Böcker av John Heeley

This book aims to unite theory and practice in the field of destination marketing. It attempts to reconcile the gap between the academic literature on urban destination marketing and the manner in which it is actually undertaken by destination marketing organisations (DMOs).

This book explores how cities use tourism to bolster their economies and image, appraising it in terms of history, measurement, structure, operations and leadership. It combines both theory and practice and uses new and original case materials to exemplify mainstream approaches to city marketing and identify recurrent problems and opportunities.