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Schriftliche Besucherbefragungen im Kulturmarketing und Kulturtourismus

Schriftliche Besucherbefragungen im Kulturmarketing und Kulturtourismus

Andrea Hausmann / Sarah Schuhbauer

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Editorial:
Springer Nature B.V.
Año de edición:
2023
Materia
Gestión y técnicas de gestión
ISBN:
9783658413378
21,22 €
IVA incluido
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Sobre IBD

Dieses essential erläutert fundiert und kompakt die schriftliche Besucherbefragung als Instrument im Kulturmarketing und Kulturtourismus. Nach einer Einführung in die wichtigsten Begriffe werden die beiden Methoden schriftlicher Befragungen (Paper-Pencil und Online) anwendungsbezogen vorgestellt und auf ihre Stärken und Schwächen untersucht. Hierauf aufbauend werden die einzelnen Phasen von schriftlichen Befragungen - von der Gestaltung eines Fragebogens und der Datenerhebung über die Datenaufbereitung und -auswertung bis hin zur Follow-up-Phase - skizziert. Die theoretischen Erläuterungen werden anhand vieler aktueller Beispiele aus der Praxis von Kultur und Tourismus illustriert.

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