Marketing and Managing Tourism Destinations is a comprehensive and integrated introductory textbook covering both destination marketing and destination management in one volume. It focuses on how destination management is planned, implemented and evaluated as well as the management and operations of destination management organizations (DMOs), how they conduct business, major opportunities, challenges and issues they face to compete for the global leisure and business travel markets.
This second edition has been updated to include:
• A new chapter on visitor management that includes a section on crisis and disaster management
• New material on destination leadership and coordination
• New and revised content on digital marketing
• New and updated international case examples throughout to show the practical realities and approaches to managing different destinations around the world.
It is illustrated in full colour and packed with features to encourage reflection on main themes, spur critical thinking and show theory in practice. Written by an author with many years of industry practice, university teaching and professional training experience, this book is the essential guide to the subject for tourism, hospitality and events students and industry practitioners alike.
Table of Contents
PART I Introduction to destination management and marketing concepts and roles
Chapter 1 The concepts of destination management and marketing
Chapter 2 Destination planning
Chapter 3 Destination marketing planning
Chapter 4 Destination management research
Chapter 5 Destination product development
Chapter 6 Destination partnerships and team-building
Chapter 7 Destination community and stakeholder relationships and involvement
Chapter 8 Destination leadership, coordination and governance
Chapter 9 Visitor Management
PART II Destination communications and promotions
Chapter 10 Destination branding
Chapter 11 Destination integrated marketing communications
Chapter 12 Digital marketing and ICTs
PART III Destination markets
Chapter 13 Consumer behaviour, segmentation and market trends
Chapter 14 Domestic leisure and VFR travel markets
Chapter 15 International pleasure and leisure travel markets
Chapter 16 Business travel and business event markets
PART IV The future of destination management and marketing
Chapter 17 The future of destination management and marketing
Alastair M. Morrison, Ph.D., is the CEO of Belle Tourism International Consulting, Ltd. (BTI) and a distinguished professor emeritus of the School of Hospitality and Tourism Management at Purdue University, West Lafayette, Indiana. He serves as a visiting professor at the University of Greenwich in London and is co–editor in chief of the International Journal of Tourism Cities.
"This textbook constitutes the most valuable resource in the area of destination management and marketing. An excellent resource combining theoretical background, business world examples, case studies with the best update research. This book is academically sound, while providing much needed guidance and information for destination planners, managers and marketers. Its comprehensive and practical approach makes it an essential resource for scholars and industry practitioners." Marios Sotiriadis, University of South Africa
"Dr. Morrison has gathered an impressive quantity of valuable information for those seeking to understand the multi-faceted scope and vastly varying activities of destination management and marketing. This book, which includes a collection of real world examples, will be very beneficial for both students and practitioners alike." Maree Forbes, Temple University, USA