Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5108339 | Journal of Destination Marketing & Management | 2017 | 10 Pages |
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.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business, Management and Accounting (General)
Authors
Nathaniel D. Line, Youcheng Wang,