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Marketing the competitive destination of the future

Buhalis, Dimitrios (2000) Marketing the competitive destination of the future Tourism Management, 21 (1). pp. 97-116. ISSN 02615177

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Abstract

Destination marketing is increasingly becoming extremely competitive worldwide. This paper explains the destination concept and attempts to synthesise several models for strategic marketing and management of destinations. It provides an overview of several techniques widely used and illustrates examples from around the world. The paper also explains that marketing of destinations should balance the strategic objectives of all stakeholders as well the sustainability of local resources. Destinations need to differentiate their products and develop partnerships between the public and private sector locally in order to co-ordinate delivery. Taking advantage of new technologies and the Internet also enables destinations to enhance their competitiveness by increasing their visibility, reducing costs and enhancing local co-operation. Destination marketing must lead to the optimisation of tourism impacts and the achievement of the strategic objectives for all stakeholders.

Item Type: Article
Additional Information: This is an author-prepared, peer-reviewed PDF of an article published in Tourism Management, 21, 97-116. © 1999 Elsevier Inc. All rights reserved.
Divisions: Faculty of Business, Economics and Law > Hospitality and Tourism Management
Depositing User: Mr Adam Field
Date Deposited: 27 May 2010 14:37
Last Modified: 23 Sep 2013 18:31
URI: http://epubs.surrey.ac.uk/id/eprint/1087

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