First Advisor

Thams, Margaret


Regis College

Degree Name



Regis College Senior Honors Program

Document Type

Thesis - Open Access

Number of Pages

71 pages


This paper explores the key differences between traditional marketing and destination marketing, particularly pertaining to rural destinations. Through an analysis of the distinct challenges rural destination marketing presents and a synthesis of current literature on the topic, a Comprehensive Rural Destination Marketing Model has been developed. This model uniquely combines the heretofore disconnected practices of destination marketing organization establishment, asset identification, destination personality development, target market selection, destination branding, and destination promotion into a user-friendly, start-to-finish model that can be implemented by rural destination marketers. Finally, the model is applied to a case study of Gunnison County, Colorado to illustrate its usefulness.

Date of Award

Spring 2012

Location (Creation)

Denver, Colorado

Rights Statement

All content in this Collection is owned by and subject to the exclusive control of Regis University and the authors of the materials. It is available only for research purposes and may not be used in violation of copyright laws or for unlawful purposes. The materials may not be downloaded in whole or in part without permission of the copyright holder or as otherwise authorized in the “fair use” standards of the U.S. copyright laws and regulations.