Reengineering the Role of Culture in Tourism's Value Chain and the Challenges for Destination Management Systems -- The Case of Tyrol.

Tourism's value chain is going through major changes. Due to various factors, particularly in the information and communication technology sector, new business opportunities in other fields are opening up for the tourism industry. At the same time enterprises foreign to the trade enter into competition. The changing needs of tourism customers have forced the destination management systems to adapt to the new value chain, as have the individual services of a destination which are required by the demands of the market Using the example of the Tyrolean destination, we will demonstrate that the potential guest, who seeks information from the Internet concerning offers of cultural tourism, desires a broad information spectrum, that often exceeds the traditional definition of culture. [ABSTRACT FROM AUTHOR]