Strategies to Gain a Competitive Edge
1. Auflage 2012,
242 Seiten, Kartoniert, Format (B × H): 231 mm x 152 mm, Gewicht: 392 g
Reihe: Routledge Advances in Tourism
Verlag: Taylor & Francis Ltd
Kozak / Baloglu Managing and Marketing Tourist DestinationsDestination 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 authorshighlight 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,usingthe examples of real-world casesto 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.
Weitere Infos & Material
Preface Part 1: Destination Competitiveness 1. Why Destination Competitiveness? 2.Destination Competitiveness: An Overview 3.Determinants of Destination Competitiveness Part 2: Destination Management 4.Destination-Based Management Strategies 5.Destination-Based Total Quality Management 6.Destination Benchmarking Part 3: Destination Marketing 7.Destination-Based Marketing Strategies 8.Destination Branding 9.From Traditional Marketing to ‘It’ Marketing