Marketing the destination Kühlungsborn in Switzerland: A marketing concept

Diploma Thesis from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7 (A-), Stralsund University of Applied Sciences, language: English, abstract: Tourism has been a growth market, with chances and risks, for a long time. Due to growing travel experiences tourists are becoming more and more critical and demanding. Thinking of this and the merging Europe, tourism destinations have to offer touristic services supplies, that can make them ¿ also internationally ¿ competitive. Destinations have to react to these new expectations, because only satisfied guests are happy visitors, who are willingly to come back or to speak positively about their experiences.

Considering the dynamics of market trends it becomes more and more important for the service branch tourism to stand up against the needs and desires of the guests. Only with corresponding offers it will be possible to reach the demanding customers.

In consideration of the growing visitor numbers from Switzerland the destination Kühlungsborn aims at preparing itself to enter this market. To do so, in the long-run, it is necessary to follow a strategic planning, that shows which ways have to be gone to accomplish the striven aims.

This book gives an in-depth analysis of the market situation, marketing strategies and the implementation of a concept to enter the Swiss market.