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Tourismus 2.0: Chancen und Herausforderungen des Online Tourismus im Web 2.0 by Springfeld, Claudia

Tourismus 2.0: Chancen und Herausforderungen des Online Tourismus im Web 2.0

by Claudia Springfeld
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Book cover type: Paperback
  • ISBN13: 9783836674829
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplomica Verlag
  • Publisher Imprint: Diplomica Verlag
  • Publication Date:
  • Pages: 128
  • Original Price: USD 69.9
  • Language: German
  • Edition: N/A
  • Item Weight: 164 grams
  • BISAC Subject(s): Marketing / General

Die Geschichte der Menschheit offenbart sich in den Biografien ihrer wichtigsten Vertreter, zumindest bisher. Seit 1927 ernennt das US-amerikanische Nachrichtenmagazin TIME jedes Jahr die "Person des Jahres", die nach Ansicht der Jury die Welt im jeweiligen Jahr ma geblich verändert oder bewegt hat. Nach beispielsweise Roosevelt, Adenauer, Churchill und Johannes Paul II. kürte die Redaktion im Jahr 2006 nicht wie üblich eine einzelne Person, sondern verlieh den Preis seinen Lesern: "YOU". Das ehemalige Abruf-Medium Internet hat sich heute zum Interaktions-Medium entwickelt, bei dem der Nutzer von seiner passiven Konsumenten Position in eine neue aktive Rolle geschlüpft ist. Als "Prosument" bringt er sich selbst mit eigenen Kommentaren, Beiträgen, Videos oder Fotos in die Online Gespräche ein und beeinflusst diese damit auch direkt. Dieser Paradigmenwechsel wird heute oft mit dem Schlagwort "Web 2.0" bezeichnet. Diese Entwicklung stellt auch die Online Tourismusbranche vor neue Herausforderungen. Entlang der touristischen Wertschöpfungskette entstehen täglich neue Web 2.0 Services und Anwendungen. Reisende tauschen im Web Erfahrungen und Erlebnisse aus und werden so immer informierter, organisierter und anspruchsvoller. Um den Kampf um die Kunden heute noch gewinnen zu können, müssen Tourismusanbieter auf diese Evolution des Online Tourismus reagieren, die entstehenden Vorteile clever nutzen und neue, kreative und an die Veränderungen angepasste Kommunikationskonzepte entwickeln. Dieses Buch erläutert die Chancen und Herausforderungen, die sich durch die technische und soziale Weiterentwicklung des Internets zum Web 2.0 für die deutsche Tourismusbranche ergeben, analysiert die Relevanz von interaktiven, nutzergenerierten Web 2.0 Services für den Online Tourismus und weist Wege auf, wie Tourismusanbieter von den neuen Potentialen profitieren und eventuell entstandene Risiken minimieren können.

Claudia Springfeld, geboren 1982 in Meerane, ist seit dem Abschluss Ihres International Business Studiums mit Schwerpunkt Marketing im Online-Tourismus-Marketing tätig und hat bereits mehrere Tourismus-2.0-Präsenzen aufgebaut. 2008 hat sie ein durch den DDV gefördertes Aufbaustudium an der dda zur "Fachwirtin Online Marketing BVDW" erfolgreich abgeschlossen.

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