Brand Image and Business Events in Hamburg. A Critical Evaluation

Trabajo Escrito , 2020 , 16 Páginas

Turismo - Otros

The purpose of this report is to show the economic importance and recent development of the business events sector in the Free and Hanseatic city of Hamburg. The metropolis is the second largest city of Germany with a multicultural population, economic growth and huge impact on the whole country. Its exceptional flair is closely linked to the historic Hanseatic League and the city´s autonomous status to this day. The port city offers business visitors a wide range of venues, culture and leisure opportunities and will therefore be subject of this report.

First, the report provides a general overview of the business events sector. Thereafter, the city is critically analysed and evaluated regarding its popularity as a business tourism destination by means of the brand image attributes introduced by Hankinson (2005). Furthermore, it provides a prospect of how the emerging trend “sustainable tourism” is affecting the business events sector and its impact on Hamburg resulting in management implications for professionals in the industry.

Table of Contents

1. Introduction

2. Overview of the Business Events Sector and its Contribution to the Economy of Hamburg
a. Hamburg´s Business Events Sector
b. Conference Industry
c. Exhibitions/Trade Fairs
d. Incentive Travel
e. Corporate Hospitality
f. Business Tourism Trends and Statistics

3. Critical Evaluation of Hamburg regarding the Attractiveness as a Business Tourism Destination
a. Evaluation of Hankinson´s Model
b. Physical Environment
c. Economic Activity
d. Business Tourism Facilities
e. Accessibility
f. Social Facilities
g. Strength of Reputation
h. People Characteristics
i. Destination Size

4. Impact of “Sustainable Tourism” and Management Implications for Professionals
a. Sustainable Tourism
b. Impact on Hamburg
c. Management Implications

5. Conclusion

6. References

• Universidad: University of West Scotland
• Autor: Paula Schöner (Autor)
• Año de publicación: 2020
• Páginas: 16
• No. de catálogo: V974181
• ISBN (Ebook): 9783346321503
• ISBN (Libro): 9783346321510
• Idioma: Inglés