Destination Marketing Organizations Research Articles

Stakeholder engagement in the development of international air services: A case study on Adelaide Airport

This paper examines the air route development process, including key stakeholder engagement, to identify essential factors in the successful establishment of new international air services at regional airports. Data from semi-structured interviews with airports, airlines and destination marketing organisations were analysed to provide perspective regarding Adelaide, an Australian regional international airport. The research proposes a model that maps out the relationships and processes of primary and secondary stakeholders for air route development and finds route profitability and stakeholder relationships as critical factors for air route development. The airport emerges as a leading actor in driving route development. Efficiencies and broader regional objectives are realised when the airport collaboratively engages with wide-ranging stakeholders. The paper provides future research direction to address identified limitations and provides recommendations to guide other regional airports and airlines in establishing new international air services.

Network approach to public-private organizing of destinations

PurposeThis paper explores a type of organizing that can be found in tourist destinations that are administratively bound to a specific geographic area in the intersection of public and private context. The purpose of this paper is to contribute to the understanding of the organizing of activities within destinations and also to contribute theoretically and conceptually to how place dependency and public/private can be understood from an industrial marketing and purchasing (IMP) network perspective.Design/methodology/approachThe research approach has its origin in an ongoing multi-disciplinary and longitudinal case study.FindingsBy applying a network approach to the organizing of destinations, where interaction of relationships, resources, actors and activities play an essential role, a number of propositions have been put forth so as to provide for a better understanding of place-specific organizing, in the intersection between public and private interests.Research limitations/implicationsThe paper is conceptual and more empirical studies are needed to test the findings. One implication to consider in future empirical studies is the tensions between created and organic networks that exist in public and private place partnerships.Practical implicationsThe paper provides insights into factors affecting destination management.Social implicationsWith an emphasis on a socio-political context, the opportunities and limitations that exist between public and private sectors are discussed.Originality/valueThe paper sheds light on a neglected aspect of a contemporary phenomenon where the IMP network approach could contribute to the understanding of destination marketing or management organization that are bound to a specific place in the intersection between the public and private context. The area of public-private organizing is a topic that may also add new aspects to the IMP community.

An exploratory study of how destination marketing organizations pursue the sports tourism market

In recent years, destination marketing organizations (DMOs) have taken advantage of the opportunities that sports tourism offers their communities. Although researchers acknowledge the important role played by DMOs in pursuing the sports tourism market, little is known about how they actually do so. This study is an exploratory attempt to identify specifically what actions DMOs have taken to seize these emerging opportunities. Using a five-step analytic approach in interviews with DMO officials, four groups of dominant themes that DMOs considered in their pursuit of the sports market were identified. Each of these themes is discussed and their implications for practice and future research are considered.

Effects of personality traits on visitors attending an exposition: the moderating role of anxiety attachment

ABSTRACTExpositions or “expos” are large consumer trade shows representing a catalyst for on-site direct spending by visitors attracted to these events that are promoted by destination marketing organizations, governments, communities, and businesses. The purpose of this study was to develop and test a new research model involving the analysis of five specific personality traits representing pleasure visitors attending an annual expo to provide more meaningful information for destination marketing professionals. This study then examined the effects of how visitor personality traits play upon expo attachment, satisfaction, and revisit intention using anxiety attachment as a moderator. Results revealed the relationships between expo attachment and satisfaction, attachment and revisit intention, and satisfaction and revisit intention were significant. Also, anxiety attachment was shown to moderate the relationships between all visitor personality traits and expo attachment. Accordingly, this study provides theoretical insights for future tourism research and offers new promotional implications for expo practitioners.

The paradox of cultural and media convergence. Segmenting the European tourist market by information sources and motivations

AbstractThe globalization of markets has led destination marketing organizations to question whether their marketing strategies should appeal to cultural convergence or divergence, both in the media to be used (information sources) and in the content to be communicated (related to travel motivations). The purpose of this study is to investigate the “cultural convergence” and “media convergence” using data from a computer‐assisted web interviewing survey on 17 European countries. The methodology uses multiple correspondence analysis, factor analysis, and cluster analysis to segment the market. The results identify both phenomenon (convergence and divergence) by culture (blocks of countries), media (set of information sources), and content (motivations). The 17 European countries were segmented by information sources into Ensurers, Ensurers with digital exploration, and Low‐social media users and by motivations into Adventures and Pleasure, Socializing, and Rest with Knowledge. An overall understanding of these segments and the paradoxical cultural and media convergence will serve as a tool for destination marketing organizations in the development of their segmenting and communication strategies, as they will be able to know what social media to use to best reach each culture and what content to communicate based on the European consumers' individual motivations.

A taxonomy of value co-creation on Weibo – a communication perspective

PurposeThis paper aims to develop a taxonomy of value co-creation types occurring in firm-customer interactions on social media.Design/methodology/approachIn total, 570 destination marketing organization (DMO)-initiated posts on Weibo and 3,137 responses were collected to develop a taxonomy by conducting qualitative empirical-to-conceptual analysis. To apply the taxonomy through conceptual-to-empirical analysis, 100 DMO-initiated posts and 823 responses were collected.FindingsThe communication-focused value co-creation taxonomy shows a variety of co-creators, verbal and non-verbal communicative co-creation actions facilitated by social media, and different co-created value types.Research limitations/implicationsThis study used a single social media platform and selected three DMOs’ Weibo accounts. Future research should focus on other types of firms and different social media platforms.Practical implicationsThis study used a single social media platform and selected three DMOs’ Weibo accounts. Future research should focus on other types of firms and different social media platforms.Originality/valueThis study enriches the tourism literature and the general marketing literature by examining value co-creation from a communication perspective and provides a comprehensive classification of value co-creation opportunities on social media.

Destination management through organisational ambidexterity: Conceptualising Haitian enclaves

Tourism can help regenerate post-colonial, post-conflict and post-disaster destinations (PCCDs), and national governments and destination marketing organisations (DMOs) play a central role in this. They face the dilemma of either consolidating tourism situations with seemingly safe, known, predictable steps, or taking more ambitious risk-prone, less tried-and-tested and more uncertain approaches. This choice can be portrayed as the respective exploitative and explorative dimensions of strategic conceptual framework of organisational ambidexterity (OA). This regional spotlight provides a conceptual analysis using the lens of OA to examine these dynamics. It focuses on the specific case of Haiti, set within the context of the Caribbean region. A range of OA effects in relation to tourist enclaves is identified. In particular, the spotlight argues for less segregation and separation between tourist and local populations, along with a need for DMOs to espouse more exploitative-explorative postures. In terms of wider implications, it can be argued that other Caribbean economies might learn lessons from the discussion of the Haitian case.

Perspectives of event leveraging by restaurants and city officials

PurposeHosting events can attract visitors to an area and provide an opportunity for local businesses in the host community to benefit economically. Restaurants, in particular, have an opportunity to benefit as food is a necessary expenditure. However, previous research suggests that the intentional attraction of event visitors by local businesses has been minimal. The purpose of this paper is to explore perspectives of event leveraging held by restaurant owners/managers and a destination marketing organization (DMO).Design/methodology/approachData were collected through semi-structured interviews with owners/managers of 16 local restaurants and from three DMO executives in one medium-sized city in Ontario, Canada. Data were analyzed using initial and axial coding.FindingsFindings indicate that restaurants did not engage in event leveraging. Three common reasons emerged to explain their lack of engagement in leveraging, including: a lack of a belief in benefits from leveraging, inconvenient proximity to event venue, and not being prepared for event leveraging opportunities. The DMO had a desire to assist local business in leveraging, but their ability to do so was negatively impacted by a lack of awareness of events being hosted, disengagement by local businesses, and limited resources.Originality/valueFindings suggest that there is a need for DMOs and local businesses to create stronger and more supportive working relationships that address financial and human resources constraints preventing the adoption and success of event leveraging. As part of this approach there is a need for cities to make stronger financial investments in supportive agencies such as a DMO.

A netnography of war heritage sites’ online narratives: user-generated content and destination marketing organizations communication at comparison

PurposeThe aim of this paper is twofold: to provide empirical evidence of the knowledge-sharing process within virtual communities interested in war heritage sites and to compare user-generated content (UGC) in virtual communities with destinations’ official communication about war heritage sites to identify, original and consumer-oriented narratives.Design/methodology/approachThis study uses field research to investigate selected war heritage sites and to assess the destinations’ on-site communication; in-depth interviews to learn about the destination marketing organizations’ approaches to communication; and netnography with content analysis of text and pictures to evaluate the online knowledge shared within virtual communities on the investigated war heritage sites. A comparison between users-generated content and official destination management organizations’ (DMOs) communication was carried out.FindingsThe results show that the destinations under investigation have invested significantly to develop war heritage tourism, but they still struggle to attract tourists. The comparison between DMOs communication narratives and users-generated content shows that DMOs fail to use emotional involvement and accurate historic knowledge which seems to be at the basis of UGC narratives. Indeed, history passionates posts, pictures, comments and exchanges are emotionally engaging and DMOs could benefit from the user-generated content approach to improve institutional communication on war heritage sites.Research limitations/implicationsFurther studies could survey history passionates, both online and offline, as to better explore the relationship between contributing to virtual communities’ content and visitation patterns of war heritage sites. Incorporating more emotionally engaging narratives, DMOs could enhance their communication and create virtual spaces where knowledgeable tourists can share information and experiences.Originality/valueThis paper contributes to the understanding of online knowledge sharing in the context of war heritage tourism. The comparison between UGC in virtual communities and official destinations’ narratives shows the potential of spontaneous knowledge sharing versus structured online communication and how the latter could benefit UGC.

Heritage in tourism organisations’ branding strategy: the case of a post-colonial, post-conflict and post-disaster destination

PurposeThe purpose of this study is to investigate the link between history (heritage) and tourism marketing (destination branding). More specifically, the paper focusses on how heritage is used by private- and public-sector tourism organisations of post-colonial, post-conflict and post-disaster (PCCD) destinations in their branding strategy. In particular, the paper investigates how these organisations use heritage in their branding and logo design.Design/methodology/approachWithin the paradigm of theory building and exploratory approach, this conceptual study is based on a narrative literature review and analysis of research and secondary data on Haiti. The study uses visual research methods to examine and reveal the basis and composition of logos of both private- and public-sector organisations in Haiti.FindingsThe findings of this paper suggest that capturing the essence of the destination is critical for any visual identification (i.e. logos), and that the visual identification can either adjust representation of past events to the time being (heritage) or move away from the past with clear expectations for the future. Such findings are reflected within the new marketing strategies adopted by the Haitian destination marketing organisation (DMO) and a private resort that we used as examples. Both moved from an idiosyncratic identity-based logo to a universal “sea-and-sun” stereotyped one that goes against heritage for which authenticity is the most important criterion.Practical implicationsThe findings of this research may help destination managers in general, and DMOs in PCCD destinations in particular, to design logos aligned with their marketing and branding strategies. The findings of the paper may also assist industry experts in designing logos that communicate with potential tourists, by leveraging heritage to influence their emotion and decision making.Originality/valueThis paper represents one of the first papers in tourism research that examines branding strategies of both public and private sectors in the context of Haiti. The research contributes to the body of knowledge on heritage and destination marketing by exploring the role of heritage in the Caribbean area’s branding and marketing strategies.

Tourists’ Risk Perception and the Use of Mobile Devices in Beach Tourism Destinations

The perceived risk of tourists’ use of smartphones is a key issue in shaping the tourist experience in terms of sustainability, as it can affect the behaviour of tourists and influence their satisfaction with that experience. However, little empirical research exists on the relationship between tourists’ risk perception and the perceived value of mobile device usage. This paper measures the association between tourists’ perceived risk of mobile device usage and several variables that demonstrate the perceived usefulness of mobile devices: utility, hedonic value and future intention of use. A survey on tourists’ use of smartphones was conducted in 2016 and, by means of a cluster analysis, four groups of tourists were identified with significant differences in their perception of the risk and use value of smartphones. Differences between tourists suggest that a single digital tourist profile does not exist and that tourism destinations and smart tourism DMOs (destination marketing organisations) should include risk perception in their management agenda. This will allow them to achieve a better understanding of tourist behaviour and to adapt the commercialisation of tourism products and services to a wide range of tourism needs. In addition, four regression models were applied to measure the association between the risk and perceived usefulness of mobile devices. On the one hand, dependence on mobile devices was associated positively with the perceived usefulness of mobile devices. On the other hand, the tourists surveyed saw privacy risk as having a major negative impact on the tourist experience, although it did not affect their perceived utility value and future use of mobile devices. Smart tourism destination managers should bear in mind that privacy risk issues related to the use of mobile devices must be integrated into an ethical perspective when marketing a destination.

STRATEGI PEMASARAN JAKARTA SEBAGAI DESTINASI WISATA YANG SELARAS DENGAN PERSEPSI PENDUDUK LOKAL

Destination image is an important factor in marketing of tourist destinations. Destination image has dimensions of cognitive, affective, and konatif/behavioral. Aligned destination image among locals, tourists, and Destination Marketing Organizations (DMO) is key factor for development of sustainable tourism destinations model. This study aims to investigate Jakarta destination image in local residents’ perception, to test whether cognitive destination image affects affective, cognitive destination image affects the konatif/behavioral, affective destination image affects behavioral. Respondents are people who live in Jakarta for at least the last 2 years, data collection is done through a questionnaire distributed online. Data analysis was performed to validity test, reliability test, significance test, determination test. Results showed that in the view of local residents, Jakarta has a cultural tourism, culinary tourism, recreation sites, and interesting historical sights and fun to visit. Results showed that in the view of local residents, Jakarta has a cultural tourism, culinary tourism, recreation sites, and interesting historical sights, and fun to visit. Cognitive destination image affects affective, cognitive destination image affects conative, affective destination image affects conative..

Exploring the role of next-generation virtual technologies in destination marketing

Abstract This study aims to investigate the impact of virtual reality experiences created with the newest generation of wearable devices on the intention to visit sites and attractions in a destination. To this end, the paper investigated whether the perceived visual appeal (PVA) of virtual reality and the emotional involvement (EI) of users had a positive impact on the behavioral intentions to visit a cultural heritage site in a destination. Data was collected from visitors via a survey at a destination in Naples (Italy). Study results revealed that the PVA of the virtual reality experience with wearable devices had a positive and significant effect on behavioral intentions towards the site featured in the virtual experience. Moreover, PVA had a positive effect on EI. This study is among the first to empirically investigate the influence of virtual reality experiences, enabled by the latest wearable devices, on destination visit intentions. Study results are relevant for destination marketing organizations seeking to develop effective technology-based marketing strategies that address the pre-visit, on-site and post-visit phase of the visitors’ journey. The paper offers specific theoretical and managerial implications.

A qualitative inquiry of DMO services to hotels: How valuable are they perceived?

Abstract While it is clear that destination marketing organizations (DMOs) bring business to hotels by promoting the destination, the focus of this study is to investigate what DMO services are valued more (or less) by DMOs and hotels. A qualitative approach was adopted in this inquiry, where the primary data were collected through two-phase semi-structured interviews with 14 industry practitioners working in DMOs or hotels. The first phase began with in-depth interviews with DMO representatives about the DMO services provided to hotels, using the interview protocol developed from a review of literature. An improved protocol was advanced with the DMOs’ inputs and then used in the second phase of the investigation to assess hotels’ evaluations on the DMO services received, as well as the areas that may need improvement. The data were analyzed with the content analysis method under seven services areas: membership management, training and education, data and research, lead generation, publication, networking opportunities, and cost sharing. In the end, the qualitative data collected in the two-phase interviews were further triangulated, leading to a development of a two-dimensional classification matrix of DMO services perceived by DMOs and hotels. The results reveal some discrepancies in regards to how DMOs and hotels value the DMO services, such as in lead generations as well as training and educational programs. Theoretical implications and specific practical recommendations for each of the seven service areas are provided to improve DMO services for hotels.

Importance of destination marketing on image and familiarity

PurposeThe purpose of this paper is to investigate the image and familiarity of Alabama as a tourism destination. More specifically, this study examined the difference in perceptions between visitors and non-visitors using quantitative and qualitative data to identify strengths and weaknesses of the image of Alabama.Design/methodology/approachThis was a quantitative study with some qualitative aspects to it. This study examined both prior visitors and non-visitors of the state to compare their familiarity, image, and visit intentions. Data were collected online and analyzed using t-tests and importance-performance analysis.FindingsThe qualitative results revealed the predominant difference between people who have visited Alabama (visitors) and those who had never visited (non-visitors) was their image or lack of image of Alabama. Non-visitors had no image or characteristic that came to mind when asked about their image of Alabama, while people who had visited noted beaches the most positive image.Originality/valueTo date, the image of Alabama as a tourism destination has never been explored in academic research. This study has strong implications for destination marketing organizations of the state of Alabama.

Identifying the next non-stop flying market with a big data approach

Destination Marketing Organizations (DMOs) strive to increase visitor volume through targeting potential markets and eliminating barriers to travel, such as opening non-stop flight routes. This study develops a comprehensive model to identify the next direct flight route for a destination by deploying buying funnel theory and gravity model. In addition to the geographical and economic characteristics of each market of origination, web traffic at the destination's Convention and Visitors Bureau (CVB) website—a proxy for the market's interest in the destination—is used to determine the markets that would exhibit the most potential to generate visitors if a non-stop flight route was opened. The model estimates each market's potential, using multiple gravity models, and compares it to the market's interest in the destination based on buying funnel theory. The present study then empirically tests the model using the actual data of Charleston, South Carolina, where five potential cities were identified.

Destination Branding of European Russia: An Empirical Investigation of the Web Projected Imagery

Web branding is an important strategic tool for building a promising travel experience that is uniquely associated with the destination and that reinforces the emotional connection between the visitor and the place. With the proliferation of the Internet, destination marketing organizations' (DMO) websites became a crucial communication channel for projecting a desirable place brand image. With an attempt to rehabilitate the brand image of Russia, this study explores the following: (1) What are dominant attributes in the brand images of European Russia communicated via the DMO websites? (2) Which words appear most frequently on the DMO websites of European districts of Russia? (3) Is there a discrepancy between the projected brand images and stories it tells in words on the DMO websites? As these perspectives contribute to a better understanding of the induced component of Russia's destination brand image in the online environment, content analysis of DMO websites from three European Russian regions is conducted and practical implications are discussed. The results have important marketing implications.

A regional survey of current practices on destination marketing organizations' Facebook pages: The case of EU and U.S.

Constantly changing nature of social network sites creates the need for continuous process of online benchmarking for identifying practices used by other parties. Facebook as the most used SNS still plays an increasingly important role as a marketing channel for destination marketing organizations (DMO). This paper explores basic characteristics of the official DMO Facebook Pages in order to quantify and present those characteristics in a regional context on the case of two travel markets (EU countries and U.S. states). The results show inconsistent practices in the EU and the USA. When comparing those two markets most similarities in practices are present in general usage of Facebook Pages, while indicative differences are recorded in terms of Page popularity, some posts' characteristics and most evidently in users' engagement. Understanding the Facebook usage practice under the regional spotlight can help DMOs and other service providers to evaluate their activities and if necessary to harmonize it to regional usage practice.

Destination Marketing Organisations’ Use of Humour and Co-Creation: An Exploratory Study from Croatia

Tourists are more active, experienced and picky, eager for new, unforgettable experiences tailored to their needs. Innovations are imperatives, especially in tourism where new ideas can be easily copied. What better solution could there be than to engage tourists in the creation of the tourist product of their dreams? The principles of co-creation, along with the appeal of humour in tourism are still under researched topics as well as rarely used in practice. Especially in the case of Destination Marketing Organisations (DMOs) in Croatia, publicly funded entities that do not create tourism products, yet are responsible for the valorisation of unmanaged tourism attractions. An exploratory study was carried out whose main contribution was to assess current practices of DMOs and their tendencies towards using humour and co-creation in their marketing agendas. The purpose of this study is to raise awareness of the benefits of applying those two concepts in the marketing activities of DMOs. A case study project, aimed at tourism attractions in the destination, to inspire DMOs is also presented.

Network analysis of the sensory capital of a destination brand

This paper proposes network analysis of qualitative consumer data as a practical method to identify the sensory capital, inclusive of both dominant and latent brand elements, of a well-known tourist destination in the United States, Orlando. Although the results show that the Orlando brand is primarily represented by Disney, network analysis also reveals several latent brand elements, which could enable projection of the city as a destination inclusive of a multitude of attractions for different consumer needs and preferences. These results may help strategic re-branding of Orlando. The methodology developed in this study may help Destination Marketing Organizations (DMOs) in identifying a destination's primary and latent brand elements for different stakeholders in order to hone its strategic brand theme. • Uses Network Analysis to analyze qualitative data about destination brand elements. • Identifies primary and secondary brand elements of a destination, Orlando, USA. • Visually depicts relations among different elements of a destination brand. • Suggests a destination brand concept based on primary and secondary brand elements.