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Markenführung von Destinationen – Zwischen ökonomischem Nutzen, sozialer Konstruktion und Machbarkeit

Author

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  • Eisenstein Bernd

    (Professur für Internationales Tourismusmanagement, FH Westküste, Fachbereich Wirtschaft, Fritz-Thiedemann-Ring 20, D-25746Heide, Germany)

Abstract

Der vorliegende Beitrag beschäftigt sich mit der Markenführung von Destinationen. Ausgehend von wettbewerbsintensiven Marktgegebenheiten und der wichtigen Rolle des Destinationsimages bei der Reisezielwahl wird die Wettbewerbsstellung der Destination nicht als unabdingbar gegebenes Faktum betrachtet. So scheint es mittels des Aufbaus und der Führung einer Destinationsmarke grundsätzlich möglich, Einfluss auf das sozial konstruierte Destinationsimage zu nehmen, um Vorteile im Wettbewerb zu erlangen. Im Mittelpunkt müssen dabei die auf Basis einer differenzierenden Positionierung des Reiseziels zu erzielenden emotional-symbolischen Nutzenstiftungen des Nachfragers stehen. Eine einfache Übertragung von Erfahrungen der Markenführung aus der Konsumgüterindustrie auf Destinationen scheint dabei nicht möglich, da eine ganze Reihe von Besonderheiten zu beachten sind. Der Beitrag schließt mit einer kritischen Beurteilung und zeigt eine Reihe von Forschungsfragen auf, die bislang noch nicht ausreichend beantwortet sind.

Suggested Citation

  • Eisenstein Bernd, 2018. "Markenführung von Destinationen – Zwischen ökonomischem Nutzen, sozialer Konstruktion und Machbarkeit," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 10(1), pages 67-95, May.
    • Handle: RePEc:bpj:touwis:v:10:y:2018:i:1:p:67-95:n:5
    DOI: 10.1515/tw-2018-0005
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    References listed on IDEAS

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    1. Ekinci, Yuksel & Sirakaya-Turk, Ercan & Preciado, Sandra, 2013. "Symbolic consumption of tourism destination brands," Journal of Business Research, Elsevier, vol. 66(6), pages 711-718.
    2. Zenker, Sebastian & Braun, Erik & Petersen, Sibylle, 2017. "Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors," Tourism Management, Elsevier, vol. 58(C), pages 15-27.
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