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
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)
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
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
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
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)
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
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
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
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
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
12
Q
Tasks of a DMO
A
- Planning
- Mission statement
- Organisation
- Core product groups (strategic business fields)
- Information
- Information for guests
- Information for local population
- Support for journalists
- Design of tourist offer
- Care for guests
- Entertainment for guests
- Coordination of tourism infrastructure
- Operations of leisure facilities
- Control and improvement of product quality
- Marketing communication
- Promotion
- Sales promotion
- PR
- Brand management
- Market research
- Sale
- Information and reservation system packages
- Lobbying
- Awareness of tourism in population
- Comprehension of tourism in political authorities
- Collaboration in cooperative organisations
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
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
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
