Destination Marketing
Destination Marketing - Essentials (Paperback, 3rd Edition)
R 1 624.00
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Description
Destination Marketing offers the reader an integrated and comprehensive overview of the key challenges and constraints facing destination marketing organisations (DMOs) and how destination marketing can be planned, implemented and evaluated to achieve successful destination competitiveness.
This new third edition has been revised and updated to include:
27 new and updated case studies, including destinations such as Sri Lanka, Barbados, the UAE, and crucially relevant topics such as the Australian bushfires and the threat of COVID-19
Brand-new pedagogical features such as in-chapter class activities, key term definitions, and highlighted critical points
New content on cross-sector consortia marketing for meetings and events, social media influencer marketing, the role of technology, resource consumption and climate change, creativity and innovation in developing destination branding, experiential destination marketing and the influence of culture and sustainability on destination marketing
Links to free access of the author’s journal articles on destination marketing
Updated additional online resources for lecturers and students including PowerPoint slides, quizzes and discussion questions
It is written in an engaging style and applies theory to a range of tourism destinations at the consumer, business, national and international level by using topical examples.
Table of Contents
1. The study of destination marketing
2. The Destination Marketing Organisation (DMO) and destination competitiveness
3. Destination Marketing Organisation (DMO) funding and governance
4. Co-operating to compete
5. The Destination Marketing Organisation (DMO), disasters, crises, and dark tourism
6. Destination marketing strategy framework
7. Destination brand identity
8. Destination image
9. Destination brand positioning
10. Destination marketing communications
11. Destination marketing organisation (DMO) public relations and publicity seeking
12. The destination marketing organisation (DMO) and social media
13. The destination marketing organisation (DMO) and the travel trade
14. Destination marketing performance measurement
This new third edition has been revised and updated to include:
27 new and updated case studies, including destinations such as Sri Lanka, Barbados, the UAE, and crucially relevant topics such as the Australian bushfires and the threat of COVID-19
Brand-new pedagogical features such as in-chapter class activities, key term definitions, and highlighted critical points
New content on cross-sector consortia marketing for meetings and events, social media influencer marketing, the role of technology, resource consumption and climate change, creativity and innovation in developing destination branding, experiential destination marketing and the influence of culture and sustainability on destination marketing
Links to free access of the author’s journal articles on destination marketing
Updated additional online resources for lecturers and students including PowerPoint slides, quizzes and discussion questions
It is written in an engaging style and applies theory to a range of tourism destinations at the consumer, business, national and international level by using topical examples.
Table of Contents
1. The study of destination marketing
2. The Destination Marketing Organisation (DMO) and destination competitiveness
3. Destination Marketing Organisation (DMO) funding and governance
4. Co-operating to compete
5. The Destination Marketing Organisation (DMO), disasters, crises, and dark tourism
6. Destination marketing strategy framework
7. Destination brand identity
8. Destination image
9. Destination brand positioning
10. Destination marketing communications
11. Destination marketing organisation (DMO) public relations and publicity seeking
12. The destination marketing organisation (DMO) and social media
13. The destination marketing organisation (DMO) and the travel trade
14. Destination marketing performance measurement