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Qualifizierung im digitalen Kulturtourismusmarketing – Eine kritische Auseinandersetzung mit den Angeboten von Tourismusorganisationen für den ländlichen Raum

Author

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  • Schuhbauer Sarah

    (Pädagogische Hochschule Ludwigsburg Institut für Kulturmanagement Reuteallee 46 71634 Ludwigsburg Deutschland)

  • Hausmann Andrea

    (Pädagogische Hochschule Ludwigsburg Institut für Kulturmanagement Reuteallee 46 71634 Ludwigsburg Deutschland)

Abstract

Many cultural institutions in rural areas struggle with the implementation of information and communication technologies (ICTs) in tourism marketing. The cultural institutions therefore need opportunities for the qualification of their staff. Tourism organisations play an important role in providing corresponding offers. Within the framework of an interview study, it was therefore examined which offers for qualification in digital cultural tourism marketing are already available on the part of the tourism organisations and under which circumstances these are used by the cultural institutions in rural areas. The results show that although some offers are already available, they are often not explicitly aimed at cultural institutions. Therefore, these offers are often not yet used by the cultural institutions. The tourism organisations are therefore recommended to establish specific offers for cultural institutions and to establish additional exchange formats. Furthermore, local political actors should be sensitised, the offers should be disseminated on different levels and strong advocated should be established.

Suggested Citation

  • Schuhbauer Sarah & Hausmann Andrea, 2023. "Qualifizierung im digitalen Kulturtourismusmarketing – Eine kritische Auseinandersetzung mit den Angeboten von Tourismusorganisationen für den ländlichen Raum," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 15(2), pages 193-227, August.
    • Handle: RePEc:bpj:touwis:v:15:y:2023:i:2:p:193-227:n:1
    DOI: 10.1515/tw-2023-2002
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    References listed on IDEAS

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    1. Lintner, Peter, 2013. "Der Arbeitsmarkt im Tourismus," Arbeitsberichte der ARL: Aufsätze, in: Job, Hubert & Mayer, Marius (ed.), Tourismus und Regionalentwicklung in Bayern, volume 9, pages 90-110, ARL – Akademie für Raumentwicklung in der Leibniz-Gemeinschaft.
    2. Zacharoula Andreopoulou & Georgios Tsekouropoulos & Christiana Koliouska & Theodoros Koutroumanidis, 2014. "Internet marketing for sustainable development and rural tourism," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 16(4), pages 446-461.
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