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Synergies in destination image management: a case study and conceptualisation

✍ Scribed by Eric Laws; Noel Scott; Nick Parfitt

Publisher
John Wiley and Sons
Year
2002
Tongue
English
Weight
203 KB
Volume
4
Category
Article
ISSN
1099-2340

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✦ Synopsis

Abstract

This paper addresses the question of how operators and destination authorities work within a destination region, illustrating a method by which the problems resulting from different geographical scales and objectives of business units can be tackled through co‐operative marketing within a strong destination image. Following a review of the literature, a case study covering the research underpinning a cooperative marketing programme involving hotels in Port Douglas, Tropical North Queensland (TNQ) is presented. The research methodology is outlined. The policy implications of the findings for the State Tourist Organisation and for organisations involved in destination image management are considered, and a conceptual model of cooperative marketing at the destination level is proposed. Copyright Β© 2002 John Wiley & Sons, Ltd.

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