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)
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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.
|Additional Information:|| 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
|School / Department / Research Groups:||School of Business|
School of Business > Department of Marketing, Events & Tourism
|Last Modified:||01 Aug 2012 12:55|
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