Urban Destination Marketing in Contemporary Europe

Uniting Theory and Practice

Business & Finance, Industries & Professions, Hospitality, Tourism & Travel, Marketing & Sales
Cover of the book Urban Destination Marketing in Contemporary Europe by Prof. John Heeley, Channel View Publications
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Author: Prof. John Heeley ISBN: 9781845414955
Publisher: Channel View Publications Publication: February 15, 2015
Imprint: Channel View Publications Language: English
Author: Prof. John Heeley
ISBN: 9781845414955
Publisher: Channel View Publications
Publication: February 15, 2015
Imprint: Channel View Publications
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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