[PDF] Country Victoria Tourism Council eBook

Author : Nigel Morgan
Publisher : Routledge
Page : 328 pages
File Size : 25,66 MB
Release : 2007-06-07
Category : Business & Economics
ISBN : 1136411097

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In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product. By focusing on a range of global case studies, Destination Branding demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time.

Author : Steven Pike
Publisher : Routledge
Page : 424 pages
File Size : 42,26 MB
Release : 2012-08-06
Category : Business & Economics
ISBN : 1136002650

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The tourism market is fiercely competitive. No other market place has as many brands competing for attention, and yet only a handful of countries account for 75% of the world’s visitor arrivals. The other 200 or so are left to fight for a share of the remaining 25%. Therefore, destination marketers at city, state and national levels have arguably, a far more challenging role than other services or consumer goods marketers. Destination Marketing: an integrated marketing communication approach focuses on the five core tenets of integrated marketing communications. These embody both the opportunities and challenges facing Destination Marketing Organisations (DMOs), and are: 1. Profitable customer relationships; 2. Enhancing stakeholder relationships; 3. Cross-functional processes; 4. Stimulating purposeful dialogue with customers; and 5. Generating message synergy The author seeks to provide a rationale for DMOs; to develop a structure, roles and goals of DMOs; to examine the key challenges and constraints facing DMOs; to impart a destination branding process; to develop a philosophy of integrated marketing communications; to lead the emergence of visitor and stakeholder relationship management; and to set forth options for performance measurement.

Author : S Beeton
Publisher : Landlinks Press
Page : 204 pages
File Size : 28,76 MB
Release : 1998-01-01
Category : Science
ISBN : 0643102949

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Tourism, with its niche element of ecotourism, is one of Australia’s fastest growing industries, overtaking the traditional export items of coal, wheat and wool in export earnings. This book covers everything a person needs to think about before venturing into the ecotourism market. It explains what ecotourism is and who the ecotourists are. It describes how to work with the local community and the local environment, highlighting some of the constraints and pitfalls. It explains what is needed to make a successful venture work - and how to make it pay.