3.5 Chapter Conclusion
Meagan A. McGuire
Summary
A DMO promotes and manages tourism on behalf of the tourism stakeholders in a city, region, county, state, nation, or other defined area known as a destination. DMO business models vary, with some organizations being managed as public or private partnerships, as chambers of commerce, as governmental departments, and as other non-profit organizations with or without membership.
Several different types of DMOs exist, which requires variations in terminology. However, the purpose and operations are very similar. National tourist organizations (NTOs) and moments of truth (MOTs) represent nations, while regional tourism offices (RTOs), including CVBs, DMOs, and DMMOs, represent regions, such as states, counties, cities, or another defined destination.
A coordinated approach to tourism promotion can benefit a region’s economic growth. In addition to supporting tourism businesses, it can increase the region’s attractiveness for new business development, workers, and residents. Understanding what DMOs do will help future hospitality and tourism professionals maximize opportunities in their chosen careers.
DMOs are usually governed by a Board of Directors and publicly funded by taxes, assessments, or grants. Because of this, they are held to accountability and transparency standards.
DMOs play many roles in a destination, including leading the destination in tourism management, advocacy, strategic planning and tourism data, marketing and branding, providing services to visitors, developing tourism products and services, engaging the community, and selling the destination to convention, meetings, and group planners.
Many opportunities exist for rewarding careers at DMOs, with job roles ranging from hourly and part-time to executive and salaried positions. With the wide variety of DMO sizes, roles may involve specialized duties or incorporate a wide range of roles. Affiliated businesses, such as marketing, data and other technology companies, also provide opportunities for career paths.
Social issues, workforce and housing difficulties, and overtourism continue to be factors facing DMOs. In addition, new technology, community and government engagement, and social and environmental sustainability goals lead tourism management plans. Ultimately changes in visitor desires, needs, and visitation patterns along with the tourism landscape within a destination determine the direction and focus of a DMO’s strategic and marketing plans.
Review Questions
- What is the primary role of a Destination Management Organization (DMO)?
- To regulate national tourism laws.
- To promote and manage tourism within a destination.
- To operate hotels and attractions.
- To provide transportation for tourists.
- Which of the following best describes the function of ‘Destination Stewardship’?
- Promoting rapid tourism growth.
- Managing the impacts of tourism to preserve culture and environment.
- Decreasing the economic benefits of to