Open Source Marketing im eTourismus – Motivationale Treiber und praktische Ansätze

  • Klaus-Peter Wiedmann
  • Sascha Langner
  • Nadine Hennigs
  • Lars Pankalla
Chapter
First Online:

Zusammenfassung

Durch den andauernden Trend des Consumer Empowerments gewinnt die Open Source Bewegung zunehmend an Bedeutung. Einst als Gegenstück zur proprietären Softwareentwicklung geschaffen, existieren Open Source Netzwerke heute in vielen unterschiedlichsten Bereichen: z. B. als Zusammenschlüsse von Kreativen, als Bildungsnetzwerke oder als kollaborative Marketing-Communities. Insbesondere letztere erfreuen sich auch immer größerer Aufmerksamkeit durch Unternehmen im Tourismusmarkt: Warum beteiligen sich Konsumenten am Marketing von Unternehmen? Auf welchen Netzwerkmerkmalen basiert die individuelle Beteiligung dabei? Und was sind die zugrunde liegenden motivationalen Ursachen und Treiber, die Tourismusunternehmen gezielt ansprechen können, um Konsumenten zu einer freiwilligen Beteiligung an Community basierten Marketing-Projekten zu bewegen? Auf Grundlage aktueller Beispiele aus der Tourismusbranche, relevanter Motivationstheorien und aktueller Forschungsergebnisse liefert dieser Beitrag eine Übersicht der Möglichkeiten für Tourismusunternehmen, Communities in Marketing Kampagnen gezielt einzubinden und gewinn bringend zu nutzen.

Schlüsselwörter

Open Source Netzwerke Open Source Marketing Motivation Crowdsourcing 
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Copyright information

© Springer Berlin Heidelberg 2010

Authors and Affiliations

  • Klaus-Peter Wiedmann
    • 1
  • Sascha Langner
  • Nadine Hennigs
  • Lars Pankalla
  1. 1.Institut für Marketing & ManagementLeibniz Universität HannoverHannoverDeutschland

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