Managing and Marketing Tourist Destinations

Strategies to Gain a Competitive Edge

By Metin Kozak, Seyhmus Baloglu

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• ISBN: 978-0-415-99171-1
• Binding: Hardback
• Published by: Routledge
• Publication Date: 15th August 2010 (Available for Pre-order)
• Pages: 224

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About the Book

Without adequate research and management, the potential impacts and benefits of tourism and travel services will not be maximized. In this volume, tourism scholars Metin Kozak and Seyhmus Baloglu evaluate the theoretical approaches and applications to competitive advantage within tourist destinations and demonstrate the ways to further develop the concept of destination competitiveness for application within tourist destinations. Kozak and Baloglu highlight the need for collaboration between the representatives of both the public and private sectors to adequately manage the growth and issues relevant within international tourism, marketing, management and competitiveness. This book will be indispensable to students and scholars of tourism, hospitality, and leisure and recreation programs, as well as practitioners within these industries.

Table of Contents

1. Why Destination Competitiveness? 1.0. Introduction 1.1. Major Characteristics of the Tourism Industry 1.2. Trends of the Tourism Industry 1.3. Why Destination Competitiveness? 1.4. Summary 1.5. Case Study 2. Destination Competitiveness: An Overview 2.0. Introduction 2.1. Destination Competitiveness: An Overview 2.2. Overview of Past Destination Competitiveness Research 2.3. Framework of Destination Competitiveness 2.4. Summary 2.5. Case Study 3. Determinants of Destination Competitiveness 3.0. Introduction 3.1. Factors Affecting Destination Competitiveness 3.1.1. Bargaining Power of Customers (Analysis of Demand Side) 3.1.2. The Bargaining Power of Suppliers (Tour Operators) 3.1.3. Threat of Emergence of New Destinations 3.1.4. Threat of Substitute Products and Services 3.1.5. Competition Among Existing Destinations (Analysis of Supply Side) 3.1.5.1. Access to Tourist Markets (Distance) 3.1.5.2. Non-Controllable Factors 3.2. Summary 3.3. Case Study 4. Relationship and Network Strategies for Destination Management 4.0. Introduction 4.1. Tourist Relationship Management 4.2. Supplier Relationship Management 4.3. Knowledge Management 4.4. Destination-Based Quality Management 4.5. Benchmarking Tourism Destinations 4.5. Summary 4.6. Case Study 5. Destination-Based Marketing Strategies 5.0. Introduction 5.1. Cost (Price) Leadership 5.2. Product Diversification 5.3. Destination Positioning 5.4. Market Segmentation 5.5. Enhanced Tourist Satisfaction 5.6. Sustained Destination Image 5.7. Destination Life Cycle and New Product Development 5.8. Innovation 5.9. Destination Branding 5.10. SWOT Analysis 5.11. Market Research 5.12. Summary 5.13. Case Study 6. Transition from Traditional Marketing to ‘IT’ Marketing 6.0. Introduction 6.1. Importance of Information & Communication Technology in Tourism 6.2. Distribution Channels in Tourism 6.3. Effects on the Structure of Distribution Channels 6.4. Communication in Tourism, IT and Destination Competitiveness 6.5. Managerial Implications 6.6. Summary 6.7. Case Study

About the Author(s)

Metin Kozak serves as an Associate Professor of Marketing in the School of Tourism and Hotel Management, Mugla University, Turkey, and is a visiting fellow in the Department of Marketing, University of Namur, Belgium. He has published mainly in tourism journals and authored a book on Destination Benchmarking and edited a volume on Progress in Tourism Marketing . His main research interests focus on consumer behavior, benchmarking, competitiveness, cross-cultural research, destination management and marketing, and European tourist markets.

Seyhmus Baloglu is Harrah Distinguished Chair in the Tourism and Convention Department at the Harrah College of Hotel Administration, University of Nevada, Las Vegas.

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