Table of Contents
Introduction
Government Support for Tourism
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- The rationale for state-sector support of tourism
- Market failure
- Fragmentation
- Industry risk
- Free riding
- Consumer risk
- Infrequency of purchase
- Seasonality
- Labour intensive
- The composite effect
DMO Funding Models
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- Figure 1: The funding status of DMO
- Full state intervention – public-sector dominated
- Partnership – public/private sectors
- Minimal intervention – private-sector led
- Alternatives to government support
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Evolving Roles of DMOs
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- DMOs – facing the challenge
- DMOs – the problems/threats and strengths/opportunities
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- Figure 2: SWOT analysis of DMO
- DMO as knowledge broker
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- Figure 3: The DMO as knowledge broker
- DMO as brand champion
- Case study: Product Clubs in Canada
- Product club application criteria
- The Conservation Lands Product Club
- Target markets
- Business partnerships
- Marketing activities
- Case study: Tirol Tourist Board
- Case study: Netherlands Board of Tourism
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- Figure 4: The role of public and private sector in the consumer buying process
- Case study: South Africa Tourism
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- Figure 5: Customer-led marketing by SAT
- SAT global competitiveness study
Evolving DMO Structures
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- Case study: Northwest Regional Development Agency
- Focus on star brands
- Make it easy
- Supporting the best
- Number 1 for business
- Polishing gems
- Intelligence-led
- Signature projects
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- Figure 6: The Northwest Development Agency tourism structure
Destination Management Systems and e-business
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- Figure 7: e-business implementation by DMO
- Profile of DMS providers
- Tiscover
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- Figure 8: The historical development of Tiscover
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- Figure 9: Tiscover multi-channel distribution
- Figure 10: Tiscover accommodation distribution
- OmniTourism
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Case Study: East of England Tourist Board UNITE Project
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- Figure 11: East of England Tourist Board UNITE DMS brand identity
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- Figure 12: EnglandNet ‘interoperability’
- Five elements of the UNITE project
- Data
- E-booking tools
- Website
- Distribution
- Ongoing support and training
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- Figure 13: Benefits of EETB’s DMS project
- Organisational issues
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Case Study: e-business applications in Tourism New South Wales
Evaluation of Marketing Activity
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- Challenges inherent in DMO evaluation
- Steps involved in developing an evaluation plan
- Causality/behaviour models of evaluation and performance indicators
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- Figure 14: Causal evaluation methods
- Communication models of evaluation
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- Figure 15: DMO promotional activities
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- Figure 16: Approximate spend on promotional activities by national tourist offices
- Figure 17: Types of promotional activity most frequently evaluated by DMO
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- Figure 18: Performance indicators used by DMO
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- Figure 19: Evaluation methods used by DMOs according to size of promotional budget
Case Study – Marketing evaluation by South Africa Tourism
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- Figure 20: Market segmentation by South Africa Tourism based on visitor arrivals
- Segment 1
- Segment 2
- Segment 3
- Measuring the impact of the tourism strategy
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- Figure 21: Foreign tourist arrivals to South Africa, 1998-2003
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Outlook
Index to Travel & Tourism Analyst
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- Index grouped by geographic area
Index to TTI Destination Reports 1993-2004
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- Country reports
- City reports
Special Reports Index
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- 2003
- 2004
- Forthcoming in 2005
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