ABSTRACT

Marketing and promotion represent one of the roles of destination management. Chapter 3 provided an in-depth description of destination marketing planning and briefl y touched upon the promotion sub-role; Chapter 10 elaborates on destination promotion and explains all of its components. Promotion is a traditional activity of DMOs, with most organizations historically putting the greatest emphasis on advertising and sales (personal selling). Public relations and publicity, sales promotion and merchandising are the three other traditional components of the so-called ‘promotional mix’.