1,721,018 research outputs found
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
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
Destination image literature: 2001 – 2007
No full textThe topic of destination image has become one of the most popular in the tourism literature. A review of 120 destination image articles published in the literature between 2001 and 2007 was undertaken to provide researchers with a reference guide to the context, method and focus of previous studies. The analysis follows a previous study by Pike (2002), which reviewed 142 destination image papers published during the period 1973 –2000. Collectively, the two analyses categorize over 260 papers from the first 35 years of published destination image research. Key issues to emerge from the current review include: the exponential increase in studies related to destination image, a continued lack of qualitative methods, lack of an explicit travel situation, and the risk of uninformed responses
Repeat visitors – an exploratory investigation of RTO responses
No full textIn competitive tourism markets the consumer-traveller is spoilt by choice of available destinations, and so it is likely many places are substitutable. Successfully differentiating a destination at decision time is arguably the greatest challenge faced by destination marketing organisations (DMOs). In the emerging literature relating to place branding there has been little attention given to issues such as visitor loyalty, destination switching, repeat visitation and customer relationship management. Underpinned by the proposition that communicating with previous visitors will be a more efficient use of resources than traditional advertising, this paper reports an exploratory investigation into the extent that regional tourism organisations (RTO) in Queensland, Australia, are encouraging repeat visitors from their largest market. While there was a general recognition of the potential for visitor relationship management (VRM), none of the RTOs had yet been able to develop a formal approach to stay in touch with previous visitors. Destination marketers face a unique set of challenges and impediments, relative to marketers of other products and services. The term ‘firefighting’ is a useful metaphor to highlight what will inhibit VRM development by these RTOs for some time to come. More research is required to assist destination marketers address the issue of how to initiate meaningful dialogue, at the right time, with the hundreds of thousands of potential repeat visitors, with whom they do not have direct contact
Perceptions of destinations don’t change much over time
No full textOne of the most popular topics in tourism research is destination image. That is, measuring consumers’ perceptions of a destination. The importance of the topic is a no brainer given travellers are spoilt by choice of destinations, and that the images they hold of a place are as important as the tangible tourism features. This is underpinned by the old adage perception is reality, a theory promoted by two academics back in 1928 who proposed “what people believe to be true will be real in its consequences”. So, every place marketer knows consumer perceptions play a major role in the competitiveness of their destination
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
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
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