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This book aims to unite theory and practice in the field of destination marketing. It attempts to reconcile the gap between the academic literature on urban destination marketing and the manner in which it is actually undertaken by destination marketing organisations (DMOs). While analysing and critically assessing the current destination marketing paradigm, the author outlines the basis for a paradigm change. The new theory accommodates the anomalies and counter-instances associated with the existing paradigm and addresses the question of what in the future might best underpin urban DMO marketing operations. The book contains 21 in-depth interviews with senior DMO executives to allow practitioners to describe in their own words how they conduct their destination marketing activities.
If there is one quality that pervades the book, it is a practical, down to earth, feet on the ground common sense and as I come from an academic world of often arcane and esoteric theory, I find this book a breath of much needed fresh air.
John Heeley runs his own business advising destination marketing organisations, universities and local government on the subject of urban destination marketing. He is also a visiting fellow at Sheffield Hallam University, where he teaches destination marketing and is developing associated industry links and research.
List of Figures and Tables
Acknowledgements
Foreword
Preface: Bradford, 1980-2014
Chapter 1: Introduction
Chapter 2: The Practitioners: Profiling the Ubiquitous DMO
Chapter 3: Urban Destination Marketing Operations
Chapter 4: A Critique of the Theory of Marketing Competitive Advantage
Chapter 5: Towards a New ‘Middle-Range’ Theory: The Dynamics of Urban Destination Marketing
Epilogue: Coventry, Millennium Eve 1999
References