London tourism: A 'post-disaster' marketing response

Authors: Ladkin, A., Fyall, A., Fletcher, J. and Shipway, R.

Journal: Journal of Travel and Tourism Marketing

Volume: 23

Issue: 2-4

Pages: 95-111

ISSN: 1054-8408

DOI: 10.1300/J073v23n02_08

Abstract:

Global tourism demand has been subject to fluctuation in recent years, and London as a tourist destination has recently had to cope with both the significant forces at play in the wider environment and radical change in the way that tourism is to be managed across the UK. The purpose of this paper is to review the post-disaster destination marketing activity conducted by London in its attempt to regain its position as a premier destination for domestic and international visitors, set within the wider context of the devolution of tourism across the country. A number of the issues arising from London's post-disaster marketing campaign are identified, and a set of guiding principles for any future such action are discussed. The paper concludes that diversification of both the product and market is necessary if London is to retain its position as one of the world's leading 'iconic' city destinations. © by The Haworth Press, Inc. All rights reserved.

Source: Scopus