Destination Marketing and Visitor Experiences: A Conceptual Framework

This report analyzes a journal article published in the Journal of Hospitality Marketing & Management, focusing on the development of a conceptual framework for destination marketing and visitor experiences. The study explores the relationship between destination image and two key indicators of successful marketing: visitor delight and place attachment. It integrates various themes, recognizing the connections between marketing stimuli, customer experiences, and marketing outcomes. The framework introduces fun and customer orientation as mediators between destination image and visitor responses. The research examines the role of destination image, fun, and customer orientation in shaping visitor behavior and marketing outcomes, offering insights into the complexities of destination marketing and its impact on visitor experiences, including aspects like customer delight and place attachment. The study emphasizes the importance of understanding visitor experiences to achieve positive marketing outcomes. This research provides valuable insights for tourism authorities and destination marketers.