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Entwicklung eines Marketingkonzeptes für das touristische Sportangebot E-Biking am Beispiel der Kur- und Bäderstadt Bad Wildbad (German Edition) Pdf

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Bachelorarbeit aus dem Jahr 2011 im Fachbereich BWL – Advertising, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Observe: 2,zero, AKAD-Fachhochschule Pinneberg (ehem. Rendsburg), Sprache: Deutsch, Summary: In Bad Wildbad wurde das Sport- und Freizeitangebot lange Zeit nicht mehr zukunftsorientiert und zielgruppengerecht verändert oder verbessert. Deswegen hatte sich der Anreiz, die idyllische Stadt im engen Tal der Enz zu besuchen, drastisch reduziert. Um die rückläufigen Übernachtungszahlen aufzufangen, hat die Stadt neue Sport- und Freizeitangebote geschaffen. Dabei erschien es wichtig, die Klientel der Kurstadt zu erhalten und neue Zielgruppen zu erschließen sowie neue Wege im Tourismus zu begehen. Um sich effektiv von anderen Urlaubsdestinationen differenzieren zu können, struggle es zum einen essentiell, sich über die eigenen Stärken und Attraktionen im Klaren zu sein, zum anderen notwendig, attraktive Zielgruppen zu identifizieren, für die die gegebenen Besonderheiten besonders ansprechend sind. Auf Foundation dieses Wissens hätte ein genau auf eigene Stärken und definierte Zielgruppen abgestimmtes Advertising- und Kommunikationskonzept umgesetzt werden können. Betrachtet der Gast Informationsflyer, Veranstaltungskalender und die preisgekrönte Web-Präsenz, verläuft er sich zuweilen in einem unausgegorenen Ideenpool aus urbanem Aptitude (Lounge-Abende) und esoterischem Nonsens (Klang-Meditation).
Ein Ansatzpunkt, den Tourismus nachhaltig anzukurbeln und werbewirksam zu befeuern, wird in dem stark wachsenden Development des E-Biking gesehen. Vor diesem Hintergrund startete im Jahr 2009 das Pilotprojekt E-Bike in Bad Wildbad. Innerhalb eines Jahres wurde der Pilot- in einen Routinebetrieb überführt. Das Angebot des E-Biking ist in Deutschland bisher sehr begrenzt und stellt somit eine Besonderheit für die Kur- und Bäderstadt dar. Das primäre Ziel, neben der radtouristischen Einrichtung, ist es, die Attraktivität und das Picture von Bad Wildbad zu steigern und als Konsequenz eine Ausdehnung der Besucherzahlen zu erreichen. Durch diese Maßnahme erhofft sich die Stadt, Synergieeffekte zu erzielen, beispielsweise für den Bergbahnbetrieb, der als Transportmittel in die Konzeption eingebunden wurde, die Gastronomie und die Hotellerie.
Soll das Projekt E-Bike in Wildbad Fahrt aufnehmen, müssen das Umland sowie Kooperations- und Werbepartner im wahrsten Sinne des Wortes unter Strom gesetzt werden. Fahrräder an Steckdosen und unmotivierte Vertriebspartner bremsen das Projekt aus. Möglichkeiten, in die Gänge zu kommen, wurden in dieser Arbeit beschrieben. Wann die elektrisierenden Ziele erreicht werden können, bleibt die spannende Frage.

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