A marketing plan should be underpinned by a clear definition of the destination’s brand and positioning. All marketing efforts should be loyal to this brand to ensure consistency and create brand awareness.
For further information on the development and implementation of marketing activities, including undertaking market research, developing a destination brand and implementing strategies please see the ‘Destination Marketing’ section.
This report proposes a model and survey instrument for assessing a destination's competitiveness in the tourism market. The conceptualisation work and instrument, called the Destination Competitiveness Inventory (DCI), were derived as a result of field trips to Singapore, Japan and ...
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