Destination Marketing Organisations

Most tourism activities take place at destinations. Travellers are also spoilt by choice of available destinations. Competition for their attention is intense. The success of most tourism businesses is reliant on the competitiveness of the destination. Destination Marketing Organisations is essential reading for anyone considering a career in tourism. While it has been written primarily for students undertaking studies in tourism, travel and hospitality, the text will also be of interest to those already woking with, or within DMOs. Two themes underpin Destination Marketing Organisations. The first is the challenges of promoting multi-attributed destinations in dynamic and heterogeneous markets, and the second is the divide between tourism ‘practitioners’ and academics. Written by a former ‘practitioner’, Destination Marketing Organisations bridges industry and academia by synthesising a wealth of academic literature of practical value to DMOs. The key learning outcomes of the text are to aid the development of an understanding of the fundamental issues relating to: • The rationale for the establishment of DMOs • The structure, roles, goals and functions of DMOs • The key opportunities, challenges and constraints facing DMOs • The complexities of marketing destinations as tourism brands