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| DESTINATION MARKETING
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An Integrated Marketing Communication Approach
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By
Steven Pike, Queensland University of Technology, Australia
Description
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.
Audience
Undergraduates in year 2 and above and graduate students in tourism; destination marketing practitioners
Contents
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
| Bibliographic details |
Paperback, 424 pages, publication date: JAN-2008
ISBN-13: 978-0-7506-8649-5
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 31.95
USD 47.95
GBP 26.99
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Last update: 25 Nov 2009
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