Distributionspolitik in der Hotellerie: Eine kritische Analyse der Möglichkeiten des Online- und Offlinevertriebs
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Studienarbeit aus dem Jahr 2019 im Fachbereich Tourismus - Hotelfach / Gaststättengewerbe, Note: 1,7, Sprache: Deutsch, Abstract: Die Distributions- bzw. Vertriebspolitik hat die Aufgabe, eine möglichst optimale Verbindung zwischen Gast und Hotel zu gewährleisten und hat aufgrund des Wandels vom Verkäufer- zum Käufermarkt, der durch eine hohe Wettbewerbsintensität gekennzeichnet ist, in den letzten Jahrzehnten stark an Bedeutung gewonnen. Das Distributionssystem bildet heute ein zentrales Erfolgspotential in der Hotellerie und die Entscheidungen über die Gestaltung der Absatzkanäle ist von strategischer Relevanz, da der zukünftige Erfolg aber auch die unternehmerische Freiheit von der Effizienz der gewählten Distributionssysteme abhängig ist. Die schnelle und sich stetig verändernde Verbreitung des Internets hat nicht nur den Gast in seinem Konsumverhalten verändert, sondern stellt auch die Hotellerie vor Herausforderungen in informations- und buchungstechnischer Hinsicht. Im Folgenden werden nach einer Betrachtung der Entwicklung der Distributionskanäle auf dem deutschen Hotelmarkt, die Aufgaben und Ziele der Vertriebspolitik beschrieben und anschlie end ausgewählte Offline und Online Distributionskanäle mit ihrem Nutzen und Möglichkeiten aufgezeigt. In der kritischen Würdigung werden die Tendenzen der Distributionskanäle überprüft und ein Ausblick auf eine zukünftige Vertriebsstrategie dargestellt.
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