The Future, Trends and Best Practices of DMOs, August 6, 2010 ...
The Future, Trends and Best Practices of DMOs, August 6, 2010 ...
The Future, Trends and Best Practices of DMOs, August 6, 2010 ...
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<strong>The</strong> <strong>Future</strong>, <strong>Trends</strong> <strong>and</strong> <strong>Best</strong> <strong>Practices</strong> <strong>of</strong><br />
<strong>DMOs</strong>, <strong>August</strong> 6, <strong>2010</strong>, Jakarta<br />
© <strong>2010</strong> Belle Tourism International<br />
(Shanghai) Ltd.<br />
Sponsor: Swiss Contact<br />
<strong>Best</strong> <strong>Practices</strong> for <strong>DMOs</strong><br />
DMO Accreditation Domains: Destination<br />
Marketing Accreditation Program<br />
Product<br />
Development<br />
Marketing<br />
Research<br />
Communications<br />
Community<br />
Relations<br />
HR<br />
Development<br />
Governance<br />
& Reporting<br />
How to reach for the top in<br />
destination management<br />
Governance<br />
Finance<br />
Human resources<br />
Technology<br />
Marketing<br />
Visitor services<br />
Group services<br />
Sales<br />
Communications<br />
Membership<br />
Management <strong>and</strong> facilities<br />
Br<strong>and</strong> management<br />
Destination development<br />
Research, marketing, intelligence<br />
Innovation<br />
Stakeholder relationships<br />
Source: Destination Marketing Association International, <strong>2010</strong>.<br />
Source: Destination Marketing Association International (DMAI), <strong>2010</strong>.<br />
Destination Product Development<br />
Prepare a tourism development plan or strategy<br />
Have a multi-year events strategy <strong>and</strong> action plan<br />
Engage in packaging <strong>of</strong> experiences (e.g., route <strong>and</strong><br />
theme packages)<br />
Introduce a system <strong>of</strong> quality assurance st<strong>and</strong>ards<br />
Develop <strong>and</strong> <strong>of</strong>fer training programs to upgrade the<br />
pr<strong>of</strong>essionalism in tourism<br />
Conduct resident surveys about tourism <strong>and</strong> maintain a<br />
community awareness program<br />
Actively seek to develop new partnerships that add to<br />
the destination product<br />
Destination Mix <strong>and</strong> Destination<br />
Product<br />
<strong>The</strong>me/route<br />
Partnerships<br />
Online <strong>of</strong>fers<br />
Packages<br />
Attractions<br />
Facilities<br />
Visitor mix<br />
Quality assurance<br />
Physical<br />
Products<br />
Destination<br />
Destination<br />
Product<br />
Mix<br />
People<br />
Transportation<br />
Infrastructure<br />
Programs<br />
Service quality<br />
Training<br />
Community awareness<br />
Events<br />
Festivals<br />
Activities<br />
Source: Mill, R.C. <strong>and</strong> Morrison, A.M.<br />
(2009). <strong>The</strong> Tourism System, 6 th ed.<br />
Marketing, Sales <strong>and</strong><br />
Communications<br />
Create a highly effective destination positioning<br />
<strong>and</strong> br<strong>and</strong>ing approach<br />
Consistently invest in market research<br />
Frequently prepare a marketing plan<br />
Have a comprehensive website<br />
Periodically measure effectiveness <strong>of</strong> website<br />
Actively engage in social media marketing<br />
Put together a media/press kit<br />
Develop a detailed sales plan<br />
Design a media protocol<br />
Write a crisis communication plan<br />
Work collaboratively with many partners<br />
Measure the effectiveness <strong>of</strong> performance<br />
Human Resources Management<br />
Conduct periodic performance appraisals<br />
Have a pr<strong>of</strong>essional development <strong>and</strong> training<br />
program for staff<br />
Prepare a Human Resources Manual<br />
Develop job descriptions for all positions<br />
Design <strong>and</strong> enforce an e-mail <strong>and</strong> Internet<br />
usage policy<br />
Pr<strong>of</strong>. Alastair M Morrison<br />
National Conference on Destination<br />
Management Organizations
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