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"Best Ager" im Tourismus. Merkmale und Marketing by Holtz, Bettina

"Best Ager" im Tourismus. Merkmale und Marketing

by Bettina Holtz
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Book cover type: Paperback
  • ISBN13: 9783640283248
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 176
  • Original Price: USD 74.5
  • Language: German
  • Edition: N/A
  • Item Weight: 236 grams
  • BISAC Subject(s): Maps & Road Atlases

Diplomarbeit aus dem Jahr 2006 im Fachbereich Tourismus - Sonstiges, Note: 1,0, Universität Rostock (Institut für Transport/ Logistik/ Tourismus), Sprache: Deutsch, Abstract: Im Zusammenhang mit der fortschreitenden Freizeitorientierung und hohen Nachfrage nach touristischen Leistungen herrscht seit Jahren ein starker Wettbewerb im Tourismusmarkt. Es sind stagnierende und teilweise auch rückläufige Tendenzen in einigen deutschen Tourismusgebieten zu verzeichnen. Dies ist neben der Sättigung des Marktes auf weitgehend austauschbare und undifferenzierte Reiseangebote zurückzuführen. Vor dem Hintergrund gestiegener Anspruchniveaus deutscher Touristen und zunehmend heterogener Urlaubswünsche stellt die differenzierte und zielgruppenspezifische Ausrichtung des touristischen Marketings eine Möglichkeit der wettbewerbsorientierten Profilierung touristischer Anbieter dar. Zudem wird mit Blick auf die demographische Entwicklung in Deutschland nicht nur eine schrumpfende sondern auch eine alternde Bevölkerung erkennbar. Zukünftiges Wachstum ist nur noch in der Bevölkerung über 50 Jahre zu erwarten. Für touristische Leistungsanbieter sowie Destinationen bietet sich hier ein wichtiger Wachstumsmarkt. In diesem Zusammenhang erscheint in jüngster Zeit mehrfach der Marketingbegriff "Best Ager", der ein potenzielles Nachfragesegment innerhalb dieses Wachstumsmarktes zu umschreiben versucht. Eine nur geringe Zahl unterschiedlicher Definitionsansätzen lässt jedoch erkennen, dass hier noch eine wenig erschlossene Zielgruppe existiert. Ziel der vorliegenden Arbeit ist es, das Nachfragesegment "Best Ager" in Deutschland mit Hilfe der Methoden der Marketinglehre vom Gesamtmarkt der über 50-Jährigen abzugrenzen und unter soziodemographischen, psychographischen und verhaltensorientierten Aspekten zu untersuchen. Im Besonderen werden Merkmale zum Reiseverhalten herausgearbeitet. Darüber hinaus werden die gewonnen Erkenntnisse genutzt, um eine touristische Marketing-Konzeption zu entwic

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