Tourism destination marketing: approaches improving effectiveness and efficiency

Abstract

Purpose The purpose of this paper is to investigate the potential contribution of some approaches, i.e. value‐chain, strategic marketing, electronic marketing and clustering, and to suggest a conceptual framework allowing improving effectiveness in the field of promoting tourism destinations. Hence, the paper puts forward a conceptual framework allowing attaining an integrated approach in tourism destination marketing. Design/methodology/approach The approach adopted and implemented for this study is a desk research based on extensive literature and well‐established theories. Findings The paper provides insights into a comprehensive approach to destination marketing planning and implementation and suggests a conceptual framework encompassing approaches contributing to improve effectiveness and efficiency in the field of destination marketing. Practical implications The factors influencing e‐marketing and clustering approaches are highlighted and a set of recommendations are put forward for destination marketers. Originality/value Destination marketing organisations all over the world have to implement innovative and appropriate approaches; and use adequate tools and techniques in order to improve their marketing activities effectiveness and efficiency. The paper successfully addresses the complexity in the field of destination marketing due to the various stakeholders involved and to the nature of tourism product/experience. Therefore, this paper successfully suggests a conceptual framework contributing to improve effectiveness and efficiency of activities of destination marketing organizations by adopting an integrated approach based on well‐established theories.