Title
Best practice marketing for regional tourism destinations
Document Type
Article
Publication details
Cox, C & Wray, M 2011, 'Best practice marketing for regional tourism destinations', Journal of Travel & Tourism Marketing, vol, 28, no. 5, pp. 524-540.
Published version available from:
Peer Reviewed
Peer-Reviewed
Abstract
This article reports on destination marketing best practices from 21 regional destinations around Australia. The results advocate an integrative approach to destination marketing that aligns with destination management and development objectives. From this, a framework is developed, within which nine best practice principles are identified as essential to successful and sustainable marketing of regional destinations. The key initiatives used to achieve success are discussed in detail, highlighting the need for destination stakeholders to foster a cooperative and strategic approach and ensure consistent design and delivery of a destination brand and image which is supported by tactical advertising and promotional strategies, effective visitor information services, and events to support the destination brand and image to target appropriate visitor markets.