Managing the Selling and Marketing of the Destination

2019 ◽  
Author(s):  
Krzysztof Celuch
Keyword(s):  
Real Time ◽  
Annual Cycle ◽  
Main Part ◽  
Destination Marketing ◽  
Direct Sales ◽  
Brand Building ◽  
Marketing Activities ◽  
Image Building ◽  
Building Activities ◽  
Consumer Marketing

Managing a destination as an event venue and conducting marketing activities building its position in this area constitutes the main part of the realisation of a convention bureau mission. Concentrating on the meetings industry requires, above all, direct sales – these are activities based on relations and real time contact. It would seem that the specificity of the meetings industry requires operations only in the B2B sector, but in fact convention bureaus usually undertake activities addressed at consumers, event participants, as the target recipients. Thus, a success-oriented convention bureau must master marketing both by means of traditional mass consumer marketing as well as by direct sales. To perform these activities well requires good planning. The reason for the existence of convention bureaus is the sale of destinations (states, regions, towns or cities). The art of being a modern leader is managing image-building activities (or brand-building activities) as well as sales activities. Consequently, managing destination marketing starts with creating an annual plan to guide the marketing. It is the first step in the annual cycle of the marketing and sales tasks of convention bureaus.

scholarly journals Tourism Destination Marketing: Academic Knowledge

Encyclopedia ◽  
2020 ◽  
Vol 1 (1) ◽  
pp. 42-56
Author(s):  
Marios Sotiriadis
Keyword(s):  
Tourism Industry ◽  
Destination Marketing ◽  
Tourism Destination ◽  
Academic Knowledge ◽  
Marketing Activities ◽  
Function Domain ◽  
Negative Impacts ◽  
Marketing Principles ◽  
Destination Management Organizations ◽  
Goals And Objectives

A holistic, multi-organization view of marketing or destination management organizations (DMOs) who must muster the best efforts of many partner organizations and individuals (stakeholders) to have the greatest success. Destination marketing is described as “a continuous, sequential process through which a DMO plans, researches, implements, controls and evaluates programs aimed at satisfying tourists’ needs and wants as well as the destination’s and DMO’s visions, goals and objectives”. The effectiveness of marketing activities depends on the efforts and plans of tourism suppliers and other entities. This definition posits that marketing is a managerial function/domain that should be performed in a systematic manner adopting and implementing the appropriate approaches, as well as suitable tools and methods. In doing so, it is believed that a tourism destination (through the organizational structure of a DMO) can attain the expected outputs beneficial to all stakeholders, i.e., the tourism industry, hosting communities/populations, and tourists/visitors. The effective implementation of tourism destination marketing principles and methods constitutes an efficient and smart pillar, a cornerstone to attain a balance/equilibrium between the perceptions and interests, sometimes conflicting, of stakeholders by minimizing the negative impacts and maximizing the benefits resulting from tourism. All the same, it is worth noting that marketing is not a panacea, nor a kind of magic stick.

scholarly journals Factors of communication mix on social media and their role in forming customer experience and brand image

2018 ◽  
Vol 13 (3) ◽  
pp. 1108-1118 ◽  
Author(s):  
Radovan Bacik ◽  
Richard Fedorko ◽  
Ludovit Nastisin ◽  
Beata Gavurova
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Customer Experience ◽  
Media Environment ◽  
Building Relationships ◽  
Brand Building ◽  
Brand Reputation ◽  
Marketing Activities ◽  
New Perspective ◽  
Media Experience

Abstract Building a brand is a long-term process and it also applies to the world of social media. It is said that building a good brand reputation takes years, but it can be ruin in a moment. Therefore, it is important to look responsibly at all the aspects that have a role in building a brand on social media. The actual experience with the brand on social media is able to significantly affect brand building. The study focuses on exploring brand-building relationships in the social media environment. We selected a set of factors to predict customer experience with the brand in a social media environment and then we examined the relationship between this customer experience and the perceived brand image. 476 respondents filled out the electronic questionnaire. The study puts the greatest emphasis on respondents aged 20 to 35 years. We used correlation analysis to investigate the relationships in this issue. Out of the seven investigated relationships, up to two cases with medium dependence were confirmed by the strong relevance of relationships. The results support the importance of using social media tools for branding purposes, because these tools are the ones with the greatest ability to influence the people’s perception and attitude. It is also the fastest and one of the most personal ways to communicate with the customer. It happens in real time and it can convey the real emotion if performed right which all together help to trigger the user action. The findings of this study can guide marketing activities for companies to make the return on investment in social media as high as possible. The research offers a new perspective on selected factors and their role in creating social media experience and subsequently a brand image.

Cellar door: direct sales, brand building and relationships

2008 ◽  
pp. 112-142
Author(s):  
C. Michael Hall ◽  
Richard Mitchell
Keyword(s):  
Direct Sales ◽  
Brand Building

Experiencing the Story

2022 ◽  
pp. 240-256
Author(s):  
Eleni Michopoulou ◽  
Aleksandra Siurnicka ◽  
Delia Gabriela Moisa
Keyword(s):  
Literature Review ◽  
Case Studies ◽  
Destination Image ◽  
Destination Marketing ◽  
Tourism Destination ◽  
Research Papers ◽  
Factors Influencing ◽  
Marketing Activities ◽  
Specific Factors ◽  
Practical Implications

The importance of destination image in film tourism has been recognized by scholars and practitioners. However, despite a large number of research papers related to the destination image within the field of film tourism, several issues remain unclear. This chapter provides insights into how movies influence the featured destination's image by focusing on specific film tourists' perceptions, their motivations, and emotional relation to the movies. The chapter begins by offering a film tourism definition followed by film tourist typology with the context of film fans. Then, factors influencing film tourism destination image are examined, in particular destination marketing activities, film-specific factors, and destination attributes. Two case studies will also be provided to better showcase the findings from the literature review. Theoretical and practical implications are also presented.

scholarly journals An investigation into the uniformity and non-uniformity of online/offline retail brand building in South Africa

2003 ◽  
Vol 34 (4) ◽  
pp. 27-34 ◽  
Author(s):  
H. Kruger ◽  
L. C.H. Fourie
Keyword(s):  
South African ◽  
Brand Equity ◽  
Future Research ◽  
Brand Associations ◽  
Binary Decision ◽  
Brand Building ◽  
The Status ◽  
Marketing Activities ◽  
African Perspective ◽  
Strategic Imperative

Brand equity or -value is the result of the design and implementation of brand building, – measurement and – management programs. Brand building focuses on three interdependent tiers: selecting brand elements, choosing certain marketing activities and programs, and linking the brand to secondary brand associations. A brand holder’s first instinct may be, when it decides to evolve to the Internet, to maintain the status quo of its offline brand equity or value, by building a uniform online/offline brand. However, from the literature it is evident that authors are not united in their support of building uniform online/offline brands. Although building a uniform online/offline brand present certain tangible advantages, uniformity or non-uniformity proves not to be a binary decision, but dependant on the strategic imperative of the three tiered online/offline brand building initiative. To research three tiered online/offline brand building from a South African perspective, the uniformity and non-uniformity of brand name selection within the South African online/offline retail environment is firstly investigated. The advantages of building uniform online/offline brands are secondly elucidated as presented by the marketing programs – and activities of selected South African retail brands. Secondary brand associations, as part of the three tiered brand building phase or as separate strategic imperative, and the role it plays in non-uniform online/offline brand building, is thirdly examined. Findings are summarised, conclusions are drawn that elucidate the uniform and non-uniform brand building strategies of South African online/offline retailers and recommendations are made for future research.

The Effects of Real-Time Content Marketing on Consumer Emotions and Behaviors

2022 ◽  
pp. 300-329
Author(s):  
Hayat Ayar Senturk ◽  
Ece Ozer Cizer ◽  
Tugce Sezer
Keyword(s):  
Consumer Behavior ◽  
Real Time ◽  
Positive Emotions ◽  
Negative Emotions ◽  
Negative Consequences ◽  
Online Questionnaire ◽  
Consumer Emotions ◽  
Marketing Activities ◽  
Mediator Variable ◽  
Content Marketing

This study, carried out during the COVID-19 pandemic in Turkey, aimed to provide suggestions for creating a successful real-time content marketing strategy. For this purpose, data were collected from 319 participants using the online questionnaire technique. Outcomes of the analysis indicate that while positive perception toward real-time content marketing campaigns can lead to positive emotions, negative perception toward real-time content marketing campaigns can lead to negative emotions. It was also found as an important result that both positive and negative emotions affect negative consumer behavior during the pandemic period. In addition, negative emotions as a mediator variable strengthen negative consumer behavior. As a result, it can be said that real content marketing campaigns also have negative consequences on consumer behavior during pandemics. Consequently, marketing authorities should continue their real-time content marketing activities with this result in mind.

Building online brand communities

2012 ◽  
Vol 18 (3) ◽  
pp. 239-250 ◽  
Author(s):  
Anne-Marie Hede ◽  
Pamm Kellett
Keyword(s):  
Web 2.0 ◽  
The Internet ◽  
Web 2.0 Tools ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Tourism Sector ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Online Brand Community ◽  
Building Activities

The Internet has impacted the tourism sector and tourists substantially. Yet, very little information is known about how tourism organisations are using the second generation of the Internet, Web 2.0, and its various social media platforms in relation to their marketing activities. This article explores ways in which events, as an integral part of the tourism sector, are using Web 2.0 tools to build their online brand communities. While the qualitative analysis highlights benefits for events, it also identifies the risks and challenges that events face in using Web 2.0. These include the capacity to resource this aspect of marketing and the ability to protect their brand from the advent of counter- and alter-brand communities when online brand community building activities are not fully effective.

scholarly journals INCLUSION OF LOCAL FOODS AT MENUS OF HOTELS AND RESTAURANTS OPERATING IN ADANA AND MERSİN

2015 ◽  
pp. 240-256
Keyword(s):  
Destination Marketing ◽  
Local Foods ◽  
Structured Interviews ◽  
Marketing Activities ◽  
The Mean

Cuisine culture of a destination has become to be an important element of attraction in tourist travels, especially in recent years. Local foods provide significant advantages for the region in destination marketing activities. Consequently, it is thought to be important for the companies to include local foods in their menus. For this reason, in this research it is aimed to evaluate if hotels and restaurants operating in Adana and Mersin has given local foods a place in their menus. As part of this aim, we had conducted semi-structured interviews with the managers of 82 businesses in total in March 2015. It is ascertained that a considerable number of businesses (%81,7) included local foods in their menus, the mean was calculated as %50. Besides, it was found that the most common meat dishes were; Adana kebab, grilled meatballs, liver kebab, steak tartar a-la-turca, stuffed meatballs, the soups were: thimble, tarhana, analıkızlı, ekĢili köfte. Another outcome was that indigenous drinks such as haĢlama and kaynar were rarely included in the menus. The research ends with the suggestion that the ratio of local foods in menus should be increased.

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