Inhaltsangabe:Abstract: Destination image is considered as the key in attracting tourists. This thesis purported to scrutinise whether Berlin s tourist authorities have to consider cultural segmentation when developing marketing strategies relating to the place s image. As an exploratory study, it examined Berlin s image among youths from Arab-Islamic and Protestant European countries and confronted them. 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 239 completed questionnaires (103 Arab-Islamic and 136 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. Frequencies and means were calculated for each variable and several ANOVA tests and cross-tabulations conducted in order to stress destination image s specificity in terms of cultural background. 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 [...]

Various scholars consider destination image - a vital part in tourism marketing- as the key in attracting tourists. It is often regarded, as the most important element in a destination's management and may induce success or failure. Within this research project, destination image is being assessed in cross-cultural terms. It scrutinises the extent to which destination image is culture specific. In other words, does a destination's image vary across people from different cultural backgrounds? This question evolves and is vindicated in an era that is subjected to globalisation and increasingly refers to the global tourist. Many academics 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. Hence, the author of this book intended to investigate this issue in more depth in order to find a probable answer to the contradicting sources by conducting an exploratory study of Arab-Islamic and Protestant European youth's pre-visitation image on Berlin. In response to the objectives of this study, primary research was carried out. It involved both quantitative and qualitative data collection methods. Field and online surveys enabled the researcher to collect 239 completed questionnaires. Besides semi-structured interviews and focus group discussions were carried out. Obtained data was entered into SPSS and frequencies and means were calculated and several ANOVA tests and cross-tabulations conducted in order to stress destination image's specificity in terms of cultural background. This book further gives 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 potential modifying effects. It also provides recommendations

Tourism has become one of the world's fastest growing economic sectors in recent years. Governments around the world are increasingly recognising the power of tourism to boost their nation's development and prosperity. As more tourism destinations emerge and competition for visitors becomes more intense, a destination's ability to project itself on the world stage and differentiate itself from others is ever more important. Recognising the value of successfully building and managing a destination's brand, the European Travel Commission (ETC) and World Tourism Organization (UNWTO) have commissioned this Handbook to provide a useful and practical guide for both marketing novices and experienced destination managers. The Handbook on Tourism Destination Branding provides a step-by-step guide to the branding process accompanied by strategies for brand management. Case studies are featured throughout the Handbook to illustrate the various concepts, present best practices from destinations around the world and provide fresh insight into destination branding. The Handbook concludes with a section on evaluating brand impact and a set of practical recommendations.

Seminar paper from the year 2003 in the subject Tourism - Miscellaneous, grade: alle ECTS-Punkte erreicht, Stralsund University of Applied Sciences (-), course: Attractions und Destinations Management, language: English, abstract: At present, Berlin is more popular than almost any other European city destination. Covering the same area of about 891 square kilometres as New York Berlin unites a large number of urban districts, centres and boroughs. It is the city of encounters: about 3.4 million inhabitants from more than 180 nations form the city` s culture and lifestyle. The demolition of the Wall in 1989 marked the dawn of a new era for Berlin. Brandenburg Gate – once a symbol of the divided Germany – has again become the emblem of the German capital. Around it, the new centre of Berlin is rising up, and the future of the city becomes visible. Berlin is the political centre for decision-making in Germany. This is the seat of government, parliament, regional representation agencies and top associations of trade and industry. The region has at its disposal an environment of science and research unique in Germany. Here, technology of the future is being developed and employed today. International facilities, schools and institutes promote the exchange of ideas and international dialogue. Numerous parks and gardens, along with about 400,000 trees along the streets of the city, ensure a favourable climate in the central districts. Berlin is the city of woods, parks, rivers and lakes. A unique area of local recreation is at everyone` s doorstep. A broad range of facilities for sport, leisure and recreation is offered in Berlin- the city that never sleeps.

Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.

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