Urban Destination Marketing in Contemporary Europe: Uniting Theory and Practice

by John Heeley

Overview

This book aims to unite theory and practice in the field of destination marketing. It attempts to reconcile the gap between the academic literature on urban destination marketing and the manner in which it is actually undertaken by destination marketing organisations (DMOs). While analysing and critically assessing the current destination marketing paradigm, the author outlines the basis for a paradigm change. The new theory accommodates the anomalies and counter-instances associated with the existing paradigm and addresses the question of what in the future might best underpin urban DMO marketing operations. The book contains 21 in-depth interviews with senior DMO executives to allow practitioners to describe in their own words how they conduct their destination marketing activities.

Product Details

ISBN-13:	9781845414924
Publisher:	Multilingual Matters Ltd.
Publication date:	02/15/2015
Series:	Aspects of Tourism , #66
Pages:	165
Product dimensions:	9.10(w) x 6.10(h) x 0.50(d)

About the Author

John Heeley runs his own business advising destination marketing organisations, universities and local government on the subject of urban destination marketing. He is also a visiting fellow at Sheffield Hallam University, where he teaches destination marketing and is developing associated industry links and research.

Table of Contents

Figures ix

Tables xi

Acknowledgements xiii

Foreword xv

Preface: Bradford, 1980-2014 xvii

1 Introduction 1

1.1 The Grand Aim: Uniting Theory and Practice 1

1.2 The Consequence: Closing the Quest for the Holy Grail of What Makes Urban Destination Marketing Succeed or Fail 5

1.3 The Means to an End: Towards a Theory of the Mid-range 6

1.4 The Author's Perspective 8

1.5 Defining and Disentangling Urban Destination Marketing, Destination Management, the DMO, Place Marketing, City Marketing, City Branding and Integrated City Marketing Agencies 9

1.6 Research Method 13

1.7 Format of the Remainder of the Book 14

Part 1 Practice

2 The Practitioners: Profiling the Ubiquitous DMO 19

2.1 Introducing Urban DMOs 19

2.2 A Potted History of Urban DMOs 20

2.3 Nomenclature and Core Purpose 23

2.4 Organisational Status and Structure 27

2.5 Finance and Partnering 35

2.6 Commentary 48

3 Urban Destination Marketing Operations 50

3.1 Introducing the DMO Urban Destination Marketing Template 50

3.2 Media and Travel Trade Relations 52

3.3 Advertising and Promotions 53

3.4 Conventions or Business Tourism 58

3.5 Sporting and Cultural Events 62

3.6 Print, Web/Digital and Visitor-Servicing 65

3.7 Brand and Planning Frameworks 68

3.8 Performance Management and Appraisal: The DMO Measurement Toolkit 72

3.9 Conclusions to Part 1 80

Part 2 Theory

4 A Critique of the Theory of Marketing Competitive Advantage 85

4.1 The Evolution of a Paradigm: The Theory of Marketing Competitive Advantage, 1980-2014 87

4.2 Discordant Voices 96

4.3 'Mind the Gap': Marketing Everything Rules OK 99

4.4 Exceptions that Prove the Rule: Innsbruck and Vienna 109

4.5 Theming 'Urban Sameness' 110

4.6 Conclusions 112

5 Towards a New 'Middle-range' Theory: The Dynamics of Urban Destination Marketing 114

5.1 The Dynamics of Urban Destination Marketing 114

5.2 Politics: Leadership Understanding and Commitment 117

5.3 Product: Accessibility, Venues and Urban Attractiveness 122

5.4 DMO Organisational Status: Resourcing and Business Culture 125

5.5 Marketing Operations: Quality of Delivery 126

5.6 The Vienna Tourist Board: Attracting Leisure Tourism 128

5.7 Glasgow City Marketing Bureau: Winning Conferences 135

5.8 Classifying Urban Destination Marketing by Scale and Quality 139

5.9 Interpretations and Observations 143

Epilogue: Coventry Millennium Eve, 1999 151

References 155

Index 162

What People are Saying About This

Alan Clarke

This is a book that challenges the received understanding of the relationships between marketing, cities and tourism. By looking at current practice through a gaze sharpened by critical theories, Heeley is offering a different view of this crucial nexus and to the ways in which cities can drive tourism development.

Annals of Tourism Research 55 (2015) 184—192 - Tom Griffin

This is a timely, useful, and accessible text that could be valuable for academics interested in DMOs and place branding, and senior level practitioners in DMOs, as well as instructors interested in looking at DMO policy and marketing practices.

G.J. Ashworth

If there is one quality that pervades the book, it is a practical, down to earth, feet on the ground common sense and as I come from an academic world of often arcane and esoteric theory, I find this book a breath of much needed fresh air.

Mike Peters

As a scientist and industry expert John Heeley understands the need to address city managers, urban planners and tourism practitioners, but also students in the field of marketing and tourism. This well-written book is a great contribution especially to any master program in this field. Lecturers will appreciate the richness of examples and practical insights.