The challenges in marketing tourism have grown with the influx of online resources. It has resulted in more knowledgeable consumers as well as an increase in worldwide competition. This video takes an in-depth look at sustainable marketing approaches and explains that adapting to change is a critical component to success in the dynamic tourism industry. Marketing expert Phil Harmon discusses the tourism industry in Australia and describes why specific marketing strategies are successful.
The challenges in marketing tourism have grown with the influx of online resources. It has resulted in more knowledgeable consumers as well as an increase in worldwide competition. This video takes an in-depth look at sustainable marketing approaches and explains that adapting to change is a critical component to success in the dynamic tourism industry. Marketing expert Phil Harmon discusses the tourism industry in Australia and describes why specific marketing strategies are successful.
General Note
Originally released by Video Education Australasia, 2009.
Streaming video file encoded with permission for digital streaming by Infobase on August 5, 2015.
Content Note
Defining a Destination --(2:28) -- Competing Elements -- (2:38) -- Image and Branding -- (2:08) -- Disadvantages Associated With Branding -- (3:57) -- Sustainability and Destination Competitiveness -- (2:03) -- Elements Associated With Destination Sustainability -- (2:29) -- Role of Co-Operation in Building Competitiveness -- (3:45) -- Destination Marketing -- (2:06) -- 8 P's in Tourism Marketing -- (2:54) -- Credits: Competitive Marketing in Tourism -- (0:46).
