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Reflections on the theme issue outcomes

Reflections on the theme issue outcomes PurposeThe purpose of this paper is to profile the WHATT theme issue “What marketing strategy for destinations with a negative image?” with reference to the experiences of the theme editor and writing team.Design/methodology/approachThis paper uses structured questions to enable the theme editors to reflect on the rationale for the theme issue question, the starting point, the selection of the contributors and material and the editorial process.FindingsThis paper provides insights and practical suggestions in response to the theme issue question from different academic and professional backgrounds in fields as diverse as marketing, tourism, economics and heritage management.Practical implicationsThe theme issue outcomes provide lines of enquiry for others to explore and reinforce the value of WHATT’s approach to collaborative working and writing.Originality/valueThe collaborative work reported in this theme issue offers a unified but contrarian response to the theme’s strategic question. Taken together, the papers provide a range of options for destination marketing organizations in response to the issues highlighted. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Worldwide Hospitality and Tourism Themes Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-4217
DOI
10.1108/WHATT-07-2017-0040
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to profile the WHATT theme issue “What marketing strategy for destinations with a negative image?” with reference to the experiences of the theme editor and writing team.Design/methodology/approachThis paper uses structured questions to enable the theme editors to reflect on the rationale for the theme issue question, the starting point, the selection of the contributors and material and the editorial process.FindingsThis paper provides insights and practical suggestions in response to the theme issue question from different academic and professional backgrounds in fields as diverse as marketing, tourism, economics and heritage management.Practical implicationsThe theme issue outcomes provide lines of enquiry for others to explore and reinforce the value of WHATT’s approach to collaborative working and writing.Originality/valueThe collaborative work reported in this theme issue offers a unified but contrarian response to the theme’s strategic question. Taken together, the papers provide a range of options for destination marketing organizations in response to the issues highlighted.

Journal

Worldwide Hospitality and Tourism ThemesEmerald Publishing

Published: Oct 9, 2017

References