Marketing Efficiency in Tourism

Coping with Volatile Demand

Edited by Professor Dr. Peter Keller Professor Dr. Thomas Bieger

With Contributions by Seppo Aho Dr. Pietro Beritelli Dr. Philipp E. Boksberger Ed Brooker Professor Dr. Richard Butler Silvia Canali Brandon Chan Dr. Manuela De Carlo Elisabeth Fischer Professor Dr. Frank M. Go Wolfgang Haider Barbara Hlzl Dr. Phuthamadee Katawandee Professor Dr. Peter Keller Professor Dr. Raija Komppula Professor Dr. Christian Laesser Arja Lemmetyinen Dr. Jamie Murphy Dr. Claude Origet du Cluzeau Professor Dr. Harald Pechlaner Arvo Peltonen Professor Dr. Mike Peters Dr. Frieda Raich Jennifer Reilly Miriam Scaglione Roland Schegg Professor Dr. Egon Smeral Professor Dr. Karl Socher Ulf Sonntag Dr. Tomasz Studzieniecki Reima Suomi Anja Tuohino Professor Dr. Lindsay Turner Dr. Chau Jo Vu Professor Dr. Klaus Weiermair Fabian Widmann Professor Dr. Peter Williams Professor Dr. Stephen F. Witt Michael Wger

E R I C H S C H M I DT VERLAG

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Table of contents

Peter Keller Introduction .......................................................................................................... Section 1: Volatile demand and recovery marketing

Richard Butler Volatile demand for tourism? - We can only market efficiently to what we know, rather than to what we imagine ................................................................. 13 Ulf Sonntag "Volatile" tourism consumer = Stable tourism market? - Market research results on the demand side of the German holiday market .................................. 23 Lindsay Turner, Chau Jo Vu, Stephen F. Witt Recovery marketing after tourism shocks............................................................ 35 Section 2: Proliferation of destinations and need for branding Ed Brooker, Frank M. Go The relationship between branding and innovation: The SMTE perspective ...... 53 Mike Peters, Klaus Weiermair, Phunthumadee Katawandee Strategic brand management of tourism destinations: Creating emotions and meaningful intangibles ......................................................................................... 65 Peter Williams, Jennifer Reilly, Wolfgang Haider Destination branding and skier environmental attitudes...................................... 81

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Section 3: Pricing in conditions of global competition Philipp E. Boksberger, Brandon Chan Customer value based pricing in tourism and hospitality - Peninsula Bankok's conceptual approach .............................................................................................

95

Frieda Raich, Harald Pechlaner, Barbara Hlzl Price satisfaction in the hotel industry ................................................................. 107 Section 4: Higher customer value and IT based distribution channels Arja Lemmetyinen, Reima Suomi Cooperation of small enterprises in a web-based tourism network - case of the Old Mail Road in Finland, Aland and Sweden .............................................. 119 Miriam Scaglione, Roland Schegg, Jamie Murphy Investigating website performance in Valais' hospitality industry ...................... 131 Section 5: Methods to increase marketing management efficiency Pietro Beritelli, Christian Laesser, Fabian Widmann Making sense of destination promotion - On the impact of promotional measures on overnight stays and income from tourism ....................................... 145 Raija Komppula, Anja Tuohino, Arvo Peltonen, Seppo Aho Does image-research contribute to operative marketing planning; case Finland.......................................................................................................... 159 Arja Lemmetyinen, Frank M. Go, Ed Brooker Integrated marketing efficiency through co-innovation process - tools for managing the destination marketing organization ............................................... 173 Egon Smeral, Michael Wger Improving marketing efficiency through the implementation of advanced forecasting methods: a short-term approach ........................................................ 183 Karl Socher The contribution of the State to more efficient and effective marketing ............. 193

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Section 6: Advantages of integrated promotion of places Manuela De Carlo, Silvia Canali Destination strategy and firm strategy: the overlooked link ................................ 205 Claude Origet du Cluzeau Volatile tourism demand in European cities and role of local populations ......... 219 Harald Pechlaner, Elisabeth Fischer, Frank M. Go Identity-creating values as a basis for the integrated promotion?The case of Ingolstadt - AUDI AG Partnership ................................................... 231 Tomasz Studzieniecki Tourism marketing in transborder regions ........................................................... 243

List of authors....................................................................................................... 255

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