Presenter Bios

Juerg Stettler, Prof. Dr.

Prof. Jürg Stettler is head of the Institute of Tourism at the Lucerne School of Business (HSLU) since 15 years. Previously, he was working at the Research Institute for Leisure and Tourism (FIF) at the University of Bern as a (senior) assistant, where he wrote his PhD thesis entitled “Sport and Mobility”.

Myrta Zemp, M.Sc. in Marketing

Myrta Zemp studied marketing communication at the University of Lugano, Switzerland. Since October 2014, she is working as a research associate at the Institute of Tourism at the Lucerne School of Business, Switzerland. She contributes to different applied research projects with focus on marketing and e-tourism.

Angela Steffen, M.Sc. Business and Economics

Angela Steffen studied the majors micro-economics and business administration at the University of Bern, Switzerland. Since August 2014, she is a research associate at the Institute of Tourism at the Lucerne School of Business. She contributes to different applied research projects with focus on destination management and marketing.

Abstract

Facing strong competitiveness and increasing stagnation in alpine tourism, innovative marketing strategies are becoming more important than ever. This abstract presents the case of an alpine destination striving for a successful turn-over through collaborative marketing campaigns. These marketing activities are not only built on top of an innovative technological platform, but are paired with building knowledge of the Destination Marketing Organization (DMO) and the service providers as well as a change process in order to enhance cooperation between the different actors. The conceptual framework derived from the case study approach offers new insights for the implementation of collaborative online marketing activities in an alpine destination. On this basis, key success factors and preconditions for the effective management of the collaborative marketing approach are discussed from theoretical and practical perspectives.

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Smart marketing of an alpine destination – a conceptual framework

Facing strong competitiveness and increasing stagnation in alpine tourism, innovative marketing strategies are becoming more important than ever. This abstract presents the case of an alpine destination striving for a successful turn-over through collaborative marketing campaigns. These marketing activities are not only built on top of an innovative technological platform, but are paired with building knowledge of the Destination Marketing Organization (DMO) and the service providers as well as a change process in order to enhance cooperation between the different actors. The conceptual framework derived from the case study approach offers new insights for the implementation of collaborative online marketing activities in an alpine destination. On this basis, key success factors and preconditions for the effective management of the collaborative marketing approach are discussed from theoretical and practical perspectives.