Destination Marketing Essentials. [3rd ed.]

Travellers are spoilt by choice of available holiday destinations. In today’s fiercely competitive tourism markets, destination competitiveness demands an effective marketing organisation. Two themes underpin Destination Marketing Essentials. The first is the challenges associated with promoting multi-attributed destinations in dynamic and heterogeneous markets, and the second is the divide between tourism practitioners and academics. Written by a former practitioner, Destination Marketing Essentials bridges industry and academia by synthesising a wealth of research of practical value to DMOs.