DMO's Flashcards

1
Q

DMO’S

A
  • Responsible for marketing and other functions
  • Key Roles and Responsibilities
  • Vision, mission and goals
  • Critical factors for SMO’s
  • Importance for marketing and brand image
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2
Q

Different levels of Tourism Marketing

A
  • Local Tourism Organisation (LTO) – e.g. Ipswich Visitor & Tourism Association
  • Regional Tourism Organisation (RTO) – e.g. Tourism Snowy Mountains,
  • State Tourism Organisation (STO) – e.g. Tourism Queensland, Tourism Victoria
  • National Tourism Organisation (NTO) – e.g. Tourism Australia, Singapore Tourism Board
  • Destination Management Organisations (DMOs)
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3
Q

Key DMO Roles

A
  • DMO’s exist to:
    • encourage increased visitation
    • extend length of stay
    • maximise visitor spending
    • ensure visitors experience a high level of satisfaction with the product, services and experiences offered in the area
    • encourage sustainable tourism development, generating increased economic, employment and other benefits for the community.
  • In working to achieve these objectives, tourism organisations have different functions/roles
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4
Q

Traditional Rule of Dmo’s

A
  • Provide a destination brand that serves as an ‘umbrella’ for the destinations tourism products and services
  • Prive local knowledge to tourists wholesalers and retailers
  • Attract and retain customers
  • Increase consumer loyalty and promote repeat visitation
  • Achieve competitiveness
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5
Q

Changing role of DMOS

A
  • Adopting a developmental role in tourism related activities
    • Product development clusters
    • Support for new product development
    • Training of tourism operators (customer service)
    • Support for technology development
    • Crisis and disaster management planning
    • Change from a sales approach to a marketing approach
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6
Q

Key functions of DMO’s: Marketing

A
  • Destination promotion
    • Brand and image
  • Campaigns to drive business
    • Particularly to SME
  • Unbiased information services
  • Operation/facilitation of bookings
  • CRM (Customer relationship management)
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7
Q

DMO: Marketing at a local level

A
  • Funding at this level is very constrained
  • Need for highly focused niche marketing on a highly targeted basis
  • Exploiting growing consumer trends
  • Local level action: only way the differentiation vital for long term survival as distinct and distinctive destinations can be achieved
  • Fundings issues include:
    • No common model for function exists
    • Funding declining
    • Small compared to International strand marketing
    • Balance between fixed costs and promotional spend
    • Funding depending on
      • Local politics
      • Destination life cycle stage and industry maturity
      • Economic importance of tourism
      • DMO history and current structure
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8
Q

Selling the destination

A
  • Macro level - wholesalers, tour operators, travel agents
  • Micro level - done directly with consumer usually once tourist is at the destination - resembles service when done right
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9
Q

Key elements of selling the destination

A
  • Know the consumer
  • Strategically plan to develop the destination
  • Be aware of the trends
  • Undertake market research
  • Develop the product
  • Have a marketing plan
  • Implement the correct method for communicating with the consumer
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10
Q

Key functions of DMO’s: Quality of the visitor experience

A
  • Destination coordination and management
    • Visitor - quality of experience
  • Definition of the destinations core product (groups)
  • Product “start ups”, product development
  • Events development and management
  • Attractions development and management
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11
Q

Key functions of DMO’s: Suitable Environment

A
  • Policy, legislation, regulations and taxation
    • Planning and infrastructure
    • Human Resources development
    • Product development
    • Technology and systems development
    • Related industries and procurement
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12
Q

Tasks of a DMO

A
  1. Planning
    • Mission statement
    • Organisation
    • Core product groups (strategic business fields)
  2. Information
    • Information for guests
    • Information for local population
    • Support for journalists
  3. Design of tourist offer
    • Care for guests
    • Entertainment for guests
    • Coordination of tourism infrastructure
    • Operations of leisure facilities
    • Control and improvement of product quality
  4. Marketing communication
    • Promotion
    • Sales promotion
    • PR
    • Brand management
    • Market research
  5. Sale
    • Information and reservation system packages
  6. Lobbying
    • Awareness of tourism in population
    • Comprehension of tourism in political authorities
    • Collaboration in cooperative organisations
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13
Q

Roles and responsibilities of DMO’s

A
  • There are many different and varied roles and responsibilities in destination management and marketing
  • These are handled in different ways in different countries
  • Typically are split between national, provincial, regional and local levels
  • Normall the national level is responsible for the more strategic roles while the local level will have responsibility for the more operational elements
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14
Q

Aspects of DMO boundaries

A
Internal focus
* Political boundaries
* Legal aspects
* Duties, tasks, mandates
* Geography
* Marketing
* Financial aspects
* Structure
External focus
* Political situations/development
* Economic development
* Tourism market
* Guests perspectives
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15
Q

Critical factors for destination management organisations

A
  • Knowledge and understanding of target markets
  • Positioning and differentiating a destination
    • Image management
  • Collecting reliable data to inform management
    • Competent analysis of data
  • Improvement of the competitiveness of the destination
    • Positive visitor experience
  • Product innovation and management
  • Capitalising on opportunities provided by new technology
  • Synergy between all stakeholders in creating and deliver the ‘destination vision’
  • Public-private sector partnerships in management and marketing
  • Continuously adapting to changing macro and competitive market environment
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16
Q

DMO Constraints and Issues: Structure

A
  • Structure different between DMO’s
    • National structures changing
    • RTO sometimes private companies which bring together industry and government in partnership
    • Local tourism organisations in North American = membership based private sector
    • STOs are mostly statutory authorities to avoid government department restrictions but still need to abide by government law and regulations
17
Q

Relationship Marketing and Strategic Alliances

A
  • Relationship marketing: placing an emphasis on building, maintaining and enhancing long - term relationships with customers, suppliers, travel trade intermediaries and even competitions
  • Strategic alliances: special long-term marketing relationships form between two organisations or desitinations