Product Marketing in the Tourism Destination Gstaad-Saanenland - Suggestions on How to Structure and Organize Product Marketing in the Destination Management Organization Gstaad-Saanenland

Abstract

Product marketing in the Gstaad-Saanenland Tourism Organization (GST) is primarily focused on bundling and promoting products from service providers. A modern tourism organization, however, must increasingly be able to proactively affect and influence product and service design within the destination. For the emergence of a new, centrally organized DMO, this previously neglected aspect must be taken into account. In order to be able to actively design the offering and to be competitive for the future, the Marketing Department of the DMO must accordingly be structured and organized.