A multi-stakeholder market oriented approach to destination marketing. Issue 1 (March 2017)

• Record Type: Journal Article
• Authors: Line, Nathaniel D.; Wang, Youcheng
• Is Part Of: Journal of destination marketing & management. Volume 6:Issue 1(2017:Mar.)
• Page Start: 84
• Page End: 93
• Publication Date: 2017-03
• Subjects: Destination marketing organizations -- Market orientation -- Stakeholder marketing -- Stakeholder theory; Place marketing -- Periodicals; Tourism -- Management -- Periodicals; Electronic journals; 658.8005
• DOI: 10.1016/j.jdmm.2016.03.003
• Languages: English
• ISSNs: 2212-571X

Abstract

Abstract: In this conceptual paper, the market-orientation construct is considered in the context of destination marketing. Based on a review of the contemporary theoretical perspectives regarding the scope of marketing thought, this paper asserts that certain conceptual and operational issues render the extant conceptualizations of a market orientation incompatible with the unique structure of destination marketing. To reconcile the long-standing market-orientation paradigm to the distinctive conditions of the destination marketing environment, a multi-stakeholder market orientation (MSMO) construct is proposed. This construct is developed to reflect the unique stakeholder structure of the organizations that market destinations. The theoretical and practical implications of such a construct are considered. Highlights: The marketing concept is reviewed from the perspective of stakeholder theory. The market orientation construct is considered in a multi-stakeholder environment. A multi-stakeholder market orientation (MSMO) construct is proposed. The MSMO construct is conceptualized in the destination marketing industry. The proposed market-oriented approach to destination marketing is discussed.