The Progress of Destination Marketing in Emerging Economies: A Focus on ASEAN

• Published in: Palgrave Studies of Marketing in Emerging Economies
• Main Author: Jamaluddin M.R.; Hanafiah M.H.M.; Cornell D.A.V.
• Format: Book chapter
• Language: English
• Published: Palgrave Macmillan 2022
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85207449869&doi=10.1007%2f978-3-030-88678-3_2&partnerID=40&md5=5cffb926ef485574708db1a50d53e575

Tourism is a very important economic activity as it boosts a nation’s revenue, increases foreign exchange earnings, generates employment, improves visibility and destination attractiveness. Destination competitiveness using travel and tourism indicators is a subject that has been researched for over three (3) decades. This chapter explores various destination marketing concepts and frameworks, introduced by scholars, which has sparked discussions on the progress of the field. The unpredictable and uncertain nature of the tourism industry makes it challenging for destination marketers to prepare for inevitable changes and resource allocations that would benefit both demand and supply. Discussions on sustainable marketing has gained traction in recent years due to this unpredictability. The travel industry is adapting to changes in the tourism ecosystem, and will continue to do so for the foreseeable future. Digital marketing is becoming increasingly critical for destination marketing organisations (DMOs) and is being utilised extensively in their marketing campaigns. Due to the unpredictability generated by various economic and health issues, globalisation, sustainability and digitisation will become priorities for destination management and marketing in the future. In the post-COVID-19 era, the ability of the DMO to communicate a unique selling proposition effectively will determine its success. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2022.