Business Commons^™

Successful Marketing Strategies For Promoting Event Destinations, Evease Iniece Tucker

Graduate Theses and Dissertations

Travel and tourism has been recognized as being an important driver of jobs, growth and economic recovery in the United States. Meetings, events and incentive travel contribute $98.7 billion of the direct spending, $15.0 billion in taxes and 859,000 jobs. As a result, destination marketing organizations (DMOs) in the United States are taking advantage of this impact for growth in their destinations. As a destination marketing organization's main job responsibility is to promote their destination to attract visitors, which requires superior marketing strategies to achieve these goals.

This research investigates the marketing strategies of DMOs in the United States. The …

Multiple Stakeholder Market Orientation: A Conceptualization And Application In The Field Of Destination Marketing, Nathaniel Discepoli Line

Doctoral Dissertations

The market orientation (MO) paradigm suggests that generating and reacting to information from the product market facilitates the development of sustainable competitive advantage and enhanced organizational performance. However, the proliferation of MO as the dominant empirical approach for the investigation of the marketing concept has not gone unchallenged. Recently, proponents of “the stakeholder marketing movement” have suggested that the customer- and competitor-centric approaches characteristic of the currently accepted MO paradigm marginalize the increasingly important role of salient external stakeholders in the process of value creation. In the spirit of the stakeholder marketing perspective, the present research proposes a more broadly …