TY - CHAP

T1 - Tourism management in a global and transnational perspective

AU - Wöhler, Karlheinz

PY - 2006

Y1 - 2006

N2 - Based on the fact that touristic products are service packages and, furthermore that they are provided for strangers, tourism, especially with respect to its structure, is characterized as an international business. Being subject to the conditions of globalization, chances to source components of the touristic product cost-effectively anywhere in the world are given. The risk of globalization is seen in the standardization. Standardization erases the characteristics of a destination and therewith destroys competitive advantages. A transnational marketing strategy is regarded as a solution: Using global advantages with a simultaneous preservation of local anchorage.

AB - Based on the fact that touristic products are service packages and, furthermore that they are provided for strangers, tourism, especially with respect to its structure, is characterized as an international business. Being subject to the conditions of globalization, chances to source components of the touristic product cost-effectively anywhere in the world are given. The risk of globalization is seen in the standardization. Standardization erases the characteristics of a destination and therewith destroys competitive advantages. A transnational marketing strategy is regarded as a solution: Using global advantages with a simultaneous preservation of local anchorage.

KW - Tourism studies

KW - Standardization

KW - competitive advantages

KW - local anchorage

M3 - Article in conference proceedings

SN - 975-7666-83-1

VL - 1

SP - 32

EP - 43

BT - New perspectives and values in world tourism & tourism management in the future

A2 - Aktas, Ahmet

A2 - Kesgin, Muhammet

A2 - Cengiz, Emre

A2 - Yenialp, Erdal

PB - Akdeniz Üniversitesi, Alanya Faculty of Business

T2 - International Tourism Conference - 2006

Y2 - 20 November 2006 through 22 November 2006

ER -