Attribute Type Value
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contentobject_id string 210530
version string 1
language_code string 'ger-DE'
language_id string 3
contentclassattribute_id string 268
attribute_original_id string 0
sort_key_int string 0
sort_key_string string ''
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data_int NULL
data_float string 0
contentclass_attribute object[eZContentClassAttribute] Object
>id string 268
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>contentclass_id string 30
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>can_translate string 1
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>display_info array Array(2)
>name string 'Bild'
>nameList array Array(3)
>description string ''
>descriptionList array Array(2)
>data_text_i18n string ''
>data_text_i18n_list array Array(1)
contentclass_attribute_identifier string 'image'
contentclass_attribute_name string 'Bild'
can_translate integer 1
is_information_collector string 0
is_required string 0
content object[eZImageAliasHandler] Object
>alternative_text string 'Feilten beim Tourismuskongress 2018 in Baden-Baden am Image des Schwarzwald-Bildes (von links): der Berliner Universitätsprofessor Dr. Christian Blümelhuber, Martin Birchmeier von Tourismuszukunft, Moderatorin Kimsy von Reischach, Uwe Baumann von Kosmos Schwarzwald, Baden-Badens Oberbürgermeisterin Margret Mergen, die IHK-Hauptgeschäftsführer Martin Keppler, Andreas Kempff und Dr. Guido Glania sowie Geschäftsführer Hansjörg Mair von der STG.'
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>front_xsmall array Array(19)
>front_small array Array(19)
>front_medium array Array(19)
>front_large array Array(19)
>front_full array Array(19)
>front_full_cropped array Array(19)
>campaign array Array(19)
>backgroundimage array Array(19)
>highlighted array Array(19)
>contentgrid array Array(19)
>gallery array Array(19)
>galleryfull array Array(19)
>imagefull array Array(19)
>multiuploadthumbnail array Array(19)
>original array Array(19)
has_http_value boolean false
value object[eZImageAliasHandler] Object
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>front_colorbox array Array(19)
>front_xsmall array Array(19)
>front_small array Array(19)
>front_medium array Array(19)
>front_large array Array(19)
>front_full array Array(19)
>front_full_cropped array Array(19)
>campaign array Array(19)
>backgroundimage array Array(19)
>highlighted array Array(19)
>contentgrid array Array(19)
>gallery array Array(19)
>galleryfull array Array(19)
>imagefull array Array(19)
>multiuploadthumbnail array Array(19)
>original array Array(19)
has_content string 1
class_content string ''
object object[eZContentObject] Object
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>owner_id string 82932
>contentclass_id string 30
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>content_class object[eZContentClass] Object
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>owner object[eZContentObject] Object
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>related_contentobject_count string 0
>reverse_related_contentobject_array array Array(0)
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>linked_contentobject_array array Array(0)
>linked_contentobject_count string 0
>reverse_linked_contentobject_array array Array(0)
>reverse_linked_contentobject_count string 0
>embedded_contentobject_array array Array(0)
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>reverse_embedded_contentobject_array array Array(0)
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>parent_nodes array Array(1)
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>class_group_id_list array Array(1)
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>language_codes array Array(1)
>language_js_array string '[{"locale":"ger-DE","name":"Deutsch (Deutschland)"}]'
>languages array Array(1)
>all_languages array Array(1)
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>can_create_languages array Array(0)
>always_available integer 1
>allowed_assign_section_list array Array(1)
>allowed_assign_state_id_list array Array(1)
>allowed_assign_state_list array Array(0)
>state_id_array array Array(1)
>state_identifier_array array Array(1)
object_version object[eZContentObjectVersion] Object
>id string 5764405
>contentobject_id string 210530
>creator_id string 82932
>version string 1
>status string 1
>created string 1532685668
>modified string 1532685715
>workflow_event_pos string 0
>user_id string 0
>language_mask string 3
>initial_language_id string 2
>creator object[eZContentObject] Object
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>main_parent_node_id string 4566
>contentobject_attributes array Array(3)
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>reverse_related_object_list array Array(0)
>parent_nodes array Array(1)
>can_read boolean false
>can_remove boolean false
>data_map array Array(3)
>node_assignments array Array(1)
>contentobject object[eZContentObject] Object
>initial_language object[eZContentLanguage] Object
>language_list array Array(1)
>translation boolean false
>translation_list array Array(1)
>complete_translation_list array Array(1)
>temp_main_node object[eZContentObjectTreeNode] Object
view_template string 'ezimage'
edit_template string 'ezimage'
result_template string 'ezimage'
has_validation_error boolean false
validation_error NULL
validation_log NULL
language object[eZContentObjectAttribute] Object
>id string 3778428
>contentobject_id string 210530
>version string 1
>language_code string 'ger-DE'
>language_id string 3
>contentclassattribute_id string 268
>attribute_original_id string 0
>sort_key_int string 0
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>data_type_string string 'ezimage'
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>content object[eZImageAliasHandler] Object
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>value object[eZImageAliasHandler] Object
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>object object[eZContentObject] Object
>object_version object[eZContentObjectVersion] Object
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>edit_template string 'ezimage'
>result_template string 'ezimage'
>has_validation_error boolean false
>validation_error NULL
>validation_log NULL
>language object[eZContentObjectAttribute] Object
>is_a string 'ezimage'
>display_info array Array(4)
>class_display_info array Array(2)
is_a string 'ezimage'
display_info array Array(4)
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>view array Array(1)
>collection array Array(1)
>result array Array(1)
class_display_info array Array(2)
>edit array Array(1)
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Attribute Type Value
id string 3778440
contentobject_id string 210534
version string 1
language_code string 'ger-DE'
language_id string 3
contentclassattribute_id string 268
attribute_original_id string 0
sort_key_int string 0
sort_key_string string ''
data_type_string string 'ezimage'
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data_int NULL
data_float string 0
contentclass_attribute object[eZContentClassAttribute] Object
>id string 268
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>data_type_string string 'ezimage'
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>name string 'Bild'
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>description string ''
>descriptionList array Array(2)
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contentclass_attribute_name string 'Bild'
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is_required string 0
content object[eZImageAliasHandler] Object
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>front_medium array Array(19)
>front_large array Array(19)
>front_full array Array(19)
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>campaign array Array(19)
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>gallery array Array(19)
>galleryfull array Array(19)
>imagefull array Array(19)
>multiuploadthumbnail array Array(19)
>original array Array(19)
has_http_value boolean false
value object[eZImageAliasHandler] Object
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>front_colorbox array Array(19)
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has_content string 1
class_content string ''
object object[eZContentObject] Object
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>name string 'Tourismuskongress 2018_Zuhörer'
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>class_name string 'Bild'
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>owner object[eZContentObject] Object
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>content_action_list boolean false
>class_identifier string 'image'
>class_group_id_list array Array(1)
>match_ingroup_id_list boolean false
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>language_codes array Array(1)
>language_js_array string '[{"locale":"ger-DE","name":"Deutsch (Deutschland)"}]'
>languages array Array(1)
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object_version object[eZContentObjectVersion] Object
>id string 5764409
>contentobject_id string 210534
>creator_id string 82932
>version string 1
>status string 1
>created string 1532686440
>modified string 1532686482
>workflow_event_pos string 0
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>creator object[eZContentObject] Object
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>translation boolean false
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>complete_translation_list array Array(1)
>temp_main_node object[eZContentObjectTreeNode] Object
view_template string 'ezimage'
edit_template string 'ezimage'
result_template string 'ezimage'
has_validation_error boolean false
validation_error NULL
validation_log NULL
language object[eZContentObjectAttribute] Object
>id string 3778440
>contentobject_id string 210534
>version string 1
>language_code string 'ger-DE'
>language_id string 3
>contentclassattribute_id string 268
>attribute_original_id string 0
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>data_int NULL
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>contentclass_attribute object[eZContentClassAttribute] Object
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>contentclass_attribute_name string 'Bild'
>can_translate integer 1
>is_information_collector string 0
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>content object[eZImageAliasHandler] Object
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>object object[eZContentObject] Object
>object_version object[eZContentObjectVersion] Object
>view_template string 'ezimage'
>edit_template string 'ezimage'
>result_template string 'ezimage'
>has_validation_error boolean false
>validation_error NULL
>validation_log NULL
>language object[eZContentObjectAttribute] Object
>is_a string 'ezimage'
>display_info array Array(4)
>class_display_info array Array(2)
is_a string 'ezimage'
display_info array Array(4)
>edit array Array(1)
>view array Array(1)
>collection array Array(1)
>result array Array(1)
class_display_info array Array(2)
>edit array Array(1)
>view array Array(0)
Attribute Type Value
id string 3778431
contentobject_id string 210531
version string 1
language_code string 'ger-DE'
language_id string 3
contentclassattribute_id string 268
attribute_original_id string 0
sort_key_int string 0
sort_key_string string ''
data_type_string string 'ezimage'
data_text string ' U09OWQ==SUxDRS02MzAwMQ==MzAwMDAwMC8xMDAwMA==MzAwMDAwMC8xMDAwMA==Mw==QWRvYmUgUGhvdG9zaG9wIEVsZW1lbnRzIDkuMCBXaW5kb3dzMjAxODowNzoyNyAxMjowNjoyOQ==MjEy '
data_int NULL
data_float string 0
contentclass_attribute object[eZContentClassAttribute] Object
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>serialized_description_list string 'a:2:{s:6:"eng-GB";s:0:"";s:6:"ger-DE";s:0:"";}'
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>data_type_string string 'ezimage'
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>serialized_data_text string 'a:1:{s:6:"ger-DE";s:0:"";}'
>category string ''
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>temporary_object_attribute object[eZContentObjectAttribute] Object
>data_type object[eZImageType] Object
>display_info array Array(2)
>name string 'Bild'
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>description string ''
>descriptionList array Array(2)
>data_text_i18n string ''
>data_text_i18n_list array Array(1)
contentclass_attribute_identifier string 'image'
contentclass_attribute_name string 'Bild'
can_translate integer 1
is_information_collector string 0
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content object[eZImageAliasHandler] Object
>alternative_text string 'Moderatorin Kimsy von Reischach im Gespräch mit STG-Geschäftsführer Hansjörg Mair und den IHK-Hauptgeschäftsführern Martin Keppler und Dr. Guido Glania (von links)'
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>front_colorbox array Array(19)
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>front_large array Array(19)
>front_full array Array(19)
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>campaign array Array(19)
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>galleryfull array Array(19)
>imagefull array Array(19)
>multiuploadthumbnail array Array(19)
>original array Array(19)
has_http_value boolean false
value object[eZImageAliasHandler] Object
>alternative_text string 'Moderatorin Kimsy von Reischach im Gespräch mit STG-Geschäftsführer Hansjörg Mair und den IHK-Hauptgeschäftsführern Martin Keppler und Dr. Guido Glania (von links)'
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>front_colorbox array Array(19)
>front_xsmall array Array(19)
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>front_medium array Array(19)
>front_large array Array(19)
>front_full array Array(19)
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>campaign array Array(19)
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Schwarzwald-Tourismuskongress in Baden-Baden

Das Zusammenspiel von Kommunikation, Medien und Tourismus war Kernthema beim dritten Schwarzwald-Tourismuskongress am 23. Juli 2018 in der Akademiebühne Baden-Baden.

Auf Einladung der Schwarzwald Tourismus GmbH (STG) und den Industrie- und Handelskammern im Schwarzwald beschäftigten sich die 150 Teilnehmer mit der Frage, wie Touristiker das Schwarzwald-Bild der Gäste beeinflussen können.

Mit mehr als 95 Mio. Posts am Tag ist Instagram wohl die angesagteste Plattform für das Teilen von Fotos. Auf Platz 1 der deutschen Sehenswürdigkeiten liegt der Schwarzwald – klar also, dass von der vielseitigen Region ebenso vielfältige Bilder und Zuschreibungen existieren. Der Schwarzwald ist Lebensraum, Arbeitsplatz und Urlaubsort zugleich. Auch Werbung, Filme, Reportagen, Politik, Unternehmen und die Tourismusbranche machen sich ihr Bild vom Schwarzwald. Doch welches Bild macht sich eigentlich der Schwarzwald-Urlauber? Und wie lässt sich dieses verändern?

Hansjörg Mair, Geschäftsführer der STG, charakterisierte die Digitalisierung als „Herausforderung und Chance“. Darauf reagiere die STG mit ihrer neuen Digitalisierungsstrategie und einer neuen Datenbankstruktur. Es gehe darum, die Infos zur Region emotional so ansprechend und inhaltlich so dicht aufzubereiten, dass quasi jeder Crawler im Internet auf sie zugreift und so das passende Schwarzwald-Feeling und die Marke Schwarzwald auch auf fremden Internetseiten zutreffend vermittelt wird. Mair: „Am Ende müssen wir es schaffen, für jeden und jede genau das zu den individuellen Bedürfnissen passende Angebot auf dem richtigen Medium zu genau der richtigen Zeit bereitzustellen.“

Uwe Baumann, Initiator der Künstler- und Kreativen-Bewegung „Kosmos Schwarzwald“, warb in seiner Keynote für eine Gemeinschaftsleistung aller am Tourismus Beteiligter. „Tragen Sie alle den Schwarzwald in seiner Vielfältigkeit in ihrem Herzen – dann können Sie auch den Gast vom bunten, weltoffenen und kreativen Schwarzwald begeistern.“

Dass es immer schwerer werde, den Gast mit den klassischen Kommunikations- und Marketing-Maßnahmen zu erreichen, erläuterte Martin Birchmeier (Tourismuszukunft) entlang der Customer Journey: Die Inspiration für ihre Reise suchen potenzielle Gäste heute vermehrt auf Instagram; weitere Infos über die Destination finden sie auf Google, gebucht werde über Booking.com. Während des Urlaubs planen Gäste Wanderungen oder Rad-Touren u.a. mit der Outdoor-App „Komoot“, bewertet werde die Reise später auf zahlreichen Online-Plattformen. Um ihre eigenen Inhalte platzieren zu können, müssten Touristiker ihre strukturierten Daten so aufbereiten und zur Verfügung stellen, dass sie auch von den zukünftig immer wichtiger werdenden Sprach-Assistenten verarbeitet werden können, so Birchmeier. Als zweiten operativen Schritt empfahl er, die sozialen Medien stärker zu nutzen, um eigenen Content einzustellen und gleichsam die Nutzer zur aktiven Teilnahme zu motivieren – etwa durch Fotowettbewerbe. Strategisch sei es mehr denn je Aufgabe der DMO, authentische Produkte zu entwickeln und den Markenauftritt zu pflegen. „Die Produktqualität ist entscheidend“, ist sich Birchmeier sicher.

Auch der Wissenschaftler und Markenexperte Prof. Dr. Christian Blümelhuber betonte den Erlebnisaspekt: „Marken kann man nur erleben, nicht verkünden!“ Daher sei es Aufgabe der Touristiker, diese erlebbaren Angebote zu schaffen. Erreichen könne man dies auf drei Wegen. Erstens durch Anpassung – mit dem Angebot also genau die Erwartung zu erfüllen, die der Gast mit der Ferienregion verbindet. Man könne aber zweitens auch Begehrlichkeit wecken und so attraktiv erscheinen, dass sich der Gast gewissermaßen nach dem Angebot richte und so in eine für ihn neue und unbekannte Welt entführt werde. Und als dritten Weg nannte Blümelhuber die Fähigkeit, die sprichwörtliche Nische zu erkennen und sich schnellstmöglich auf veränderte Bedingungen anzupassen.

In Kleingruppen hatten die 150 Teilnehmer anschließend die Gelegenheit, mit den Keynote-Speakern sowie mit Christoph Kunz (Digitalisierungsbeauftragter der STG) zu diskutieren und sich auszutauschen.

Mehr Infos zur Veranstaltung gibt es unter www.wir-sind-schwarzwald.de