Abstract
In recent years, destination cards have been discovered by many destination management companies (DMC) as effective marketing tools for customer retention on the one hand and packaging of touristic highlights on the other hand. Due to various advantages for all stakeholders (the destination itself, guests and tourism service providers), the implementation of a destination card in Rheinhessen, the largest wine growing area in Germany (1400 km2) and member of the Great Wine Capitals network, should to be taken into consideration. Due to the fact that wine tourism is a growing tourism segment and Rheinhessen offers plenty of wine tourism, the destination card should emphasize those offers. The development of a destination card system (DCS) requires human resources as well as financial resources. Therefore, it is imperative to evaluate such a project with a feasibility study before the planning process starts to avoid wasting limited resources.
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