Urban Destination Marketing in Contemporary Europe: Uniting Theory and Practice (Aspects of Tourism): 66 - Hardcover

John Heeley

Hardcover

ISBN 10: 1845414934 ISBN 13: 9781845414931

Publisher: Channel View Publications Ltd, 2015

Synopsis

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.

About this title

Review:

This is a book that challenges the received understanding of the relationships between marketing, cities and tourism. By looking at current practice through a gaze sharpened by critical theories, Heeley is offering a different view of this crucial nexus and to the ways in which cities can drive tourism development. --Alan Clarke, University of Pannonia, Hungary

As a scientist and industry expert John Heeley understands the need to address city managers, urban planners and tourism practitioners, but also students in the field of marketing and tourism. This well-written book is a great contribution especially to any master program in this field. Lecturers will appreciate the richness of examples and practical insights. --Mike Peters, Management Center Innsbruck, Austria

About the Author:

John Heeley runs his own business advising destination marketing organisations, universities and local government on the subject of urban destination marketing. He is also a visiting fellow at Sheffield Hallam University, where he teaches destination marketing and is developing associated industry links and research.

About this edition

• Publisher: Channel View Publications Ltd
• Publication date: 2015
• ISBN 10: 1845414934
• ISBN 13: 9781845414931
• Binding: Hardcover
• Number of pages: 192