Impact of tourism marketing on destination image: industry perspectives

Day, Jonathon, Dai, Liping, and Murphy, Laurie (2012) Impact of tourism marketing on destination image: industry perspectives. Tourism Analysis, 17 (3). pp. 273-284.

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Abstract

The purpose of the current research is to study the importance of destination image to products and distribution partners in the tourism system. It also examines the perceived contribution of various image creation factors in stages of the consumer buying process. The study examines the opinions of management from travel products located in Australia and active marketing in the US and management from travel wholesalers marketing Australian travel products in the US. Results of the study highlight the importance of destination image to destination image stakeholders. It concludes that image creation factors play different roles during the consumer buying process. The study recognizes the perceived importance of Australian tourism Commission (ATC) brand development strategies. The Australian branding experience in the US provides insights for destination marketing organizations (DMOs) seeking to maximize their impact on destination image creation by leveraging "word of mouth," public relations, e-marketing, and stakeholder marketing efforts.

Item ID: 25306
Item Type: Article (Research - C1)
ISSN: 1943-3999
Keywords: destination image; destination brand; destination marketing organizations; competitive strategy
Date Deposited: 06 Mar 2013 05:44
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900399 Tourism not elsewhere classified @ 100%
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