The tourism market is fiercely competitive. No other market place has as many brands competing for attention, and yet only a handful of countries account for 75% of the world's visitor arrivals. The other 200 or so are left to fight for a share of the remaining 25%. Therefore, destination marketers at city, state and national levels have arguably, a far more challenging role than other services or consumer goods marketers. Destination Marketing: an integrated marketing communication approach focuses on the five core tenets of integrated marketing communications. These embody both the opportunities and challenges facing Destination Marketing Organisations (DMOs), and are: 1. Profitable customer relationships; 2. Enhancing stakeholder relationships; 3. Cross-functional processes; 4. Stimulating purposeful dialogue with customers; and 5. Generating message synergyThe author seeks to provide a rationale for DMOs; to develop a structure, roles and goals of DMOs; to examine the key challenges and constraints facing DMOs; to impart a destination branding process; to develop a philosophy of integrated marketing communications; to lead the emergence of visitor and stakeholder relationship management; and to set forth options for performance measurement. - The only textbook to examine Destination Marketing Organizations - Directly links academic theory with industry practice, illustrated with up to the minute international case studies and examples- Provides a clear framework for designing, implementing and monitoring a competitive strategy based on Integrated Marketing Communications

旅游市场竞争激烈。没有哪个市场有这么多的品牌在争相吸引眼球，然而只有少数几个国家的游客占到了世界游客的75%。剩下的200多人则要争夺剩下的25%的份额。因此，城市、州和国家层面的目的地营销人员可以说是比其他服务或消费品营销人员更具挑战性的角色。目的地营销：整合营销传播方法关注整合营销传播的五个核心原则。这些都体现了目的地营销组织（DMO）面临的机遇和挑战：1.有利可图的客户关系；2.加强利益相关者关系；3.跨职能流程；4.激发与顾客有目的的对话；5.产生信息协同作者试图为决策支持系统提供理论依据；制定灾害管理组织的结构、作用和目标；审查管理组织面临的主要挑战和制约因素；传授目的地品牌推广流程；发展整合营销传播理念；引导访客和利益相关者关系管理的出现；并提出绩效评估的选项。-研究目的地营销组织的唯一教科书——将学术理论与行业实践直接联系起来，并以最新的国际案例研究和实例加以说明——为设计、实施和监测基于整合营销传播的竞争战略提供了明确的框架