Destination Marketing: Essentials

ISBN-13: 9780367469542 / Angielski / Miękka / 2020 / 336 str.

Steven Pike

Opis

Destination Marketing offers the reader an integrated and comprehensive overview of the key challenges and constraints facing destination marketing organisations (DMOs) and how destination marketing can be planned, implemented and evaluated to achieve successful destination competitiveness.

Spis treści

1. The study of destination marketing.  2. The Destination Marketing Organisation (DMO) and destination competitiveness.  3. Destination Marketing Organisation (DMO) funding and governance.  4. Co-operating to compete.  5. The Destination Marketing Organisation (DMO), disasters, crises, and dark tourism.  6. Destination marketing strategy framework.  7. Destination brand identity.  8. Destination image.  9. Destination brand positioning.  10. Destination marketing communications.  11. Destination marketing organisation (DMO) public relations and publicity seeking.  12. The destination marketing organisation (DMO) and social media.  13. The destination marketing organisation (DMO) and the travel trade.  14. Destination marketing performance measurement

O autorze

Steven Pike is Associate Professor of Marketing at Queensland University of Technology, Australia. Steven spent 20 years working in the tourism industry before completing his PhD in destination marketing in 2002 and is a regular speaker at international tourism conferences.