Destination marketing by example: an integrated model for Cyprus

As the process of destination marketing has been augmented with the advent of electronic marketing methods, the need of establishing an explicit model for managing it, is more imperative than ever before. In this book an integrated marketing model is introduced, based on the case of Cyprus, to guide the management of destination marketing process. The complexity of managing the diverse interests of the multiplicity of the stakeholders involved in destination marketing has been extended by the novel electronic communication channels that have been introduced. Recognising the need for explicitly managing the process of destination marketing for the case of Cyprus, an integrated marketing model has been developed to guide the management of the destination’s marketing process. The key for optimising the destination’s marketing processes is the successful implementation of the model through the integration of traditional with electronic marketing activities.