Urban Destination Marketing in Contemporary Europe

Uniting Theory and Practice

By (author) Prof. John Heeley

Publication date:

15 February 2015

Publisher

Channel View Publications

Dimensions:

234x156mm
6x9"

ISBN-13: 9781845414931

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.

If there is one quality that pervades the book, it is a practical, down to earth, feet on the ground common sense and as I come from an academic world of often arcane and esoteric theory, I find this book a breath of much needed fresh air.