Summary of Chapter Contents This chapter looks at a number of key issues and current trends impacting the marketing of conference and convention destinations.
The chapter covers:
■ Disintermediation ■ Destination marketing or destination management? ■ Product development and investment ■ Funding ■ Accessibility and disability ■ Crisis communications and issues management
It includes case studies on:
■ Kent Conference Bureau and Venuedirectory.com ■ Liverpool City Region’s Destination Management Plan for 2005-2008 ■ Perth Convention Bureau’s ‘Beyond Compliance’ Programme ■ Toronto’s crisis management strategy in response to the threats posed by the ‘SARS’
Learning Outcomes On completion of this chapter, you should be able to:
■ explain the concept of disintermediation and its impact on the conference and business events sector
■ discuss the evolving role of DMOs and their responsibilities for destination marketing and destination management
Introduction While it may be true to say that the broad principles of marketing remain more or less constant, apart from fine tuning and some changes given to the priorities attached to them, it is certainly the case that their practical application is extremely dynamic. It has to take account of the impacts of new legislation, for example those affecting customer relationship management and client database development (examined in more detail in Chapter 5). It must be sensitive and respond effectively to a plethora of political, social and technological developments. And, of course, it must highlight innovations and enhancements to the product or service, which is the focus of the marketing activity.