Destination Marketing Organisations

Steven Pike - Collection Advances in Tourism Research

231 pages, parution le 22/11/2004

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Résumé

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

Sommaire

Introduction to Destination Marketing Organisations
The Rationale for Destination Marketing Organisations
DMO Roles and Structure
Destination Branding
Destination Image
Destination Positioning
Destination Marketing
DMOs, Disasters and Crises
Performance Measures

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Elsevier
Auteur(s)	Steven Pike
Collection	Advances in Tourism Research
Parution	22/11/2004
Nb. de pages	231
Format	17 x 25
Couverture	Relié
Poids	610g
Intérieur	Noir et Blanc
EAN13	9780080443065
ISBN13	978-0-08-044306-5