Franchising als zukunftsgerichtete Unternehmens- und Vertriebsstrategie im Tourismus

Name: Franchising als zukunftsgerichtete Unternehmens- und Vertriebsstrategie im Tourismus
Brand: Atlantic Books
SKU: 9783656372325
Price: 5068.0 INR
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by Sabrina Müller

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ISBN13: 9783656372325
Binding: Paperback
Subject: N/A
Publisher: Grin Verlag
Publisher Imprint: Grin Verlag
Publication Date: February 17, 2013
Pages: 64
Original Price: USD 60.5
Language: German
Edition: N/A
Item Weight: 96 grams
BISAC Subject(s): Maps & Road Atlases

About The Book

Studienarbeit aus dem Jahr 2012 im Fachbereich Tourismus - Sonstiges, Note: 1,0, Fachhochschule Erfurt, Sprache: Deutsch, Abstract: Das Franchising als Form der Distributionspolitik gewinnt seit seiner Entstehung Mitte der fünfziger Jahre zunehmend an Bedeutung. Da die Entwicklung der Wirtschaft zu immer grö eren Einheiten tendiert, Marktlücken und Marktnischen oft verborgen bleiben, bietet das Franchising Unternehmensgründern die Möglichkeit, ein bereits erfolgreiches und erprobtes Konzept zu übernehmen und so die üblichen Risiken bei einem Start in die Selbständigkeit zu reduzieren. Auch in Deutschland hat sich das Franchising als zukunftsgerichtete Unternehmens- und Vertriebsstrategie einen Namen gemacht. Franchise Systeme finden sich heute in jeder Branche, hauptsächlich im Dienstleistungsbereich. Laut dem Deutschen Franchise Verband e.V. stammen 46% der Franchise-Systeme aus dem Dienstleistungsbereich, 32% aus dem Handel, 15% aus dem Gastgewerbe und 7% aus dem Handwerk. Gerade im touristischen Bereich gewinnt Franchising zunehmend an Bedeutung. Das Vertriebssystem der Reiseveranstalter basiert heute vor allem auf dem stationären Reisebürovertrieb d.h. über eigene Filialsysteme oder fremde Reisebüros, die auf verschiedene Weise (z.B. durch Franchising, Agenturvertrag oder lose Zusammenarbeit) an den Veranstalter gebunden sind. Durch Konzentrationsprozesse wurde dabei die Vertriebsstruktur in der Tourismusbranche grundlegend verändert. Der Anteil der in der Mitte der 1990er Jahre noch dominierenden, traditionellen, inhabergeführten Einzelreisebüros, die nicht an Reisebüroketten oder Kooperationen angeschlossen sind, ging erheblich zurück. Reiseveranstalter und Handelskonzerne begannen zunächst damit, Reisebüros aufzukaufen bzw. in ihren schon bestehenden Kaufhäusern einzurichten und damit den unabhängigen Reisebüros Konkurrenz zu machen. Die Konzentration auf dem Reisemittlermarkt beschleunigte sich durch die Zusammenschlüsse selbstständiger Reisebüros zu Ketten,

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