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Consumer Empowerment durch Web 2.0

Erfolgspotenziale des Markenmanagements im Tourismus am Fallbeispiel von Online-Hotelbewertungen

Language GermanGerman
Book Paperback
Book Consumer Empowerment durch Web 2.0 Matthias Wieser
Libristo code: 06810606
Publishers VDM Verlag Dr. Müller, November 2007
Die Ergebnisse dieser Arbeit deuten auf eine Paradigmenwechsel, der zunehmend die Marktkräfte zu Gun... Full description
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Die Ergebnisse dieser Arbeit deuten auf eine Paradigmenwechsel, der zunehmend die Marktkräfte zu Gunsten des Konsumenten verschiebt. User-generated Content und Online-Kundenbewertungen gewinnen als glaubwürdige Informationsquelle an Bedeutung und spielen bei Kaufentscheidungen eine entscheidende Rolle.§§Am Fallbeispiel des Managements von Online-Hotelbewertungsplattformen eines österreichischen Ferienhotels werden die Erfolgspotenziale von Consumer Empowerment 2.0 untersucht. Durch die Kombination von typische Web 2.0-Funktionen, wie das Bewertung von Angeboten, die Präsentation eigener Fotos und Videos, das Erstellen von Foreneinträgen sowie die Funktionen einer Reisecommunity, ist die Hotelbewertungsplattform holidaycheck.de der idealen Untersuchungsgegenstand. Der Zusammenhang zwischen Online-Bewertungen und der Auswirkung auf die Hotelanfragen wurde mit dem Statistikprogramms SPSS überprüft. Anschließend werden praktische Empfehlungen zur Umsetzung abgeleitet. Am Ende der Arbeit werden die Erfolgsfaktoren eines zukunftsweisenden Markenmanagements dargestellt.

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About the book

Full name Consumer Empowerment durch Web 2.0
Author Matthias Wieser
Language German
Binding Book - Paperback
Date of issue 2008
Number of pages 128
EAN 9783639004625
Libristo code 06810606
Publishers VDM Verlag Dr. Müller
Weight 184
Dimensions 150 x 220 x 7
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