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 second edition has been revised and updated to include:
new slimline 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 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.
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.
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