Communities as destinations



Title Communities as destinations: a marketing taxonomy for the effective implementation of the tourism action plan
Author(s) Frank M. Go, David A. Milne, Lorne J. R. Whittles
Date 1992
Volume 30
Issue 4
Start page 31
Abstract Effective tourism management on the local or community level requires an understanding of the peculiarities of tourism on a global level and the effective application of management techniques to accomplish desired results. The need for effective implementation of tourism marketing strategy, particularly in small towns, is demonstrated. It is suggested that tourism strategy should be analyzed at the action, program, system and policy levels to determine its effectiveness. It is maintained that effective strategy implementation is achieved by managing the interaction, allocation, organization, and monitoring of tourism processes on each implementation level. Senior government agencies must continue to develop the necessary expertise and provide support needed for communities and regions to be successful at developing their tourism industry.

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