Growing competition for screen tourists activates new destination marketing tactics

Radomskaya, Valeriya

Abstract

The study presented here is part of a research program on the popular culture phenomenon. It explores a variety of new marketing tools used by DMOs to attract screen tourists, with special attention paid to marketing tools that come with advanced media technologies. The focus is on the actions of the public organizations responsible for tourism development at the destination: what new strategies do they adopt and how do they balance the place identity with the destination image constructed by the popular media.

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Publication Name

The Routledge Handbook of Popular Culture and Tourism

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ISBN/ISSN

978-1-138-67835-4

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Publisher

Taylor & Francis

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Publisher Location

London, UK

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EISSN

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DOI

10.4324/9781315559018-36