Marketing and managing tourism destinations:
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
London [u.a.]
Routledge
2013
|
| Ausgabe: | 1. publ. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025884004&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes bibliographical references and index |
| Umfang: | XXXIII, 596 S. Ill., graph. Darst. |
| ISBN: | 9780415672498 9780415672504 9780203081976 |
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Datensatz im Suchindex
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| adam_text | Titel: Marketing and managing tourism destinations
Autor: Morrison, Alastair M
Jahr: 2013
Contents
List of figures xx
List of tables xxvi
Preface xxvi i
Acknowledgements xxxii
Part I Introduction to destination management and marketing
concepts and roles 1
1 The concepts of destination management and marketing 3
Learning objectives 3
Introduction 4
Defining a tourism destination 4
Destination management and marketing overview 5
Destination management 5
Destination marketing 9
Destination management roles 10
Leadership and coordination 10
Planning and research 11
Product development 13
Marketing and promotion 16
Partnership and team-building 16
Community relations 18
The 10 As of successful destinations 19
Uniqueness of destination management and marketing 21
The lack of control over the quality and quantity of services
and products 21
The lack of a pricing function 21
The need to serve the requirements of the organizations 22
The need to build consensus among stakeholders 22
The need to be sensitive to the interests of local residents 22
The need to demonstrate broad economic benefits 22
The difficulty in measuring performance 22
Stakeholders in destination management 23
Destination governance 24
VII
Contents
Destination management organizations 24
National destination management organizations 26
State, provincial and territorial destination management
organizations 29
Regional destination management organizations 30
County and city destination management organizations 32
Careers in destination management and destination marketing 33
Summary 34
Review questions 35
References 35
Destination planning 37
Learning objectives 37
Introduction 38
Characteristics of tourism planning 38
History and influences on tourism planning 38
Benefits of strategic planning for tourism 40
Time frames for tourism planning 41
Naming of tourism plans 42
Outcomes of tourism planning 43
Content areas of a tourism plan 43
Geographic levels of tourism planning 48
Tourism planning process for destination management 49
Policy 49
Principals 50
Participants 51
Process 51
Plans and communicating about plans 58
Destination visioning 60
Tourism planning toolkits 62
Specialized forms of destination planning 63
Summary 65
Review questions 66
References 66
Destination marketing planning 69
Learning objectives 69
Introduction 70
Destination marketing principles 70
Marketing concept and customer orientation 70
Destination life cycle 70
Market segmentation 71
Marketing mix 72
VIII
Contents
Destination marketing planning 72
Destination marketing planning process 72
Destination vision 73
DMO vision 74
Destination marketing goals 74
Destination marketing objectives 76
DMO mission 76
The destination marketing system (DMS) and the PRICE model 77
1 Where are we now? (planning and research) 80
2 Where would we like to be? (planning and research) 87
3 How do we get there? (implementation) 93
4 How do we make sure we get there? (control:
fornative evaluation) 103
5 How do we know if we got there? (evaluation:
summarative evaluation) 105
Summary 108
Review questions 109
References 109
4 Destination management research 111
Learning objectives 111
Introduction 112
Contributions of research to destination management 112
Developing a destination management research agenda 114
Fundamentals of destination management research 115
Destination management research process 115
Secondary and primary research 119
Analysis of existing markets 121
Establish study objectives 121
Define visitor 122
Determine data collection method 122
Develop the survey questionnaire 123
Determine the sample design and size 124
Determine study schedule 125
Analyse, interpret, report and communicate the data and results 125
Analysis of potential markets 126
Analysis of destination image 127
Analysis of community resident attitudes 130
Analysis for product development 132
Analysis of economic impact 134
Analysis of competitors 135
Evaluation research 137
Preparing a destination management research plan 138
DMO research departments and staff 139
Summary 140
ix
Contents
Review questions 141
References 141
Case study: destination management research 144
5 Destination product development 154
Learning objectives 154
Introduction 155
Definition and components of the destination product 155
Destination product life cycle 157
DMO involvement in product development 158
Destination quality 162
General product development strategy models 165
Market penetration 166
Market development 166
Product development 166
Diversification 167
Principles of destination product development 167
Development of physical products 168
Types of destination physical product developments 168
Analysis of physical product developments 169
Human resources (people) development 169
Tourism workforce development strategies 170
Tourism workforce standards, and education and
training programmes 171
Mentoring programmes 171
Travel trade staff education programmes 172
Development of packages 172
Roles of packaging 172
Benefits of packages 173
DMO roles in packaging 173
Event, festival and activity programme development 174
Roles of programming 174
Benefits of programming 175
DMO roles in programming 175
Interpretation 176
Roles and benefits of Interpretation 176
DMO roles in the provision of interpretation 176
Information provision and information centres 178
Roles of visitor information centres 178
Accessible tourism 180
Tourism signage 181
The environment and sustainability 182
Summary 183
Review questions 185
References 186
Contents
Destination partnerships and team-building 189
Learning objectives 189
Introduction 190
Definitions of destination partnerships and team-building 191
Destination partnership 191
Destination team-building 192
Destination management role contributions of partnerships 193
Partnerships and destination governance 194
Requirements of destination governance 194
Benefits of destination partnerships 196
Destination partners 198
Identifying destination partners 203
Public-private partnerships in destination management 205
Barriers and challenges for destination partnerships 206
Destination partnership types 208
Ingredients of successful destination partnerships 210
Destination partnership steps 212
Destination team-building 213
Summary 215
Review questions 216
References 217
Destination community and tourism stakeholder relations 221
Learning objectives 221
Introduction 222
Community resident relations 222
Importance of community relations 222
Community relations planning 224
Tourism sector stakeholder relations 232
Stakeholders and stakeholder theory 233
Tourism sector stakeholder types 234
Relations with members 241
Relations with boards of directors 243
Board composition 243
Board member recruitment and selection 244
Board orientation 245
Board member motivation 245
Board member conduct 245
Board size and members terms of office 246
Board performance assessment 246
Summary 247
Review questions 248
References 249
XI
Contents
8 Destination governance and leadership 252
Learning objectives 252
Introduction 253
Definition of destination governance 253
Dimensions of governance 255
DMO accountability 256
DMO transparency 258
DMO organizational structures, boards and by-laws 259
Power and influence 259
Organizational structures 260
Boards of directors 264
By-laws 265
Board functions 266
Board committees 267
Board officers 267
DMO funding 267
Measuring DMO effectiveness 271
Involvement 274
Risk management 275
Destination leadership 276
Leadership roles of DMOs 276
Destination leadership styles 278
Summary 279
Review questions 280
References 281
Part II Destination communications and promotion 285
9 Destination branding 287
Learning objectives 287
Introduction 288
Positionlng-image-branding (PIB) approach 288
Importance and benefits of destination branding 291
Enhances destination image 291
Reinforces unique ¡mage or personality 291
Assists DMOs in measuring achievements 291
Articulates ambition, raises expectations and makes a
quality promise 291
Differentiates destination among competitors 291
Challenges of destination branding 294
Destinations are a mix of different products and services 294
DMOs do not have total control over the destination mix that is
being branded 294
Needs a team effort 294
XII
Contents
Requires a long-term commitment 295
Tourism is an experience good 296
Lack of sufficient funding to support destination branding
efforts 296
Political influences may be felt 296
Brands and destination advertising are subject to public
discussion and criticism 297
Characteristics of a good destination brand 298
Classic concepts in branding 300
Steps in destination branding 301
1 Situation analysis 302
2 Tourism sector stakeholder consultations and inputs 303
3 Unique selling proposition identification 303
4 Destination brand development 304
Summary 312
Review questions 313
References 314
10 Destination integrated marketing communications 318
Learning objectives 318
Introduction 319
Elements of communications model 319
Definition of integrated marketing communications 320
Components of integrated marketing communications 321
Benefits of integrated marketing communications 321
Greater consistency In communication messages 321
Added Impact since messages are repeated 323
Reflects different customer buying stages 323
More effectively puts across positioning and branding 323
Better accommodates different consumer learning styles 323
Components complement and support each other 323
Advertising 325
Importance of advertising for destinations 325
Roles of advertising 326
Advertising media alternatives 326
Measuring the effectiveness of advertising 327
Sales (personal selling) 328
Measuring the effectiveness of sales 329
Public relations and publicity 330
Roles of public relations and publicity 330
Measuring the effectiveness of public relations and publicity 332
Sales promotion and merchandising 332
Types of sales promotion and merchandising 332
Roles of sales promotion and merchandising 337
XIII
Contents
Measuring the effectiveness of sales promotion and
merchandising 338
Digital marketing 338
Measuring the effectiveness of digital marketing 340
Crowdsourcing 340
Theme year and event marketing 342
Movie and film development 344
Planning integrated marketing communications 345
Summary 346
Review questions 347
References 348
Case study: destination branding and integrated marketing
communications 350
11 Destination information and communication technologies 368
Learning objectives 368
Introduction 369
Definition of information and communication technologies (ICTs) 369
Brief recent history of ICTs 370
Importance of Internet marketing 371
Internet usage 371
Roles of websites for DMOs 372
Functions of websites for tourists 375
Website evaluation 376
Characteristics of effective DMO websites 377
The I AM OUTSTANDING model 377
Summary of effective website characteristics 382
Social networks and destination management 384
Use of social media channels 384
DMO activities on social networks 385
Traveller review sites 386
Blogging 386
User-generated content (UGC) 387
DMO blogging 388
Travel and tourism blog sites 388
Mobile phones and smartphones 388
SMS 389
Mobile electronic tourist guides (METGs) 389
Augmented reality tourism 390
Tablet devices 391
Use of mobile phones when travelling 391
Other ICTs 391
Global positioning system (GPS) 391
Geo-tagging 393
XIV
Contents
Podcasts 393
Smart cards 393
Virtual visitor guides and brochures 393
Google Maps and Google Earth 394
E-book readers 394
Wlkis 394
Summary 394
Review questions 396
References 396
Part III Destination markets 399
12 Consumer behaviour, segmentation and market trends 401
Learning objectives 401
Introduction 402
Motivations for travel 402
Tourism destination selection 405
The influence of destination ¡mages 408
Travel purchase behaviour process 410
Need recognition 410
Search for information 411
Pre-purchase evaluation of alternatives 412
Purchase 412
Consumption 413
Post-consumption evaluation 413
Remembering and sharing 414
Tourism market segmentation 414
Trip purpose 414
Geography 415
Socio-demographics 416
Psychographics 416
Behaviour 417
Product-related 418
Channel of distribution (business-to-business or B2B) 418
Market trends 418
Demographics 419
Countries of origin 421
Trip purposes 421
Trip planning and arrangements 422
Psychographics and lifestyles 423
Special interests 425
Technology uses 426
Summary 427
Review questions 428
References 429
xv
Contents
13 Domestic pleasure and leisure travel markets 433
Learning objectives 433
Introduction 434
Benefits of domestic tourism 434
Size and importance of domestic tourism 436
Trends and future prospects for domestic tourism 439
Trends and influences on domestic tourism 439
Future prospects 440
Issues and challenges 441
Whose responsibility is domestic tourism? 441
Competition between domestic and International tourism
and tourists 441
Impacts of currency rate fluctuations 442
Is a day-tripper a tourist? 443
Slower development of tourism for domestic markets 444
Market segments 444
Family travel market 444
Multl-generatlonal travel market 445
Luxury travel market 447
Special-Interest travel markets 447
Agritourism market 448
Golf travel market 449
Theme park travel market 450
Other market segmentation approaches 450
Domestic pleasure/leisure travel marketing procedures 451
Where are we now? 451
Where would we like to be? 452
How do we get there? 453
How do we make sure we get there? 454
How do we know if we got there? 454
Visiting friends and relatives (VFR) market 454
Summary 457
Review questions 458
References 459
14 International pleasure and leisure travel markets 463
Learning objectives 463
Introduction 464
Size of the international tourist market 464
Total arrivals by region 465
Total arrivals by destination country 465
International tourism expenditures by country 467
Trends and future prospects for international tourism 468
xvi
Contents
Challenges 470
Where to focus marketing and promotion? 470
Balance of payments deficits 471
Marketing and promotion challenges 472
Susceptibility to crises 474
Uneven distribution of tourists 475
Emerging geographic origin markets 476
Brazil 476
Russia 476
India 476
China 477
Market segments with growth potential 477
Adventure tourism 478
Cruise tourism 478
Casino gaming 480
Culinary tourism 481
Cultural and heritage tourism 482
Dark tourism 483
Health and wellness tourism 483
Industrial tourism 484
Medical tourism 485
Nature-based tourism and ecotourism 485
Religious tourism 486
Shopping tourism 487
Sports tourism 487
Voluntourism 488
Wine tourism 488
International pleasure/leisure travel marketing procedures 489
Where are we now? 489
Where would we like to be? 491
How do we get there? 491
How do we make sure we get there? 493
How do we know if we got there? 493
Summary 494
Review questions 495
References 495
Case study: international pleasure and leisure travel markets 500
15 Business travel and business event markets 517
Learning objectives 517
Introduction 518
Definition of market segments 518
Regular business travel 518
Business events 519
XVII
Contents
Size and importance of business travel and business event markets 521
Business travel and business events 521
Business events 522
Benefits of business travel and business event markets 525
Benefits of business travel 525
Benefits of business events 526
Challenges 528
Competitive Intensity 528
Cost control and policy compliance 528
Incorporating use of social network sites 529
Negative economic conditions 529
Perk perceptions of business travel and business events 529
Reliance on other tourism sector stakeholders performance 530
Technology as a substitute for travel 530
Trends for business travel and business event markets 531
Green meetings 531
Hybrid meetings 532
Multi-purposing trips 532
Shorter stays 533
Strategic meetings management programs (SMMPs) 533
Use of technology 533
Professional congress or conference organizers (PCOs) 534
Incentive travel planners 535
Requests for proposals (RFPs) 537
Business event marketing procedures 537
Where are we now? 538
Where would we like to be? 540
How do we get there? 543
How do we make sure we get there? 544
How do we know if we got there? 546
Summary 548
Review questions 549
References 550
Part IV The future of destination management and marketing 553
16 The future of destination management and marketing 555
Learning objectives 555
Introduction 556
Current and future issues in destination management and marketing 556
The DMAI Futures Study 556
15 Cs framework 560
The PhoCusWright destination marketing study 563
DestiCorp conceptual development paper 564
XVIII
Contents
The future of destination marketing (Anna Pollock) 567
Implications of global trends for destination management 568
Managing Destination Marketing Organizations
(Ford and Peeper) 569
Summary of issues and trends from Chapters 1-15 572
Expected future trends and potential challenges for destinations
and DMOs 574
The DMO of the future 576
Summary 577
Review questions 578
References 578
Index 580
XIX
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| indexdate | 2024-12-20T16:26:50Z |
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| publisher | Routledge |
| record_format | marc |
| spellingShingle | Morrison, Alastair M. Marketing and managing tourism destinations Tourism Marketing Tourism Management Tourismus (DE-588)4018406-7 gnd Fremdenverkehrsort (DE-588)4130979-0 gnd Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4018406-7 (DE-588)4130979-0 (DE-588)4037278-9 (DE-588)4037589-4 |
| title | Marketing and managing tourism destinations |
| title_auth | Marketing and managing tourism destinations |
| title_exact_search | Marketing and managing tourism destinations |
| title_full | Marketing and managing tourism destinations Alastair M. Morrison |
| title_fullStr | Marketing and managing tourism destinations Alastair M. Morrison |
| title_full_unstemmed | Marketing and managing tourism destinations Alastair M. Morrison |
| title_short | Marketing and managing tourism destinations |
| title_sort | marketing and managing tourism destinations |
| topic | Tourism Marketing Tourism Management Tourismus (DE-588)4018406-7 gnd Fremdenverkehrsort (DE-588)4130979-0 gnd Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Tourism Marketing Tourism Management Tourismus Fremdenverkehrsort Management Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025884004&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT morrisonalastairm marketingandmanagingtourismdestinations |