This book advances the current literature on destination marketing by using innovative up-to-date case studies from a wide geographical representation. The contributors examine new methods and marketing approaches used within the field through a combination of theoretical and practical approaches. With discussions of topics including image, branding, attractions and competitiveness, the chapters in this volume offer new insight into contemporary developments such as medical tourism, Islamic tourism and film-induced tourism. Presenting detailed findings and a range of methodologies, ranging from surveys to travel writings and ethnography, this book will be of interest to students, scholars and practitioners in the fields of tourism and marketing.
Table of Contents
Introduction Metin Kozak, Nazmi Kozak PART I – DESTINATION IMAGE 1. A Study of the Role of Country Image in Destination Image Yin Teng Chew, Siti Aqilah Binte Jahari 2. Lake-destination Image Attributes: A Neural Network Content Analysis Ana Isabel Rodrigues, Antónia Correia, Metin Kozak 3. Literature Creation of Tourist Imaginary Yang Zhang, Yi-Wei Xiao 4. Travel Writings and Destination Image Sabrina Meneghello, Federica Montaguti 5. Affective component of the destination image: A computerised analysis Estela Marine-Roig, Salvador Anton Clavé PART II – DESTINATION BRANDING 6. Shaping Collaboration in Tourism: Thuggery in a Destination Branding Process Carlos Larreategui Nardi, Giuseppe Marzano, Gonzalo Mendieta 7. Revealing Internal Stakeholders’ Perceptions of Developing ‘Brand Alexandria’ Sally Khalil, Osama Ibrahim 8. Rebranding Components towards Developing a Tourism Destination Nurliana Jafar 9. Analysing Destination Readiness for Branding Neda Telišman-Košuta, Neven Ivandić PART III – SUPPORTING ELEMENTS OF DESTINATIONS 10. Exploring Film-induced Tourism: Implications for Onsite Heritage Interpretation Justyna Bąkiewicz, Anna Leask, Paul Baron, Tijana Rakić 11. The Ançã Stone in the Building of a Tourist Destination Rita Gomes, Vivina Carreira 12. Identifying Research Gaps in Medical Tourism Yin Teng Chew, Alan Darmasaputra Koeshendro 13. Destination Experience for Middle-East Tourists Gurel Cetin, Batikan Yasankul, Fusun Istanbullu Dincer PART IV – MODELS OF DESTINATION MARKETING & COMPETITIVENESS 14. A Study on the Flow Experience Relationship Model of Gaming Activity Tang-chung Kan, Joyce Hsiu-yu Chen, Chelsea Su 15. A Review of Life Cycle Models by Plog & Butler from a Marketing Perspective Grace K.S. Ho, Bob McKercher 16. A New Tourism Map for Dubai’s Top Source Market Naeema Alhosani 17. Innovative System Indicators for Islamic Tourism Using C-PEST Factors Nor’Ain Othman, Salamiah A. Jamal 18. Competitiveness of Tourist Destinations and Brazilian Strategy Rosana Mazaro, Carlos Alberto Freire Medeiros
Metin Kozak is Professor of Tourism in the School of Tourism and Hospitality Management, Dokuz Eylul University, Turkey.
Nazmi Kozak is Professor of Tourism in the School of Tourism and Hospitality Management, Anadolu University, Turkey.