TAILIEUCHUNG - Tourism Management Special Issue: The Competitive Destination

Destination marketing is increasingly becoming extremely competitive worldwide. This paper explains the destination concept and attempts to synthesise several models for strategic marketing and management of destinations. It provides an overview of several techniques widely used and illustrates examples from around the world. The paper also explains that marketing of destinations should balance the strategic objectives of all stakeholders as well the sustainability of local resources. Destinations need to differentiate their products and develop partnerships between the public and private sector locally in order to co-ordinate delivery. Taking advantage of new technologies and the Internet also enables destinations to. | Tourism Management Special Issue The Competitive Destination Marketing the competitive destination of the future Dr Dimitrios Buhalis Senior Lecturer in Tourism University of Westminster 35 Marylebone Road London NW1 5LS England Tel 44 0 171 9115000 ext 3112 Fax 44 0 171 9115171 Home Tel Fax 44 0 1483 574463 E Mail buhalid@ Internet http Env UDP staff ii Abstract Destination marketing is increasingly becoming extremely competitive worldwide. This paper explains the destination concept and attempts to synthesise several models for strategic marketing and management of destinations. It provides an overview of several techniques widely used and illustrates examples from around the world. The paper also explains that marketing of destinations should balance the strategic objectives of all stakeholders as well the sustainability of local resources. Destinations need to differentiate their products and develop partnerships between the public and private sector locally in order to co-ordinate delivery. Taking advantage of new technologies and the Internet also enables destinations to enhance their competitiveness by increasing their visibility reducing costs and enhancing local co-operation. Destination marketing must lead to the optimisation of tourism impacts and the achievement of the strategic objectives for all stakeholders. .

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