Measuring Advertising Effectiveness In Destination Marketing Strategies

1990 ◽  
Vol 29 (2) ◽  
pp. 3-8 ◽  
Author(s):  
Arch G. Woodside
Keyword(s):  
Marketing Strategies ◽  
Advertising Effectiveness ◽  
Destination Marketing

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.

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.

Perception of Inbound Tour Operators of India Towards Marketing Strategies of Ministry of Tourism

2019 ◽  
pp. 166-183
Author(s):  
S. S. Boora ◽  
Kusum ◽  
Megha Gupta
Keyword(s):  
Local Level ◽  
Marketing Strategies ◽  
Destination Image ◽  
Destination Marketing ◽  
Global Level ◽  
Tourist Destination ◽  
Planning Stage ◽  
Tourism Product ◽  
Key Stakeholders

With the increase in travel frequency at global level, destinations compete with each other to attract tourists. The tourists have a vast array of destinations to choose from. The destinations compete at global as well as regional level. These developments in tourism bring forth the importance of marketing for a destination. The destination marketing is generally undertaken by destination marketing organizations (DMOs) which operate at national, regional as well as local level in a country. In context of India, MOT (Ministry of Tourism, Government of India) undertakes the role of a DMO and is responsible for formulation and implementation of marketing strategies to promote India as a destination at global level. Further, it is imperative to understand the perception of other stakeholder about the marketing strategies of MOT in order to recognize the effectiveness of its marketing efforts. Being co-creator of destination image, inbound tour operators are considered as the key stakeholders at the destination. The objective of this chapter is to understand the perception Indian inbound tour operators towards the marketing strategies carried out by MOT. The data for the study was collected through structured questionnaire. The findings of the study indicated that inbound tour operators perceived marketing plans adopted by Ministry of tourism were effective to position India as a tourist destination at global level. At planning stage of strategy making for promoting India as tourist destination, MOT does not seek the opinion of inbound tour operators. It is suggested that MOT should involve inbound tour operators for drawing the marketing strategies for India as they are key seller for the tourism product.

The effects of perceptions of flagshipness and iconicity on word of mouth for attractions and destinations

2019 ◽  
Vol 26 (1) ◽  
pp. 96-107 ◽  
Author(s):  
Jing (Bill) Xu ◽  
Kim Ieng Loi ◽  
Weng Hang Kong
Keyword(s):  
Word Of Mouth ◽  
Marketing Strategies ◽  
International Tourism ◽  
Destination Marketing ◽  
Destination Loyalty ◽  
Tourist Attractions ◽  
Research Context ◽  
Visitor Attractions ◽  
Practical Implications

Many destination loyalty studies have explored the antecedents of loyalty and the related relationships. Few studies have attempted to show how the specific attributes of a destination, such as visitor attractions, affect destination loyalty. This study fills the gap by investigating how word of mouth about a destination, a meaningful surrogate of loyalty in the international tourism market, can be developed through perceptions of the destination’s tourist attractions. Further, a new way of differentiating attractions through the perception of flagshipness and iconicity is identified. Using Macao as the research context, this study shows how perceptions of attraction flagshipness and iconicity can help Macao formulate marketing strategies and position itself as a choice destination, both regionally and globally. The results indicate the sophisticated relationships between attraction flagshipness and iconicity and word of mouth about attractions and destinations. It also enriches knowledge and discussion by discussing the theoretical and practical implications for destination marketing and management.

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