The Challenges of Scandinavian Destination Marketing Organizations
Abstract: In the turbulent tourism environment, characterized by many stakeholders and constituting a relatively fragmented industry where efforts, such as adapting to change; managing expectations; managing the destination; competition; collaboration; and performance measurement are challenging. To address the issue, Destination Marketing Organizations (DMOs) have arisen with a general agenda to coordinate industry actors in a cooperative manner, which results into a collective contribution to the development of the destination. While having different premises and resources, they do not always experience the same challenges. Hence, it proves crucial to go further into the subject and examine if a generalization of DMO challenges are apparent in a wider context.
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