Marketing: general

Articles and DMT sections by category:
Marketing: general

Articles

DMT sections

Cultural Tourism and the UK City of Culture	Apr 2010
by Paul Williams This article presents an overview of the rise in interest in cultural tourism as a direct result of destinations, cities in particular, investing in culture-led regeneration policies. It considers cultural tourism as a transformational catalyst accelerating... more
The Importance of Social Media	Mar 2010
by Matt Guarente The news is constantly packed with stories – good, bad and sensationalist – to do with social media. But why is it so important and so pervasive? Why does the tourism industry need to embrace it? The word that keeps popping up, in VisitBritain’s marketing... more
Tomorrow’s Tourists: Fluid or Simple Identities?	Mar 2010
by Dr Ian Yeoman Consider the future. What will tourists seek? What will be the factors influencing their decisions? Dr Ian Yeoman, the world’s only futurist specialising in travel and tourism, looks at the values, behaviours and thinking of future tourists: new and... more
Creative Tourism Providing a Competitive Edge	Feb 2010
by Catriona Campbell Learning a creative skill on holiday that is part of the culture or the community is growing in popularity. Creative tourism expert, Catriona Campbell, illustrates the reasons for this new demand. For creative tourism in the UK to be successful it needs... more
Beer and Tourism: A Relationship Worth Fostering	Feb 2010
by Alison Caffyn In the last few years the rate of pub closures has risen significantly (see October 2009 Tourism Insights article The State of the British Pub). Yet pubs are important community and tourism resources – offering food, drink and often accommodation to visitors.... more
Gay and Lesbian Tourism	Dec 2009
by Carol Southall Gay and lesbian people comprise about 6% of the population and are identified as a market in their own right. This article outlines the current value of gay tourism, which offers significant new marketing opportunities for many companies. It discusses... more
Shopping as a Driver for Tourism	Oct 2009
by Carol Southall Shopping has traditionally been considered a subsidiary activity to travel – people shop when travelling, to buy souvenirs and presents, but it has not been the primary purpose. However, in recent years, with the relative decreasing cost of travel, this... more
A Modern Approach to Museum Marketing	Oct 2009
by Paul Williams Museums are operating in a changing and competitive market. They have a key role to play in education, the leisure industry, regional development, community cohesion and attracting visitors to Britain. However, many have failed to fully develop and implement... more
The Slow Route to New Markets	Sep 2009
by Alison Caffyn This article traces how the slow concept has emerged and considers how it can usefully be applied to tourism, particularly how it ties in with several current market trends. Slow is also complementary to current priorities of both sustainability and the... more
Unlocking the Potential of Church Tourism	Sep 2009
by Andrew Duff Visits to churches and other religious heritage sites are on the up. And churches are increasingly looking towards tourism as a way of generating much needed funding and reconnecting with the community. There are synergies to be gained from local authorities... more

2G: Identifying and Developing Local Distinctiveness
Local distinctiveness is a combination of the things that give a place its unique character. This section looks at the factors that can contribute to local distinctiveness, and then goes on to examine:local distinctiveness as a tool for marketingworking... more
4A: A Strategic Approach to Destination Marketing
This section introduces a strategic approach to destination marketing. It looks at the importance of destination managers being market focused: concentrating on the key customers rather than the product. It goes on to look at the four broad marketing... more
4D: Routes to Market – Or How to Reach the Visitor
This section addresses how destination marketers can reach their potential visitors. It covers digital marketing, consumer marketing and trade marketing. more
4E: Marketing to Business Tourism
Much of the general material on destination marketing applies to both leisure and business tourism. But there are a few things to be aware of specifically about business tourism. This section looks at categories of business visitor, and gives some ideas... more