Destination Marketing

The tourism market is one of fierce competition, where a few destinations capture the bulk of global visitor arrivals while many others contend for the remaining share. In this environment, destination marketing organizations must navigate unique challenges that set them apart from traditional service or consumer goods marketers. In Destination Marketing: An Integrated Marketing Communication Approach, author Steven Pike presents a comprehensive framework tailored for city, state, and national DMOs. Central to the book are five core tenets that guide modern integrated marketing communications: profitable customer relationships, enhanced stakeholder engagement, effective cross-functional processes, purposeful dialogue with customers, and the creation of cohesive message synergy. This insightful work not only defines the structure and roles necessary for effective destination marketing but also explores the key obstacles and opportunities within the field. By offering a well-founded approach to destination branding and performance measurement, the book serves as an essential resource for those looking to build and nurture successful visitor and stakeholder relationships.