Destination marketing and management theories and applications

The development, marketing and management activities of destinations are very much in line with the development of the tourism industry at the global scale. Various sources have indicated that the tourism industry has the potential to keep growing for quite some time, driven by structural factors such as population growth, economic affl uence, business expansion and age-related travel patterns, combined with social factors such as the globalization of cultures and electronic connectedness. As a result, hundreds of thousands of businesses, large and small, play their parts in selling and delivering services to those who travel to various destinations. However, destination marketing and management is a complex issue which
requires a comprehensive, holistic and systematic approach to understand it. From the demand side, travellers have a variety of choices of available destinations; from the supply side, destination marketing organizations at different levels are trying their best to compete for attention from a highly competitive marketplace. Therefore, destination competitiveness and attractiveness demand effective and integrative marketing and management strategies which are based on a sound understanding of the market condition.

Từ khóa: Destination marketing, tourism industry, marketing management, production marketing, local tourism, kinh tế du lịch, du lịch thương mại, công nghệ tiếp thị