Press and Media
Media coverage about surveys, results and perceptions of the Institute for Tourism and Leisure Studies and of the Austrian Society of applied science in the field of Tourism and Leisure (Österreichischen Gesellschaft für Angewandte Forschung in der Tourismus- und
Freizeitwirtschaft) you can find here.
Outstanding papers award
Management science / management studies for Josef Mazanec
Title of the highly commended article: Evaluating perceptions-based marketing strategies: An agent-based model and simulation experiment
Purpose – To evaluate the comparative effectiveness of
perceptions-based market segmentation strategies: to what extent do
consumers' choice rules and the distinctness and variability of
consumer preferences determine the success or failure of PBMS
strategies?
Design/methodology/approach – The computer
simulation is run on an artificial consumer market. Its firm and
consumer agents enjoy a certain extent of autonomy and a limited
capability of learning. Strategies for incorporating the choice
information into the firms' segmentation schemes, consumers' brand
choice rules, initial preference patterns and their variability over
time are factors in the experimental design.
Findings – The
market factors “brand choice rule” and “distinctness” and “adaptivity”
of preferences significantly influence the profit performance of the
segmentation and positioning strategies. The distinctness of the
initial pattern of consumer preferences turns out to be least
influential while the choice rule is most important.
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