Destination marketing and management is a hugely complex issue; multiple stakeholders each have their own agendas and ideas about how the world they live in should be developed. Through presenting a comprehensive account of the issues, challenges, policy and planning decisions faced by individuals and groups with contrasting worldviews, Destination Marketing and Management provides a holistic platform on which the voices of those involved in the development of a destination are heard. This book, designed as a first attempt to analyse the factors that affect the effectiveness of the management and marketing of tourism destinations, is timely and important. Now, perhaps more than any time in recent history, destinations need strong leadership and innovative ideas to assist the strive for sustainable development that meets the needs of every person with an interest in the destination. In a global world characterised by strong competition and built upon much confusion, anxiety and uncertainty, this book provides a valuable guide for those entrusted with decision making at all levels of destination development. Herein lies one of Destination Marketing and Management's main strengths; there are nuggets of gold that can be used as inspiration by both an individual promoting an event within a sleepy town, and the marketing team creating ideas that will influence the lives of millions. The book presents a comprehensive, systematic and holistic approach to the understanding of destination management strategies. In advocating an integrative and comprehensive approach to destination management and marketing, this book wholly achieves its aim of delivering a comprehensive understanding of both the macro and micro aspects of destination management and marketing.
Readers will find comfort that much of this book's contents are built upon the scholarly and practical expertise of contributors who are the leading names within this field; individuals who together bring decades of research, experiences and insights together. Their theoretical and practical applications are intelligent, thoughtful and challenging and their conceptual thought is strong and often based on years of development. As a result, Destination Marketing and Management is an important book for any academic or institutional library. Methodologies adopted are rigorous and showcase an interdisciplinary blend of quantitative and qualitative methodologies that scholars and students alike will find inspiration and insight from.
Each of the 21 chapters provide significant insight into imperative topics such as destination marketing concepts and policy, the consumer decision making process, branding and image, distribution, managing stakeholders, safety and crisis management, and managing sustainability and competitiveness. The book particularly impresses through its comprehensive analysis of contemporary issues that are emerging as vitally important within a destination. For example, valuable insight is offered concerning issues of developing an online community, developments within e‐tourism, and allowing visitors the opportunity to imbue their visits to a destination with spiritual meaning.
Much of the collection's contents are heavily empirically based and contain complex academic insight and rigor. This presents the book's main strength, but also limits its wider appeal. It is a valuable read for higher‐level students, and policy and decision‐makers with an academic background but it may present itself as too difficult and not user‐friendly for undergraduate students and non‐academic minded practitioners. The appeal of the book would be broadened further through additional narrative discourses that take the reader on a journey and paint vivid pictures of the many intrigues and nuances of particular destinations; discussion that is approachable for the non‐academically minded. For example, one of the most fascinating chapters within the book integrates theory from within the context of destination management at St. Andrews golf course in Scotland; the description of the destination makes one feel that they are walking the fairway and about to line up a match‐winning putt. It is always a challenge, however, presenting a book that is comprehensive enough for scholars, while being of interest to the casual reader. This could have been developed through the inclusion of illustrations and color that would have assisted in breaking up the text‐heavy presentation. In particular, additional photographs would help the reader to visualize destinations being described.
The reader is taken on a global journey throughout North America, Europe, Australia and South East Asia in particular; however, contributions from scholars and practitioners from nations within South America and Africa would have given this collection a truly global reach and provided supporting insight to many of the theories and issues that have been developed from a Western perspective. As with any effective academic publication, Destination Marketing and Management challenges the reader and asks them to integrate theory with their own perspectives and experiences. Overall, it provides comprehensive insight and it is a publication that will be taken off the bookshelf many times. A significant platform has been built on which further research exploring this challenging but vital area of knowledge will be based.
