Einsatzmöglichkeiten der “Network Connected Disc” als CRM Tool im Rahmen des strategischen Destinationsmanagements

Continually changing customer needs and the expectations placed upon tourist
destinations are impelled strongly by information and communication technologies (ICT). Tourist destination management must manage this ongoing change and react appropriately to the continual challenges and influences impacting the destination. Marketing needs to refocus on customer relations, a need which is addressed through the implementation of a Customer Relationship Management (CRM) approach. The management strategy that concentrates on customer bonding is set against a background for greater marketing efficiency. In particular, the suitability and implications of the “Network Connected Disc“ (n-CD), as a representative of ICT in eCRM, are analyzed within the scope of destination management. In order to analyze the applicability of the medium within tourist destination management a field study involving 3,000 test subjects was conducted. “Direct mailings with integrated n-CD” were examined in comparison to a “classic direct mailing”. An online survey yielded
findings regarding reasons behind both acceptance and rejection of the medium.