Destination Management Organizations (DMOs)

Report
TOURISM
PETER ROBINSON
MICHAEL LÜCK
STEPHEN L. J. SMITH
12
Destination
Management
Learning Objectives
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To explain destination management
within a theoretical and conceptual
context
To understand the structures that exist to
facilitate effective destination
management
To evaluate the management of a
destination
Defining a
Destination
‘A physical space in which a visitor
spends at least one overnight. It
includes tourism products such as
support services and attractions, and
tourism resources within a day’s
return travel time. It has physical and
administrative boundaries defining
its management, and images and
perceptions defining its market
competitiveness.’
(UNWTO, 2007)
Dickman’s (1997) Five
A’s of a Destination
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Attractions
Activities
Accessibility
Amenities
Accommodation
Butler’s (1980) Tourist
Area Life Cycle
Levels of Planning
• Destination planning should take place at
three distinct levels
– National and regional level: involves the coordination and management of large tourist
regions or a country as a whole
– Destination level: the organization and
development of visitor attractions and services
in and around destination communities
– Individual sites and businesses: the planning,
design and development of individual tourist
attractions, services ad facilities
Destination Management
Organizations (DMOs)
• DMOs are often referred to as DMPs
(partnerships), reflecting the
partnerships of various stakeholders
• DMO is often referred to as a
Destination Marketing Organization
• Functions: external focus,
environmental protection, supply
management, community welfare
Destination Management
Organizations (DMOs)
• Tasks
– Marketing, promotion, publicity
– Administration of a Destination
Management System
– Providing business support and advice
– Developing new tourism products and
packages
– Fostering a partnership approach to
destination management
Destination Management
Organizations (DMOs)
• Tasks (cont.)
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Managing stakeholders
Developing revenue income and streams
Managing specific tourism projects
Coordinating and/or managing the Tourist
Information Network
– Lobbying on behalf of the tourism industry
The VICE Model
Destination Auditing
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Geographical analysis
Visitor satisfaction surveys
Community surveys
Assessment of destination carrying
capacity
• Economic impact assessment
Stakeholder Responsibilities
in Destination Planning
DMP role
Specific factors
Stakeholder responsibility
Capacity management
Car parking
Toilets
Appropriate parking charges
Signage
Local authorities
Local authorities
Local authorities
Local authorities
Quality management
Cleanliness and hygiene
Hotels and accommodation
Local authorities
Star ratings and regulators
Visitor/tourist
information
Provision of services
Leaflet distribution
Local authority or DMO
Private sector organizations
Sustainability
Marketing and de-marketing
Management of the countryside
DMO
Public sector and private
owners
Development
New infrastructure and facilities
Private sector and local
authority regulations
Destination Development
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Quality management
Destination management systems
Sustainable transport
Tourist taxes and visitor payback
Promoting local distinctiveness
Sustainability schemes
Tourist interpretation and education
The Visitor Information Centre
Marketing
• Step 1: Market evaluation
• Step 2: Market identification
• Step 3: Marketing mix
Performance Management
• Indicators
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Volume and value of tourism
Visitor satisfaction
TIC satisfaction
Industry satisfaction
Marketing performance
Quality performance
Organizational performance
Environmental performance
Comparative performance
Funding and Finance for
Destination Marketing
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Advertising
European funding
Marketing campaigns
Sponsorship
Tourist Information Centres
Destination Strategy
• The ultimate success of a DMO relies
upon a range of supporting strategies
and plans
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On-going research
Visitor management strategies
Marketing plans
Funding strategies
References
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Butler, R. (1980) The concept of a tourist area cycle of evolution: implications for management of
resources. Canadian Geographer 241, 5–12.
Dickman, S. (1997) Tourism: An Introductory Text. Holder Education, Rydalmere, New South Wales.
UNWTO World Tourism Organisation) definition (2007),
UNWTO (2007) International Recommendations on Tourism Statistics: Provisional Draft, Revision 5.
World Tourism Organization, Madrid, Spain.

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