Destination Marketing and Management

Most tourism activities take place at the destination level. Destinations are the pillars in any modelling of the tourism system and have emerged as the fundamental unit of analysis in tourism. Destination marketing and management is a complex matter that requires a comprehensive, holistic and systematic approach: in a competitive market how a destination is marketed and managed is crucial. Taking a comprehensive approach, this book looks at the macro-management aspects of destination marketing and management, focusing on key themes including concepts, policies and strategies, consumer motivations, stakeholder collaborations, branding and positioning, and the role of events.