Developing marketing strategies for tourism destinations in peripheral areas of Europe: the case of Bornholm

Ann Hartl

Developing marketing strategies for tourism destinations in peripheral areas of Europe: the case of Bornholm

Bidragets oversatte titel: Udviklende marketing strategier for turisme destinationer i perifere områder i Europa med Bornholm som case

Ann Hartl

Bournemouth University

Publikation: Bog/antologi/rapport/Ph.d. afhandling › Bog › Forskning

Abstract

Rapporten fokuserer på samarbejdsrelationer og strukturer på turismedestinationer i udkantsområder med Bornholm som eksempel. Undersøgelsen fokuserer på den ene side på den teoretiske tilgang, hvordan marketingteorien kan understøtte udvikling af slagkraftige strategier for den fortsatte udvikling af en turismedestination, på den anden side gives der en omfattende analyse af Bornholm som turismedestination igennem tiderne med særlig fokus på årene 1996-2002; herunder et indblik i turisternes anskuelse af Bornholm som destination og erhvervets fremstilling af Bornholm i markedsføringsøjemed, samt en analyse af markedsføringsselskabet Destination Bornholm.
Rapporten konkluderer, at etableringen af Destination Bornholm har været et stort aktivt for udviklingen af den bornholmske turisme, men at der skal ske en fortsat udvikling af Destinationens kommunikationsstrategi over for det bornholmske turismeerhverv for at øge effekten af indsatsen. Rapporten påviser desuden, at der er behov for en fortløbende overvågning af turisternes adfærd mens de er på Bornholm sammenholdt med en generel markedsudvikling.

Relation til regionale fokusområder
1) Innovation, videndeling og videnopbygning.
Der er behov for at imødekomme ændrede rejsemønstre i forhold til eksisterende og nye markeder. For at sikre en innovativ udvikling af det bornholmske turismeerhverv er det nødvendigt at skabe øget viden om nye markedsmuligheder og markedsudviklingen generelt for hurtigt at kunne agere.

2) Vækst og udvikling i turismeerhvervet.
Rapporten påpeger problemer omkring adgangsmuligheder til Bornholm bl.a. fordi færgeselskabet ikke opfatter sig selv som en virksomhed inden for turismeerhvervet. Desuden er der kommunikationsproblemer omkring netværkssamarbejder som viser sig at være en hindring i væksten inden for turismen på Bornholm. Der er således behov for fortsat øget samarbejde blandt aktørene. Fleksibiliteten skal øges, bl.a. på baggrund af øget viden og vidende-ling og forståelse for begrebet ’co-opetition’, dvs. samarbejde på visse tidspunkter og indbyrdes konkurrence på andre.

Bidragets oversatte titel	Udviklende marketing strategier for turisme destinationer i perifere områder i Europa med Bornholm som case
Originalsprog	Engelsk

Udgivelsessted	Bornholm
Forlag	Center for Regional og Turismeforskning
Antal sider	216
ISBN (Trykt)	8790881893
Status	Udgivet - 2003

Emneord

markedsføring
coopetition
destinationer
interessenter
samarbejdsrelationer
strategier
turisme

Adgang til dokumentet

http://www.crt.dk/media/55986/developing_marketing_strategies_annhartl_phd.pdf

Citationsformater

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abstract = "This thesis concentrates on the subject of destination marketing with a specific focus on the process of developing strategies through a Destination Marketing Organisation (DMO) for a peripheral area, illustrated by a case study from the Danish island of Bornholm. It investigates the theoretical foundations for destination marketing, concluding that there should be a shift in focus from general marketing theory to a broader application of organisational theories and associated fields, enabling the DMO to improve performance. The specific conditions for and structures of peripheral areas indicate that the process in these areas should be adapted to the circumstances generally experienced there. Specifically the predominant occurrence of lifestyle businesses in peripheral areas, either as micro-businesses or SMEs, which plan on a short-term basis, needs to be included in the strategic planning process by viewing them as cooperative customers. Thus the DMO needs to apply the principles of marketing to the development process of the strategy itself, and therefore to view the strategic plan as a product of the DMO, which needs to be marketed. The theoretical analysis shows that DMOs cannot control all of the components of the marketing mix, but they can cooperate with the providers of the destination mix and incite coopetition for the benefit of visitors. The case study portrays the DMO at a mature cold-water resort in a European peripheral area; it also illustrates the general development of tourism to the island and the impact of this development on the organisational structure of the tourism industry. It is assumed that the findings are transferable to other destinations that operate under similar conditions.",

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Developing marketing strategies for tourism destinations in peripheral areas of Europe: the case of Bornholm

Abstract

Emneord

Adgang til dokumentet

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Citationsformater