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The Lake Constance region is due to its scenic attractiveness one of the most visited destinations in German-speaking countries. Scenic attractiveness as well as so-called landscape stereotypes also play a decisive role in tourism marketing. Tour operators reproduce supra-individual landscape concepts and establish mental geographies that ultimately influence the choice of destinations. A growing trend in tourism is the emergence of creative narratives in tourism marketing and tourism offers induced by creative companies. By means of a discourse-analytical investigation, whose theoretical and conceptual frame of reference is the hegemony and discourse theory of Laclau and Mouffe (1985), recurring landscape stereotypes are identified in tourist promotional material for the destination Bodensee. Based on these results as well as expert interviews with regional tourism stakeholders, a discussion of the creative economic potential for regional tourism marketing will take place. The investigation shows that these potentials are currently not being exhausted. At the same time, creative tourism can help a rural region, such as Lake Constance, to position itself as an alternative to city tourism, while at the same time addressing the lucrative target group 60plus.
Creative industry and cultural tourism destination Lake Constance - a media discourse analysis
(2020)
The following media discourse analysis examines the news media coverage of four regional online newspapers, about the topics “creative industries” and “cultural tourism” at Lake Constance region in the period from 2006 until 2016. The results show that, besides event-relater reporting, there is currently no vibrant media discourse on the topics “creative industries” and “cultural tourism”. Even though the image of the Lake Constance region is heavily influenced by tourism, “cultural tourism” also plays a secondary role when it comes to regional news reporting. Moreover, discourses do not overlap and thus no synergies within the local media discourse are formed. This result is relevant for the regional tourism development, because the cooperation between “creative industries” and “cultural tourism” creates opportunities such as the expansion of the tourism offer and an extension of the tourist season. To activate unused opportunities at the different destinations of the region, a supra-regional visibility of the sector “creative industries” should be developed and the cooperation of the sector with local stakeholders of cultural tourism should be promoted.