A Multi-stakeholder Market Orientated Approach to Destination Marketing
Destination marketing organizations; Market orientation; Stakeholder marketing; Stakeholder theory
In this conceptual paper, the market-orientation construct is considered in the context of destination marketing. Based on a review of the contemporary theoretical perspectives regarding the scope of marketing thought, this paper asserts that certain conceptual and operational issues render the extant conceptualizations of a market orientation incompatible with the unique structure of destination marketing. To reconcile the long-standing market-orientation paradigm to the distinctive conditions of the destination marketing environment, a multi-stakeholder market orientation (MSMO) construct is proposed. This construct is developed to reflect the unique stakeholder structure of the organizations that market destinations. The theoretical and practical implications of such a construct are considered.
Line, N., and Wang, Y.C. (2017). A Multi-stakeholder Market Orientated Approach to Destination Marketing. Journal of Destination Marketing and Management, 6(1), 84-93
Number of Pages
Journal of Destination Marketing and Management
Rosen College of Hospitality Management
Line, Natheniel D. and Wang, Youcheng, "A Multi-stakeholder Market Orientated Approach to Destination Marketing" (2016). Rosen Faculty Scholarship and Creative Works. 493.
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