New Data on Tourism and Changing Travel Behaviour
Status Quo and Forecasting World and European Tourism ........... 3
Rolf Freitag and Dennis Рykа
1 Introduction ................................................. 3
2 Overview of World Tourism in 2009 ............................ 3
3 European Tourism in 2009 ..................................... 7
4 Looking Forward ............................................. 14
Changing Travel Booking Patterns in European Travel Agencies ... 19
Stefan Nigg
1 Introduction/Methodology .................................... 19
2 Traces of the Crisis in Booking Habits ...................... 19
3 Conclusion .................................................. 25
Closer, Shorter, Cheaper: How Sustainable Is This Trend? ....... 27
Ulrich Reinhardt
1 Closer: Domestic and Outbound Destinations in 2009 .......... 28
2 Shorter: Length of Trip in 2009 ............................. 30
3 Cheaper: Travel Expenses in 2009 ............................ 31
4 How Sustainable Is This Trend? Tourism Forecast and Future
Trends ...................................................... 33
Exotic of Vicinity: Holiday Feelings Between Home and
Long-Distance Journeys ......................................... 37
Christoph B. Melchers and Patricia Moser
1 The - Not so New - Trend Towards Region ..................... 37
2 Trends Seen from a Cultural-Psychological Point of View ..... 37
3 The Actual Culture of "Clutch and De-clutch" ................ 38
4 The Addiction to Vicinity as Corrective Against the
Culture of Clutch and De-clutch ............................. 39
5 How to Offer Travels to Nearby Regions ...................... 39
Challenges in Global Aviation Management
Outlook on Climate Change and Aviation ......................... 43
Jürgen Ringbeck and Daniel Röska
1 Why Aviation Should Care About Climate Change ............... 43
2 How to Deal with the COP15 Failure? ......................... 45
3 How to Crack the Fundamental Issues ......................... 48
4 Outlook ..................................................... 50
Acceptance of Aviation in the Airport Environment:
Best Practice Examples ......................................... 51
Ralph Beisel
1 Introduction ................................................ 51
2 First Focus on the Environment: Reducing the Impact of
Aviation-Related Noise ...................................... 51
3 Second Focus on the Environment: Reducing CO2 Emissions ..... 53
4 Third Focus on the Environment: Airports' C02 Reduction
Package ..................................................... 54
5 Fourth Focus on the Environment: Limit Use of Space ......... 55
6 Fifth Focus on the Environment: Airports Generate
Sustained Growth for Regional Economies ..................... 56
7 Conclusion .................................................. 56
Ancillary Revenue Strategies: Five Success Factors ............. 59
Jay Sorensen
1 Time of Opportunity ......................................... 59
2 Define Your Ancillary Revenue Brand ......................... 60
3 Equip Managers with Resources ............................... 62
4 Create Consumer Clarity ..................................... 63
5 Integrate the Selling Message ............................... 64
6 Engage Employees as Supporters .............................. 65
7 Mission Statement ........................................... 66
Air Berlin's Position in Global Aviation ....................... 69
Jens Flottau
Hospitality Management in a Changing Environment
Climate Change Mitigation and Adaptation in the Hospitality
Industry ....................................................... 77
Andreas Walmsley
1 Introduction ................................................ 77
2 Hotels and Climate Change: Setting the Scene ................ 77
3 To Deal or Not to Deal with Climate Change .................. 80
4 Examples of Good Practice ................................... 81
5 Conclusion .................................................. 89
Eco-leadership and Green Lifestyle: Successful Strategy for a
Growing Market Segment? ........................................ 93
Andreas Reiter
1 Holistic Quality of Life and Rising Eco-awareness ........... 93
2 Sustainable Concepts in the Hospitality Industry ............ 95
3 Green Lifestyle as Merger of "Eco" and Hipness .............. 96
Budget Hotels: Low Cost Concepts in the U. S., Europe and
Asia ........................................................... 99
David Ruetz and Macy Marvel
1 Introduction ................................................ 99
2 "Cheap Chic" - A Defining Trend ............................. 99
3 What Is a Budget Hotel? .................................... 100
4 Business Travellers Targeted ............................... 101
5 Budget Hotels Not Suited to Poor Countries ................. 103
6 Revenue Management Increasingly Used ....................... 103
7 US Market .................................................. 104
8 Europe ..................................................... 109
9 Asia ....................................................... 118
10 Summary and Outlook ........................................ 124
Innovation Management in the Hospitality Industry: New Roads
Towards Meaning and Corporate Culture ......................... 125
Geoff Marée
1 Change of Tools ............................................ 126
2 Meaning-Based Innovation ................................... 128
3 Co-creation and Open Innovation ............................ 129
4 Hybrid Thinking ............................................ 130
5 A Change of Corporate Culture, Embracing Failure ........... 131
Destination Management: Product - Branding - Promotion
Challenges for Designing Sustainable Tourism Destinations ..... 135
Keynote Speech of Vural Öger
Successful Destination Branding: Experiences from an
Innovator ..................................................... 143
Christoph Engl
1 What Brands Can Do ......................................... 143
2 The Transformation from a Tourist Offer into a Brand
Destination ................................................ 144
3 The South Tyrol Umbrella Brand ............................. 146
Social Media Tourism Marketing in China ....................... 149
Dialogue between Wolfgang Georg Arlt and Jens Thraenhart
Tourism Tackles Poverty - A Case Study on Africa .............. 155
Ralph Kadel, Mirjam Rödl, and Thomas Wollenzien
1 Introduction ............................................... 155
2 Tourism in Developing Countries ............................ 156
3 Tourism Development in Africa .............................. 157
4 Outlook .................................................... 161
5 Conclusion ................................................. 161
Marketing Management in Global Tourism: Identifying New
Opportunities
The Individualization of Travel - Customer Management via
Website, Mobile and Social Media .............................. 165
Thomas Helbing
1 The Reality of Individualism ............................... 166
2 Asymmetry Between Demand and Supply ........................ 167
3 Beyond the Homepage ........................................ 168
4 Relevance, Relevance, Relevance ............................ 169
5 Recommendations by the Social Environment .................. 170
6 Modular System Is Looking for Content ...................... 171
7 Direct Customer Contact .................................... 171
Public Relations in the Tourism Industry: Obsolete
Instrument Due to Blogs, Facebook & Co.? ...................... 173
Thomas C. Wilde
Luxury Tourism - Does This Market Segment Still Work? ......... 179
Klaus-Dieter Koch
1 The Concept of Luxury Is Set to Get a Makeover ............. 179
2 Effects on Luxury Tourism of Today and Tomorrow ............ 183
Strategies for the Growing Market Segment Gay and
Lesbian Tourism: Lessons Learned from the First Movers ........ 187
Thomas Bömkes
1 Introduction into Gay Tourism .............................. 187
2 Does the Industry Need Specific Strategies for the Gay
and Lesbian Tourism Segment? ............................... 187
3 Overview of the Current Market Situation in Gay Tourism .... 188
4 Analysis of Market Strategies with Best Practice
Examples ................................................... 191
5 Future Aspects of Gay Tourism and the Global Picture ....... 199
Spiritual Tourism - The Church as a Partner in Tourism? ....... 201
Marcus Herntrei and Harald Pechlaner
1 Origin and Demarcation of the Modern Concept of
Spirituality ............................................... 202
2 Spiritual Tourism .......................................... 203
3 The Church as a Service Provider for Spiritual Tourism ..... 205
4 The Church as a Service Provider of Spiritual Tourism in
South Tyrol - An Empirical Study ........................... 207
5 Conclusion ................................................. 212
6 Future Prospect ............................................ 215
Spirituality and Health Tourism ............................... 219
Alexandra Graf
1 Introduction ............................................... 219
2 The Growing Market for Health Tourism and Spirituality ..... 219
3 Conclusion ................................................. 227
Business Travel Management: Costs - Yield - Success
Business Travel Management: Everything Remains Different!
Post-Crisis Strategies ........................................ 231
Stefan Vorndran
1 Travel Managers' Moment of Truth ........................... 231
2 Business Travellers Soon to Be Extinct? .................... 232
3 Purchasing Power Versus Fulfilment of Contract ............. 233
4 Qualified Advice Makes the Difference ...................... 234
Controlling the Real Costs of Mobility ........................ 237
Ewald Brochhausen
1 Dimensions of Business Travel .............................. 237
2 Cost Categories ............................................ 238
3 Calculating Total Costs .................................... 240
Measuring the Return on Investment of Business Travel ......... 245
Ernst-Otto Thiesing
1 Business Travel - Investment or Expense? ................... 245
2 What Is a Business Trip? ................................... 248
3 Model to Evaluate the Efficiency of a Business Trip -
Prototype .................................................. 250
Event Controlling and Performance Measurement ................. 253
Stefan Luppold and Hans Rück
1 Introduction ............................................... 253
2 Measuring of Event Impact .................................. 259
3 Special Forms of Performance Measurement ................... 267
4 Conclusion and Outlook ..................................... 274
Corporate Social Responsibility: Help or Hindrance?
Corporate Social Responsibility: What Is It? What's the
Point? How Does It Work? ...................................... 281
Michael Hopkins
1 Introduction ............................................... 281
2 So What Is CSR? ............................................ 282
3 What's the Point? .......................................... 283
4 So What Then Are the Key Elements of a CSR Strategy? ....... 284
5 From Theory to Practice: How Does It Work? ................. 287
6 Where Is CSR Heading? ...................................... 288
7 Concluding Remarks ......................................... 291
Corporate Social Responsibility in Tourism - Consumer
Requests and the Image of Suppliers ........................... 293
Wolfgang Adlwarth
1 Introduction and Methodology ............................... 293
2 Market Developments ........................................ 294
3 CSR-Expectations Towards Suppliers of Tourist Services ..... 295
4 CSR-Image of Tourism Suppliers ............................. 297
CSR as Corporate Strategy vs. "Greenwashing": CSR as a
New Paradigm of Brand Management? ............................. 301
Christoph Willers and Agata Kulik
1 Introduction ............................................... 301
2 Tourism and Sustainability ................................. 302
3 Chances and Risks of Corporate Sustainability .............. 305
4 Management for Best Practice ............................... 307
5 Conclusion ................................................. 311
Socially Responsible Investing - Implications for Leveraging
Sustainable Development ....................................... 315
Tobias Luthe and Markus Schuckert
1 Sustainability and the Finance Sector ...................... 315
2 Linking Responsibility to the Consumer ..................... 317
3 The Finance Sector and Climate Change ...................... 317
4 The Responsibility of the Finance Sector ................... 318
5 Sustainability Reporting in the Finance Sector ............. 318
6 Investing in Tourism ....................................... 319
7 Conclusion ................................................. 320
Beyond the Boundaries of the Tourism Industry
Competent and "International" Body Language as a Key
Qualification in the Tourism Industry ......................... 325
Monika Matschnig
The Serious Benefits of the "Joy-Care Factor" - Humor,
Laughter, Fun, Optimism and Love in Service of the
Workplace ..................................................... 333
Lenny Ravich and Avi Liran
1 Creating a Delightful Workplace - An Elated Employee
Spreads Vivacity ........................................... 334
2 Choose Your Attitude - Love What You Do! We Will Love You
Too ........................................................ 337
3 Humor as Another Way of Showing Love, Compassion and
Care ....................................................... 339
4 Online Reviews Value Care, Kindness, Genuine Service and
Even Sense of Humor ........................................ 340
|
