Destination Marketing

An Integrated Marketing Communication Approach

Travellers are spoilt by choice of available holiday destinations. In today's fiercely competitive tourism markets, destination competitiveness demands an effective marketing organisation. Two themes underpin Destination Marketing. 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 bridges industry and academia by synthesising a wealth of academic literature of practical value to DMOs.

Government funding is commonly provided through annual grants or through
some form of levy on visitors or businesses. The over-reliance on government
funding has been a concern to many DMOs, given the often long-term uncertainty
of ...