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Personality-Brand-Model
                 Destinationen in menschlichem Antlitz



Tourismusmarketing                                         Standortmarketing
                           Destinationsmarke




Klischee                         Identität                        Werte


 Erfassen                        Überprüfen                       Bewerten

                              Messgrößen
             Stärke, Relevanz, Verankerung, Konnotation (+/-)

                               Kategorien
        Politik, Geographie, Natur, Bauliche Kultur, Gelebte Kultur
Identitätsstiftung
• Die Marke wird durch die Werte einer Region
  geprägt vs. die Marke wird durch die
  touristischen Angebote einer Region geprägt
• Die Marke wird in der Destination geprägt
• Klischees müssen anschlussfähig in der
  Bevölkerung sein (unterschwelliges Wir-Gefühl)
• Vom Naturraum zum Kulturraum
• Wenn es gelebt wird, dann wird es zur Marke
  und umgekehrt
• Nicht alles ist Markenprägend, nur wenn sie Teil
  des Wertebündels sind
Messung
• Klischees, Werten und Identität müssen erforscht
  werden
• Abgleich von Klischees, Werten und Identität
  abgeglichen werden
   – Stärke, Verankerung, Relevanz messen am Klischee, am Wir-
     Gefühl, an der Marke
• Die Destination wie einen Mensch sehen, mit all seinen
  Werten
   – Instrumente der Forschung (GfK Profiler)
• Nicht nur messen, sondern auch annähernd (sich über
  Kultur an die Marke annähern)
• Kunst

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DestinationCamp 2012 - Szenariowerkstatt Marke

  • 1. Personality-Brand-Model Destinationen in menschlichem Antlitz Tourismusmarketing Standortmarketing Destinationsmarke Klischee Identität Werte Erfassen Überprüfen Bewerten Messgrößen Stärke, Relevanz, Verankerung, Konnotation (+/-) Kategorien Politik, Geographie, Natur, Bauliche Kultur, Gelebte Kultur
  • 2. Identitätsstiftung • Die Marke wird durch die Werte einer Region geprägt vs. die Marke wird durch die touristischen Angebote einer Region geprägt • Die Marke wird in der Destination geprägt • Klischees müssen anschlussfähig in der Bevölkerung sein (unterschwelliges Wir-Gefühl) • Vom Naturraum zum Kulturraum • Wenn es gelebt wird, dann wird es zur Marke und umgekehrt • Nicht alles ist Markenprägend, nur wenn sie Teil des Wertebündels sind
  • 3. Messung • Klischees, Werten und Identität müssen erforscht werden • Abgleich von Klischees, Werten und Identität abgeglichen werden – Stärke, Verankerung, Relevanz messen am Klischee, am Wir- Gefühl, an der Marke • Die Destination wie einen Mensch sehen, mit all seinen Werten – Instrumente der Forschung (GfK Profiler) • Nicht nur messen, sondern auch annähernd (sich über Kultur an die Marke annähern) • Kunst