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Urban Destination Marketing in Contemporary Europe
Urban Destination Marketing in Contemporary Europe

Urban Destination Marketing in Contemporary Europe

Uniting Theory and Practice
John Heeley
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pages
200 pages
language
English
format
ePUB (mobile friendly)

Urban Destination Marketing in Contemporary Europe

Uniting Theory and Practice
John Heeley
Book details
Table of contents

About This Book

This book aims to unite theory and practice in the field of destination marketing. It attempts to reconcile the gap between the academic literature on urban destination marketing and the manner in which it is actually undertaken by destination marketing organisations (DMOs). While analysing and critically assessing the current destination marketing paradigm, the author outlines the basis for a paradigm change. The new theory accommodates the anomalies and counter-instances associated with the existing paradigm and addresses the question of what in the future might best underpin urban DMO marketing operations. The book contains 21 in-depth interviews with senior DMO executives to allow practitioners to describe in their own words how they conduct their destination marketing activities.

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Information

Publisher
Channel View Publications
Year
2015
ISBN
9781845414955
Topic
Business
Subtopic
Hospitality, Travel & Tourism Industry
Edition
1

Table of contents