Destination marketing into the next century

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Abstract
Tourism destination marketing is particularly challenging. The nature of tourism, with small businesses selling products in distant markets, has led to a conclusion in many countries that governments and government agencies should have a lead marketing role. The author argues that their activities need to be undertaken in close cooperation with the private sector using a combbination of old and new techniques. Success is likely to come via public-private partnerships combined with environmental and social responsibility.

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