A Multi-stakeholder Market Orientated Approach to Destination Marketing
DOI Link
Keywords
Destination marketing organizations; Market orientation; Stakeholder marketing; Stakeholder theory
Abstract
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.
Publication Date
3-31-2016
Original Citation
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
84-93
Document Type
Article
Language
English
Source Title
Journal of Destination Marketing and Management
Volume
6
Issue
1
Copyright Status
Unknown
Copyright Date
2017-03-01
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Line, Natheniel D. and Wang, Youcheng, "A Multi-stakeholder Market Orientated Approach to Destination Marketing" (2016). Faculty Scholarship and Creative Works. 137.
https://stars.library.ucf.edu/ucfscholar/137
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