1,721,089 research outputs found
Destination marketing: An integrated marketing communication approach
No full textTravellers are spoilt by choice of available holiday destinations. In today’s fiercely competitive tourism markets, destination competitiveness demands an effective marketing organisation. Two themes underpin Destination Marketing. The first is the challenges associated with promoting multi-attributed destinations in dynamic and heterogeneous markets, and the second is the divide between tourism ‘practitioners’ and academics. Written by a former ‘practitioner’, Destination Marketing bridges industry and academia by synthesising a wealth of academic literature of practical value to DMOs. \ud
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Key learning outcomes are to enhance students’ understanding of the fundamental issues relating to:\ud
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• the multi-dimensional nature of destination competitiveness\ud
• rationale for the establishment of DMOs\ud
• structure, roles, goals and functions of DMOs\ud
• the shift in thinking towards destination management\ud
• key opportunities, challenges and constraints facing DMOs\ud
• complexities of marketing multi-attributed destinations as tourism brands\ud
• philosophy of integrated marketing communications \ud
• design, implementation and monitoring of effective destination marketing communication strategies\ud
• the potential for visitor relationship management\ud
• necessity of disaster response planning\ud
• destination marketing performance metrics\ud
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About the Author\ud
Dr Steven Pike (PhD) spent 17 years in the tourism industry, working in destination marketing organisations. He is currently Senior Lecturer in the School of Advertising, Marketing and Public relations at Queensland University of Technology in Brisbane, Australia
Destination Marketing Organisations
No full textMost tourism activities take place at destinations. Travellers are also spoilt by choice of available destinations. Competition for their attention is intense. The success of most tourism businesses is reliant on the competitiveness of the destination. \ud
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Destination Marketing Organisations is essential reading for anyone considering a career in tourism. While it has been written primarily for students undertaking studies in tourism, travel and hospitality, the text will also be of interest to those already woking with, or within DMOs. Two themes underpin Destination Marketing Organisations. The first is the challenges of promoting multi-attributed destinations in dynamic and heterogeneous markets, and the second is the divide between tourism ‘practitioners’ and academics. Written by a former ‘practitioner’, Destination Marketing Organisations bridges industry and academia by synthesising a wealth of academic literature of practical value to DMOs.\ud
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The key learning outcomes of the text are to aid the development of an understanding of the fundamental issues relating to:\ud
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• The rationale for the establishment of DMOs\ud
• The structure, roles, goals and functions of DMOs\ud
• The key opportunities, challenges and constraints facing DMOs\ud
• The complexities of marketing destinations as tourism brand
Tourism Marketing for Small Businesses
No full textSmall tourism businesses form the majority of the employment opportunities within the tourism industry. However, many texts seem to overlook this significant sector of the industry and focus instead on the larger multinational companies. This unique text focuses on the application of global marketing principles specifically for small tourism businesses around the world and links academic theory with real world practice illustrated via international case studies
A tourism PhD reflection
No full textA former tourism industry general manager turned academic provides reflections on aspects of his PhD experience. In particular, two issues are the focus. Firstly, the evolution and maturing of his own thinking during the course of the thesis, from that of a ‘booster’ to the development of a more holistic perspective relating to tourism planning. Secondly, and related to the first issue, he laments the great divide separating tourism practitioners and academics. From his experience as a practitioner he suggests the literature contains a wealth of material that has practical value. However, as an academic, he is left wondering how much of this scholarly work actually reaches the tourism industry
Five limitations of destination brand image questionnaires
No full textOne of the most popular topics in the tourism literature in the past 30 years has been destination image measurement. The purpose of this paper is to enhance understanding of potential limitations inherent in the development of tourism destination brand image questionnaires. A review of 262 studies published between 1973 and 2007 was undertaken to identify key characteristics of the measurement approaches used, for which structured questionnaires were by far the most common method. One of the outcomes of the review was the identification of five key limitations of the structured questionnaires. Rationale for consideration of these by marketing researchers is offered. The paper will be of interest to tourism practitioners and marketing researchers with a vested interest in the marketing of a destination, as well as research students and supervising academics interested in destination branding and marketing
Marketing Turistikog Odredista
No full textTuristi danas imaju na raspolaganju pregršt mogućih odredišta za godišnji odmor. Na današnjem izrazito kompetitivnom turističkom tržištu, za konkurentnost odredišta nužna je učinkovita organizacija marketinga. Knjiga “Marketing turističkog odredišta” bavi se izazovima vezanim uz promociju odredišta na dinamičnim i heterogenim tržištima, te na razliku između onih koji se turizmom bave praktično i onih koji se njime bave akademski. Pisan od strane jednog “praktičara”, “Marketing turističkog odredišta” spaja turizam kao poslovni sektor i polje akademskog znanja, sintetizirajući mnoštvo akademske literature od izuzetnog praktičnog značaja za organizacije za upravljanje turističkim odredištima
Destination Marketing Essentials [2nd Edition]
No full textDestination Marketing offers the reader an integrated and comprehensive overview of the key challenges and constraints facing DMOs and how destination marketing can be planned, implemented and evaluated to achieve successful destination competitiveness. \ud
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This new 2nd Edition has been revised and updated to include:\ud
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• new slim - lined 15 chapter structure \ud
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• new chapters on Destination Competitiveness and Technology \ud
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• new and updated case studies throughout including emerging markets\ud
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• new content on social media marketing in destination marketing organisations and sustainable destination marketing \ud
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• additional online resources for lecturers and students including PPT’s, test bank and video links.\ud
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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
Avoiding uninformed responses in destination image questionnaires
No full textSince the first destination image studies were published in the early 1970s, the field has become one of the most popular in the tourism literature. While reviews of the destination image literature show no commonly agreed conceptualisation of the construct, researchers have predominantly used structured questionnaires for measurement. There has been criticism that the way some of these scales have been selected means a greater likelihood of attributes being irrelevant to participants. This opens up the risk of stimulating uninformed responses. The issue of uninformed response was first raised as a source of error 60 years ago. However, there has been little, if any, discussion in relation to destination image measurement, studies of which often require participants to provide opinion-driven rather than fact-based responses. This paper reports the trial of a ‘don’t know’ (DK) non-response option for participants in two destination image questionnaires. It is suggested the use of a DK option provides participants with an alternative to i) skipping the question, ii) using the scale midpoint to denote neutrality, or iii) providing an uninformed response. High levels of DK usage by participants can then alert the marketer of the need to improve awareness of destination performance for potential salient attributes
Managing Destination Marketing Organizations: The Tasks, Roles and Responsibilities of the Convention and Visitors Bureau Executive, R.C. Ford, W.C. Peeper, ForPer Publications, Orlando, (2008). 548pp., (hbk), ISBN:13:978-0-615-16328-4.
No full textThis volume represents the proceedings of the 13th ENTER conference, held at Lausanne, Switzerland during 2006. The conference brought together academics and practitioners across four tracks, which were eSolutions, refereed research papers, work-in-progress papers, and a Ph.D. workshop. This proceedings contains 40 refereed papers, which is less than the 51 papers presented in 2005. However, the editors advise that the scientific committee was stricter than in previous years, to the extent that the acceptance rate was 50%. A significant change in the current proceedings is the inclusion of extended abstracts of the 23 work-in-progress presentations. The papers cover a diverse range of topics across 16 research streams. This reviewer has adopted the approach of succinctly summarising the contribution of each of the 40-refereed papers, in the order in which they appear..
Spoilt for choice : short break holiday preferences in the Brisbane market
No full textAustralian short break holidays have received scant attention in the tourism literature, even though this type of holiday has emerged internationally as a significant travel trend in recent years. The paper presents results from the first stage of a longitudinal investigation into short break holiday preferences and behaviour in Queensland. This stage examines some of the characteristics of self-drive short breaks such as importance, frequency, travelling time, preferred destinations, and destination attractiveness attributes. The paper concludes that short breaks represent a significant aspect of holiday destinations within south-east Queensland and northern New South Wales. A feature of the paper is a cross-country comparison of key results with a similar student undertaken in New Zealand, which reveals strong similarities in attitudes towards short breaks. It is suggested therefore the research has implications not only for destinations close to Brisbane, but also for those in other areas
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