Travel Reference
In-Depth Information
literature (
Chapter 30
).
Destination marketing and branding seems to have had most impact in
the main fi eld of marketing research and practice. The concept of place branding has emerged
alongside destination branding in recent years and offers a good opportunity for tourism
destination marketing researchers to integrate tourism marketing into wider city and nation
branding concepts (Papadopoulos 2004). This also shows how tourism development has become
embedded into the wider planning and political processes underpinning competitiveness
between places. Morgan and Pritchard review these debates and discuss avenues for future
research. Returning to themes of value co-creation once more, Tussyadiah and Zach present
fi ndings from a study on DMO's capacity for value co-creation in
Chapter 31
.
Their research
highlights the specifi c characteristics of DMOs as aiming to represent a broad range of
stakeholders across the destination and therefore constrained by the need for impartiality and
broad representation. Organizational structures and processes play a role in facilitation and/or
creating barriers to developing co-creation and these issues are teased out through the analysis
to draw conclusions for future developments.
Taking the perspective of brand cultures and communities, Ferguson and Bourke (
Chapter
32
)
show how destination brand experiences are created not solely by DMOs but also by
employees in the resort. Taking the example of seasonal snowsport workers, their study reveals
how important employees are in representing and co-creating destination brand experiences for
tourists. Their investment in their sport and the destination it represents is based on an affective
commitment to a particular way of life. In addition, a number of previous chapters highlighted
the need to understand how affect infl uences tourist behaviours and the consequences for
tourism brands.
In
Chapter 33
,
Hosany and Prayag present a cross-disciplinary review of the literature on
emotion in tourism and extend their previous work on the development of a scale that shows
determinants and outcomes of tourists' emotional responses to destination brands. In order for
tourism businesses and destination brands to succeed in the future, marketers will need to
understand tourists' psychological environment much more effectively and understanding
tourists' emotional responses will enable them to engineer positive enjoyable experiences and
employ imagery more effectively in advertising.
Finally in this section, Walters and Mair (
Chapter 34
)
present examples of post-disaster
marketing strategies for tourism destinations. A basic issue underpinning tourism marketing
is its vulnerability to external events. The need for effective communications strategies at
the destination level is important to enable destinations to cope with unknown and unplanned
events. The case studies outlined provide clear steps that destinations can embed into marketing
strategies.
The digital media landscape
An underlying theme throughout the topic up to this point has been the infl uence of
technological change on the business and consumer environment of tourism. The Internet and
web 2.0 technology, wifi -enabled mobile Internet access has effected the most widespread
and fundamental changes to the business and practice of tourism.
Part 8
places these technological
changes at the heart of the discussion of tourism marketing issues. The section begins with an
overview of the challenges brought about by digital technologies to tourism marketing in the
global economy presented by Hudson (
Chapter 35
).
Hudson fi rst outlines the digital marketing
environment, focusing on ICTs and their infl uence in bringing about critical changes in
marketing, opening up opportunities for closer engagement, one-to-one marketing and more
connective relationships. On the other hand, the Internet has also had a profound effect on
