chapter  7
21 Pages

Destination-Based Marketing Strategies

In light of various existing approaches, this chapter provides an overview of existing marketing strategies and their implementation to destinations, and then suggests several ways of marketing strategies in order to be able to maintain and even increase the competitive edge of tourist destinations worldwide. This chapter further suggests that monitoring competitors on a regular basis will enable one destination management to reinforce the analysis of the market and identify its own strengths and weaknesses and the potential marketing opportunity. This sort of analysis, in the end, may help to develop the correct positioning strategy. Some of the subjects included in this chapter are cost leadership, product diversifi cation, positioning, satisfaction and image measurement, market segmentation and product development. The implementation of these strategies could be adapted to the fi eld of destination competitiveness as follows.