Destination Marketing Organisations

1st Edition

Bridging Theory and Practice

Print ISBN: 9780080443065
Imprint: Elsevier Science
Published Date: 13th November 2004
Page Count: 248


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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.


Undergraduate and postgraduate students, participating in 'marketing of tourism' courses.

Table of 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.


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© Elsevier Science 2004
Elsevier Science
Hardcover ISBN:


"...undoubtedly a very useful text...grounded in a scholarly synthesis of the literature, yet...accessible" --Nigel Morgan, TOURISM MANAGEMENT, June 2006