ADHM 141 Lecture Notes - Lecture 8: Tourism Australia, London Tourist Board, Tourism New Zealand
22 Jun 2018
School
Department
Course
Professor
Destination Marketing Organizations (DMOs)
WTO defines DMOs as the organizations responsible for the
management and/or marketing of destinations.
Categories:
National Tourism Authorities or Organizations,
responsible for management and marketing of tourism at
a national level;
□
Regional, provincial or state DMOs, responsible for the
management and/or marketing of tourism in a
geographic region defined for that purpose;
□
Local DMOs, responsible for the management and/or
marketing of tourism based on a smaller geographic area
or city/town.
□
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Organizational Structure of DMOs
a government department or a division of a government
department
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a quasi-governmental organization (such as a crown/government
corporation)
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a joint public/private agency
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a not-for-profit membership-based organization
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private organizations
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Funding for DMOs
Depends on the organizational structures:
government allocations of public funds
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specific tourism taxes or levies such as hotel/room taxes
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User fees
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allocations from gambling and lotteries
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membership fees paid by tourism organizations
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sponsorship and advertising in destination promotional
activities
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commissions for bookings and sales
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commercial/retail sales at visitor centers
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in-kind contributions to host travel writers and meeting
planners
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The "M" in DMOs- Marketing or Management?
Current practice: many DMOs concentrated solely at destination
promotion
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The role of DMOs has strengthened and spread as destinations have
attempted to play a more proactive role in fostering and managing
the benefits of tourism development.
The “M” should stand for management rather than marketing
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5 Key Functions of DMOs
an economic driver: generating new income, employment, and
taxes contributing to a more diversified local economy
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a community marketer: communicating the most appropriate
destination image, attractions, and facilities to selected visitor
markets
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an industry coordinator: providing a clear focus and encouraging
less industry fragmentation so as to share in the growing benefits of
tourism
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a quasi-public representative: adding legitimacy for the industry and
protection to individual and group visitors
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a builder of community pride: by enhancing quality of life and acting
as the chief “flag carrier” for residents and visitors alike.
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The Fundamental Functions of DMOs
External Destination Marketing:
to include all activities aimed at attracting visitors to the
destination.
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Internal Destination Development:
encompassing all other forms of activity (apart from
marketing) undertaken by the DMO to develop and maintain
tourism in the destination
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National Tourist Offices
A NTO is the organization officially responsible for the marketing
and development of tourism for a country.
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Examples include the Australian Tourist Commission, British Tourist
Authority, Canadian Tourism Commission, China National Tourism
Administration, Irish Tourist Board, Singapore Tourism Board, South
African Tourism (SATOUR), and Tourism New Zealand.
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Roles of National Tourist Offices in Foreign Countries
(FOCUS ON INBOUND INTERNATIONAL TOURISM PROMOTION)
Image creation and enhancement1.
Literature distribution and fulfillment 2.
Marketing research and database development3.
Package and tour development 4.
Partnership development5.
Consumer marketing and promotion6.
Travel trade marketing and promotion7.
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State, Provincial, Territorial Tourism Organizations
An STO/PTO/TTO is the organization officially responsible for the
marketing and development of tourism for a state, province, or
territory.
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U.S. examples include the California Division of Tourism, New York
State Department of Economic Development, Tennessee
Department of Tourist Development, Texas Tourism Division, and
Visit Florida.
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Local Tourism Organizations
U.S. has developed a network of convention and visitor bureaus
(CVBs) at the county and city levels, many funded through room
taxes.
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Traditional CVB role to attract MICE (meetings, incentives,
conventions, and exhibitions). Recently, CVBs placing more
emphasis on group and individual travelers.
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In other countries, LTOs tend to receive more direct government
funding (e.g., London Tourist Board and Convention Bureau,
England).
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DESTINATION MARKETING ORGANIZATIONS CH 8
Tuesday, April 18, 2017
12:40 PM
Document Summary
Wto defines dmos as the organizations responsible for the management and/or marketing of destinations. National tourism authorities or organizations, responsible for management and marketing of tourism at a national level; Regional, provincial or state dmos, responsible for the management and/or marketing of tourism in a geographic region defined for that purpose; Local dmos, responsible for the management and/or marketing of tourism based on a smaller geographic area or city/town. Organizational structure of dmos a government department or a division of a government department a quasi-governmental organization (such as a crown/government corporation) a joint public/private agency a not-for-profit membership-based organization private organizations. Depends on the organizational structures: government allocations of public funds specific tourism taxes or levies such as hotel/room taxes. Current practice: many dmos concentrated solely at destination promotion. The role of dmos has strengthened and spread as destinations have attempted to play a more proactive role in fostering and managing the benefits of tourism development.
