10 3rd Generation DMO Flashcards
evolution
Destination ‘95: 1 generation: task sharing & bigger organization
Destination ‘05: 2 generation: strategies, structure, more know how, increasing budget.
!!!Problem: they case only about their region
Destination ‘15: 3 generation: process oriented: from territorial tasks, to multiple strategic business areas
you have to define a strategic business area. you don’t promote your hotel anymore.
new paradigm is more about guests need, guest behaviors.
Territorial task
distinguished by geographical boundaries: all actors, all visitors are served “the same” –> no segmentation.
Product / marketing tasks:
hard selling. create bundles of existing offers, promotion to victors, segmentation (gut tasks that hey can’t really fulfill)
Main problem a DMO is facing today
activities (tasks of a DMO)
know how (expert in everything)
planning and consensus
corporate governance (only 7 member allowed in the board, member with difference –> difficult to steal)
Financing (public founding so we want to have public benefits. expect to do something for the community)
!!!People come to CH and want to se watches, go skiing, go wellness. Problem: ZH don’t offer everything 3. generation try to solve it.
Traditional view vs. New paradigm
TRADITIONAL
one area, with rather delimited boundaries, one destination image, which serves all the visitors
everybody worries about everything
one destination image / brand
scope: serve all the visitors, all the local suppliers
NEW
an area with multiple different, partly overlapping spaces, consisting of dynamic flows. Multiple products, multiple images which are managed in strategic business area (SBA)
Focus on SBA - supporting process
scope: create added value for visitors and supplier in need of specific services
SBA =
field of activity which corresponds to current / future customer needs, generates business and has strategic relevance.
part of the a Strategic business unit.
new key player and tasks in tourism marketing
the head of supplier network is coordinating and navigating the offer, services and supplier
the market mavens (e.g opinion leaders) are controlling and influencing the potential guests.
the portal (e.g DMO) is interlinking the two networks
Improvements of 3 generation DMO :)
more market oriented discussion of products / offers
strengthening of current product management
DMO is recognized more as partner of regional development
new opportunities for DMO
information points and sales becoming less important
promotion are focused on strategic business area
service supplier are taking their responsibility
–> business development and competitiveness are strengthening
open issue 3 Generation DMO
can we find enough experts and finance them?
do guest recognize the roles of the DMO?
do locals accept the new role
how do the new boundaries affect other DMOs? will the DMOs coordinate their activities ?
how long takes this change, until we are used to it and have implemented it in our strategic and daily business?
