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Die Travel Journey von Digital Natives und Digital Immigrants: Eine vergleichende Analyse der digitalen und analogen Customer Touchpoints im Buchungsprozess von Urlaubsreisen

Editor

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  • FOM Hochschule für Oekonomie & Management, KCMS KompetenzCentrum für Marketing & Sales Management

Author

Listed:
  • Godbersen, Hendrik
  • Hausinger, Lena

Abstract

In der vorliegenden Studie werden auf der Basis einer Befragung mit 1.158 Teilnehmerinnen und Teilnehmern die Travel Journeys von Digital Natives und Digital Immigrants verglichen. Die Ergebnisse zeigen unter anderem, dass die digitalen Touchpoints sowohl für die Digital Natives als auch für die Digital Immigrants grundsätzlich eine höhere Relevanz als die analogen Touchpoints haben. Dabei stellen für beide Zielgruppen Suchmaschinen, Reisebuchungsportale, Reiseplattformen, Vergleichs- und Bewertungsportale, Verwandte und Bekannte sowie Reiseliteratur die wesentlichen Touchpoints während der Travel Journey dar. Da die jüngeren Digital Natives die digitalen Touchpoints häufiger nutzen als die älteren Digital Immigrants sollten Reiseveranstalter ihre künftigen Schwerpunkte stärker im digitalen Marketing setzen.

Suggested Citation

  • Godbersen, Hendrik & Hausinger, Lena, 2022. "Die Travel Journey von Digital Natives und Digital Immigrants: Eine vergleichende Analyse der digitalen und analogen Customer Touchpoints im Buchungsprozess von Urlaubsreisen," KCMS Schriftenreihe, FOM Hochschule für Oekonomie & Management, KCMS KompetenzCentrum für Marketing & Sales Management, volume 6, number 6 edited by FOM Hochschule für Oekonomie & Management, KCMS KompetenzCentrum für Marketing & Sales Management, June.
    • Handle: RePEc:zbw:fomkcm:6
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    References listed on IDEAS

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