1. PETER ROBINSON MICHAEL LÜCK STEPHEN L. J. SMITH
TOURISM
PETER ROBINSON MICHAEL LÜCK STEPHEN L. J. SMITH

2. 12
Destination Management

3. Learning Objectives
To explain destination management within a theoretical and conceptual context
To understand the structures that exist to facilitate effective destination management
To evaluate the management of a destination

4. Defining a Destination
‘A physical space in which a visitor spends at least one overnight. It includes tourism products such as support services and attractions, and tourism resources within a day’s return travel time. It has physical and administrative boundaries defining its management, and images and perceptions defining its market competitiveness.’
(UNWTO, 2007)

5. Dickman’s (1997) Five A’s of a Destination
Attractions
Activities
Accessibility
Amenities
Accommodation

6. Butler’s (1980) Tourist
Area Life Cycle

7. Levels of Planning
Destination planning should take place at three distinct levels
National and regional level: involves the co-ordination and management of large tourist regions or a country as a whole
Destination level: the organization and development of visitor attractions and services in and around destination communities
Individual sites and businesses: the planning, design and development of individual tourist attractions, services ad facilities

8. Destination Management Organizations (DMOs)
DMOs are often referred to as DMPs (partnerships), reflecting the partnerships of various stakeholders
DMO is often referred to as a Destination Marketing Organization
Functions: external focus, environmental protection, supply management, community welfare

9. Destination Management Organizations (DMOs)
Tasks
Marketing, promotion, publicity
Administration of a Destination Management System
Providing business support and advice
Developing new tourism products and packages
Fostering a partnership approach to destination management

10. Destination Management Organizations (DMOs)
Tasks (cont.)
Managing stakeholders
Developing revenue income and streams
Managing specific tourism projects
Coordinating and/or managing the Tourist Information Network
Lobbying on behalf of the tourism industry

11. The VICE Model

12. Destination Auditing Geographical analysis
Visitor satisfaction surveys
Community surveys
Assessment of destination carrying capacity
Economic impact assessment

13. Stakeholder Responsibilities in Destination Planning
DMP role
Specific factors
Stakeholder responsibility
Capacity management
Car parking
Toilets
Appropriate parking charges
Signage
Local authorities
Quality management
Cleanliness and hygiene
Hotels and accommodation
Star ratings and regulators
Visitor/tourist information
Provision of services
Leaflet distribution
Local authority or DMO
Private sector organizations
Sustainability
Marketing and de-marketing
Management of the countryside
DMO
Public sector and private owners
Development
New infrastructure and facilities
Private sector and local authority regulations

14. Destination Development
Quality management
Destination management systems
Sustainable transport
Tourist taxes and visitor payback
Promoting local distinctiveness
Sustainability schemes
Tourist interpretation and education
The Visitor Information Centre

15. Marketing Step 1: Market evaluation Step 2: Market identification
Step 3: Marketing mix

16. Performance Management
Indicators
Volume and value of tourism
Visitor satisfaction
TIC satisfaction
Industry satisfaction
Marketing performance
Quality performance
Organizational performance
Environmental performance
Comparative performance

17. Funding and Finance for Destination Marketing
Advertising
European funding
Marketing campaigns
Sponsorship
Tourist Information Centres

18. Destination Strategy
The ultimate success of a DMO relies upon a range of supporting strategies and plans
On-going research
Visitor management strategies
Marketing plans
Funding strategies

19. References
Butler, R. (1980) The concept of a tourist area cycle of evolution: implications for management of resources. Canadian Geographer 241, 5–12.
Dickman, S. (1997) Tourism: An Introductory Text. Holder Education, Rydalmere, New South Wales.
UNWTO World Tourism Organisation) definition (2007), 
UNWTO (2007) International Recommendations on Tourism Statistics: Provisional Draft, Revision 5. World Tourism Organization, Madrid, Spain.