The Consumer Journey in the Digital Age – The Challenges Faced by Destination and Place Marketing Agencies.

Peter Scott, Tasmin Scott, Peter Stokes, Neil Moore, Simon Smith, Caroline Rowland, Tony Ward

Research output: Contribution to journalArticleResearchpeer-review

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Abstract

This conceptual paper evolved from an extensive literature review and a consultancy project conducted in a United Kingdom (UK) based university business school/commercial sector collaboration. The paper explores how the digital age is presenting challenges for destination and place marketing agencies. Key trends in consumer behavior are identified and their significance is examined. The context is largely the European tourism sector with a particular focus on the UK. The paper argues that many place and destination marketing agencies are not responding to the challenges of the digital era. With this as the backdrop a novel conceptualisation of the customer journey model is offered which can be tested empirically. A vignette supports the model and this illustrates the complexities in consumer behavior that are involved in a decision over where to take a city break. The paper concludes with strategic recommendations for destination and place marketing agencies.
Original languageEnglish
Pages (from-to)28-45
JournalInternational Journal of Digital Culture and Electronic Tourism
Volume2
Issue number1
Publication statusPublished - 31 Mar 2017

Keywords

  • Destination marketing
  • Digital
  • Internet
  • Social media
  • Consumer journey model
  • Consumer behaviour
  • Place marketing

Cite this

Scott, P., Scott, T., Stokes, P., Moore, N., Smith, S., Rowland, C., & Ward, T. (2017). The Consumer Journey in the Digital Age – The Challenges Faced by Destination and Place Marketing Agencies. 2(1), 28-45.
Scott, Peter ; Scott, Tasmin ; Stokes, Peter ; Moore, Neil ; Smith, Simon ; Rowland, Caroline ; Ward, Tony. / The Consumer Journey in the Digital Age – The Challenges Faced by Destination and Place Marketing Agencies. 2017 ; Vol. 2, No. 1. pp. 28-45.
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Scott, P, Scott, T, Stokes, P, Moore, N, Smith, S, Rowland, C & Ward, T 2017, 'The Consumer Journey in the Digital Age – The Challenges Faced by Destination and Place Marketing Agencies.' vol. 2, no. 1, pp. 28-45.

The Consumer Journey in the Digital Age – The Challenges Faced by Destination and Place Marketing Agencies. / Scott, Peter; Scott, Tasmin; Stokes, Peter; Moore, Neil; Smith, Simon; Rowland, Caroline; Ward, Tony.

Vol. 2, No. 1, 31.03.2017, p. 28-45.

Research output: Contribution to journalArticleResearchpeer-review

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