This new volume, Destination Marketing: Creating Memorable Tourism
Experiences, provides a snapshot view of various aspects of
destination marketing, the art of using marketing to create
memorable experiences for travellers at specific destinations. The
book begins with an introduction of destination marketing that
discusses its origin, how it evolved into its present state,
important definitions, destination marketing environments,
destination value chains, consumer behavior, along with information
on segmentation, targeting, and positioning for destinations. The
authors cover various tourism attractors, the most common of which
include heritage tourism, agro-rural tourism, natural/scenic
attractions, man-made attractions, spiritual/ religious tourism,
wildlife tourism, business tourism, festivals, art and culture
tourism, sports and adventure tourism, wellness and medical
tourism, culinary tourism, special interest tourism, and stopover
tourism. The destination marketing mix is also discussed, covering
the seven P's of destination marketing. Promotional tools are
included as well as destination branding methods along with various
brand elements: destination names, URLs, symbols, characters,
slogans, and jingles. Other chapters address destination marketing
organizations (such as convention and visitor bureaus that help
promote and market local attractions); performance measurement
tools; the use of social media and digital marketing;
tried-and-true strategies for destination marketing, such as
segmenting, targeting, and positioning; the role of sustainability
in destination marketing; the gap between theory and practice in
destination marketing; and the future of destination marketing,
with a view to advancements in technology as well as health and
safety issues. This book will be valuable to faculty and students
in hospitality programs as well as for researchers, tourism
marketing professionals, and others interested in promoting
destination tourism.
General
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