Managing and Marketing Tourist Destinations: Strategies to Gain a Competitive Edge

Destination marketing is more challenging than other goods and services. The basis of competitive advantage shifts from tourism resources only (destination marketing) to a location-based or city-wide integrated management (place marketing). In this book, tourism scholars Metin Kozak and Seyhmus Baloglu discuss and synthesize theories, models, techniques, and principles for strategic marketing and management of tourist destinations, and demonstrate ways in which to further develop the concept of destination competitiveness for application within these destinations. The authors highlight the need for managing brand equity, tourist experience, and information systems, as well as involving internal and external stakeholders in strategic planning and implementation. This book offers practical information directly related to the tourism industry, using the examples of real-world cases to bridge marketing theory with practice. With its international focus and applications for developing a competitive advantage in today's global marketplace, this research will be indispensable to students and scholars of tourism, hospitality, and leisure and recreation programs, as well as practitioners within these industries.

CHAPTER IWHY DESTINATION COMPETITIVENESS?1.0. IntroductionMajor Characteristics of the Tourism IndustryTrends of the Tourism Industry1.3. Why Destination Competitiveness?1.4. Summary1.5. Case studyCHAPTER IIDESTINATION COMPETITIVENESS: AN OVERVIEW2.0. Introduction2.1. Destination Competitiveness: An Overview2.2. Overview of Past Destination Competitiveness Research2.3. Framework of Destination Competitiveness2.4. Summary2.5. Case studyCHAPTER IIIDETERMINANTS OF DESTINATION COMPETITIVENESS3.0. Introduction3.1. Factors affecting Destination Competitiveness3.1.1. Bargaining Power of Customers (Analysis of Demand Side)3.1.2. The Bargaining Power of Suppliers (Tour Operators)3.1.3. Threat of Emergence of New Destinations3.1.4. Threat of Substitute Products and Services3.1.5. Competition among Existing Destinations (Analysis of Supply Side)3.1.5.1. Access to Tourist Markets (Distance)3.1.5.2. Non-Controllable Factors3.2. Summary3.3. Case studyCHAPTER IVRELATIONSHIP & NETWORK STRATEGIES FOR DESTINATION MANAGEMENT4.0. Introduction4.1. Tourist Relationship Management4.2. Supplier Relationship Management4.3. Knowledge Management4.4. Destination-based Quality Management4.5. Benchmarking Tourism Destinations4.5. Summary4.6. Case studyCHAPTER VDESTINATION-BASED MARKETING STRATEGIES5.0. Introduction5.1. Cost (Price) Leadership5.2. Product Diversification5.3. Destination Positioning5.4. Market Segmentation5.5. Enhanced Tourist Satisfaction5.6. Sustained Destination Image5.7. Destination Life Cycle and New Product Development5.8. Innovation5.9. Destination Branding5.10. SWOT Analysis5.11. Market Research5.12. Summary5.13. Case StudyCHAPTER VITRANSITION FROM TRADITIONAL MARKETING TO 'IT' MARKETING6.0. Introduction6.1. Importance of Information & Communication Technology in Tourism6.2. Distribution Channels in Tourism6.3. Effects on the Structure of Distribution Channels6.4. Communication in Tourism, IT and Destination Competitiveness6.5. Managerial Implications6.6. Summary6.7. Case study