Original scientific paper
https://doi.org/10.20867/thm.5.1-2.16
CULTURAL TOURISM AS COMPETITIVE FACTOR IN MEDITERRANEAN TOURISM - A comparative study of the Japanese and the German source markets for the Italian cultural heritage
Harald Pechlaner
; Department of Management, University of Innsbruck, Austria
Barbara Jäger
; Department of Management, University of Innsbruck, Austria
Abstract
The Mediterranean region is a delicate area of living, exposed to severe trouble that may be caused even by minor influences, e.g. military conflicts. Therefore, it is necessary to search for useful long-term solutions for tourism in the countries of this region. Due to the abundance of cultural assets, cultural
tourism becomes ever more important. On the other hand, the weak points of product development and marketing become apparent in spite of great demand.
This empirical study determines the needs of people potentially interested in visiting Italy with the example of the source markets in Japan and in Germany,
particularly considering cultural tourism with specific consideration of castles and stately homes. Having determined these needs, it will be possible to show
the required consequences for product development and marketing at a local, regional, national and international level.
Keywords
cultural tourism; Mediterranean tourism; castles and stately homes; source and receptive markets
Hrčak ID:
182000
URI
Publication date:
30.12.1999.
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