Marketing and destination growth: A symbiotic relationship or simple coincidence?
Prideaux, Burce, and Cooper, Chris (2003) Marketing and destination growth: A symbiotic relationship or simple coincidence? Journal of Vacation Marketing, 9 (1). pp. 35-51.
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This paper examines the relationship between destination growth and destination marketing by investigating the relationship between destination marketing organisations and local government authorities. A case study approach is adopted to explore this issue using two Queensland destinations, the Gold Coast and the Sunshine Coast. The findings of this research suggest that the manner in which private and public sector stakeholder organisations work together through a recognised destination marketing organisation will influence the overall rate of growth of destinations, particularly when origin markets are located in another state or overseas. In particular the study supports previous research findings that the role of local government authorities is essential if destination marketing authorities are to operate effectively.
|Item Type:||Article (Refereed Research - C1)|
|Keywords:||destination, marketing; Gold Coast; Sunshine Coast; local government authorities; branding|
|FoR Codes:||15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150603 Tourism Management @ 100%|
|SEO Codes:||90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900303 Tourism Infrastructure Development @ 100%|
|Deposited On:||23 Apr 2010 14:20|
|Last Modified:||12 Feb 2011 22:34|
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