Effective marketing plays an integral role in the success of hospitality and tourism businesses. While research has examined many aspects of the hospitality and tourism industry, the marketing of destination resorts has been largely ignored. This study addresses this gap by reporting the insights obtained from interviews conducted with North American resort marketing executives to assess their views on current resort marketing trends and practices. Based on a content analysis of this interview data, 18 topics were identified and organized into five categories: channels, relationships, targeting, technology and function. This paper provides a discussion of each topic, overviews implications of this inquiry for future research and practice, and highlights the increasing importance of technology in resort marketing endeavors.
resorts, marketing, property operations, hospitality management
Brey, Eric; Klenosky, David K.; Lehto, Xinran; and Morrison, Alastair
"Understanding Resort Marketing Practices,"
Journal of Tourism Insights:
2, Article 2.
Available at: http://scholarworks.gvsu.edu/jti/vol2/iss2/2