Best Practice Marketing for Regional Tourism Destinations

Cox, Carmen; Wray, Meredith

doi:10.1080/10548408.2011.588112

Cited by 59 publications

(36 citation statements)

References 33 publications

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“…The perceived destination image is a crucial element that should guide destination marketing organizations activity (Mariani et al, 2014). Destinations need to deliver a consistent brand image (Cox & Wray, 2011), avoiding the delivery of confusing messages about the core image of the destination (Buhalis, 2000, Cox & Wray, 2011.…”

Section: Fig 10: Implications For Tourism Marketingmentioning

confidence: 99%

Seasonal concentration of tourism demand: Decomposition analysis and marketing implications

2016

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This paper analyzes seasonality in the United Kingdom, specifically the English regions in relation to tourists' place of origin and main travel motivation. The method used is a decomposition of the Gini index, which provides relative marginal effects that facilitate the identification of market segments open to counter-seasonal marketing efforts. This method has been combined with a graphical multivariate technique (biplot), which groups segments according to their seasonality characteristics. Seasonal patterns associated with particular segments differ significantly when studied on a disaggregated basis. Therefore, an adequate level of disaggregation is essential in the design of counter-seasonal strategies. Although this study focuses on British destinations, this methodology could be used as a control and monitoring measure in the regional analysis of any destination, facilitating regular adjustment of regional tourism marketing campaigns to minimize seasonality effects, specifically by targeting the types of tourists less prone to seasonality.

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Section: Fig 10: Implications For Tourism Marketingmentioning

confidence: 99%

Seasonal concentration of tourism demand: Decomposition analysis and marketing implications

2016

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“…In parallel, Buhalis (2000) and Prideaux and Cooper (2002) as cited in (Cox and Wray 2011) note that there are multiple actors involved in the destination marketing, and confirmed that destinations which are based on many products and attributes require consequently many marketing activities. For this sake, an efficient level of cooperation must be developed between private and public sector actors" within the tourism sector.…”

Section: Discussionmentioning

confidence: 85%

The Evaluation of Tourism Marketing Model within Moroccan Public Policy Management

Lamnadi¹

2019

AJT

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Morocco is situated in the north western Africa facing Europe on the Mediterranean and on the other side open to the Atlantic Ocean benefiting from a favourable geographical location as Africa's gate to Europe. The country has four inscribed biosphere reserves, and nine UNESCO inscribed world heritage sites. The performance of tourism in the country kept a steady growth rate in the last decade despite being slightly affected by the 2008 world economic crisis; just to recover later by taking advantage of the unstable political situation in competing neighbour countries, after the so-called 'Arab Spring'. This improvement in the performance of the Moroccan tourism sector is also among the planned objectives of the two major tourism management plans in modern Morocco (Vision 2010 and Vision 2020). Evidently, the second strategic plan (2020) came as a continuation of the first one but with wider plans and bigger ambition. However, these management plans were not all 'la vie en rose'. The objectives of both programs were not completely achieved (2020 vision is still two years away from completing its execution but various gaps can be found in the realised points). A descriptive study was conducted to evaluate the performance of the tourism marketing practices within Moroccan public policy management. The tourism marketing strategy of both management programs was critically reviewed to identify both their strengths and weaknesses. The findings of this study show that public policy concerning tourism sector drove the country in the right development path but still, the chosen marketing strategies were not highly efficient, given the considerable various Moroccan tourism potential. Nevertheless, analysis also showed that public tourism management policy was initially designed with some inadequate approaches concerning the development of the sector. It has been suggested that the government should concentrate more on a wider marketing approach that takes into consideration the valorisation of the sustainable tourist product of the country and more importantly empowering the human potential to be centric in parallel with the touristic product.

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“…The branding of tourism destinations is an important way of giving meaning to regions (Cox & Wray, 2011;Lee & Arcodia, 2011;Ploner, 2009). Similar to regions, meanings of tourism destinations are continuously contested through discourse (Saraniemi & Kylä-nen, 2011), with an ongoing interaction between hegemonic, emergent and residual meanings (Harrison, 2013) and several phases of institutionalization (Paasi, 2003(Paasi, , 2009Zimmerbauer & Paasi, 2013).…”

Section: The Discursive Construction Of Tourism Destinationsmentioning

confidence: 99%

Discursive contradictions in regional tourism marketing strategies: The case of Fryslân, The Netherlands

Jeuring

2016

Journal of Destination Marketing & Management

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a b s t r a c tDiscourses in tourism destination marketing play an important role in constructing and consuming tourism destinations. However, various discursive contradictions can emerge, potentially limiting or facilitating tourism development. This paper has two objectives. First, it aims to identify discursive contradictions embedded in the positioning statements of regional tourism marketing strategy documents. Second, it intends to highlight how such contradictions simultaneously prioritize and destabilize certain destination identities. Employing the case of the Dutch province of Fryslân, discourse analysis of tourism marketing documents was conducted. Findings revealed contradictions emerging along five themes: place branding, identity claims, target groups, roles and collaboration. Regional Frisian tourism marketing appears to prioritize external orientations and homogenizing identities, with limited consideration of geographically proximate markets and a selective perception of internal stakeholders' roles in tourism. Possible implications of such destination positioning are discussed and suggestions are made to balance various positioning orientations in regional place branding.

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Best Practice Marketing for Regional Tourism Destinations

Cited by 59 publications

References 33 publications

Seasonal concentration of tourism demand: Decomposition analysis and marketing implications

Seasonal concentration of tourism demand: Decomposition analysis and marketing implications

The Evaluation of Tourism Marketing Model within Moroccan Public Policy Management

Discursive contradictions in regional tourism marketing strategies: The case of Fryslân, The Netherlands

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