Spatial, temporal and social dimensions of a ‘destination-in-motion’
以苏格兰高地雅各布蒸汽火车为例，从流动性视角探讨游客移动如何使铁路旅程成为“移动中的目的地”，并改变被忽视的目的地，为目的地营销提供差异化策略。
• Purpose The purpose of our paper is to raise awareness of the mobilities paradigm by exploring the role of tourist mobilities in destination marketing. • Design/methodology/approach We use the context of the Jacobite steam train which runs in the Scottish Highlands. We draw on multiple qualitative methods including participant observation, interviews and netnography. • Findings We explore the spatial, temporal and social mobilities associated with the journey and the destination and reveal how a rail journey becomes a ‘destination-in-motion’ and, in turn, transforms what might otherwise be a neglected destination. • Practical implications We demonstrate how modes of transport which offer rich embodied experiences to visitors can present an important differentiation strategy and become core to a destination’s product and service portfolio. • Originality/value By approaching destination marketing from a mobilities perspective, our paper recognises the significance of human and object mobility to tourist experiences and offers a new perspective to existing research which biases a geographically-bounded understanding of destinations.