Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Urban destination marketing in contemporary Europe – what does “good” look like?

Urban destination marketing in contemporary Europe – what does “good” look like? Purpose– The purpose of this paper is to examine urban destination marketing from a mainly practitioner standpoint, though one of its principal observations is the gap between theory and practice; while the former is premised on related notions of difference and competitive advantage, in practice the greater part of urban destination marketing eschews competitive advantage, resulting in a pervasive marketing of “sameness”. Design/methodology/approach– The paper is in three parts. The first set out the urban tourism context in respect of historical, market, supply, impact and definitional/measurement dimensions. Part two profiles the bespoke delivery mechanisms established for urban destination marketing, examining nomenclature, core purpose/mission, status, size and finances, as well as overhead and operating parameters. Findings– The final section comprises a state-of-the-art review, setting out a five variable model of purposeful urban destination marketing, concluding that “good” in urban destination marketing is atypical and currently in Europe is confined to only a handful of European cities. Originality/value– This paper is intended to give the reader a better understanding of why, in such an important field of human endeavour, success is so problematic. It hopefully gives pointers to practitioners and academics as to how best in future there can be more winners and fewer losers, so that increasing numbers of towns and cities maximise the impact locally of the world's largest industry and at the same time become “known”. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Tourism Cities Emerald Publishing

Urban destination marketing in contemporary Europe – what does “good” look like?

International Journal of Tourism Cities , Volume 1 (1): 14 – Feb 9, 2015

Loading next page...
 
/lp/emerald-publishing/urban-destination-marketing-in-contemporary-europe-what-does-good-look-Od2kRJ4W4b

References (8)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2056-5607
DOI
10.1108/IJTC-08-2014-0003
Publisher site
See Article on Publisher Site

Abstract

Purpose– The purpose of this paper is to examine urban destination marketing from a mainly practitioner standpoint, though one of its principal observations is the gap between theory and practice; while the former is premised on related notions of difference and competitive advantage, in practice the greater part of urban destination marketing eschews competitive advantage, resulting in a pervasive marketing of “sameness”. Design/methodology/approach– The paper is in three parts. The first set out the urban tourism context in respect of historical, market, supply, impact and definitional/measurement dimensions. Part two profiles the bespoke delivery mechanisms established for urban destination marketing, examining nomenclature, core purpose/mission, status, size and finances, as well as overhead and operating parameters. Findings– The final section comprises a state-of-the-art review, setting out a five variable model of purposeful urban destination marketing, concluding that “good” in urban destination marketing is atypical and currently in Europe is confined to only a handful of European cities. Originality/value– This paper is intended to give the reader a better understanding of why, in such an important field of human endeavour, success is so problematic. It hopefully gives pointers to practitioners and academics as to how best in future there can be more winners and fewer losers, so that increasing numbers of towns and cities maximise the impact locally of the world's largest industry and at the same time become “known”.

Journal

International Journal of Tourism CitiesEmerald Publishing

Published: Feb 9, 2015

There are no references for this article.