The consumer journey in the digital age: the challenges faced by destination and place marketing agencies

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.

Data-Supported CRM as a Lever for DMO Success: A Social Exchange Relationship Approach

“…Considering the increasing global competition, the trend shift towards short breaks and the decreasing number of regular guests, intelligent approaches such as CRM are immediately required in destination marketing in order to maintain the competitiveness of destinations [2,36]. Therefore, it is up to DMOs as strategic competitive entities to drive CRM for the benefit of the destination and all its touristic stakeholders [53]. Following the literature on CRM in the tourism and hospitality industry [49], this paper addresses various research gaps: "The majority of published research articles are in the area of hospitality, with a specific focus on hotels and restaurants.…”