The WEF Tourism Competitiveness Report: Measuring the non-Measurable?!

This article discusses the Travel and Tourism Competitiveness Index of the World Economic Forum in the context of existing research on this topic as well as from a methodological perspective. A positive ranking can be achieved when ranking the tourist competitiveness of individual countries, however, a critical examination of the procedure is appropriate. Main criticisms … Continue reading The WEF Tourism Competitiveness Report: Measuring the non-Measurable?!

Switzerland constitutes a very good reason for Chinese people to travel to Europe – but the competition is intense

  Switzerland contributes a great deal to the attractiveness of Europe as a destination for Chinese people. But the number of easily accessible destinations – e.g. due to the abolition of visas, visa facilitation, and better air links - is rapidly increasing for Chinese tourists worldwide. In the competition for their holiday budgets, Europe and … Continue reading Switzerland constitutes a very good reason for Chinese people to travel to Europe – but the competition is intense

Destination branding: It is time to surrender in ​dignity to the impossibility of this task!

Destination branding is one of the key instruments in destination marketing. The article shows that we should end the dance around this golden calf sooner than later. Only a few are claiming that branding is not one of the key instruments in destination marketing. A destination must be positioned in the market, and guests should … Continue reading Destination branding: It is time to surrender in ​dignity to the impossibility of this task!

Local suppliers in the world of global sales platforms: David vs. Goliath?

Hotels, in particular, holiday hotels, are challenged by the dominance of global booking platforms. As shown in the following remarks, it is worthwhile to pause and take a look at the sales and distribution as a whole.   Booking platforms have become a globally dominant sales channel within a very short time. Hardly any provider … Continue reading Local suppliers in the world of global sales platforms: David vs. Goliath?