Destination Marketing Organizations and destination marketing: A narrative analysis of the literature |
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| Institution: | 1. School of Advertising, Marketing & Public Relations, Queensland University of Technology, 2 George Street, Brisbane, Queensland 4001, Australia;2. School of Tourism, Bournemouth University, Fern Barrow, Poole, Dorset, England BH12 5BB, UK;1. Griffith University, Department of Tourism, Hotel and Sport Management, Nathan Campus, 170 Kessels Road, Nathan, Brisbane, Australia;2. Copenhagen Business School, Solbjerg Plads 3, 2000 Frederiksberg, Denmark;3. Griffith University, Parklands Drive, Southport, Qld, Australia;1. Department of Tourism Management, Faculty of Tourism, Gazi University, Bahcelievler Mah., 06830 Golbasi, Ankara, Turkey;2. Department of Tourism, Events, and Attractions, Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd., Orlando, FL 32819, United States |
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| Abstract: | This article presents the first narrative analysis of the areas of research that have developed within the destination marketing field since its commencement in 1973. Given the broad extent of the field, and the absence of any previous reviews in four decades, a key challenge is in providing a focus for such a disparate body of knowledge. The review is structured around one principal question: ‘To what extent is the Destination Marketing Organisation (DMO) responsible for the competitiveness of the destination?’. In pursuit of this underlying question, we address a number of themes including nomenclature and the DMO, the evolution of the destination marketing literature, competitiveness as the DMO reason d'être, and DMO effectiveness including issues of branding and positioning, and future research themes in the field. |
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| Keywords: | Destination marketing organisations Destination marketing organizations Destination competitiveness Destination branding Destination image |
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