The tourism market is fiercely competitive. No other market place
has as many brands competing for attention, and yet only a handful
of countries account for 75% of the world's visitor arrivals.
The other 200 or so are left to fight for a share of the remaining
25%. Therefore, destination marketers at city, state and national
levels have arguably, a far more challenging role than other
services or consumer goods marketers.
Destination Marketing: an integrated marketing communication
approach focuses on the five core tenets of integrated marketing
communications. These embody both the opportunities and challenges
facing Destination Marketing Organisations (DMOs), and are: 1.
Profitable customer relationships; 2. Enhancing stakeholder
relationships; 3. Cross-functional processes; 4. Stimulating
purposeful dialogue with customers; and 5. Generating message
synergy
The author seeks to provide a rationale for DMOs; to develop a
structure, roles and goals of DMOs; to examine the key challenges
and constraints facing DMOs; to impart a destination branding
process; to develop a philosophy of integrated marketing
communications; to lead the emergence of visitor and stakeholder
relationship management; and to set forth options for performance
measurement.
- The only textbook to examine Destination Marketing
Organizations
- Directly links academic theory with industry practice,
illustrated with up to the minute international case studies and
examples
- Provides a clear framework for designing, implementing and
monitoring a competitive strategy based on Integrated Marketing
Communications
Prologue Destination marketing Definitions Destination marketing organisations Organisation structure DMO funding The role of government DMO roles Marketing strategy development Marketing research Destination branding Destination image Market positioning Target markets Marcom Distribution PR Meetings marketing Disasters and crises Performance metrics
