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| Author: | Elbe, J. Hallén, L. Axelsson, B. |
| Title: | The destination-management organisation and the integrative destination-marketing process |
| Journal: | International Journal of Tourism Research
2009 : MAY/JUN, VOL. 11:3, p. 283-296 |
| Index terms: | marketing tourism travel organizations co-operation networks case studies Nordic countries Scandinavia Sweden |
| Freeterms: | destination-management destination-marketing processes |
| Language: | eng |
| Abstract: | Destination-management organisations' (DMOs) main function is to be responsible for marketing (here as: mrkg.) their destinations many of which involve stakeholders of different kinds. Due to DMOs limited resources, there is a challenge: How should the DMO manage their mrkg. activities and achieve an outcome benefiting both the individual stakeholder and the destination? Herein, it is described how DMOs can mobilize resources among the stakeholders, identifying the processes leading to integrated destination mrkg. Based on a case study, it is found that DMOs need to develop both pragmatic and moral legitimacy to develop integrated destination mrkg. |
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