Tourism Marketing for Cities and Towns teaches readers how to develop a city’s
brand to attract tourists and their spending. The brand that is developed will
use a city’s already existing tourist attractions, distinctive cultural features,
natural beauty, and/or heritage. These unique features plus the available tourist
services can then be packaged together and promoted to tourist segments,
including day visitors, business travelers, and traditional tourists.
University students go on field research trips or excursions during the low season. Therefore,
destinations have to identify the seasonality patterns of their various markets and attract compatible
segments, which will enable them to maximise their total yield (both average expenditure and
occupancy levels) (O’Brien, 1996). It is also important to understand other factors that influence the
decision of consumers to purchase. The social status and peer groups of consumers often influence
what is acceptable and desirable as a destination.
Destinations offer an amalgam of tourism products and services, which are consumed under the
brand name of the destination. Leiper (1995, p.87) explains that destinations are places towards
which people travel and where they choose to stay for a while in order to experience certain
features or characteristics-a perceived attraction of some sort. Cooper et al (1998) define
destinations as the focus of facilities and services designed to meet the needs of the tourists.