Marketing and Managing Tourism Destinations 1st Edition by Alastair Morrison – Ebook PDF Instant Download/Delivery: 1138897299, 9781138897298
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ISBN 10: 1138897299
ISBN 13: 9781138897298
Author: Alastair Morrison
Marketing and Managing Tourism Destinations is a comprehensive and integrated textbook which uniquely considers both destination marketing and management in one volume. It focuses on how destination marketing is planned, implemented and evaluated as well as the management and operations of destination marketing and management organizations, how they conduct business, major opportunities, challenges and issues they face to compete for the global leisure and business travel markets. This textbook provides students with:
A solid introduction to destination marketing strategy and planning, to organization and support planning and then to operations, implementation and evaluation, as well as major issues, challenges and expected new directions for destination marketing, management and Destination Management Organizations (DMOs).
A unique systematic model to manage and market destinations.
Core concepts are supported with well integrated international case studies to show the practical realities of marketing and managing destinations as well as the need to take a flexible and adaptive approach to managing different destinations around the world.
To encourage reflection on main themes addressed and spur critical thinking, discussion questions and links to further reading are included in each chapter.
This accessible yet rigorous text provides students with an in-depth overview of all the factors and issues which are important to consider to make a destination successful.
Marketing and Managing Tourism Destinations 1st Table of contents:
Part I Critical Concepts in Destination Management and Marketing
1 Destination Management and Marketing
Warming Up
Defining a Tourism Destination
Destination Management and Marketing Overview
Destination Marketing
Destination Management Roles
Leadership, Coordination, and Governance
Product Development
The Ten As of Successful Destinations
Stakeholders in Destination Management
Destination Governance
Destination Management Organizations
Careers in Destination Management and Destination Marketing
Hold the Printing Presses: DMOs Are Under Pressure and Need to Change
Summing Up
2 Destination Sustainability and Social Responsibility
Warming Up
Destination Sustainable Tourism
Destination Stewardship
Destination Social Responsibility
Responsible Tourism
Regenerative Tourism
Declarations and Pledges
Ethical Tourism
Ecotourism
Community-based Tourism
Pro-poor Tourism
Social Tourism
Greenwashing
Doughnut Economics and the Circular Economy
Summing Up
3 Quality of Life and Well-being of Destination Residents
Warming Up
Resident Quality of Life
Resident Well-being
Wellness vs. Well-being
Place Attachment and Sense of Place
Resident Irritation Resulting from Tourism
Carrying Capacity
Overcrowding and Overtourism
Degrowth and Demarketing
Impacts of COVID-19 Pandemic
Measuring Resident Sentiment toward Tourism
Improving Resident Quality of Life and Well-being
Summing Up
Part II Destination Management Roles
4 Destination Planning
Warming Up
Characteristics of Tourism Destination Planning
Tourism Destination Planning Process
Plans and Communicating about Plans
Destination Visioning
Tourism Planning Toolkits
Specialized Forms of Destination Planning
Steps for Effective Destination Planning
Summing Up
5 Destination Management Research
Warming Up
Contributions of Research to Destination Management
Developing a Destination Management Research Agenda and Plan
Fundamentals of Destination Management Research
Types of Destination Management Research Projects
DMO Research Departments and Staff
Steps for Effective Destination Management Research
Summing Up
6 Destination Leadership, Coordination, and Governance
Warming Up
Definitions of Destination Leadership, Coordination, and Governance
Destination Leadership
Destination Leadership Styles
Corporate Social Responsibility (CSR)
Ethical Leadership Practices and DMO Standards
Destination Coordination
Destination Governance
DMO Organizational Structures, Boards, and Bylaws
Boards of Directors
DMO Funding
Measuring DMO Effectiveness
Involvement
Risk Management
Steps for Effective Destination Leadership, Coordination, and Governance
Summing Up
7 Destination Product Development
Warming Up
Definition and Components of the Destination Product
Principles of Destination Product Development
Tourism Area Life Cycle
DMO Involvement in Product Development
Product Development Variations by Types of Destinations
Hard and Soft Tourism Product Development
Destination Quality
Product Development Strategy Models
Physical (Hard) Product Development
Intangible (Soft) Product Development
Steps in Effective Product Development
Summing Up
8 Destination Partnership and Team-Building
Warming Up
Definitions of Destination Partnership and Team-Building
Destination Management Role Contributions of Partnerships
Partnerships and Destination Governance
Benefits of Destination Partnerships
Destination Partners
Identifying Destination Partners
Public–Private Partnerships in Destination Management
Barriers and Challenges for Destination Partnerships
Destination Partnership Types
Ingredients of Successful Destination Partnerships
Destination Partnership-Building Steps
Destination Team-building
Steps in Effective Destination Partnerships and Team-Building
Summing Up
9 Destination Stakeholder Relationships and Involvement
Warming Up
Stakeholder Landscape for Destination Management
Stakeholder Relationships and Involvement
Tourism Sector Stakeholders
Relationships with DMO Members
Relationships with DMO Boards of Directors
Relationships with Community Residents
Relationships with Government
Relationships with the Environment
Relationships with Tourists
Relationships with Other Stakeholders
Steps in Effective Stakeholder Relationships and Involvement
Summing Up
10 Visitor Management
Warming Up
Definition of Visitor Management
The ADVICE Model for a Visitor Management Program
Reasons for Visitor Management
Benefits from Visitor Management
Components of a Visitor Management Program
Visitor Expectations, Experiences, Enjoyment, and Satisfaction
Yield Management
Other Visitor Management Efforts
Steps in Effective Visitor Management
Summing Up
11 Destination Crisis Management
Warming Up
Definitions of Crises and Disasters
Categories of Crises and Disasters
Susceptibility of Destinations to Crises and Disasters
Impacts of Crises and Disasters on Tourism
Stages in Crises and Disasters
Crisis Management Planning
Crisis Communications
Risk Management
Resilience and Recovery
Summing Up
12 Planning Marketing, Branding, and Communications
Warming Up
Definitions of Marketing, Branding, and Integrated Marketing Communications
Destination Marketing Principles
Planning Marketing, Branding, and Communications
The Destination Marketing System and the PRICE model
Steps for Effective Planning of Marketing, Branding, and Communications
Summing Up
Part III Destination Marketing, Branding, and Communications
13 Destination Positioning, Image, and Branding
Warming Up
Definitions of Destination Positioning, Image, and Branding
Positioning, Imaging, Branding (PIB) Approach
Importance and Benefits of Destination Branding
Challenges of Destination Branding
Characteristics of a Good Destination Brand
Classic Concepts in Branding
Steps in Destination Branding
Steps in Effective Destination Positioning, Image, and Branding
Summing Up
14 Destination Integrated Marketing Communications
Warming Up
Definition of Integrated Marketing Communications
Components of Integrated Marketing Communications
Benefits of Integrated Marketing Communications
E-marketing
Advertising
Sales (Personal Selling)
Public Relations and Publicity
Sales Promotion and Merchandising
Crowdsourcing and Content Co-creation
Theme Year and Event Marketing
Movie and Film Development
Steps in Effective Planning of Integrated Marketing Communications
Summing Up
15 E-marketing and ICTs
Warming Up
Definition and Increasing Importance of E-marketing
Functions of Digital Media for Visitors
Main Components of E-marketing
Websites
Search Engine Marketing and Optimization
Social Media
Apps
Other Components of E-marketing
Big Data Analysis
Performance Evaluation of DMO E-marketing
ICT Definition and History
Internet Usage
Traveler ICTs
Recent ICT Innovations
Challenges and Issues
Steps in Effective E-marketing
Summing Up
Part IV Destination Markets and Trends
16 Consumer Behavior, Segmentation, and Market Trends
Warming Up
Motivations for Travel
Destination Selection
The Influence of Destination Images
Travel Purchase Behavior Process
Destination Market Segmentation
Market Trends
Implications for Destinations and DMOs
Summing Up
17 Domestic Leisure and VFR Travel Markets
Warming Up
Definition of Domestic Tourism
Benefits of Domestic Tourism
Size and Importance of Domestic Tourism
Trends and Prospects for Domestic Tourism
Issues and Challenges for Domestic Tourism
Providing Incentives for Domestic Travel
Factors Influencing Domestic Tourism
Domestic Tourism Market Segments
Visiting Friends and Relatives (VFR) Market
Domestic Leisure Travel and VFR Marketing, Branding, and Communications Procedures
Summing Up
18 International Pleasure and Leisure Travel Markets
Warming Up
Size of the International Tourist Market
Challenges for International Travel
Emerging International Travel Markets
International Travel Market Segments with Growth Potential
Other International Tourism Growth Markets
International Pleasure/Leisure Travel Marketing, Branding, and Communications Procedures
Summing Up
19 Business Travel and Business Event Markets
Warming Up
Definitions of Market Segments
Size and Importance of Business Travel and Business Event Markets
Benefits of Business Travel and Business Event Markets
Challenges for Business Travel and Business Events
Trends for Business Travel and Business Events
Professional Congress or Conference Organizers (PCOs)
Incentive Travel Planners
Requests for Proposals (RFPs)
Business Event Marketing, Branding, and Communications
Summing Up
Part V Destination Management Performance Measurement and the Future of Destination Management
20 Destination Management Performance Measurement and Management
Warming Up
The Uniqueness of Destination Management Performance Measurement
Definitions of Performance Measurement and Performance Management
Destination Management Roles Performance (8 + 3D Platform)
Performance Metrics
Levels of Performance Measurement for Destination Management
The 80–20 Principle and the Iceberg Effect
Performance Measurement Systems
Performance Measurement Process
DMO Funding and Budgets
Evaluation
Performance Reporting
Summing Up
21 The Future of Destination Management
Warming Up
Pre-COVID Issues in Destination Management
Summary of Issues and Trends from Previous Chapters
Destination Management Issues in the COVID-19 Years
Expected Future Trends and Potential Challenges for Destinations and DMOs
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