The Destination Marketing Triangle: A Theoretical Framework for Practitioners

Abstract

This chapter relies on descriptive case studies from various regions around the world to better explain critical elements for the effective marketing of destinations. The authors put forward a theoretical framework, entitled the destination marketing triangle (DMT), that sheds light on the complex relationships and on the interconnectedness of three dimensions of destination marketing. Their model suggests that destination leaders ought to work closely with tourism service providers and to continuously engage with tourists through traditional and digital media. This way, they can improve the experiences of their visitors and prospects. At the same time, they could build a solid brand identity for their destination.

Citation

Prakash, M., Porya, A., Tiwari, P. and Chowdhary, N. (2024), "The Destination Marketing Triangle: A Theoretical Framework for Practitioners", Camilleri, M.A. (Ed.) Tourism Planning and Destination Marketing, 2nd Edition, Emerald Publishing Limited, Leeds, pp. 259-282. https://doi.org/10.1108/978-1-80455-888-120241013