"How to Market Tourism
in the 21st Century" is my second marketing book.
It narrates the changes that have taken place to marketing in the 21st
Century in response to technological advancements and massive changes in our
society. It is an easy read and pulls from many expert sources. I hope you
will take some time and
enjoy it. I am pleased to say that it is being
utilized by schools teaching Hospitality and Tourism management even though it
was written primarily as a practitioner's handbook. One recent addition is the
World renown "Florida International School of Hospitality Management".
Why this is an important book for you!
Review by Bill Geist,
marketing guru and author of the ZietGeist
Z-Newsletter on Tourism Trends.
"John Hope-Johnstone has
penned a sensational look into the new strategies that Destination Marketers
must embrace if they are to succeed in this rapidly disintermediating world.
"How to Market Tourism in the 21st Century" is just what the title implies...a
no-nonsense toolkit that kicks off by explaining how marketing has changed
(requiring a wholesale shift in how we must respond").
"Rather than viewing markets as places where
destinations seek out visitors and try to sell them as much as possible,
successful players will recognize that we are increasingly participating in
'reverse markets' where visitors seek out potential destinations when it is
relevant..."
From that mallet to
the head, John takes his readers on a content-rich ride through advertising,
sales, distribution, PR, branding and social networks. And, he closes with some
great suggested add-ons to DMAI's performance measures. PCAs (Potential
Conversion Actions) are John's way of including "soft measures" into the
accountability equation.
It's something I've
been stressing for a couple years now...that "soft measures" are just as
important as bookings for DMOs that don't own the product being sold. As
"destination brokers," sometimes all we can do is place our destinations into
consideration. Indeed, that's the Durham CVB's over-arching goal...to insure
that Durham is on the
consideration list. PCAs are a great suggestion as we start to embrace soft
measures as valid.
It's a great
read...made even more important a work by the fact that John will be constantly
updating the book online! Very cool, my friend. And congratulations."
Visit Bill on the web at
http://www.ZeitgeistConsulting.com
Tel: 608-836-8876
Review by Curtis Wright,
Marketing Consultant,
advertising agency owner
"If
attracting more tourism business to your destination is important to you and
your stakeholder community? You want this book. Is cracking the code for new
media communications with would-be visitors something you’d like to master? You
need this book. Would you like to maximize your marketing ROI in these times of
tsunami-like changes in travel economics, visit information-gathering, and
destination decision-making? You must have this book!"
"Intelligently written. To-the-point.
Informative. Thought-provoking. Covering every aspect of how to
market in today’s (and tomorrow’s) world of tourism marketing: from mile-high
strategic planning issues to down-in-the-trenches keyword picking for optimized
search results. As the author states, “ It is not a textbook; it is a
practitioner’s notebook.” As such, you’re sure to find it will become one of the
most dog-eared, sticky-noted, highlighted, and underscored books in your
professional life. Get this book. Now."
Curtis Wright
Marketing Communications Consultant
Note: No one was paid, and no truths were harmed in
the writing of the foregoing endorsements.
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