2012•Unpublished venueRequires access
The study of destination marketing
Steven Pike
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Abstract
Most tourism activities take place at destinations. Not surprisingly then, destinations have emerged as ‘the fundamental unit of analysis in tourism’ (WTO, 2002), and form a pillar in any modelling of the tourism system, as shown, for example, in Leiper’s (1979) outline of the geographic elements of tourism in Figure 1.1. Travellers are now spoilt for choice of destinations, which must compete for attention in markets cluttered with the messages of substitute products as well as rival places.