Critical success factors in destination marketing

Authors: Baker, Michael J; Cameron, Emma

Source: Tourism and Hospitality Research, Volume 8, Number 2, 17 April 2008 , pp. 79-97(19)

Publisher: Palgrave Macmillan

Key:

- Free Content

- New Content

- Subscribed Content

- Free Trial Content

Abstract:

As a consequence of globalisation, the marketing of places has grown in importance as countries, regions and individual destinations compete with one another to attract investment and visitors. In order to compete effectively, it is essential to identify the critical success factors (CSFs) and ensure these are incorporated into one's strategic planning. An extensive review of the literature covering place and destination marketing indicates that image and identity play an important role in differentiating between objectively similar alternatives. Accordingly, the branding of destinations has become of major importance and is analysed in depth. Thirty-three factors are identified, clustered into four categories, that may be considered CSFs to be taken into account when developing tourism strategies and plans.Tourism and Hospitality Research (2008) 8, 79-97. doi:10.1057/thr.2008.9; published online 17 March 2008

Document Type: Research article

DOI: 10.1057/thr.2008.9

The full text electronic article is available for purchase. You will be able to download the full text electronic article after payment.

$43.00 plus tax Refund Policy