Over the past three decades, tourism has emerged as a major
force in the global economy, with most countries, whether developed
or developing, having increasing opportunities to participate, as
both host and guest, in this socioeconomic phenomenon. Competition
for a share of the tourism market has intensified as rapid tourism
developments have been undertaken by various destinations in an
attempt to reap those economic benefits from one of the world 's
leading industries. The growth in tourism has propelled significant
changes in the way in which destinations are managed and marketed.
The challenge for many small island destinations is how to become
or remain competitive. It is against this background that
destination marketing has assumed the critical role of ensuring
that the destination lifecycle does not enter into a stage of
saturation and decline and the destination is able to adapt to the
changing marketplace, seize opportunities and sustain its
vitality.This book takes a holistic approach and considers
marketing from a macro perspective, from the view of the
destination.
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