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Designing a tourism marketing assessment for San Antonio, Texas

Tourism Management Program at the College of Business, The University of Texas

Many worldwide communities, in spite of possessing outstanding tourism resources, have not been able to market them successfully. Developing a tourism marketing assessment provides the local destination management organisation (eg convention and visitors' bureaux, chamber of commerce etc) a model for understanding the nature of their tourism product, their competitive market position and resident needs and concerns. It helps determine how to allocate scarce resources in order to achieve specific economic developement objectives (ie tax revenue generation and job creation). This research paper outlines the process of designing a community tourism marketing assessment plan using the city of San Antonio, Texas as a model.

Key Words: destination management organisation (DMO) • community tourism marketing • tourism marketing assessment plan

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