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Destination Marketing: Essentials de Steven Pike

Destination Marketing: Essentials

Autor Steven Pike
en Limba Engleză Hardback – 20 oct 2020
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 third edition has been revised and updated to include:
  • 27 new and updated case studies, including destinations such as Sri Lanka, Barbados, the UAE, and crucially relevant topics such as the Australian bushfires and the threat of COVID-19
  • Brand-new pedagogical features such as in-chapter class activities, key term definitions, and highlighted critical points
  • New content on cross-sector consortia marketing for meetings and events, social media influencer marketing, the role of technology, resource consumption and climate change, creativity and innovation in developing destination branding, experiential destination marketing and the influence of culture and sustainability on destination marketing
  • Links to free access of the author’s journal articles on destination marketing
  • Updated 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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Specificații

ISBN-13: 9780367469535
ISBN-10: 0367469537
Pagini: 336
Ilustrații: 17 Line drawings, color; 5 Halftones, black and white; 38 Tables, color; 22 Illustrations, color
Dimensiuni: 189 x 246 mm
Greutate: 0.78 kg
Ediția:3 New edition
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate

Cuprins

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

Notă biografică

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.

Recenzii

‘This extensively revised third edition positions the book as a contemporary classic on destination marketing. With a wide range of elucidative international case studies this textbook has a great impact on teaching in under- and post-graduate tourism programmes. This is absolutely the most important hands-on book on destination marketing ever written to date from an author who has equally spent 20 years in the tourism industry and 20 years in academia’.
Professor Filareti Kotsi, Zayed University, United Arab Emirates
 
‘This is a new edition of a text that brings a great deal of practitioner experience blended with academic research on a hot topic in tourism research. The author has a wealth of experience in this area and the text is synthesised in an exemplary manner for students and industry’.
Professor Stephen Page, University of Hertfordshire, United Kingdom

Descriere

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.