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| DESTINATION MARKETING ORGANISATIONS
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Bridging Theory and Practice
To order this title, and for more information, click here
By
Steven Pike, Queensland University of Technology, Australia
Included in series
Advances in Tourism Research,
Description
Travellers are now spoilt by choice of available holiday destinations. In today's crowded tourism market place, destination competitiveness
demands an effective marketing organisation. Two themes underpin Destination Marketing Organisations. 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 Organisations bridges industry and
theory by synthesising a wealth of academic literature of practical value to DMOs.
Key learning outcomes are to enhance understanding
of the fundamental issues relating to:
The rationale for the establishment of DMOs
The structure, roles, goals and functions
of DMOs
The key opportunities, challenges and constraints facing DMOs
The complexities of marketing destinations as tourism brands
The Author
Dr Steven Pike (PhD) spent 17 years in the tourism industry, working in destination marketing organisations,
before joining academia. He is currently a Visiting Scholar with the School of Advertising, Marketing and Public Relations at Queensland
University of Technology, and Senior Lecturer in the School of Marketing and Tourism at Central Queensland University.
Audience
Undergraduate and postgraduate students, participating in 'marketing of tourism' courses.
Contents
Chapter 1. Introduction to Destination Marketing Organisations. Chapter 2. The Rationale for Destination Marketing Organisations. Chapter
3. DMO Roles and Structure. Chapter 4. Destination Branding.
Chapter 5. Destination Image. Chapter 6. Destination Positioning. Chapter
7. Destination Marketing. Chapter 8. DMOs, Disasters and Crises. Chapter 9. Performance Measures.
| Bibliographic details |
Hardbound, 248 pages, publication date: NOV-2004
ISBN-13: 978-0-08-044306-5
ISBN-10: 0-08-044306-0
Imprint: ELSEVIER
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| Price and Ordering |
Price:
USD 123
EUR 104
GBP 73
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076/718
Last update: 30 Nov 2009
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