Brief Summary

Frankenmuth, Michigan’s little Bavaria was the number one tourist destination in Michigan. Although it began as a missionary purpose, it had grown to be much more and had retained its religious, ethnic and even linguistic heritage. Tourism was the main contributor to the economy. Most of this was through the restaurants, lodging facilities and retail shops. The concept of a heritage as a 19th century Bavarian missionary settlement attracted a lot of tourists. This was estimated to contribute around $120 million a year. In addition, there were frequent fests in the town which played an important role in attracting tourists to this place. The town was warm and friendly, it gave a very secure feeling. The residents had a strong sense of civic pride. They largely followed a community culture wherein every individual was more inclined towards working for the prosperity of the entire town compared to individual growth. They had the notion of increasing the pie rather than increasing only their share of the pie. The customers were attracted to the town largely due to its cleanliness and safety. The tasteful appearance of the community and the attitude of the business employees further enhanced the appeal to them. This town found that Word of mouth was extremely critical for generating business. All the recommendations from friends, family and co-workers formed the major portion of information sources. The typical customers were family oriented and were known to be loyal for generations. The whole town was largely cooperative and strived at providing satisfaction to the customers. This would lead to strong recommendations and consistently heavy footfalls.

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