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The Consumer Journey in the Digital Age - The Challenges Faced by Destination and Place Marketing Agencies

Scott, P, Scott, T, Stokes, P, Moore, N, Smith, SM, Rowland, C and Ward, T (2017) The Consumer Journey in the Digital Age - The Challenges Faced by Destination and Place Marketing Agencies. International Journal of Digital Culture and Electronic Tourism, 2 (1). pp. 28-45. ISSN 1753-5220

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Abstract

This conceptual paper evolved from an extensive literature review and a consultancy project conducted via a UK University Business School/commercial sector collaboration. The paper explores how the digital age is presenting challenges for destination and place marketing agencies. Key trends in consumer behaviour are identified and their significance is examined. The context is largely the European tourism sector with a particular focus on the UK. The paper argues that many place and destination marketing agencies are not responding to the challenges of the digital era. With this as the backdrop, a novel conceptualisation of the customer journey model is offered which can be tested empirically. A vignette supports the model and this illustrates the complexities in consumer behaviour that are involved in a decision over where to take a city break. The paper concludes with strategic recommendations for destination and place marketing agencies.

Item Type: Article
Uncontrolled Keywords: 2102 Curatorial and Related Studies, 1506 Tourism
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Business & Management (new Sep 19)
Publisher: Inderscience
Date Deposited: 21 Nov 2019 10:08
Last Modified: 21 Nov 2019 10:15
DOI or Identification number: 10.1504/IJDCET.2017.10003180
URI: http://researchonline.ljmu.ac.uk/id/eprint/11788

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