This unit examines tourism marketing in the context of destinations, which are a fundamental pillars of the global travel industry. Most tourism activities take place at destinations, which are now the biggest travel brands.
The majority of governments now fund a destination marketing organization (DMO) to enhance competitiveness in global markets where travelers are spoilt for choice of places that offer similar benefits. The success of individual tourism businesses is reliant to some extent on the competitiveness of their destination.
Therefore the unit analyses the tourism macro environment, and the role of the DMO in developing and coordinating a holistic destination marketing plan that encourages collaboration between the many stakeholders for the wider benefit of the community.
This course explores how marketing theories can be applied to tourism destinations and small businesses.
Course guidebook: Pike, S. (2018). Tourism marketing for small businesses. Oxford: Goodfellow.
To order a copy please contact: firstname.lastname@example.org // +57 1 339 4949. Ext. 2181
Steven Pike is Associate Professor at Queensland University of Technology. He spent 20 years working in the tourism industry in destination marketing organizations, before completing a Ph.D. in Marketing (2002) from the University of Waikato in New Zealand.
His research is mainly focused on tourism marketing, brand performance measurement, market positioning and personal construct psychology. He has been teaching in tertiary education for 20 years and has published five books, and over 50 journal articles related to tourism marketing.
He is an Editorial Board Member and founder of the Journal of Destination Marketing & Management and reviewer of several renowned journals such as Tourism Marketing, Journal of Destination Marketing and Management, Tourism Geographies, Current Issues in Tourism, among others.