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Tourism policy and destination marketing in developing countries: the chain of influence

Tourism policy and destination marketing in developing countries: the chain of influence

Kokkranikal, Jithendran, Cronje, Paul and Butler, Richard (2011) Tourism policy and destination marketing in developing countries: the chain of influence. Tourism Planning and Development, 8 (4). pp. 359-380. ISSN 2156-8316 (Print), 2156-8324 (Online) (doi:10.1080/21568316.2011.603885)

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Abstract

Tourism marketers including destination marketing organisations (DMOs) and international tour operators play a pivotal role in destination marketing, especially in creating destination images. These images, apparent in tourist brochures, are designed to influence tourist decision-making and behaviour. This paper proposes the concept of a “chain of influence” in destination marketing and image-making, suggesting that the content of marketing materials is influenced by the priorities of those who design these materials, e.g. tour operators and DMOs. A content analysis of 2,000 pictures from DMO and tour operator brochures revealed synergies and divergence between these marketers. The brochure content was then compared to the South African tourism policy, concluding that the dominant factor in the chain of influence in the South African context is in fact its organic image.

Item Type: Article
Additional Information: [1] This is an electronic version of an article published in Kokkranikal, J., Cronje, P. and Butler, R. 2011. Tourism Policy and Destination Marketing in Developing Countries: The Chain of Influence. Tourism Planning & Development, 8(4). Tourism Planning & Development is available online at: www.tandfonline.com/10.1080/21568316.2011.603885.
Uncontrolled Keywords: chain of influence, tourism marketing, third world, tourism policy, South Africa
Subjects: G Geography. Anthropology. Recreation > G Geography (General)
G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HF Commerce
Faculty / Department / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 14 Oct 2016 09:13
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/5038

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