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Destination Marketing was the main theme of the 40th AIEST CONGRESS in Marrakech. The various contributions and discussions to this Congress inspired the author to attempt to define destinations, products and/ or groups of products, as well as strategic business fields more precisely, and against this background to discuss the opportunities and risks involve in positioning destinations and giving them a clear profile.

Marketing‐Grundsatzstrategien von Reiseveranstaltern Marketing‐Zielsysteme können generell durch eine Vielzahl von Kombinationen marketingpolitischer Instrumente realisiert werden, die darüber hinaus in ihrer Gestaltung völlig unterschiedlich sein können. Der hohen Komplexität der Aufgabenstellung, die darin besteht, das jeweils im Hinblick auf die Zielsetzug optimale Marketing‐Mix auszuwählen und zu gestalten, wird in der neueren Marketingliteratur dadurch entsprochen, dass explizit in den Marketing‐planungsprozess eine grundsatzstrategische Komponente eingeführt wird. Die Funktion einer Marketing‐Grundsatzstrategie besteht darin, grundsätzliche Verhaltensweisen gegenbüer anderen Markt‐ und Branchenteilnehmern festzulegen und — damit einhergehend — das Suchfeld der zur Verfügung stehenden Wahlmöglichkeiten bei der Konzeption des Marketing‐Mix einzugrenzen. Den weiteren Ausführungen soll folgende Definition des Begriffs Marketingstrategie zugrundegelegt werden:

Einführung in das Portfolio‐Management Allgemein ist in den letzten 5–10 Jahren zunehmendes Interesse der Wirtschaft und Verwaltung für Probleme der strategischen Planung festzustellen, nicht zuletzt aufgrund der Diskussion über das Portfolio‐Management. Dieses neue Planungsmodell rückt durch die Definition sogenannter Strategischer Geschäftsfelder (“business units”, vgl. Abschnitt 2 dieses Aufsatzes) als strategische Planung aus gesamtunternehmerischer Sicht in den Mittelpunkt der Betrachtung und löst sich damit los von der engen Funktionalorientierung, bei der jeder strategische Bereich als eigene und relativ unabhängige Planungseinheit auftritt. Abell/Hammond sprechen in diesem Zusammenhang von einem 3‐zyklischen Planungsprozess (Abell/Hammond 1979, S. 14) (vgl. Abb. 1); die Längeund Breite der einzelnen Planungsstufen geben gleichzeitig ihre zeitliche Dauer und ihre relative Bedeutung wieder.

Shortly before the Second World War, a woman who had never accepted her orphan status, Gabrielle Bonheur Chanel, nicknamed ‘Little Coco’ by her father and known as ‘Coco’ to her relatives, became the first women in history to build a world-class industrial empire. By 1935, Coco, a fashion designer and industry captain, was employing more than 4,000 workers and had sold more than 28,000 dresses, tailored jackets and women's suits. Born into a poor family and raised in an orphanage, she enjoyed an intense social life in Paris in the 1920s, rubbing shoulders with artists, creators and the rising stars of her time.

Thanks to her entrepreneurial skills, she was able to innovate in her methods and in her trendsetting approach to fashion design and promotion. Coco Chanel was committed and creative, had the soul of an entrepreneur and went on to become a world leader in a brand new sector combining fashion, accessories and perfumes that she would help shape. By the end of her life, she had redefined French elegance and revolutionized the way people dressed.

This chapter aims to familiarize the reader with some of the important aspects of tourism geography in the German-speaking countries. It starts with a primarily historical-genetic perspective on tourism development and the theoretical traditions associated with them. The second section describes the structure of the discipline, with a focus on the institutionalization of the field in the universities including their research specialization. The chapter maintains that tourism geography plays a marginal role compared with other subdisciplines of geography, though this is reflected primarily in its institutionalization and less so in the research undertaken. The last section deals with the current challenges and future prospects in German-speaking geographies of tourism from a problem-centered perspective.

Travel and tourism have had a long history in the Nordic countries, but research on tourism has a relatively short tradition in the region. Recently, academic interest in the Nordic tourism space has grown and diversified especially as a result of increasing numbers of academics and institutions involved with tourism geographies and studies and education in the region. The Nordic context has provided thematic focus areas for empirical studies that characterize tourism geographies in the region, with topics including nature-based tourism, utilization of wilderness areas, second-home and rural developments, impacts in peripheries, and tourism as a tool for regional development. In addition, there are emerging research themes outside of the traditional core topics, such as urban, events, and heritage tourism.

This chapter discusses the main research interests and outputs in the various branches of geography that have influenced the study of tourism from a geographical perspective. It argues that the idiographic tradition has been transversal throughout, leading to the growing interest for tourism within the geography academic community in the last 10 years. There is a focus on the birth of specific research groups, mainly related to a constellation of new university curricula on tourism and—with few exceptions of territorial tradition—to an intermittent availability of public research funds. The chapter concludes with a more general picture of the place of tourism within the geography discipline in Italy and of evolving trends in terms of research results, dissemination, and evaluation.

This chapter reflects upon the trajectory of research in the geography of tourism in Spain. It begins with a review, including the evolution of the main topics present in the subdiscipline, with a special focus on developments since the 1990s. This is followed by an analysis of the current role and potential impact of academic tourism geography and a discussion on the recent growth in the publication of research results in international journals. Of importance are the institutional factors that explain the increasing recognition of research on the geography of tourism in Spain. Finally, the chapter discusses the hegemony of positivist approaches pivoting on land use, local and regional development, impact analysis, and landscape transformation, as well as the emerging links between Spanish tourism geography and the international mainstream schools of thought.

Depending on the research approach one uses, the development of particular bodies of knowledge over time is the result of a combination of agency, chance, opportunity, patronage, power, or structure. This particular account of the development of geographies of tourism stresses its place as understood within the context of different approaches, different research behaviors and foci, and its location within the wider research community and society. The chapter charts the development of different epistemological, methodological, and theoretical traditions over time, their rise and fall, and, in some cases, rediscovery. The chapter concludes that the marketization of academic production will have an increasingly important influence on the nature and direction of tourism geographies.