There has also been a wealth of material related to destination marketing published in academic tourism journals. For example, Pike (2002a) reviewed 142 papers published in the literature between 1973 and 2000 that were concerned with just one aspect of destination marketing—that of destination image analysis. The purpose of the text is to synthesis the current extent of knowledge in the field, and in doing so highlight research gaps relating to destination marketing management issues. These include a lack of DMO research attention towards:
Contents
1. Introduction to Destination Marketing Organisations 12. The Rationale for Destination Marketing Organisations 19
3. DMO Roles and Structure 39
4. Destination Branding 69
5. Destination Image 93
6. Destination Positioning 111
7. Destination Marketing 125
8. DMOs, Disasters and Crises 155
9. Performance Measures 177
Acknowledgments 193
Glossary 195
References 197
Appendix 1 – Position Discription New Zealand Tourism Board Member 221
Appendix 2 – NTO Slogans in 2003 225
Author Index 233
Subject Index 239
Acknowledgments
Destination Marketing Organisations is a result of a combination of my experiences as a destination marketer and as an academic. In both of these worlds I have benefited from wise counsel. In the academic arena I must firstly acknowledge my appreciation to Professor Stephen Page, series editor for Advances in Tourism Research and external monitor for Waiariki Institute of Technology’s Bachelor of Tourism degree programme, where I was previously a member of the teaching team. As an emerging academic I learned much from Stephen’s candid and practical approach to tourism theory and pedagogy. During the same period I benefited immensely from the mentoring of Professor Chris Ryan at the University of Waikato. I am also indebted to many of my colleagues and students in New Zealand atWaiariki Institute of Technology, Bay of Plenty Polytechnic, and the University of Waikato, and in Australia at Central Queensland University and Queensland University of Technology. In the tourism industry I am grateful in particular to two mentors: the late Greg Fraser at Rotorua District Council, and Owen Eagles, formerly of the New Zealand Tourism Department and currently Managing Director of a leading travel wholesaler in Australia.
Most of the period of the preparation of this manuscript took place while at Central Queensland University (CQU), and I can think of no better place to write a book than Bargara Beach. I was fortunate to have much support at CQU. In particular, I acknowledge