Travellers are now spoilt by choice of available holiday
destinations. In today's crowded tourism market place, destination
competitiveness demands an effective marketing organisation. Two
themes underpin Destination Marketing Organisations. 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
Organisations bridges industry and theory by synthesising a wealth
of academic literature of practical value to DMOs.
Key learning outcomes are to enhance understanding of the
fundamental issues relating to:
The rationale for the establishment of DMOs
The structure, roles, goals and functions of DMOs
The key opportunities, challenges and constraints facing DMOs
The complexities of marketing destinations as tourism brands
The Author
Dr Steven Pike (PhD) spent 17 years in the tourism industry,
working in destination marketing organisations, before joining
academia. He is currently a Visiting Scholar with the School of
Advertising, Marketing and Public Relations at Queensland
University of Technology, and Senior Lecturer in the School of
Marketing and Tourism at Central Queensland University.
General
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