Destination Marketing Organisations

Front Cover
Routledge, 2004 - Business & Economics - 240 pages
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

The Author

Dr Steven Pike (PhD) spent 17 years in the tourism industry, working in destination marketing organisations, before joining academia. He is currently a Visiting Scholar with the School of Advertising, Marketing and Public Relations at Queensland University of Technology, and Senior Lecturer in the School of Marketing and Tourism at Central Queensland University.

 

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Contents

Chapter 1 Introduction to Destination Marketing Organisations
1
Chapter 2 The Rationale for Destination Marketing Organisations
19
Chapter 3 DMO Roles and Structure
39
Chapter 4 Destination Branding
69
Chapter 5 Destination Image
93
Chapter 6 Destination Positioning
111
Chapter 7 Destination Marketing
125
Chapter 8 DMOs Disasters and Crises
155
Acknowledgments
193
Glossary
195
References
197
Appendix 1 Position Discription New Zealand Tourism Board Member
221
Appendix 2 NTO Slogans in 2003
225
Author Index
233
Subject Index
239
Copyright

Chapter 9 Performance Measures
177

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