This book investigates the systematic process of creating and implementing a strategic tourism marketing plan to generate revenue for municipal destinations. The authors, Elizabeth Jascolt, Kaye Sung Chon, and Ronald A. Nykiel, leverage their expertise in hospitality and tourism management to provide a structured framework. They utilize the hypothetical model of "Your City, U.S.A." to demonstrate how local governments and tourism boards can translate abstract marketing concepts into actionable operational plans.

Experts in the field of destination management recognize this text as a practical, hands-on resource for municipal planners and tourism professionals. Readers frequently note the clarity of the step-by-step instructions, which make complex marketing strategies accessible for those managing smaller or mid-sized city tourism initiatives.