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Destination Marketing offers the reader an integrated and comprehensive overview of the key challenges and constraints facing DMOs and how destination marketing can be planned, implemented and evaluated to achieve successful destination competitiveness.
This new 2nd Edition has been revised and updated to include:
- new slim - lined 15 chapter structure
- new chapters on Destination Competitiveness and Technology
- new and updated case studies throughout including emerging markets
- new content on social media marketing in destination marketing organisations and sustainable destination marketing
- additional online resources for lecturers and students including PPT’s, test bank and video links.
It is written in an engaging style and applies theory to a range of tourism destinations at the consumer, business, national and international level by using topical examples.
Table of Contents
1. The study of destination marketing
2. The Destination Marketing Organisation (DMO) and destination competitiveness
3. The role of Government in destination competitiveness
4. The Destination Marketing Organisation (DMO) and social media
5. Governance of Destination Marketing Organisations (DMO)
6. The Destination Marketing Organisation (DMO), meetings and events
7. The Destination Marketing Organisation (DMO), disasters, crises, and dark tourism
8. Destination marketing strategy development
9. Destination branding
10. Destination image
11. Destination brand positioning
12. Destination consumer-marketing communications
13. The Destination Marketing Organisation (DMO), public relations and publicity
14. Destination Marketing Organisations (DMO) and the travel trade
15. Destination Marketing Organisation (DMO) performance measurement
About the Author
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.
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