Promoting destinations: An exploratory study of publicity programmes used by national tourism organisations

Abstract

To date, research into the marketing management practices of destination management organisations (DMOs) has typically focused on topics such as destination image studies, marketing strategy, conversion studies and advertising research. A promotional method that has been largely ignored in research conducted so far is the use of publicity. While much publicity concerning a place (destination) is unplanned and incidental, and occurs in the general course of ‘news’, the publicity programmes conducted by destinations are often quite deliberate, planned, methodical and coordinated with a clear set of objectives. Indeed, some DMOs report receiving a greater annual value (as measured in terms of equivalent commercial advertising expenditure) from their publicity programmes than from their entire annual budgets. This paper reports on research undertaken to gather information on the extent, nature and conduct of efforts by national tourism organisations (NTOs) to generate publicity for the purpose of stimulating tourist demand, and to compare and contrast the different approaches and outcomes.

The influence of a film on destination image and the desire to travel: a cross‐cultural comparison

“…For a destination, the publicity generated by a major motion picture and by the high-profi le actors can be tremendous (Beeton, 2005). Researchers have already asserted that fi lms are more likely to reach wider audiences with less investment than specifi cally targeted tourism advertisements and promotion (Dore and Crouch, 2003). As a result, fi lm-induced tourism or fi lm tourism as it is referred to in this paper, can be an effective marketing tool for destinations that lack fi nancial backing for strong advertising campaigns, especially at a time of economic downturn.…”

A Strategic Evaluation on Competency of Karnataka Destinations through Destination Management Organizations

“…As Zhang and Murphy (2009) [7] states, the "successful marketing of a destination requires an effective and healthy management mechanism" (p. 279), so the primary function of the DMO is marketing (Dore & Crouch, 2002) [8].…”

La influencia de la comunicación comercial en el proceso decisional jerárquico: una evaluación empírica en el contexto educativo

“…Por ejemplo, en la promoción de destinos turísticos (Dore y Crouch, 2003), de conductas saludables (Jaeger, 2001;McKay, 2003), en el incremento de la imagen de marca (Graeff, 1996) y de la intención de compra (Chen, 1998;Smith y Vogt, 1995), y en la aceptación de organizaciones no lucrativas (Bennett y Kottasz, 2006). Sin embargo, también se encuentra que aún no se ha estudiado suficientemente el impacto de la promoción en las etapas de la jerarquía de respuestas.…”