Selling the world: An exploration of the past, present and future of destination marketing

This thesis explores the best practices of destination marketing in the context of a fast-changing communication landscape. It analyzes three campaigns of destinations of three distinct types, comparing commonalities and differences among the three. The ultimate goal of this analysis is to identify specific methodologies and analyze prominent practices to finally determine a set of best practices and recommendations for future destination marketing campaigns. The main components of this thesis include an in-depth look at three contemporary destination marketing cases and a content analysis of campaign. The underlying goal is to identify core pillars of successful campaigns that transcend time while recognizing present-day challenges facing the destination marketers and what implications this may have on the travel and tourism industry.