Marketing and destination growth: A symbiotic relationship or simple coincidence?

This paper examines the relationship between destination growth and destination marketing by investigating the relationship between destination marketing organisations and local government authorities. A case study approach is adopted to explore this issue using two Queensland destinations, the Gold...

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Bibliographic Details
Published inJournal of vacation marketing Vol. 9; no. 1; pp. 35 - 51
Main Authors Prideaux, Bruce, Cooper, Chris
Format Journal Article
LanguageEnglish
Published Thousand Oaks, CA SAGE Publications 01.01.2003
Subjects
destination
marketing
Gold Coast
Sunshine Coast
local government authorities
branding
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Summary:This paper examines the relationship between destination growth and destination marketing by investigating the relationship between destination marketing organisations and local government authorities. A case study approach is adopted to explore this issue using two Queensland destinations, the Gold Coast and the Sunshine Coast. The findings of this research suggest that the manner in which private and public sector stakeholder organisations work together through a recognised destination marketing organisation will influence the overall rate of growth of destinations, particularly when origin markets are located in another state or overseas. In particular the study supports previous research findings that the role of local government authorities is essential if destination marketing authorities are to operate effectively.
ISSN:1356-7667
1479-1870
DOI:10.1177/135676670200900103