Heeley Urban Destination Marketing in Contemporary Europe

Uniting Theory and Practice
Erscheinungsjahr 2015
ISBN: 978-1-84541-495-5
Verlag: Channel View Publications
Format: EPUB
Kopierschutz: 6 - ePub Watermark

E-Book, Englisch, Band 66, 200 Seiten

Reihe: Aspects of Tourism

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.

Autoren/Hrsg.

Heeley, John

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Dienstleistungssektor & Branchen Tourismuswirtschaft, Gastgewerbe
• Geowissenschaften Geographie | Raumplanung Regional- & Raumplanung Stadtplanung, Kommunale Planung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

List of Figures and Tables

Acknowledgements

Foreword

Preface: Bradford, 1980-2014

Chapter 1: Introduction

Chapter 2: The Practitioners: Profiling the Ubiquitous DMO

Chapter 3: Urban Destination Marketing Operations

Chapter 4: A Critique of the Theory of Marketing Competitive Advantage

Chapter 5: Towards a New ‘Middle-Range’ Theory: The Dynamics of Urban Destination Marketing

Epilogue: Coventry, Millennium Eve 1999

References

Über Autor(innen)

Heeley, John
John Heeley runs his own business advising destination marketing organisations, universities and local government on the subject of urban destination marketing. He is also a visiting fellow at Sheffield Hallam University, where he teaches destination marketing and is developing associated industry links and research.