Management, Marketing, Travel & Tourism

Should the ‘M’ in DMO stand for Management instead of Marketing

By William Bakker | 12.08.09 | 7 Comments

Traditionally, DMO stands for Destination Marketing Organization. But would consumers and industry be better served if the ‘M’ stood for Management instead?

Consider my destination brand definition from a few posts back.

  1. The sum of experiences of a traveler during a trip (but not all experiences are equal)
  2. The sum of all stories somebody has hears about a destination (but not all sources are equally credible)

It’s clear that the visitor experience is the best form of destination branding. It will generate great memories people will relive, lead to repeat visitation and word of mouth referrals.

And when you read Ana Pollock’s Reputation, Reputation, Reputation post you will understand how actions by others can dramatically effect a destination brand.

Some will argue that all of the above is part of marketing. But semantics aside, changing the ‘M’ in DMO to Management would broaden the traditional focus and increase the scope into things that also matter.

I’m not talking about a visitor centre or a training program. I’m talking about generating a vision for the destination, looking at all aspects of the destination experience and working with extended groups of stakeholders to truly manage and deliver an end-to-end world class experience.

And when you satisfy your visitors, wouldn’t a destination be a better place to live for its residents as well?

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