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Chapter 2 The Business Environment of Destination Marketing

DOI: 10.23912/9781911396796-4363

ISBN: 9781911396796

Published: Nov 2019

Component type: chapter

Published in: The Business and Management of Convention and Visitor Bureaus

Parent DOI: 10.23912/9781911396796-4334



Marketing is the process of creating, communicating and delivering offers which prove valuable to the customers, clients, partners and community focused around a given brand, product, service, person, event or place. It is the process consisting of the identification, prediction and delivery of the strategic benefits expected by the recipients as well as the management of profit-generating relations with clients. Destination marketing is a realisation of the process in relation to a selected geographical unit and, at the same time, a market concept of managing the said unit. Activities undertaken within the destination marketing strategy may be aimed at improving the image of a given territory and increasing its recognisability, developing specific features of its social and economic life, and influencing opinions, attitudes and behaviours of external and internal groups of stakeholders by shaping appropriate set of means and instruments for the stimulation of trade-off relations. These activities result in creating the image of a destination, that is a set of impressions and interpretations spontaneously connected with a given stimulus (physical or social) which brings on appropriate
associations with the place in question.

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Celuch, 2019

Celuch, K. (2019) "Chapter 2 The Business Environment of Destination Marketing" In: Celuch, K. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/9781911396796-4363


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Published in The Business and Management of Convention and Visitor Bureaus

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