Reengineering the Role of Culture in Tourism´s Value Chain and the Challenges for Destination Management Systems: The Case of Tyrol
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243 people responded to an internet survey which sought to examine consumers' motives and expectations concerning cultural tourism in the Austrian Tyrol. The objective was to identify new forms of marketing for cultural-tourist offers and products via the internet. The survey identified three consumer types: the visitor who considers the internet a very important tool and already uses it for information about cultural tourism; the visitor who accepts that the internet is part and parcel of everyday life and will use it for gathering information about cultural tourism; and consumers who viewed the internet as not relevant. The majority of visitors agreed that the internet is an important medium for marketing cultural tourism in the Austrian Tyrol, suggesting that there is an established market for promoting the area in this way.