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A Research on Direct & External Sales Channels in the Leisure Industry and the Direct-to-Consumer Trend

  • The leisure industry experiences a shift in selling their services online. While external sales channels have been dominating the online ticket sales in the last decade, a new trend of Direct-to-Consumer (DTC) sales through individual platforms has been on the rise. This study aimed to research on the usage of external and direct sales channels in the leisure industry and tried to find reasons for the rapid increase of leisure venues shifting their sales channels on their own online platform and abandoning external sales channels. For this study, a primary research with leisure venues across Germany, Switzerland and Austria in the form of a questionnaire with 104 participants was conducted. The topic of the questionnaire was the usage of external and direct sales channels and ticket reseller as well as promotion methods of the leisure venues participating. Furthermore, an expert interview with the CEO of a wellness centre was conducted to gain first-hand knowledge on the research topic. The thesis ends with an analysis of the survey results and conclusions on what the usage of external and direct sales channels in the leisure industry are and how the DTC trend emerged from the state of the industry.

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Author:Kai Schrempf
Advisor:Kai-Markus Müller
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Release Date:2021/08/30
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt