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Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Germany
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| 2.84 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Small tourism businesses often internationalize through global Online Travel Agencies (OTAs).
As OTAs exert price pressure, premium offers may seek independent internationalization. This
project applies such an independent approach to a real premium short-term rental property. The
systematic international market selection (IMS) process reveals affluent German families as the
optimal target segment. Given the company’s resource constraints, Germany-specific, villa focused OTAs are identified as the optimal entry mode. Using the managers’ insights, a
financial model is constructed that accounts for eventually increasing direct sales. Based on this
model, the authors must conclude that the property will likely become a liability.
Descrição
Palavras-chave
International business Marketing Strategy International market selection