Best practice marketing for regional tourism destinations

Date of this Version


Document Type

Journal Article

Publication Details

Citation only.

Cox, C., & Wray, M. (2011). Best practice marketing for regional tourism destinations. Journal of travel & tourism marketing, 28(5), 524-540.

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2011 HERDC submission. FoR code: 150604

© Copyright Taylor & Francis Group, LLC, 2011




This article reports on destination marketing best practices from 21 regional destinations around Australia. The results advocate an integrative approach to destination marketing that aligns with destination management and development objectives. From this, a framework is developed, within which nine best practice principles are identified as essential to successful and sustainable marketing of regional destinations. The key initiatives used to achieve success are discussed in detail, highlighting the need for destination stakeholders to foster a cooperative and strategic approach and ensure consistent design and delivery of a destination brand and image which is supported by tactical advertising and promotional strategies, effective visitor information services, and events to support the destination
brand and image to target appropriate visitor markets.

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This document has been peer reviewed.