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Social Media Marketing im Tourismus

Social Media Marketing im Tourismus


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About the Book

Bachelorarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Fachhochschule Nordhausen, Sprache: Deutsch, Abstract: Social Media Marketing ist ein Thema, das in jeder Branche intensiv diskutiert wird.In der Praxis fällt es Marketing Entscheidern allerdings schwer, die Bedeu-tung von Social Media Marketing für ihr Unternehmen zu erkennen.Die Zunahme von Wettbewerbern, deren Leistungen sich immer weniger von den eigenen unter-scheiden, zwingt Unternehmen die Konsumenten in einer neuen Art anzuspre-chen, ihre eigenen Leistung in Vordergrund zu stellen und eine Beziehung zu den Konsumenten aufzubauen(vgl. Bruhn, 2010, S. 18).Social Media Marketing eignet sich für eine zunehmende Differenzierung zu anderen Unternehmen und für den intensiven Beziehungsaufbau zu den Konsumenten.Diese Arbeit beschäftigt sich mit dem Social Media Marketing seitens der touristischen Leistungsträger.Diese haben eine hohe Chance, durch positive Kommentare und emotionalen Komponente des Tourismus eine positive Imagewahrnehmung zu erreichen.Internet Nutzer verwenden Social Media Anwendungen zunehmend, um sich über touristische Leistungsträger zu informieren. Dadurch verschiebt sich die Kommunikation von einem Push-Prinzip zu einem Pull-Prinzip.Um an den Gesprächen teilzunehmen und wichtige Erkenntnisse für sich zu gewinnen, sollten touristische Leistungsträger Social Media Marketing betreiben.Eine wichtige Social Media Anwendung spielt das soziale Netzwerk Facebook.Touristische Leistungsträger wissen in der Praxis nicht, wie sie an das Thema Social Media Marketing herangehen sollen. Der Einsatz von Social Media Marketing in der Touristik-Branche wird in folgen-den Schritten dargestellt: Zuerst vermittelt eine Einführung zu Social Media Grundkenntnisse, Einordnung in das Marketing, Strukturierung und Nutzung von Socia Media Anwendungen. Anschließend wird der Tourismusmarkt, die Bedeu-tung von Social Media Anwendungen für die Touristik und die Bedeutung von Facebook hierbei


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Product Details
  • ISBN-13: 9783656241676
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 154 gr
  • ISBN-10: 3656241678
  • Publisher Date: 25 Jul 2012
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Sub Title: Eine Betrachtung am Beispiel von Facebook
  • Width: 148 mm


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