Urban Destination Marketing in Contemporary Europe

Urban Destination Marketing in Contemporary Europe

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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.It is more or less standard DMO procedure to bring together the a#39;doa#39;s and dona#39;tsa#39; of using these components in a brand manual or style guide, and to express them in brand imagery or so-called a#39;signature shotsa#39; (Heeley, 2011: 127a€“130).

Title:Urban Destination Marketing in Contemporary Europe
Author: John Heeley
Publisher:Channel View Publications - 2015-02

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