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首页> 外文期刊>Journal of urban regeneration and renewal >Urban destination marketing: A broken paradigm?
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Urban destination marketing: A broken paradigm?

机译：城市目的地营销：破碎的范式？

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In a forthcoming book, the author concludes that there is a big difference between 'theory' and 'practice' in urban destination marketing. Currently, academics and practitioners work to a '4 Ps marketing paradigm', whose fundamental generalisations fail to 'tell it like it is' across critical sets of parameters, ie product offer, marketing messages and imagery, the manner in which branding and other marketing techniques are deployed by destination marketing organisations (DMOs), and the consumption and resultant outcomes of DMO marketing. Critically, the mainstream 'marketing of everything' approach adopted in practice by nearly all urban DMOs is strikingly at odds with what one would expect to happen under the '4 Ps marketing paradigm', where towns and cities take a differentiated product to market, based on unique selling points or competitive advantage. In practice, lack of unique selling propositions and realpolitik considerations account for the prevalence of 'marketing of everything' approaches, which in turn may be seen as a factor contributing to globalisation and its attendant standardisation of landscape and life. Alongside the gulf between theory and practice in urban destination marketing, there is a related credibility gap surrounding DMO operations, whose outcomes in the main fail to deliver on the business turnover and employment gains expected of them. The author concludes that the existing paradigm is ripe for reworking, outlining a possible basis on which such an adjustment might take place.
机译：在即将出版的书中，作者得出结论，城市目的地营销中的“理论”与“实践”之间存在很大差异。当前，学者和从业者致力于“ 4 Ps营销范式”，其基本概括无法跨关键的参数集（如产品报价，营销信息和图像，品牌和其他营销方式）“像现在这样讲”目的地营销组织（DMO）部署了这些技术，以及DMO营销的消耗和结果。至关重要的是，几乎所有城市DMO都在实践中采用了主流的“万物营销”方法，这与“ 4 Ps营销范式”下的预期结果大相径庭，在这种模式下，城镇将差异化的产品推向市场。独特的卖点或竞争优势。在实践中，缺乏独特的销售主张和现实政治考虑因素导致了“万物营销”方法的盛行，而这反过来又可能被视为促进全球化及其伴随的景观和生活标准化的因素。除了城市目的地市场营销理论与实践之间的鸿沟外，DMO运营周围也存在相关的信誉差距，其主要结果无法实现预期的业务营业额和就业增长。作者得出的结论是，现有的范式已经可以进行返工，概述了进行这种调整的可能依据。

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