Destination marketing is more challenging than other goods and
services. The basis of competitive advantage shifts from tourism
resources only (destination marketing) to a location-based or
city-wide integrated management (place marketing). In this book,
tourism scholars Metin Kozak and Seyhmus Baloglu discuss and
synthesize theories, models, techniques, and principles for
strategic marketing and management of tourist destinations, and
demonstrate ways in which to further develop the concept of
destination competitiveness for application within these
destinations. The authors highlight the need for managing brand
equity, tourist experience, and information systems, as well as
involving internal and external stakeholders in strategic planning
and implementation.
This book offers practical information directly related to the
tourism industry, using the examples of real-world cases to bridge
marketing theory with practice. With its international focus and
applications for developing a competitive advantage in today's
global marketplace, this research will be indispensable to students
and scholars of tourism, hospitality, and leisure and recreation
programs, as well as practitioners within these industries.
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