Chapter learning aims
   To enhance your understanding of:
   • the role of the DMO in enhancing destination competitiveness
   • opportunities for small tourism businesses to work with the DMO
   • key challenges faced by DMOs
    Key terms
    Destination competitiveness
    • A competitive destination features an effective market position, an attractive environment, 
    satisfactory visitor experiences, profitable tourism businesses, and supportive local 
    residents.
     
    Destination image
    • Images held by travellers of a destination are as important as the tangible attractions and 
    services. Whether the travellers’ perceptions are correct or not, they do influence travel 
    planning decision making and therefore impact on the competitiveness of the destination.
     
    Destination marketing organisation (DMO)
    • A destination marketing organisation (DMO) coordinates the impartial and collaborative 
    promotion of a geo-political boundary, in a holistic manner that enhances economic and 
    social benefits for the wider community.
   Proposition underpinning this 
   chapter
   • The success of a tourism business is reliant to a large extent 
    on the competitiveness of the destination
     • Therefore importance of understanding DMOs for tourism 
      managers
     • Hence the destination marketing mantra: 
      • “Promote the destination first, and your business second”
     What is a destination?
   • An island
   • A village
   • Beach
   • City
   • Province (eg Outback Qld), state
   • Country, continent, macro region (eg Caribbean)
   • Usually based on political boundaries due to 
   government funding of the DMO
    • Of little relevance to the traveller? 
    Consumers spoilt by choice
    • Almost unlimited number of destinations to choose from
      • Eg in the USA alone there are over 20,000 cities
    • The worlds top 10 most visited countries account for almost half of all 
     international arrivals
      • The other 95% of countries compete for the other 50% of travellers
        • Including Australia, New Zealand, Canada, South America, most of Europe (eg Greek 
         islands) etc