Steven Pike (Australia University of Queensland)

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.

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Produktdetails

• Verlag: Taylor & Francis Ltd
• 3 ed
• Seitenzahl: 338
• Erscheinungstermin: 20. Oktober 2020
• Englisch
• Abmessung: 246mm x 189mm x 18mm
• Gewicht: 728g
• ISBN-13: 9780367469542
• ISBN-10: 0367469545
• Artikelnr.: 59998422

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. Destination
Marketing Organisation (DMO) funding and governance. 4. Co-operating to
compete. 5. The Destination Marketing Organisation (DMO), disasters,
crises, and dark tourism. 6. Destination marketing strategy framework. 7.
Destination brand identity. 8. Destination image. 9. Destination brand
positioning. 10. Destination marketing communications. 11. Destination
marketing organisation (DMO) public relations and publicity seeking. 12.
The destination marketing organisation (DMO) and social media. 13. The
destination marketing organisation (DMO) and the travel trade. 14.
Destination marketing performance measurement