf Destinationsebene ist es deshalb essenziell, dass die Auswirkung von Trends schnell abgeschätzt und passende Massnahmen rechtzeitig ergriffen werden können. Leider sind viele der etablierten Indikatoren im Tourismus für eine solche Früherkennung oft ungeeignet, teils aufgrund ihrer eingeschränkten Verfügbarkeit, teils aufgrund mangelnder Zuverlässigkeit. Deshalb besteht ein Bedarf, die Relevanz von Trends für Destinationen zuverlässig zu quantifizieren und mittels der Erschliessung von neuen Datenquellen zu überwachen. Die vorliegende Studie adressiert das Bedürfnis nach einer solchen datengetriebener Trendanalyse. Basierend auf den Daten einer Workshopreihe unter schweizerischen Destinationsmanagementorganisationen (DMOs) sowie Interviews und einer Umfrage unter 17 Branchenexpert:Innen, wird der Einfluss von aktuellen Trends auf den schweizerischen Tourismusmarkt eingestuft. Zusätzlich werden für die am stärksten gewichteten Trends vielversprechende Datenquellen zu deren Überwachung vorgeschlagen. Die Resultate leisten somit einen Beitrag zu der Entwicklung von datenbasierten Managementsystemen, welche für die zukunftsorientierte Steuerung und Ausrichtung von Destinationen notwendig sind.
Language
German
Keywords
Destinationsmanagement
Trendwatching
Hype Cycle
Datenstrategie
Resilienz
HSG Classification
contribution to scientific community
Refereed
No
Book title
Resilienz im alpinen Tourismus - Schweizer Jahrbuch für Tourismus 2024/2025
Publisher
Erich Schmid Verlag
Publisher place
Berlin
Start page
171
End page
196
Pages
26
Official URL
Division(s)
References
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