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Synergien von Eventmarketing und Tourismus - Eine erlebnisorientierte Betrachtung am Beispiel der Weintourismusregion Napa Valley

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Events und Tourismus

Part of the book series: Markenkommunikation und Beziehungsmarketing ((MBM))

Zusammenfassung

Events sind in den letzten Jahren immer mehr mit einem wirtschaftlichem Interesse verbunden. Dies begründet sich zunächst in der zunehmenden Erlebnisorientierung der Konsumenten (vgl. Schulze 1997, S. 52), die dazu führt, dass diese vermehrt nach positiven Erlebnissen suchen, um ihrem Alltag zeitweise zu entfliehen (vgl. Tumbat/Belk 2011, S. 44). Daher erfreuen sich Eventformate wie kollektiv-hedonistische Dienstleistungen, die vordergründig Spaß und Vergnügen bereiten sollen (vgl. Drenger/Jahn/Gaus 2012, S. 60), großer Nachfrage.

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    Katja Lohmann & Prof. Dr. Cornelia Zanger

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Correspondence to Katja Lohmann .

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    Cornelia Zanger

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Lohmann, K., Zanger, C. (2016). Synergien von Eventmarketing und Tourismus - Eine erlebnisorientierte Betrachtung am Beispiel der Weintourismusregion Napa Valley. In: Zanger, C. (eds) Events und Tourismus. Markenkommunikation und Beziehungsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-15515-5_1

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