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Authors:
Lauren Ugur (International School of Management (ISM) Dortmund)
Published in:
2017
Version:
1-Mar-2017
Length:
16 pages
Data source:
Published sources
Abstract:
This case was written with the support of a Case Writing Scholarship awarded by The Case Centre. Synonymous with skyscrapers and financial services, the City of Frankfurt am Main is well-known as one of Europes most significant business capitals and for much of its history Frankfurts tourism industry has been dominated by offerings catering to the needs of business travellers. Towards the end of the 1990s, Frankfurt City began to realise the necessity to diversify its tourism offering in order to exploit its urban and cultural tourism potential and maintain global competitiveness; something that was further catalysed by the hosting of the 2006 FIFA World Cup. The City of Frankfurts primary tourism marketing organisation, Tourism Congress GmbH, was thus faced with the task of re-positioning Frankfurt as a destination attractive to a broader range of tourist target groups. First on the agenda was to tackle the Citys 'Bankfurt' image, which labelled Frankfurt as a mono-cultured global financial capital, with little to offer beyond business tourism. The challenge was to entice leisure tourists interested in city tourism and culture and, in doing so, address the economic fact that, due to the extensive focus on business tourism, weekend occupancy rates of Frankfurts extensive accommodations industry were exceptionally low, with an average length of overnight stays of 1.7 days. Since the decision to re-position Frankfurt was made and, having developed the organisational set-up to facilitate the realisation of Frankfurts re-imagining through the Citys marketing strategy, the Tourism Congress GmbH has faced a number of challenges in achieving its objectives, most particularly as it relates to generating longer stays and increasing tourist spend outside the business sector. This case has been featured on our website, click to view the article.
Learning objectives:
1. Understand the reasons behind the decision of Frankfurt to re-brand so as to re-establish competitive advantage as a global city destination, using a strategy of diversification. 2. To introduce students to basic concepts of destination management and marketing. 3. Provide students with an insight into decision-making based on identified challenges and opportunities, as well as available [financial] resources. 4. Introduce students to challenges of tourism marketing, particularly in terms of image change and the challenges associated with perception and the acceptance of re-imaging among different target groups. 5. Encouragement of critical analysis of the big picture and challenges presented, allowing students to put an eye to the future in generating a strategic, diversified marketing mix.
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