strategy can be effective for Switzerland to reposition the image of Switzerland and attract not only the romantic couples and family but also FITs and young generation to the destination. But on the hand, it is only possible if the Swiss film commission will also realize the potential of film tourism and shows interest in collaborating with DMOs and other key actors of film tourism to reposition the image of Switzerland and stay in this competitive market. DMOs also collaborate with various stakeholders like tour operators, hospitality industry to provide various training programmes to make the service industry understand the preferences of the specific market (Morrison, 2013). In the same way, in case of Indian market, (Appendix: 9.3).ST also tries their level best to make the hospitality industry around Switzerland to understand the cultural aspects, need and expectations of Indian visitors so that the service staff can understand their requirements and provide the best possible service. As mentioned by Niklas Breitenbach (Sales Manager, HVJ), strategically focused on expanded markets and growing ,”we as it is markets together with the tourism board of Interlaken as well (….) (…)”Similarly, discussed in section 5.6, intersectoral collaboration plays an important role in destination promotion through various media and marketing campaigns hosted by DMOs and give the benefit to all the stakeholders to promote their products and services to the target markets. Furthermore, one may argue that the training provided by various DMOs helps the hospitality industry in Switzerland to understand the cultural background of the visitors coming from different parts of the world so that they can understand their needs and provide best quality service to their potential customers. As discussed in section, 6.3.1, on one hand, the hospitality industry collaborates with various intermediaries i.e. tour operators and travel agents and on other hand, promotes their own products and services through various communication channels according to their budget and convenience. For example, a 5 star hotel spends more money on PR and marketing in comparison to a 3 star hotel that does not have big budget for all these promotional activities. So, they only rely on maintaining good relationship with their potential stakeholders instead they focus more on big tour operators who bring big groups to the hotel for example HC that has been discussed earlier. On the other hand, during my research, I found out that Erwin Fassler (Owner ET), does not use any middleman to communicate to his customers. As mentioned earlier, he uses social media and
strategy can be effective for Switzerland to reposition the image of Switzerland and attract not only the romantic couples and family but also FITs and young generation to the destination. But on the hand, it is only possible if the Swiss film commission will also realize the potential of film tourism and shows interest in collaborating with DMOs and other key actors of film tourism to reposition the image of Switzerland and stay in this competitive market. DMOs also collaborate with various stakeholders like tour operators, hospitality industry to provide various training programmes to make the service industry understand the preferences of the specific market (Morrison, 2013). In the same way, in case of Indian market, (Appendix: 9.3).ST also tries their level best to make the hospitality industry around Switzerland to understand the cultural aspects, need and expectations of Indian visitors so that the service staff can understand their requirements and provide the best possible service. As mentioned by Niklas Breitenbach (Sales Manager, HVJ), ,”we strategically focused on expanded markets and growing markets (….) together with the tourism board of Interlaken as well (…)”Similarly, as it is discussed in section 5.6, intersectoral collaboration plays an important role in destination promotion through various media and marketing campaigns hosted by DMOs and give the benefit to all the stakeholders to promote their products and services to the target markets. Furthermore, one may argue that the training provided by various DMOs helps the hospitality industry in Switzerland to understand the cultural background of the visitors coming from different parts of the world so that they can understand their needs and provide best quality service to their potential customers. As discussed in section, 6.3.1, on one hand, the hospitality industry collaborates with various intermediaries i.e. tour operators and travel agents and on other hand, promotes their own products and services through various communication channels according to their budget and convenience. For example, a 5 star hotel spends more money on PR and marketing in comparison to a 3 star hotel that does not have big budget for all these promotional activities. So, they only rely on maintaining good relationship with their potential stakeholders instead they focus more on big tour operators who bring big groups to the hotel for example HC that has been discussed earlier. On the other hand, during my research, I found out that Erwin Fassler (Owner ET), does not use any middleman to communicate to his customers. As mentioned earlier, he uses social media and
Film_Tourism_10.docx