DMO governance : reflections from a former marketing team

Pike, Steven D., May, Trish, & Bolton, Robyn (2011) DMO governance : reflections from a former marketing team. Journal of Travel and Tourism Research, Fall, pp. 117-133.

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The paper provides an academic/practitioner collaborative reflection on the governance structure of a prominent New Zealand regional tourism organisation (RTO). The purpose is to address one of the neglected areas of tourism governance research; which is ‘Who’ governs the destination? The paper discusses the evolution of a public-private governance structure from the perspective of three former senior staff members. The authors were employed during a period of radical organisational change in the administration of the marketing of Rotorua, one of New Zealand’s leading resort destinations. The paper uses archival analysis and personal reflections, and concludes with a summary of key challenges and frustrations inherent in the complexity of public-private partnership (PPP) governance of an RTO. It is envisaged this summary of reflections will enhance tourism management students’ understanding of the complex and political nature of destination marketing organisation (DMO) governance at a local level.

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ID Code: 48751
Item Type: Journal Article
Refereed: Yes
Keywords: DMO governance, tourism politics, regional tourism organisation
ISSN: 1302 - 8545
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism Marketing (150604)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2011 Adnan Menderes Univeristy
Deposited On: 19 Feb 2012 22:33
Last Modified: 09 Oct 2014 05:20

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