Destination Marketing Essentials

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.

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

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.