Steven Pike

Destination Marketing

Essentials

• Broschiertes Buch

Produktbeschreibung

Destination Marketing offers the reader an integrated and comprehensive overview of the key challenges and constraints facing destination marketing organisations (DMOs) and how destination marketing can be planned, implemented and evaluated to achieve successful destination competitiveness. This new second edition has been revised and updated to include:
- new slimline 15-chapter structure
- new chapters on Destination Competitiveness and Technology
- new and updated case studies throughout, including emerging markets
- new content on social media marketing in destination marketing organisations and sustainable destination Marketing
- additional online resources for lecturers and students including PowerPoint slides, quizzes and discussion questions. It is written in an engaging style and applies theory to a range of tourism destinations at the consumer, business, national and international level by using topical examples.

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Produktdetails

• Textbook
• Verlag: Taylor & Francis
• 2nd rev. ed.
• Seitenzahl: 366
• Erscheinungstermin: 14. Dezember 2015
• Englisch
• Abmessung: 246mm x 187mm x 20mm
• Gewicht: 781g
• ISBN-13: 9781138912908
• ISBN-10: 1138912905
• Artikelnr.: 43345362

Autorenporträt

Steven Pike is Associate Professor of Marketing at Queensland University of Technology, Australia. Steven spent 20 years working in the tourism industry before completing his PhD in destination marketing in 2002 and is a regular speaker at international tourism conferences.

Inhaltsangabe

1. The study of destination marketing 2. The Destination Marketing
Organisation (DMO) and destination competitiveness 3. The role of
Government in destination competitiveness 4. The Destination Marketing
Organisation (DMO) and social media 5. Governance of Destination Marketing
Organisations (DMO) 6. The Destination Marketing Organisation (DMO),
meetings and events 7. The Destination Marketing Organisation (DMO),
disasters, crises, and dark tourism 8. Destination marketing strategy
development 9. Destination branding 10. Destination image 11. Destination
brand positioning 12. Destination consumer-marketing communications 13. The
Destination Marketing Organisation (DMO), public relations and publicity
14. Destination Marketing Organisations (DMO) and the travel trade 15.
Destination Marketing Organisation (DMO) performance measurement