The consumer journey in The Digital Age: the challenges faced by destination and place marketing agencies

Abstract

Abstract: This conceptual paper evolved from an extensive literature review and a consultancy project conducted via a UK 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 behaviour 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 behaviour 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.

Description

The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.

Keywords

destination marketing, place marketing, consumer journey model

Citation

Scott, P. et al. (2017) The consumer journey in The Digital Age: the challenges faced by destination and place marketing agencies. International Journal of Digital Culture and Electronic Tourism, 2 (1)

Rights

Research Institute

Centre for Enterprise and Innovation (CEI)