INNOVATIVE MARKETING CONCEPTS FOR SUSTAINABLE · PDF fileTourismusmanagement Universität...

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4th

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Pro

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Tho

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Hel

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, Uni

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22

4th

Nov

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044t

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ovem

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2004

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PR

OJE

CT

GO

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•M

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dev

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mar

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the

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dem

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of e

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own

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he w

hole

jour

ney

is c

onsi

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d: a

rriv

al a

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epar

ture

, ac

com

mod

atio

n, lo

cal a

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ities

-O

ptim

izat

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oppo

rtun

ities

conc

erni

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xist

ing

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rs a

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sust

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ips

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33

4th

Nov

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ovem

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2004

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Pag

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44

4th

Nov

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044t

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ovem

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2004

To

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ory

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Pag

e P

age

55

4th

Nov

embe

r 20

044t

h N

ovem

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2004

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CO

NC

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2004

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66

4th

Nov

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044t

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ovem

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2004

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CR

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4th

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99

4th

Nov

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ovem

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2004

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1010

4th

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1111

4th

Nov

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ovem

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To

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ST

RA

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GY

PH

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Pro

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Sch

edu

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2002

2003

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age

1212

4th

Nov

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h N

ovem

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2004

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Sub

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Pag

e P

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1313

4th

Nov

embe

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044t

h N

ovem

ber

2004

To

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smu

sman

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QU

ES

TIO

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W A

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AS

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OS

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HO

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AY

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N IN

TH

E

PO

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AS

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Th

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n-a

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h

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e u

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nti

on

al

dis

cove

rer

Th

e su

n-a

nd

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ch

pac

kag

e h

olid

aym

aker

Th

e ch

ildre

n-

and

fam

ily-

ori

enta

ted

ho

liday

mak

er

Th

e n

atu

re a

nd

o

utd

oo

r h

olid

aym

aker

Th

e d

eman

din

gcu

ltu

ral t

rave

ller

Th

e tr

adit

ion

al

hab

itu

ate

ho

liday

mak

er

very

attr

activ

era

ther

attr

activ

e le

ss a

ttrac

tive

not a

ttrac

tive

don’

t kno

w/n

.a.

Exa

mp

le

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

1414

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

TH

E N

AT

UR

E A

ND

OU

TD

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R

TH

E N

AT

UR

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ND

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TD

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HO

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LID

AY

MA

KE

RS

1

4 %

INV

EN

TIN

VE

NT

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vativ

e In

nova

tive

Mar

ketin

g M

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ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

1515

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

Ave

rage

soc

iode

mog

raph

ic p

rofil

e w

ith a

slig

ht tr

end

tow

ards

you

ng a

nd m

iddl

e ag

e-gr

oups

Hou

seho

lds

with

ch

ildre

nar

e sl

ight

ly o

ver-

repr

esen

ted

Hig

her

and

mid

dle

educ

atio

n, p

redo

min

antly

em

ploy

edM

idd

le t

o h

igh

inco

me

Mo

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n a

pp

reci

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f ec

olo

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com

bin

ed w

ith s

oci

al

invo

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TU

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D O

UT

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OR

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RS

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AN

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AP

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OG

RA

PH

Y A

ND

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TY

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EN

TIN

VE

NT

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vativ

e In

nova

tive

Mar

ketin

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arke

ting

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cept

sC

once

pts

for

for

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tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

1616

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

Inte

rest

in s

usta

inab

le h

olid

ay o

ffers

: eco

frie

ndly

and

soc

ially

ju

st

Will

ing

to s

pend

mor

e m

oney

for

thes

e of

fers

Look

ing

for

activ

ity a

nd d

iver

sion

, spo

rts

and

exer

cise

in fr

esh

air

Com

bine

s or

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atio

n to

war

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mily

and

exp

erie

nce

Ple

asu

re in

an

act

ive

seas

ho

re h

olid

ay

In a

dd

itio

n:

ho

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in t

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cou

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nd

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h

olid

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nes

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inte

r h

olid

ays

in t

he

snow

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tain

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tain

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Tou

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rism

inve

ntin

vent

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usto

uris

mus

.de

.de

Pag

e P

age

1717

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

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ent

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tal

Lo

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des

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man

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man

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mus

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Pag

e P

age

1818

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

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Typ

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in

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man

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ay in

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man

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ho

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th

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Tou

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usto

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mus

.de

.de

Pag

e P

age

1919

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

Pac

kage

tour

s ar

e so

mew

hat u

nder

-rep

rese

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ber

of a

rriv

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by c

ar a

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-ave

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rnig

ht s

tays

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mos

tly m

ade

in h

otel

s / h

otel

co

mpl

exes

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als

o in

apa

rtm

ents

or

club

sA

t hol

iday

des

tinat

ions

, pub

lic tr

ansp

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nd b

icyc

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freq

uent

ly u

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xib

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se o

f va

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typ

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f o

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s T

arg

et g

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or

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co-t

ou

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gy

as p

art

of

an a

ttra

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e h

olid

ay o

ffer

an

d a

s p

rere

qu

isit

e fo

r th

e en

joym

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of

nat

ure

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AN

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OR

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LID

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MA

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RS

NA

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TR

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EL

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TR

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VIO

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EN

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VE

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nova

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for

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tain

able

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tain

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rism

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inve

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-- tou

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usto

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mus

.de

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Pag

e P

age

2020

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

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rg

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nom

ical

ly in

tere

stin

g ta

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gro

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tabl

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r pr

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and

off-

peak

sea

son

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f hol

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sin

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man

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ly u

nder

-ave

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; but

grea

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eres

tin

holid

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in G

erm

any

and

Mec

klen

burg

-W

este

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ania

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lity-

cons

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less

sui

tabl

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r cl

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che

offe

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get g

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for

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w ty

pe o

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tain

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tour

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klen

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om

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nat

ura

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nd

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sid

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dit

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s fo

rth

is t

arg

et

gro

up

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OR

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NA

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EN

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VE

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Pag

e P

age

2121

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

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iver

sitä

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e P

age

2222

4th

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embe

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044t

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ovem

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2004

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2323

4th

Nov

embe

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044t

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ovem

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2004

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e P

age

2424

4th

Nov

embe

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044t

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ovem

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2004

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f co

un

trys

ide

acti

viti

es:

bicy

cle

tour

s, p

addl

ing,

kaya

k an

d ca

noe

tour

s, h

ikin

g

-O

ffer

sto

exp

erie

nce

nat

ure

:to

urs

by b

ike

or b

oat,

saili

ng,

hous

eboa

ttou

rs, r

aft-

mak

ing

wor

ksho

ps, s

afar

isw

itha

„sco

utin

gfe

elin

g“, i

ndiv

idua

l trip

s in

to th

e co

untr

ysid

e, a

nim

al o

bser

vatio

ns

-O

ffer

s fo

rh

ealt

h&

wel

lnes

s(„

trea

ting

ones

elf“

)

•N

eces

sity

of

tailo

rin

g t

he

pre

sen

tati

on

to

th

eta

rget

gro

up

: d

ynam

ic, w

itty,

ch

eeky

, sp

ort

yan

d f

resh

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

2525

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

HO

LID

AY

BR

OC

HU

RE

S T

AIL

OR

ED

TO

TH

E T

AR

GE

T G

RO

UP

HO

LID

AY

BR

OC

HU

RE

S T

AIL

OR

ED

TO

TH

E T

AR

GE

T G

RO

UP

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

2626

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

NA

TU

RE

AN

D O

UT

DO

OR

HO

LID

AY

MA

KE

RS

CO

NC

LU

SIO

NC

ON

CL

US

ION

•V

arie

d na

tura

lpot

entia

l is

avai

labl

e

•T

hein

fras

truc

ture

and

logi

stic

s fo

r of

fers

tailo

red

to th

eta

rget

grou

pne

ed to

be

deve

lope

d: o

ptim

izat

ion

and

netw

orki

ng

•T

hepo

tent

ial i

n M

-WP

isno

tsuf

ficie

ntly

know

nto

the

targ

etgr

oup

•O

bjec

tive

of IN

VE

NT

: Str

engt

heni

ngec

olog

ical

ly a

nd s

ocia

lly

com

patib

leto

uris

min

the

holid

ay r

egio

n of

Mec

klen

burg

-W

este

rn P

omer

ania

with

the

help

of t

he ta

rget

gro

up o

f nat

ure

and

outd

oor

holid

aym

aker

s

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

2727

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

PA

RT

ICIP

AT

OR

CO

PA

RT

ICIP

AT

OR

CO

-- OP

ER

AT

ION

OP

ER

AT

ION

•M

eckl

enb

urg

-Wes

tern

Po

mer

ania

:-

Deu

tsch

e B

ahn

AG

and

AM

ER

OP

A R

eise

n G

mbH

-M

eckl

enbu

rg-W

este

rnP

omer

ania

Tou

rism

Mar

ketin

gAss

ocia

tion

-pl

anne

d:“F

ahrt

ziel

Nat

ur”

•N

ort

her

n It

aly:

-A

ME

RO

PA

Rei

sen

Gm

bH a

nd D

euts

che

Bah

n A

G-

plan

ned:

Italia

n T

ouris

t Ass

ocia

tion

(EN

IT)

•T

urk

ey:

-T

UI D

euts

chla

nd G

mbH

and

LT

U T

ouris

tik G

mbH

-G

erm

an T

rave

l Age

ncy

and

Tou

r O

pera

tors

Ass

ocia

tion

(DR

V)

•D

om

inic

an R

epu

blic

:-

TU

I Deu

tsch

land

Gm

bH a

nd L

TU

Tou

ristik

Gm

bH

-G

erm

an T

rave

l Age

ncy

and

Tou

r O

pera

tors

Ass

ocia

tion

(DR

V)

-pl

anne

d:D

omin

ikan

isch

e R

epub

lik T

ouris

t Ass

ocia

tion

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

2828

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

CO

MM

UN

ICA

TIO

N P

HA

SE

(P

HA

SE

6)

CO

MM

UN

ICA

TIO

N P

HA

SE

(P

HA

SE

6)

1. C

on

cep

t p

has

e

2. C

ross

-sec

tio

n a

nal

ysis

3. In

-dep

th a

nal

ysis

4. S

trat

egy

ph

ase

5. O

rgan

izat

ion

ph

ase

6. C

om

mu

nic

atio

n p

has

e

Pro

ject

ph

ases

Sch

edu

le

2002

2003

2004

'05

•In

vest

igat

ion

of

the

app

licab

ility

of

fin

din

gs

to

oth

er d

esti

nat

ion

s an

d

targ

et g

rou

ps

•D

iscu

ssio

n o

f th

e re

sult

s w

ith

th

e to

uri

sm in

du

stry

: IT

B 2

004

and

200

5,

DR

V, e

xper

t w

ork

sho

ps,

Pro

ject

A

dvi

sory

Bo

ard

•F

inal

wo

rksh

op

in t

he

seco

nd

qu

arte

r o

f 20

05 in

Bru

ssel

s

INV

EN

TIN

VE

NT

Inno

vativ

e In

nova

tive

Mar

ketin

g M

arke

ting

Con

cept

sC

once

pts

for

for

Sus

tain

able

Sus

tain

able

Tou

rism

Tou

rism

inve

ntin

vent

-- tou

rism

usto

uris

mus

.de

.de

Pag

e P

age

2929

4th

Nov

embe

r 20

044t

h N

ovem

ber

2004

To

uri

smu

sman

agem

ent

Un

iver

sitä

t L

ün

ebu

rg

FO

R F

UR

TH

ER

INF

OR

MA

TIO

N...

FO

R F

UR

TH

ER

INF

OR

MA

TIO

N...

Co

nta

ct f

or

the

pro

ject

as

a w

ho

le:

Öko

-In

stit

ut

e.V

.M

artin

Sch

mie

dT

el.:

+49

-30-

2804

86-8

2 N

oval

isst

raß

e 10

Fax

.: +

49-3

0-28

0486

-88

D-1

0115

Ber

linm

.sch

mie

d@oe

ko.d

e

Un

iver

isty

of

Lu

eneb

urg

Tho

mas

Hel

lwig

Tel

.: +

49-4

131-

7821

-77

Sch

arnh

orst

str.

1F

ax.:

+49

-413

1-78

21-7

9D

-213

32 L

üneb

urg

hellw

ig@

uni-l

uene

burg

.de

and

in t

he

Inte

rnet

…

ww

w.in

vent

-tou

rism

us.d

e