chapter  11
9 Pages

Introduction to sport tourism destination marketing and management

ByJames Higham

Destination marketing has assumed heightened importance as destinations have confronted increasing competition from other places (Hall, 1998). Kotler et al. (1993) employ the term ‘place wars’ to explain that globalization and technological change has intensified competition between places to attract and retain investment, commercial interests, products and markets. This scenario applies equally to competition between sport tourism destinations. Page and Hall (2003: 309) recognize that in order to compete in this environment, ‘marketing practices, such as branding, rely upon the commodification of particular aspects of place, exploiting, reinventing or creating place images in order to sell the place as a destination product for tourists or investment’.