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Destination Marketing Organisations by Steven Pike

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Chapter 7

Destination Marketing

The advertising and promotion program is the most visible activity of a tourism board and is certain to be received with mixed reviews by the community. Criticism is likely, and board members should develop thick skins (Gee & Makens 1985: 29).

Chapter Perspective

There is no end of ways in which a destination can be promoted, and in every destination community there will be a diverse range of opinions on the tactics that should be employed. Local tourism operators’ views on promotional priorities will vary for a range of reasons, including: differing levels of professional experience in marketing and tourism, vested business interests in specific types of products and target markets, access to financial resources, ...

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