Significance of Digital Communication Channels for Tourism Providers in Holiday Regions

Abstract

This paper deals with the importance of print products in SME corporate communications. To this end, the interest of customers of a German tour operator belonging to the SME in printed travel literature is analyzed. For this purpose, two independent samples with n=1,500 each are examined. An influence of the characteristics age, gender, place of residence can be proven. In each case, the influence is of medium strength. Logistic regression is then used to try to explain better the consumption of printed travel literature. In addition, the economic importance of a customer, which was determined during a customer segmentation, is included. It becomes clear that the place of residence with age and customer segment are of particular importance. This shows that print cannot be dispensed with in corporate communications in certain target groups. It also becomes clear that optimal coordination of corporate communications can be developed into a competitive advantage for SMEs. Namely, when a target group that differs from the overall population is reached more efficiently than by national or international competitors.

CO2 Neutrality of Small and Medium-Sized Hotels – Publicity Stunt or Sustainable Competitive Advantage?

“…Therefore, the idea of a universally valid definition can be considered discarded today. Instead, the pragmatic approach has prevailed, according to which an appropriate definition is made in each individual case (Becker & Ulrich, 2011;Enz & Škodová Parmová, 2020). Qualitative, as well as quantitative criteria, are considered (Botzkowski, 2017).…”

“…Therefore, the outcome is no longer the optimal allocation of overnight accommodation, which is in the overall interest (Keim, 2020). Instead, Enz & Škodová Parmová (2020) observe destructive market tendencies. These lead to a consolidation of the market (Enz & Škodová Parmová, 2020).…”

“…Instead, Enz & Škodová Parmová (2020) observe destructive market tendencies. These lead to a consolidation of the market (Enz & Škodová Parmová, 2020). As a result, small and medium-sized hotel businesses are increasingly disappearing .…”

“…All in all, these changes mean that tourism SMEs and international tourism groups have to compete more and more in the favour of the limited number of overnight guests (Enz & Škodová Parmová, 2020). According to Sdrolias et al (2016), it is, therefore, necessary to develop an individual profile to compete (Sdrolias et al, 2016).…”

Competition, Promotion, and Activities of Microbreweries during the COVID-19 Pandemic

“…Breweries and distilleries are struggling to stay on the market and are changing their strategies and marketing methods (Nissen, Bangerter, Tran, Bobke, & Awwad, 2020). Unavailable communication channels and routes to the customer are being replaced by more modern ways of distributing (Brewer & Sebby, 2021) and promoting products (Enz & Škodová-Parmová, 2020).…”