Destination marketing organisations / by Steven Pike.
Material type: TextSeries: Advances in tourism research seriesPublication details: Amsterdam ; Oxford : Elsevier, 2004.Description: 240 p. ; 25 cmISBN:- 0080443060 (hbk.)
- 338.4791 PIK
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Standard Loan | Moylish Library Main Collection | 338.4791 PIK (Browse shelf(Opens below)) | 1 | Available | 39002100351239 |
Enhanced descriptions from Syndetics:
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.
Includes bibliographical references and index.
Table of contents provided by Syndetics
- Chapter 1 Introduction to Destination Marketing Organisations
- Chapter 2 The Rationale for Destination Marketing Organisations
- Chapter 3 DMO Roles and Structure
- Chapter 4 Destination Branding
- Chapter 5 Destination Image
- Chapter 6 Destination Positioning
- Chapter 7 Destination Marketing
- Chapter 8 DMOs, Disasters and Crises
- Chapter 9 Performance Measures