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      Fundamentals of Destination Management and Marketing

      Fundamentals of Destination Management and Marketing

      00323CIN01ENGE

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      Published under the sponsorship of the International Association of Convention and Visitor Bureaus (IACVB) as an indispensable resource for travel professionals and a learning tool for students, this textbook is the first comprehensive guide covering basic functions of the contemporary convention and visitors bureau.

      The contributors to this textbook are internationally recognized experts, offering professional insights into key issues related to destination management and marketing. Readers will learn how destination management organizations depend on intertwined relationships involving hosts and guests, and suppliers and consumers, as well as complex networks of residents, government officials, and CVB leaders and employees.

      Global in scope, the book also features case studies from outside the United States.

      Please note:

      • Includes course exam scan sheet for students enrolled in a school program. 
      • Individual learners interested in EI's hospitality management courses should enroll through Distance Learning, as the textbook is included in the program price.
      • Attention Instructors: This title is distributed in the United States by Pearson Higher Education.  For additional instructor information or to place an order or request desk copies, please visit Pearson's website. To find your Pearson customer service representative, visit http://www.pearsonhighered.com/replocator/.


      Rich Harrill, Ph.D., University of South Carolina
      ©2005, Softbound
      ISBN 0-86612-266-4

      Attention Instructors:

      EI provides complimentary access to useful resources for instructors, including chapter outlines, PowerPoint files, and a course syllabus. You may download them free of charge from this tab. 

      This title is distributed in the United States by Pearson Higher Education.  For additional instructor information or to place an order, please visit Pearson's website.

      To find your Pearson customer service representative, visit http://www.pearsonhighered.com/replocator/.

      Table of Contents

      Chapter: 1 Service
      Chapter: 2 Sales
      Chapter: 3 Marketing
      Chapter: 4 Tourism Research and Performance Reporting
      Chapter: 5 Communications
      Chapter: 6 Product Development
      Chapter: 7 Technology
      Chapter: 8 Human Resources
      Chapter: 9 Member Care
      Chapter: 10 Financial Management
      Chapter: 11 Board Governance
      Chapter: 12 Alliances
      Chapter: 13 Destination Management in Canada
      Chapter: 14 Destination Management in the United Kingdom
      Chapter: 15 Destination Management in Mexico
      Download

      Syllabus

      Prerequisites: None

      Course Description: This course will give students a basic understanding of the roles destination management organizations (DMOs) and convention and visitors bureaus (CVBs) play in the tourism industry. All aspects of organization operations are covered, including service, research, product development, human resources, and financial management.

      Objectives: At the completion of this course, students should be able to:

      1. Explain why it is important for CVBs to provide excellent service, and describe the ways in which they can serve their diverse group of customers, clients, and members.
      2. Understand the roles of prospecting, qualifying prospects, CVB satellite offices, and convention service managers and their importance to CVB sales.
      3. Describe the steps involved in the sales process.
      4. Explain the importance of a CVB's marketing plan and describe the elements and tools included in such a plan.
      5. Describe the process of branding a destination, and explain how branding relates to theme development and advertising.
      6. Identify research projects typically undertaken by a CVB and describe their relevance to the organization.
      7. Explain why CVBs should engage in regular performance reporting and describe the various performance measures and productivity metrics that are used to gauge a CVB's performance.
      8. Describe the tactics used by a CVB for media and non-media communications.
      9. Explain the importance of a CVB crisis communications plan, and describe the steps in creating such a plan.
      10. Describe the unique challenges faced by CVBs in product development and marketing, and explain the CVB marketing dilemma.
      11. Explain how CVBs can create their own products and how this is beneficial to the destination.
      12. Describe the features of effective DMO Web sites, and explain the factors to consider when building a successful destination Web site.
      13. Describe components of a strategic Internet marketing plan, and identify ongoing online marketing, communication, and research tasks necessary for a successful Internet marketing plan.
      14. Describe the steps involved in a CVB's human resources performance management process.
      15. Identify steps for attracting, retaining, and dismissing CVB members, and outline policies related to member care, including refunds, patronage of member businesses, and denial of membership.
      16. Describe the elements of CVB financial management, including nonprofit status, information and tax returns, internal and audited financial statements, and disclosure of information.
      17. Describe roles, responsibilities, and other factors to be considered when forming a CVB board of directors.
      18. Explain the reasons for a board evaluation process, and outline areas to be evaluated.
      19. Explain the importance of alliances and partnerships for CVBs, list potential alliance partners, and describe programs they may put into place.
      20. Describe the history, structure, and current conditions of destination management and marketing in Canada, the United Kingdom, and Mexico.


      Group Teaching Guidelines: This course is designed with 15 chapter sessions that can be combined or broken down to meet a variety of scheduling needs. Class activities are included in the Instructor's Guide.

      Evaluation: The student must complete a comprehensive final examination covering the first 12 chapters.

      Learning Resources: Fundamentals of Destination Management and Marketing, edited by Rich Harrill

      Presentation Files

      These files are available by chapter for most EI texts. If the book title is underlined, then PowerPoint files are available. Not all chapters have files however, but If the chapter title is underlined, simply click to download the file to your computer. The files are in PowerPoint 95 format, and can be used in both 95, 97 and 2000 versions of PowerPoint.

      Chapter: 1 Service
      Chapter: 2 Sales
      Chapter: 3 Marketing
      Chapter: 4 Tourism Research and Performance Reporting
      Chapter: 5 Communications
      Chapter: 6 Product Development
      Chapter: 7 Technology
      Chapter: 8 Human Resources
      Chapter: 9 Member Care
      Chapter: 10 Financial Management
      Chapter: 11 Board Governance
      Chapter: 12 Alliances
      Chapter: 13 Destination Management in Canada
      Chapter: 14 Destination Management in the United Kingdom
      Chapter: 15 Destination Management in Mexico
      Download

      Related Items

      Course Exam Scan Sheet
      Course Exam Scan Sheet