Destination Marketing Evaluation

2745 Words11 Pages
The aim of this essay is to evaluate the main developments of Destination Marketing and critically discuss its effect on tourism industry. Introduction to tourism industry and the role of destination for this sector of economy will be initially demonstrated. Afterwards the role of tourism destination marketing and its origin in the 19th century will be presented, moving on to actual advances in information technology. The main components of destination marketing, identified with its development, will be examined in detail determining its role in the process. The bodies responsible for destination marketing in the area together with their specific functions will be subsequently introduced and supported with the example of Berlin. Then,…show more content…
However there is lack of empirical studies that explain the relationship between the destination personality and destination image (Hosany et al., 2007). Crask and Henry (1990 cited in Hosany et al., 2007) suggest that destination personality is a tool used to become distinctive. Differentiation between the destinations is very important in today’s growing competition and destinations substitutability. Aaker (1997 cited in Ekinci and Hosany 2006) states that destination personality uses human characteristics to describe destinations, such as Europe is traditional and sophisticated; London is open- minded, vibrant and creative and Paris is romantic. These characteristics become values that connect consumer with the destination in a unique way, create an emotional relationship (Baker and Cameron, 2007), some of the most well known are: I love New York, Incredible India, 100% Pure New Zealand or Amsterdam- capital of inspiration. Pike (2004 cited in Baker and Cameron, 2007) proposes that this process of creating emotional relationship is through the development of a unique image. According to Crompton (1979) image is a “concept consisting of the sum of beliefs, ideas and impressions that a tourist hold of a destination”. The formation of destination image is for Reynolds (1965 cited in Echtner and Ritchie2003) “the development of a mental construct based upon a few impressions chosen from many sources of information” including for
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