Botanical gardens are important tourist destinations, but their destination marketing strategies have historically received little attention. Among the most recognizable effort of destination marketing, picture postcards and their motifs give insight into previous strategies. In this analysis, I analyzed the motifs and style of the postcards produced by the Botanical Garden Munich-Nymphenburg over the past hundred years, using a sample of 247 picture postcards. The most promotion was conducted between 1930 and 1945. The favored composition techniques were photographs from the eye-level perspective (93%), photographs set in an asymmetric frame (82%), photographs depicting a landscape orientation (59%), and black and white photographs (55%). Postcards featuring the greenhouses were the leading motif and focused on exotic flowers, such as orchids and cacti. Postcards from the outdoor part of the garden tended to focus on the alpinum and ornamental beds. Clear support was found that everybody-can-take motifs were preferred, best for word-of-mouth recommendation and tourism-for-everyone.

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1914年至2020年慕尼黑-宁芬堡植物园带图片明信片的目的地营销策略分析

植物园是重要的旅游目的地，但其目的地营销策略历来很少受到关注。在目的地营销中最知名的努力中，图片明信片及其主题可以让人们深入了解以前的策略。在本次分析中，我使用 247 张明信片作为样本，分析了慕尼黑-宁芬堡植物园在过去一百年中制作的明信片的主题和风格。最多的推广是在 1930 年至 1945 年间进行的。最受欢迎的构图技术是从眼睛水平角度拍摄的照片（93%）、采用不对称框架的照片（82%）、描绘横向方向的照片（59%）和黑色和白色照片（55%）。以温室为主题的明信片是主要主题，重点是兰花和仙人掌等异国花卉。来自花园室外部分的明信片往往集中在高山和观赏床上。研究结果表明，人人都可以接受的主题是首选，最适合口碑推荐和人人旅游。