The future of destination marketing: the case of Cyprus

Abstract

PurposeThe purpose of this paper is to extend the understanding about the augmented destination marketing process that has resulted from the introduction of electronic marketing methods. It attempts to identify the factors that contribute to the process of destination marketing by introducing an integrated marketing model. This study aims to expand the domain of knowledge about the tourist buying behavior by putting forward a framework to manage the destination marketing process for Cyprus.Design/methodology/approachThe research design adopted for this study is an exploratory one, deploying the open‐ended approach of grounded theory. A number of expert interviews are performed with senior marketing executives at the Cyprus Tourism Organization (CTO), while an extensive study of the existing procedures that are being followed in carrying out the CTO's marketing department's functions facilitated further information analysis. The actual users' expectations are derived from a web‐user behavior analysis, reflecting upon relevant marketing theories and information systems approaches.FindingsThe paper provides insights into the augmented process of destination marketing planning and suggests specific ways through which National Tourism Organizations can manage it efficiently. The contribution of this study towards building on the body of knowledge is significant as the process of destination marketing planning is characterized by complexity due to the diverse interests of the stakeholders involved.Originality/valueThis paper successfully introduces the concept of integrated marketing as the sole enabler for the CTO to maximize the effectiveness of its marketing efforts worldwide.