tailieunhanh - Destination Marketing Part 4

Sự thay đổi trong suy nghĩ đối với DMOS là tổ chức quản lý điểm đến khái niệm về quản lý điểm đến tương tự như định hướng tiếp thị xã hội. | DMO roles for example cited a number of urban regeneration programmes based on the construction of new convention centres such as in rundown sections of Glasgow and San Diego. Edgell 1999 noted the following creative tourismdevelopmentsthat seekto improve thelocalenvironment 1 Baltimore eInr w ISn-bcm- Place Boston FammtlHdlrnC 1 aie i tokicr Charleston and Savannah s historic preservation areas Old San Juam eii H Key points 1. The commonality in DMO roles The roles of aDMo are dictated by the mission goals and objectives which in general are similar aroundthe themes include coordination strategy stakeholders economics marketing product development lobbying information provision protection research a nd the host commun ity. o- 2. The shiftindhinki ngtowards DdtOs asdadtination management organisdtions The conne ofdeshnatia nmanagnmont is akin to the societal marketing orientation. In this regard aah ÌMaementardehtinatioetx mpKtyiMenessrequireoauerientationteotisdrMedoh than sales and marketing. The increasing difficulty in achieving destination competitiveness necessitetasDMOs th lóng aproantisnintetaat ie stewdidsti ipnftoe hlestination snocidr cultural and e swtonmnntal dhnaerces. uncoiuie practine adrl so ree concept sin ntansa i nmont agrthot Rework Dentinnhn feaguta a balanceanheees psofitol le tootism r ne t podiikta nnattrachve environmenhposrtine aidudr hxper enneniane sh . Review question Debate the extent to which your nearest DMO is a destination marketing organisation or a destination management orranisation. 113 This page intentionally left blank CHAPTER 8 Marketing strategy development A company can outperform rivals only if it can establish a difference that it can preserve. Po rter 966 p. 6 d Aims The aims of this chapter are to enhance understanding of the ptepose of tile DMO vieinn mission goat and objectives a strate design gamework sourcenoicomparative and .