by Pietro Beritelli and Christian Laesser Please note: This contribution is an abstract of a paper in the recent “Jahrbuch der Schweizerischen Tourismuswirtschaft”. We will provide a full English version soon. Current approaches to destination marketing with the aim of "picking up/ attracting visitors" with the help of communication and sales promotion are under increasing … Continue reading “Picking up visitors” was yesterday – Myths in destination marketing must be demystified
More and more winter sports resorts are implementing dynamic pricing systems to strengthen their profitability. However, the dominant orientation towards demand-dependent sales maximization is not enough. Prices inhibit a large number of different properties, which should be integrated into pricing. And then there is another important ingredient missing from any “normal” dynamic pricing (in other … Continue reading Dynamic pricing in winter sports resorts: No trivial “exercise”
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!