Lokalschönheit

Lokalschönheit

Authentische Vorfreude zeigt sich in glaubwürdiger Produktdarstellung. Diese ist eingebettet in ein System an unternehmerischer Sorgfalt, geprägt von politischem Spielraum. Bilder erzählen Geschichten – vom Urlaubsanfang bis zum Urlaubsende.

Das österr. Reisegesetzt sorgt für strengere Stornierungsrichtlinien. Bucht der User über eine Plattform (z.B. booking.com) kann der Unterkunftgeber (basierend auf seinen AGBs) geringere Stornozeiten anbieten und damit seine Buchungsfrequenz erhöhen. Die Variable Vorrauszahlung ist prozentuell abhängig vom Gesamtpreis der Buchung. Erlaubt der Unterkunftgeber Zahlung via Kreditkarte werden geringere Verlaufzeiten oft in Kauf genommen. Sofortüberweisungen führen zu ähnlichen, wenngleich für den Bucher unangenhmeren Auflösungen kommt zu einer Stornierung (Auflösung) der Buchung (Geschäftsverhältnisses).

Hinzukommt, daß jedes österr. Bundesland über eigene Ortstaxen (Tourismusabgabe an den Staat Österreich) verfügt. Diese schwanken zwischen 1,50 EUR pro Person und Tag in Ostösterreich bis hin zu 2,5 EUR in Westösterreich. Manche Buchungsplattformen integrieren diese staatlichen Abgaben in ihre Rechnungslegung und erleichtern die transparente Finanzamtabgabe (Steuer) und damit statistische Auswertung (Statistik Austria). Offizielle Auswertungen haben mögliche (direkte und indirekte) Auswirkungen auf die österr. touristische Förderlandschaft. Je mehr Übernächtungszahlen eine Gemeinde oder Region hat, desto höher die Chancen Investgelder vom Land zu erhalten.

Die (Bundes-)Länder haben Autonomie über die eigenen Ländereien und deren unterstützende Investmaßnahmen. Gesetzliche Regelungen bestimmen die Möglichkeit Vereine oder Verbünde gründen zu dürfen, einhergehend damit das Antragsrecht auf wirtschaftliche Förderung. Marketingmaßnahmen sind länderübergreifend, teilweise regionsübergreifend im Einsatz. Betrachtet man das Verbands- wie Vereinswesen im Detail, führt das Engagement von Einzelpersonen in Harmonie und Arbeitsteilung mit dem Team und Partnerbetrieben zum Erfolg.

Transparenz und Personalisierung wirkt stärker den je. Einbindung von helfenden Händen (operatives Geschäft) und strategische Ausrichtung basierend auf unternehmerischer Positionierung wirken ein. Ist die eigene Positionierungg unklar, oder das unternehmerische Ziel in seiner Wertelandschaft wenig greifbar für Mitwirkende, kommt der Bruch.

Die eigene unternehmerische Klarheit (Vision, Mission, Positionierung Werte) drückt sich im Geschmack des Produktes aus. Webseiten, Newsletter und Content Marketing unterstützen den Unternehmer wie den Kunden darin Sinneseindrücke zu kommunizieren, strategisch und an eigenen Werten orientiert. Die Erarbeitung dieser ist meist zeitaufwendig oder wird als „gegeben“ (das machen oder wollen wir so) hingenommen. Die eigene Unternehmensdarstellung ist essenziell für Glaubwürdigkeit. Diese hat direkte und indirekte Auswirkungen auf die Region.

Menschen sprechen miteinander. Das Erlebnis vor Ort wird nicht nur getragen von „schöner Vorstellung“, sondern übertrifft diese optimalerweise. Authentizität lockt und rockt. In der pannonischen Tiefebene bis zu den Alpen.

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