| Description |
1 online resource : illustrations |
| Series |
SAGE Business Cases |
|
SAGE Business Cases
|
| Summary |
This case study illustrates how Richmond Region Tourism in Virginia positioned the destination as Lesbian/Gay/Bisexual/Transgender (LGBT) friendly. After initial success with the campaign, Richmond Region Tourism faces the challenge of deciding what is next. The study takes the students through the segmentation challenge facing a destination marketing organization after success with an initial campaign to develop refined marketing strategies for maintaining LGBT tourists. Utilizing LGBT tourism literature and current LGBT marketing trends, this case study explores the opportunities and challenges in creating a LGBT marketing campaign |
| Notes |
Originally Published InOlson, E. D., & Ro, H. (2017). Richmond, Virginia is out: A DMO case study of LGBT marketing. Journal of Hospitality & Tourism Cases, 6(1), 9-23 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Description based on XML content |
| Subject |
Tourism -- Virginia -- Richmond -- Marketing -- Case studies
|
|
Gay culture -- Virginia -- Richmond -- Case studies
|
|
Gay culture
|
|
Tourism -- Marketing
|
|
Virginia -- Richmond
|
| Genre/Form |
Case studies
|
|
Case studies.
|
|
Études de cas.
|
| Form |
Electronic book
|
| Author |
Ro, Heejung, author
|
| ISBN |
9781529716207 |
|
1529716209 |
|
