Imagerepositionierung von Destinationen: Dargestellt am Beispiel Russland (German Edition)

I have read the section in the Student Handbook on Assessment Offences and understand that such offences may lead the Examinations Board to withhold or withdraw the award of Master of Arts. Destination image is considered as the key in attracting tourists. In an era that is subjected to globalisation and refers to the global tourist, it is vindicated to pose this question.

Various scholars are convinced that the world tourism market may be treated as a homogenous one due to globalisation. However, the literature also provides some opposing bearings and discusses them. It further gives some background information on Berlin as a tourist destination, addresses destination image concerning influential cultural factors and the implications of globalisation on consumer behaviour. Finally, it studies the Arab-Islamic and Protestant European youth cultures in the light of globalisation and possible modifying effects.

In response to the objectives of this study, primary research was conducted. It involved both quantitative and qualitative data collection methods. Field and online surveys enabled the researcher to collect completed questionnaires Arab-Islamic and Protestant European youths. Besides semi-structured interviews and focus group discussions were carried out at EF Language School, Bournemouth. Following the completion of the survey, obtained data was entered into SPSS. Research findings revealed significant differences between the groups regarding their perception of Berlin.

Arab-Islamic youths had a more negative stance towards Berlin than their counterparts. Not only did divergences occur between the groups, but also within the groups. Thus, destination image is culture-specific and may also vary across countries sharing similar cultural backgrounds. Overall, despite the effects of globalisation, cultural market segmentation still remains a vital element for a tourist place such as Berlin where the image management is concerned.

The thesis provides recommendations for Berlin congruent with the outcomes and concludes with the provision of recommendations for further research. At this point I would like to take the opportunity to thank all those people that have supported me during the completion of my thesis.

First of all, I would like to express my deepest gratitude and appreciation to my parents and my grandmother who have made the last study year possible thanks to their financial contribution. In particular, very special thanks to my grandmother who is very ill and has unfortunately been to hospital since the beginning of July. I dedicate this work to her. Secondly, a big thanks to my girl-friend Verena, whose support and kind words of encouragement in bad times enabled me to remain optimistic.

Thank you very much. I would like to extend heartfelt thanks to my supervisor Ton van Egmond, for his helpful guidance right the way through the writing of my thesis. Also here a special thanks to him. Finally, I am additionally grateful to all the people that supported me in conducting primary research.

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Thanks to all survey participants, interviewees and to EF School, Bournemouth and especially to my Jordanian friend Houssam who was so kind to support me in arranging as many Arab-Islamic surveyees as possible. European Cities Monitor 20 European Cities most familiar to respondents as a business location. The growing internationality in tourism is part of an on-going globalisation process.

Possible implications of globalisation are the homogenisation of cultures, which may induce more homogenous preferences and tastes across diverse societies Buttaro , CATO Institute The lie is that people are different! He referred to the global tourist, which means that the world tourism market may be treated as a homogenous market.

The latter factors mean that people around the globe are more easily subjected to the same lifestyles and to growing globalisation of cultures. In particular, the dominant Western culture is increasingly absorbed by marginal cultures, which are in jeopardy of losing cultural integrity Chang et al.

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So what could this all mean for the tourism industry or, in the case of this study, for Berlin as a tourist destination? A destination such as Berlin attracts tourists from around the world and from various cultural backgrounds. In order to attract tourists from diverse cultural backgrounds, the city of Berlin develops marketing strategies that are tailor-made for each of its source markets and respond to cultural preferences Gruber If it is not, a tourist destination, such as Berlin could reduce its marketing expenditure, as it would be able to adopt identical strategies across cultures.

Therefore, this exploratory study scrutinises a vital part of marketing, namely destination image, and intends to identify whether Arab-Islamic and Protestant European youths see 1. The youth market is the market of the future; consequently, it is vital for the tourism industry to understand it. Among young tourists, Berlin is a fashionable tourism destination due to a variety of cultural and entertainment based offers.

In recent years, Berlin has generally become a very successful tourist destination and the most visited German city, not only among Germans, but also among international tourists. Previous image studies have shown that Berlin is quite popular among tourists due to its interesting history, the variety of cultural activities, its rich gastronomy offer, and its multi-cultural society and favourable price level Habermann et al Destination image is a crucial part of destination management and considered as the key in attracting tourists Cooper et al.

Due to the growing internationality of the tourism market, identifying the perceived image of tourists from various cultural backgrounds is becoming more complicated; however, it also becomes more important. Regarding destination image alone, a very limited number of studies have been carried out, not to speak of the studies from a cross-cultural point of view. The topic of how tourists from different cultural backgrounds are at variance in their perceived destination image is basically under-researched Kozak et al. Besides, the studies that investigate destination image in cultural terms are contradictory.

The majority of sources claim that cultural factors influence the image formation process Pizam cited Kozak et al. Plog cited Kozak et al. International tourism can be considered as part of the globalisation process Macleod , p. The question arises, as a consequence of the on-going globalisation process, which is considered by many scholars as bringing about cultural homogenisation, as well as homogenous consumer preferences across cultures.

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In a period in which the business climate is worsening due to events such as the credit crunch, it may be important for organisations to cut expenditures. In future, the city of Berlin could be able to reduce its marketing expenditures for the management of its image, if it was found that people across cultures do not differ in their perception of a place. Little is known about Arab tourists in particular, which justifies opting for these tourists to be studied.

What is more, its budget reputation is not vindicated. Cross-cultural research in tourism has received increasing vigilance from scholars in recent years Kozak et al. Especially in destination image, cross-cultural studies are scarce Kozak et al. The aim of undertaking cross-cultural research is to scrutinise other cultures, to gain knowledge of them and to test cultural differences in tourism marketing contexts Kozak et al. Schiffman and Kanuk , p. The thesis aims to find an answer to the following question:.

The author has identified six research objectives in order to meet the overall aim of his study. The prevailing culture of European origin is often referred to as Western culture. Western culture depicts on Greek notions, Roman law, the Latin language and Christian expectations Lashbrook , van Egmond Nowadays, Western culture dominates in Western and Central European nations and in various countries in which European descendents reside, such as the US and Australia.

Due to the roots of Western culture, it is assumed that people share similar behavioural patterns; however, Western Europe can be divided into two parts, culture-wise. Why did the inner European-division take place? In the age of religious wars from the 16th to the 18th century, violence among Roman Catholics and Protestants dominated life across Europe Pearson Education At the end of the war, Europe found itself in a period of religious reformation and was divided into different creeds Doyle , p. The religious division took place in almost every sense, both in terms of varying interpretations of the Christian doctrine and practices and historical traditions.

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Consequently, Protestant and Catholic Europe emerged that both developed diverging values. Notify Me We will send an email as soon as we get it in stock. Write a Testimonial Few good words, go a long way, thanks! Personalize Gift card We will send an email to receiver for gift card. Dargestellt am Beispiel Russland German Edition.

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Destination Image - Do Berlin´s tourist authorities have to

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