IMPACT OF TOURISM MARKETING ON DESTINATION IMAGE: INDUSTRY PERSPECTIVES

The purpose of the current research is to study the importance of destination image to products and distribution partners in the tourism system. It also examines the perceived contribution of various image creation factors in stages of the consumer buying process. The study examines the opinions of management from travel products located in Australia and active marketing in the US and management from travel wholesalers marketing Australian travel products in the US. Results of the study highlight the importance of destination image to destination image stakeholders. It concludes that image creation factors play different roles during the consumer buying process. The study recognizes the perceived importance of Australian Tourism Commission (ATC) brand development strategies. The Australian branding experience in the US provides insights for destination marketing organizations (DMOs) seeking to maximize their impact on destination image creation by leveraging "word of mouth,"public relations, e-marketing, and stakeholder marketing efforts.