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PROGRAMME

Workshop Abstract

Destination marketing and management is a proactive visitor-centered approach to the economic and cultural development of a destination. It balances and integrates the interests of visitors, service providers, and the community. However, destinations are unique and marketing is not a simple process of translating conventional theory and practice from goods and service marketing. This workshop focuses on the unique challenges of marketing and management, including the role of destination marketing organizations, collaborative strategies and stakeholder management, the power structure of suppliers, the role of technology and social media, and issues related to sustainability and competitiveness. 

Youcheng Wang, University of Central Florida, USA