Destination Marketing An Integrated Marketing Communication Approach

ISBN-10: 0750686499
ISBN-13: 9780750686495
Edition: 2008
Authors: Steven Pike
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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  More...

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Book details

Copyright year: 2008
Publisher: Routledge
Publication date: 7/12/2011
Binding: Paperback
Pages: 422
Size: 7.50" wide x 9.50" long x 1.00" tall
Weight: 1.232

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

Study of 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
Marketing communications
Distribution
Public relations
Meetings marketing
Disasters and crises
Performance metrics
References
Index

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