Urban Destination Marketing in Contemporary Europe : : Uniting Theory and Practice / / John Heeley.

• Superior document: Title is part of eBook package: De Gruyter CVP eBook-Package Backfile 2000-2013
• VerfasserIn: Heeley, John,
• Place / Publishing House: Bristol, UK;, Blue Ridge Summit, PA : : Channel View Publications, , [2015]; ©2015
• Year of Publication: 2015
• Language: English
• Series: Aspects of Tourism ; 66
• Physical Description: 1 online resource (192 p.)

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.

Table of Contents

Frontmatter -- Contents -- Figures -- Tables -- Acknowledgements -- Foreword -- Preface: Bradford, 1980-2014 -- 1. Introduction -- Part 1: Practice Part 1: Practice -- 2. The Practitioners: Profiling the Ubiquitous DMO -- 3. Urban Destination Marketing Operations -- Part 2: Theory -- 4. A Critique of the Theory of Marketing Competitive Advantage -- 5. Towards a New 'Middle-range' Theory: The Dynamics of Urban Destination Marketing -- Epilogue: Coventry, Millennium Eve, 1999 -- References -- Index