Destination marketing : essentials
著者
書誌事項
Destination marketing : essentials
Routledge, 2021
3rd ed
- : pbk
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注記
"First edition published by Butterworth-Heinemann 2008"--T.p.verso
"Second edition published by Routledge 2016"--T.p.verso
Includes bibliographical references and index
内容説明・目次
内容説明
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.
This new third edition has been revised and updated to include:
27 new and updated case studies, including destinations such as Sri Lanka, Barbados, the UAE, and crucially relevant topics such as the Australian bushfires and the threat of COVID-19
Brand-new pedagogical features such as in-chapter class activities, key term definitions, and highlighted critical points
New content on cross-sector consortia marketing for meetings and events, social media influencer marketing, the role of technology, resource consumption and climate change, creativity and innovation in developing destination branding, experiential destination marketing and the influence of culture and sustainability on destination marketing
Links to free access of the author's journal articles on destination marketing
Updated additional online resources for lecturers and students including PowerPoint slides, quizzes and discussion questions
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.
目次
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
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