Destination Marketing : Essentials /
Pike, Steven.
Destination Marketing : Essentials / Steven Pike. - 2nd ed. - Abingdon : Routledge, 2019. - xx, 344 p. : ill. ; 24 cm.
Author Biography
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.
"This is a new and expanded edition of a text that brings a great deal,of practitioner experience blended with academic research on a hot topic in tourism and marketing research. The author has a wealth of experience in this area and it is synthesised in an exemplary manner for students and industry. This is a must read both as a textbook and as a supplementary reading for undergraduates and postgraduates globally."- Professor Stephen J Page, Deputy Dean (Research and Professional Practice), Faculty of Management, Bournemouth University, UK
“A real-life, hands-on, insightful and engaging read from an author who has all the necessary qualities to be truly authoritative in the field of destination marketing. His extensive academic and destination experience are reflected in each chapter with an eye for critical insight and practical implementation commendable, making it an essential read for undergraduate students around the world.”- Professor Alan Fyall, Editor, Journal of Destination Marketing & Management
List of Figures
List of Tables
List of Case Studies
List of 'in Practice' boxes
List of research snapshots
Preface
Acknowledgements
1. The Study of Destination Marketing
2. The destination marketing Organization (DMO) and destination competitiveness
3. The role of government in destination competitiveness
4. The destination marketing Organization (DMO) and social media
5. Governance of destination marketing organization (DMOs)
6. The destination marketing Organisation (DMO), meeting and events
7. The destination marketing Organisation (DMO), disasters, cries and dark tourism.
8. Destination Marketing Strategy development
9. Destination Branding
10. Destination Image
11. Destination Brand position
12. Destination consumer marketing communication
13. The Destination organization, public relation and publicity
14. Destination marketing organisation and the travel trade
15. Destination marketing organisation performance measurement
Index
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.
9780367237769 9781138912915 9781315691701
Marketing Strategy development
Tourism--Marketing
Place marketing
Tourism--Management
910.688 / PIK
Destination Marketing : Essentials / Steven Pike. - 2nd ed. - Abingdon : Routledge, 2019. - xx, 344 p. : ill. ; 24 cm.
Author Biography
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.
"This is a new and expanded edition of a text that brings a great deal,of practitioner experience blended with academic research on a hot topic in tourism and marketing research. The author has a wealth of experience in this area and it is synthesised in an exemplary manner for students and industry. This is a must read both as a textbook and as a supplementary reading for undergraduates and postgraduates globally."- Professor Stephen J Page, Deputy Dean (Research and Professional Practice), Faculty of Management, Bournemouth University, UK
“A real-life, hands-on, insightful and engaging read from an author who has all the necessary qualities to be truly authoritative in the field of destination marketing. His extensive academic and destination experience are reflected in each chapter with an eye for critical insight and practical implementation commendable, making it an essential read for undergraduate students around the world.”- Professor Alan Fyall, Editor, Journal of Destination Marketing & Management
List of Figures
List of Tables
List of Case Studies
List of 'in Practice' boxes
List of research snapshots
Preface
Acknowledgements
1. The Study of Destination Marketing
2. The destination marketing Organization (DMO) and destination competitiveness
3. The role of government in destination competitiveness
4. The destination marketing Organization (DMO) and social media
5. Governance of destination marketing organization (DMOs)
6. The destination marketing Organisation (DMO), meeting and events
7. The destination marketing Organisation (DMO), disasters, cries and dark tourism.
8. Destination Marketing Strategy development
9. Destination Branding
10. Destination Image
11. Destination Brand position
12. Destination consumer marketing communication
13. The Destination organization, public relation and publicity
14. Destination marketing organisation and the travel trade
15. Destination marketing organisation performance measurement
Index
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.
9780367237769 9781138912915 9781315691701
Marketing Strategy development
Tourism--Marketing
Place marketing
Tourism--Management
910.688 / PIK