ISBN:
383662057X
,
9783836620574
Language:
English
Pages:
Online-Ressource (PDF, 1291 KB, CLXII S.)
,
graph. Darst., Kt.
Series Statement:
MA-Thesis/Master
Dissertation note:
Zugl.: Dorset, Bournemouth Univ., Masterarbeit, 2008
DDC:
300
Keywords:
Culture and tourism
;
Hochschulschrift
;
Berlin
;
Tourismus
;
Marketing
;
Reiseziel
;
Image
;
Kulturvergleich
Abstract:
From the abstract: Destination image is considered as the key in attracting tourists. This thesis purported to scrutinise whether Berlins tourist authorities have to consider cultural segmentation when developing marketing strategies relating to the places image. As an exploratory study, it examined Berlins 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 images 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 research.Inhaltsverzeichnis:Table of Contents: Abstractiii Acknowledgementsiv Table of Contentsv List of Tablesviii List of Figuresix List of Appendicesx List of Abbreviationsxi Chapter One: Introduction1 1.1Introduction2 1.2Rationale4 1.3Aims and Objectives5 1.4Definition of terms7 1.4.1Who is meant by Protestant European?7 1.4.2Who is meant by Arab-Islamic?9 1.4.3The youth market10 1.4.4Culture10 1.5Chapter overview11 1.5.1Chapter One: Introduction11 1.5.2Chapter Two: Berlin as a tourist destination11 1.5.3Chapter Three: Literature Review I Destination image11 1.5.4Chapter Four: Literature Review II Globalisation: Its effects on consumer behaviour. Comparing Arab-Islamic and Protestant European Culture.11 1.5.5Chapter Five: Methodology11 1.5.6Chapter Six: Data analysis and findings12 1.5.7Chapter Seven: Conclusion and recommendations12 1.6Summary12 Chapter Two: Berlin as a tourist destination13 2.1Introduction14 2.2Berlins tourism industry facts and figures14 2.3Contemporary Berlin as a tourist destination16 2.4Examination of previous image studies on Germany16 2.5Examination of previous image studies on Berlin18 2.6Summary20 Chapter Three: Literature Review I Destination Image21 3.1Introduction22 3.2Defining destination image22 3.2.1Destination images complexity24 3.3Destination image formation in the pre-visitation stage26 3.4Factors influencing the formation of pre-visitation destination image29 3.5Cultural factors influencing destination image formation32 3.6Summary35 Chapter Four: Literature Review II Globalisation: Its effects on consumer behaviour. Comparing Arab-Islamic and Protestant European Culture.37 4.1Introduction38 4.2The influence of globalisation on consumer behaviour38 4.3Analysis: Arab-Islamic and Protestant European cultures41 4.4Arab-Islamic and Protestant European youth cultures45 4.5Summary47 4.6Literature review: conclusions and research gap48 Chapter Five: Methodology51 5.1Introduction52 5.2Research philosophy52 5.2.1Applied research52 5.2.2Deductive research53 5.2.3Positivism, interpretivism and realism54 5.3Primary research55 5.4Quantitative and qualitative data analysis57 5.5Survey sample58 5.6Questionnaire design59 5.7Pilot questionnaire60 5.8Data analysis61 5.9Research limitations61 5.10Summary62 Chapter Six: Data analysis and findings63 6.1Introduction64 6.2Respondents profile64 6.2.1Demographic characteristics: Protestant European survey participants64 6.2.2Demographic characteristics: Arab-Islamic survey participants65 6.2.3Demographic characteristics of focus group interviewees and other qualitative data collection methods67 6.3What comes first to your mind, when you think about Berlin?68 6.4Question 4: Functional attributes of Berlin the level of agreement69 6.5Question 5: Psychological attributes of Berlin the level of agreement73 6.6Question 6: Functional holistic picture of Berlin76 6.7Question 7: Psychological holistic picture of Berlin80 6.8How do you rate your overall image of Berlin as a tourist destination?83 6.9Summary87 Chapter Seven: Conclusion and recommendations90 7.1Introduction91 7.2Discussions and conclusions91 7.3Recommendations for further research95 7.4Summary96 Bibliography97 Appendices120Textprobe:Text Sample: Chapter 2.4, Examination of previous image studies on Germany: The events of the Second World War affect Germanys image even 60 years later. In some countries, Germany is still associated with features of the war and, in the US and Russia, Hitler is the best-known German, for instance. This casts a poor light on present day Germany and, arguably, on its tourism industry and may impinge on foreign peoples image of the nation. However, the FIFA World Cup 2006 in Germany induced positive implications on Germany as a tourist destination. Prior to the World Cup, a study of BPB, the Federal Centre for Political Education, revealed that Germanys image was rather moderate in countries, such as the UK and Poland, for example, whereas Germany was already positively regarded in the Netherlands and Denmark. Yet, the World Cup further inspired Germanys image across other countries around the world. In the Anholt Nations Brand Index 2007, which measures the image of countries by considering 6 factors namely tourism, people, culture and heritage, exports, governance and investment and immigration, Germany ranks first, which means a massive improvement over the previous couple of years (GNTB 2008, Hedorfer 2008). Germany could above all score high on tourism and exports as well as on culture and heritage; while, in terms of people, the score was rather low. However, it has overtaken countries, such as the UK, Italy, Canada and France which are well-established tourist destinations. A further image study conducted by the BBC across 22 countries also revealed that Germanys political image was positive within the Western world; however, in Islamic-coined countries, such as Egypt and Turkey, the image was negative. This might be the result of the political situation in the Middle East, because Arabs and other Islam members increasingly consider the Western world as an enemy. Galal et al. allege that, since 9/11, there have been many terrible waves between Arabs and Western people, mainly due to the political situation, which plays a major role in the Arab peoples image of the West. Although Americans are considered as the main enemy, other Western countries are seen as allies, which might also affect Germanys image in Arabic nations. Al-Hamarneh opposes this notion and claims that Germany has a good image in the Arab world for several reasons. Germanys anti-war policy during the Iraq crisis impressed Arabs and boosted Germanys bilateral relations with Arab nations. Furthermore, Made in Germany is highly appreciated, as it guarantees high quality. Germany is synonymous with high quality, which explains the nations popularity for medical tourists from the Arab world. However, Germans are also seen as hard-working, innovative, cultivated and helpful people and thus enjoy a good image too. Consequently, Germany seems to enjoy a positive position in the Arab world beyond the political situation. Chapter 2.5,Examination of previous image studies of Berlin: 10 to 15 years ago, Berlin used to be a city in search of an identity, which projected a battered image, also as a result of huge economic problems. Berlin has favourably managed its problems though and, nowadays, is one of Europes most popular cities for tourists thanks to an ...
Abstract:
Inhaltsangabe:Abstract: Destination image is considered as the key in attracting tourists. This thesis purported to scrutinise whether Berlins tourist authorities have to consider cultural segmentation when developing marketing strategies relating to the places image. As an exploratory study, it examined Berlins 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 images 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 research.Inhaltsverzeichnis:Table of Contents: Abstractiii Acknowledgementsiv Table of Contentsv List of Tablesviii List of Figuresix List of Appendicesx List of Abbreviationsxi Chapter One: Introduction1 1.1Introduction2 1.2Rationale4 1.3Aims and Objectives5 1.4Definition of terms7 1.4.1Who is meant by Protestant European?7 1.4.2Who is meant by Arab-Islamic?9 1.4.3The youth market10 1.4.4Culture10 1.5Chapter overview11 1.5.1Chapter One: Introduction11 1.5.2Chapter Two: Berlin as a tourist destination11 1.5.3Chapter Three: Literature Review I Destination image11 1.5.4Chapter Four: Literature Review II Globalisation: Its effects on consumer behaviour. Comparing Arab-Islamic and Protestant European Culture.11 1.5.5Chapter Five: Methodology11 1.5.6Chapter Six: Data analysis and findings12 1.5.7Chapter Seven: Conclusion and recommendations12 1.6Summary12 Chapter Two: Berlin as a tourist destination13 2.1Introduction14 2.2Berlins tourism industry facts and figures14 2.3Contemporary Berlin as a tourist destination16 2.4Examination of previous image studies on Germany16 2.5Examination of previous image studies on Berlin18 2.6Summary20 Chapter Three: Literature Review I Destination Image21 3.1Introduction22 3.2Defining destination image22 3.2.1Destination images complexity24 3.3Destination image formation in the pre-visitation stage26 3.4Factors influencing the formation of pre-visitation destination image29 3.5Cultural factors influencing destination image formation32 3.6Summary35 Chapter Four: Literature Review II Globalisation: Its effects on consumer behaviour. Comparing Arab-Islamic and Protestant European Culture.37 4.1Introduction38 4.2The influence of globalisation on consumer behaviour38 4.3Analysis: Arab-Islamic and Protestant European cultures41 4.4Arab-Islamic and Protestant European youth cultures45 4.5Summary47 4.6Literature review: conclusions and research gap48 Chapter Five: Methodology51 5.1Introduction52 5.2Research philosophy52 5.2.1Applied research52 5.2.2Deductive research53 5.2.3Positivism, interpretivism and realism54 5.3Primary research55 5.4Quantitative and qualitative data analysis57 5.5Survey sample58 5.6Questionnaire design59 5.7Pilot questionnaire60 5.8Data analysis61 5.9Research limitations61 5.10Summary62 Chapter Six: Data analysis and findings63 6.1Introduction64 6.2Respondents profile64 6.2.1Demographic characteristics: Protestant European survey participants64 6.2.2Demographic characteristics: Arab-Islamic survey participants65 6.2.3Demographic characteristics of focus group interviewees and other qualitative data collection methods67 6.3What comes first to your mind, when you think about Berlin?68 6.4Question 4: Functional attributes of Berlin the level of agreement69 6.5Question 5: Psychological attributes of Berlin the level of agreement73 6.6Question 6: Functional holistic picture of Berlin76 6.7Question 7: Psychological holistic picture of Berlin80 6.8How do you rate your overall image of Berlin as a tourist destination?83 6.9Summary87 Chapter Seven: Conclusion and recommendations90 7.1Introduction91 7.2Discussions and conclusions91 7.3Recommendations for further research95 7.4Summary96 Bibliography97 Appendices120Textprobe:Text Sample: Chapter 2.4, Examination of previous image studies on Germany: The events of the Second World War affect Germanys image even 60 years later. In some countries, Germany is still associated with features of the war and, in the US and Russia, Hitler is the best-known German, for instance. This casts a poor light on present day Germany and, arguably, on its tourism industry and may impinge on foreign peoples image of the nation. However, the FIFA World Cup 2006 in Germany induced positive implications on Germany as a tourist destination. Prior to the World Cup, a study of BPB, the Federal Centre for Political Education, revealed that Germanys image was rather moderate in countries, such as the UK and Poland, for example, whereas Germany was already positively regarded in the Netherlands and Denmark. Yet, the World Cup further inspired Germanys image across other countries around the world. In the Anholt Nations Brand Index 2007, which measures the image of countries by considering 6 factors namely tourism, people, culture and heritage, exports, governance and investment and immigration, Germany ranks first, which means a massive improvement over the previous couple of years (GNTB 2008, Hedorfer 2008). Germany could above all score high on tourism and exports as well as on culture and heritage; while, in terms of people, the score was rather low. However, it has overtaken countries, such as the UK, Italy, Canada and France which are well-established tourist destinations. A further image study conducted by the BBC across 22 countries also revealed that Germanys political image was positive within the Western world; however, in Islamic-coined countries, such as Egypt and Turkey, the image was negative. This might be the result of the political situation in the Middle East, because Arabs and other Islam members increasingly consider the Western world as an enemy. Galal et al. allege that, since 9/11, there have been many terrible waves between Arabs and Western people, mainly due to the political situation, which plays a major role in the Arab peoples image of the West. Although Americans are considered as the main enemy, other Western countries are seen as allies, which might also affect Germanys image in Arabic nations. Al-Hamarneh opposes this notion and claims that Germany has a good image in the Arab world for several reasons. Germanys anti-war policy during the Iraq crisis impressed Arabs and boosted Germanys bilateral relations with Arab nations. Furthermore, Made in Germany is highly appreciated, as it guarantees high quality. Germany is synonymous with high quality, which explains the nations popularity for medical tourists from the Arab world. However, Germans are also seen as hard-working, innovative, cultivated and helpful people and thus enjoy a good image too. Consequently, Germany seems to enjoy a positive position in the Arab world beyond the political situation. Chapter 2.5,Examination of previous image studies of Berlin: 10 to 15 years ago, Berlin used to be a city in search of an identity, which projected a battered image, also as a result of huge economic problems. Berlin has favourably managed its problems though and, nowadays, is one of Europes most popular cities for tourists thanks t ...
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