Special Events and Destination Marketing Strategies in Emerging Economies in Asia

2021 ◽  
pp. 47-67
Author(s):  
Mohd Raziff Jamaluddin ◽  
Wan Soraya Wan Abdul Ghani
Keyword(s):  
Emerging Economies ◽  
Marketing Strategies ◽  
Destination Marketing ◽  
Special Events

Influencer identification in Twitter networks of destination marketing organizations

2017 ◽  
Vol 8 (2) ◽  
pp. 205-219 ◽  
Author(s):  
Jane F. Bokunewicz ◽  
Jason Shulman
Keyword(s):  
Network Analysis ◽  
Design Methodology ◽  
Brand Awareness ◽  
Destination Marketing ◽  
Network Data ◽  
Strategic Partnerships ◽  
Content Type ◽  
Special Events ◽  
Us Cities ◽  
Practical Implications

Purpose Destination marketing organizations (DMOs) use Twitter to promote attractions and special events and to build brand awareness. Tweets of a DMO spread through a complex network of connected accounts. Some of these are more influential than others due to their position within the network. This paper aims to use a network analysis of 14 DMOs to identify the categories of influencers that have the greatest reach. Design/methodology/approach NodeXL was used to download and analyze network data from Twitter during July 2016 for a collection of DMOs promoting US cities. Accounts in the networks were ranked using several measures of relative influence such as the number of times the accounts mentioned/retweeted others or were mentioned in posts about the DMO. The most influential accounts in the network were identified and coded by category. Findings Media, promotional accounts and those of individuals were determined to be influential by each metric considered. Stakeholders such as hotels and restaurants occupy positions of low importance in the networks and generally do not capitalize on opportunities provided by the DMOs. Practical implications DMOs can seek out strategic partnerships with key influencers to maximize their effectiveness. Additionally, stakeholders can improve their Twitter presence by interacting with the DMOs and other influential accounts. Originality/value This paper identifies influencers that can aid in DMOs’ marketing campaigns. It also presents a methodology that can monitor the effectiveness of such campaigns, something absent in the current literature.

scholarly journals A case study on Rural Marketing Strategies of MNCs using 6E framework in India and Indonesia

2019 ◽  
Vol 4 (1) ◽  
pp. 13-18
Author(s):  
Dr. Alka Maurya
Keyword(s):  
Emerging Economies ◽  
Mass Production ◽  
Rural Population ◽  
Marketing Strategies ◽  
Innovative Strategies ◽  
Rural Markets ◽  
Secondary Sources ◽  
The Past ◽  
Urban Market

Multinational Companies in a bid to increase their revenue and profit are now eyeing the emerging markets. Considering the saturation in the urban market they are now targeting the consumers in rural markets of emerging economies. Lowering price by reducing the volume, customization, mass production are the strategies of the past, these companies have now come up with innovative strategies wherein they involve the rural population so that they help them in reaching to the customers in the remotest part of the country. This case study is an attempt to study the strategies used by the companies to reach the rural population and arrive at a framework used by the companies in India and Indonesia. The information is collected from the secondary sources to compile and analyze the strategies of leading MNCs to increasing their share in the emerging economies.

One Island, Two Nations

2021 ◽  
pp. 54-73
Author(s):  
Senem Ergan
Keyword(s):  
Marketing Strategies ◽  
Nation Branding ◽  
Destination Marketing ◽  
Literature Research ◽  
The World

The aim of this chapter is to explain the effect of nation branding on destination marketing. The study is looking for an answer to this question, What if two nations live in a destination, how should the destination marketing be with the effect of nation branding? For this purpose, in the study, Gökçeada (Imbros) where Turkish and Greek people have lived together for many years, an island, will be an example to the whole world is included. In the literature research about nation branding, there is no study on the marketing of destinations where two or more nations live together. Therefore, this study will be the first study in this field in the world. It is also believed that this study will help other destinations similar to Gökçeada (Imbros) to determine their marketing strategies.

The Progress of ICT Applications in Destination Marketing in Emerging Economies

2021 ◽  
pp. 167-186
Author(s):  
Kandappan Balasubramanian ◽  
S. Mostafa Rasoolimanesh
Keyword(s):  
Emerging Economies ◽  
Destination Marketing

The key role of marketing strategies: effectiveness within a developing economy

2016 ◽  
Vol 32 (7) ◽  
pp. 11-13 ◽  
Keyword(s):  
Emerging Economies ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Content Type ◽  
Developed Markets ◽  
Efficient Performance ◽  
Pertinent Information ◽  
The Impact ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Organizational success depends on efficient performance in a variety of areas and functions. Marketing is undoubtedly one of the most significant. It showcases a firm’s products and services and aims to develop positive perceptions toward them in consumers’ minds. Development and implementation of effective marketing strategies is therefore imperative. Such strategies must address the needs and requirements of target markets, ensure that any strategy is appropriate to the market environment where it is utilized and play to the strengths of the company’s resources and competences. Until recently, marketing strategies have been almost exclusively confined to developed markets. But the impact of globalization has resulted in competition becoming the norm in many emerging economies too. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals YOUTUBE AS A DESTINATION MARKETING TOOL: A Canadian Content Analysis

2021 ◽  
Author(s):  
Carly Sugar
Keyword(s):  
Content Analysis ◽  
Marketing Strategies ◽  
Destination Image ◽  
Analysis Approach ◽  
Destination Marketing ◽  
Clear Indication ◽  
Sample Group ◽  
Coding Schemes ◽  
Lack Of Information ◽  
Marketing Tool

This study investigated the adoption and usage of YouTube as a destination marketing tool amongst Canadian destination marketing organizations [DMOs]. A content analysis approach was employed to analyze a sample group of 1000 videos uploaded by five provinces and three major cities. Two coding schemes were developed in order to classify each video by their content and production. The findings of this study provides insight as to how DMOs are using YouTube to manage their destination image. Results indicate that there are variations between the marketing strategies of DMOs. This could be attributed to the lack of information on how to effectively use YouTube to market travel destinations. This study attempts to bridge these gaps, by providing a clear indication as to what type of content is generating the greatest engagement rate.

scholarly journals YOUTUBE AS A DESTINATION MARKETING TOOL: A Canadian Content Analysis

2021 ◽  
Author(s):  
Carly Sugar
Keyword(s):  
Content Analysis ◽  
Marketing Strategies ◽  
Destination Image ◽  
Analysis Approach ◽  
Destination Marketing ◽  
Clear Indication ◽  
Sample Group ◽  
Coding Schemes ◽  
Lack Of Information ◽  
Marketing Tool

This study investigated the adoption and usage of YouTube as a destination marketing tool amongst Canadian destination marketing organizations [DMOs]. A content analysis approach was employed to analyze a sample group of 1000 videos uploaded by five provinces and three major cities. Two coding schemes were developed in order to classify each video by their content and production. The findings of this study provides insight as to how DMOs are using YouTube to manage their destination image. Results indicate that there are variations between the marketing strategies of DMOs. This could be attributed to the lack of information on how to effectively use YouTube to market travel destinations. This study attempts to bridge these gaps, by providing a clear indication as to what type of content is generating the greatest engagement rate.

Sign in / Sign up

Export Citation Format

Share Document