Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Germany

Bibliographic Details
Main Author: Ehmer, Benedikt
Publication Date: 2024
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/174623
Summary: 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.
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling Internationalization project of tulea´s tourism unit top - an in-depth market analysis of GermanyInternational businessMarketingStrategyInternational market selectionDomínio/Área Científica::Ciências Sociais::Economia e GestãoSmall 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.Gomes, EmanuelZhou, YuelingRUNEhmer, Benedikt2024-01-312024-01-312027-01-31T00:00:00Z2024-01-31T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/174623TID:203602579enginfo:eu-repo/semantics/embargoedAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-11-11T01:42:08Zoai:run.unl.pt:10362/174623Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T19:12:53.538638Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Germany
title Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Germany
spellingShingle Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Germany
Ehmer, Benedikt
International business
Marketing
Strategy
International market selection
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Germany
title_full Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Germany
title_fullStr Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Germany
title_full_unstemmed Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Germany
title_sort Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Germany
author Ehmer, Benedikt
author_facet Ehmer, Benedikt
author_role author
dc.contributor.none.fl_str_mv Gomes, Emanuel
Zhou, Yueling
RUN
dc.contributor.author.fl_str_mv Ehmer, Benedikt
dc.subject.por.fl_str_mv International business
Marketing
Strategy
International market selection
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic International business
Marketing
Strategy
International market selection
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description 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.
publishDate 2024
dc.date.none.fl_str_mv 2024-01-31
2024-01-31
2024-01-31T00:00:00Z
2027-01-31T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/174623
TID:203602579
url http://hdl.handle.net/10362/174623
identifier_str_mv TID:203602579
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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