Chapter One

An Introduction to
Destination Management
By: Firaol. E
DaDU/2024
Brain storming Questions:

Define the following terms:

1. Tourism.
2. Destination
3. Attraction
4. Write the difference between destination and attraction?
 1.1 Defining a Tourism Destination
What is a Destination?
• A destination is a general place to which one is journeying or to which
something is sent. This word is usually used in travel and tourism. A tourist
destination is an area that mostly depends on the revenues accruing from
tourism.
• Tourism destination is a physical space in which a tourist spends at least one
overnight.
• Destination is “a country, state, region, city or town which is marketed or
markets itself as a place for tourists to visit.”
What is an Attraction?
• Attraction implies the action or power of evoking interest in or liking for
someone or something.
• The noun attraction can also refer to a place which draws visitors by providing
something of interest.
• Tourist attractions have natural, cultural or historical value, and offers leisure,
adventure and amusement.
In Tourism:
Tourist destination is a general area that mostly depends on the revenues accruing from
tourism.
Attraction: Tourist attraction is a place which draws visitors by providing something of
interest.
Example:
• Destination: Bale is a tourist destination.
• Attraction: Sof-Umar cave and BMNP is a tourist attraction.
Characteristics:
• Destination: A tourist destination is characterized by attractions, amenities, and
accessibility.
• Attraction: A tourist attraction may have natural, cultural or historical significance.
• Generally, an attraction is a place which draws visitors by providing something
of interest or pleasure. A destination is a general place to which one is
journeying.
• The two terms tourist destination and tourist attraction are commonly used in
tourism.
• The key difference between destination and attraction in tourism is
that destination is a general area which has some attractions and earns money
from tourism whereas an attraction is a place which attracts tourism.
• For example, Sof-Umar cave is a tourist attraction whereas Bale zone is a tourist
destination.
 Destination is an area, which is separately identified and promoted to tourists
as a place to visit and within which tourism products are coordinated by one or
more identifiable authority or organizations.
 Tourism destinations are defined as geographical areas and can be interpreted
as amalgams of tourism products and services. They offer an “integrated
experience to consumers” (Buhalis, 2000) discussion
 Simplified definition “Destinations are places of interest to tourist” (Gunn and
Var, 2002)
 Destination is a physical location where the tourist is spending at least one
night (Dr. Roger Carter – Dr. Mike Fabricius, 2007).
 The Basic Elements of the Tourist Destination

• Destinations contain a number of basic elements which attract the visitor to the
destination and which satisfy their needs on arrival.
1. Attractions. These are often the focus of visitor attention and may provide the
initial motivation for the tourist to visit the destination.

These can be categorized as:

Natural (e.g. Beaches, mountains, parks, weather),
Built (e.g. Iconic buildings such as the Eiffel tower, heritage
monuments, religious buildings, conference and sports facilities),
Cultural (e.g. museums, theatres, art galleries, cultural events).
2. Amenities. These are the wide range of services and facilities which support
the visitors’ stay and include basic infrastructure such as:
 Utilities, public transport, and roads as well as direct services for the visitor
such as:
Accommodation,
Visitor information,
Recreations facilities,
Guides,
Operators and catering and
Shopping facilities.
3. Accessibility. The destination should be accessible to a large population base
via road, air passenger services, rail or cruise ships.

•Visitors should also be able to travel with relative ease within the destination.

•Visa requirements, ports of entry, and specific entry conditions should be

considered as part of the accessibility of the destination.
4. Image: A unique character or image is crucial in attracting visitors to the
destination.
The image of the destination includes:
 Uniqueness,
 Views/sights, scenes,
 Environmental quality,
 Quality of tourist services
 Safety, service levels, and
 The friendliness of people.
 Level of tourist-host relationships
5. Price: is an important aspect of the destination’s competition with other
destinations.
Price factors relate to the:
 cost of transport to and from the destination,
 cost on the ground of accommodation,
 attractions entrance fee,
 food and tour services.
•A tourist’s decision may also be based on other economic features such as
currency exchange.
6. Human Resources: Tourism is labor intensive and interaction with local
communities is an important aspect of the tourism experience.
• A well-trained tourism workforce and citizens who are equipped and aware of
the benefits and responsibilities associated with tourism growth are
indispensable elements of tourism destination delivery and need to be managed
in accordance with the destination strategy.
 1.2 Defining Destination Management
The Destination Management Organization (DMO)
• Destination management calls for a coalition of many organizations and
interests working towards a common goal.
• The Destination Management Organization’s role should be to lead and
coordinate activities under a coherent strategy.
• They do not control the activities of their partners but bring together resources
and expertise and a degree of independence and objectivity to lead the way
forward. It follows that DMOs must develop a high level of skill in developing
and managing partnerships.
• Though DMOs have typically undertaken marketing activities, their remit is
becoming far broader, to become a strategic leader in destination development.
Destination Management Organizations generally fall into one of the following
categories:
 National Tourism Authorities (NTAs) or Organizations (NTOs), responsible for
management and marketing of tourism at a national level.
 Regional, provincial or state DMOs (RTOs), responsible for the management and/or
marketing of tourism in a geographic region defined for that purpose, sometimes but
not always an administrative or local government region such as a county, state or
province.
 Local DMOs, responsible for the management and/or marketing of tourism based on a
smaller geographic area or city/town.

•Destination Management is complex. The DMO’s most critical assets are its credibility
as a strategic leader in tourism destination marketing and development and its ability to
facilitate industry partnerships and collaboration towards a collective destination vision.
What is Destination Management?

• Destination management is the coordinated management of all the elements that

make up a destination (attractions, amenities, access, marketing and pricing).
Destination management takes a strategic approach to link-up these sometimes
very separate entities for the better management of the destination.
• Joined up management can help to avoid duplication of effort with regards to
promotion, visitor services, training, business support and identify any
management gaps that are not being addressed.
• The elements of the destination are supported by marketing to get people to
visit in the first place and delivery of services on the ground to ensure that
expectations are met at the destination.
•. The Destination Management Organization should lead and co-ordinate
these different aspects of the destination
I. Creating a suitable environment: This is the foundation of destination
management on which the marketing of the destination and the delivery of the
experience are dependent.
• Before the visitor is attracted by marketing or arrives at the destination the right
social, economic and physical environment in which to develop tourism must
exist.
• A strong and authoritative DMO will be necessary to provide the leadership and
to drive and co-ordinate this process. Creating the right environment includes:
 Planning and infrastructure;
 Human resources development;
 Product development;
 Technology and systems development;
 Related industries and procurement.
II. Marketing. Destination marketing should face outwards to attract visitors to
the area. It should promote what is most attractive to potential visitors and most
likely to persuade them to come. The key functions are:
 Destination promotion, including branding and image;
 Campaigns to drive business, particularly to SMMEs (Small medium and micro
enterprises);
 Unbiased information services;
 Operation/facilitation of bookings;
 CRM (Customer Relationship Management).

Promotion need not necessarily follow public sector boundaries and indeed may
often cut right across them to represent many regions or destinations, although
individual regions may also be responsible for their own marketing.
III. Delivery on the ground. Ensures the quality of every aspect of the visitor’s
experience once they arrive at the destination.

This includes:
 Destination coordination and management for visitor ‘quality of experience’,
especially the public realm;
 Product “start-ups”;
 Events development and management;
 Attractions development and management;
 Training and education;
 Business advice;
 Strategy, research and development.
 How Does Destination Management Work?
A. The stakeholders. There are many public and private sector stakeholders who
are engaged in fulfilling the functions of destination management:

 National and regional/provincial government;

 Economic development agencies;
 Local authorities/government;
 Town Centre management organizations;
 National Park authorities;
 Transport providers;
 Attractions, events and cultural organizations;
 Accommodation providers;
 Restaurant, leisure and retail operators;
B. Mechanisms for co-ordination and co-operation. The following mechanisms
may be used for coordination and co-operation between stakeholders:
 A tourism development and management partnership/liaison group
(perhaps called a Tourism action Group), overseeing:
 Joint strategy development.
 Joint destination management planning.
 Implementation on a coordinated basis.
And/or
 Integrated product development and promotion projects.
 Bringing together partners for focused project planning (including
investment planning) and
 implementation over specific timescale.
C. The process. The Destination Management Plan (DMP) is a key instrument for
building partnership and commitment. As a document it should set out clearly the
plan of action and the rationale for the program. As a process it should be a prime
opportunity to:
 Integrate the actions of separate organizations;
 Confirm and strengthen the link between strategy and action;
 Apply the DMO’s knowledge and expertise to the project planning
of other organizations;
 Foster an evidence-based and learning approach to destination
promotion and management.
 1.3. Why Manage the Destination?
Why Does the Destination Have to be “Managed”?
• Tourism is an extremely competitive industry and to compete effectively
destinations have to deliver excellent value to visitors. This depends on many
aspects working together in unity.
• From the time that the visitor arrives at the destination, until he/she leaves,
visitor value is affected by many services and experiences including a range of
public services, private products and community interactions and hospitality.
•It is vital that the various components of the visitor’s stay are managed and
coordinated to maximize customer value throughout the visit. Effective
destination management allows destinations to maximize tourism value for
visitors while ensuring local benefits and sustainability.
Advantages of Managing a Destination
Some advantages of effective destination management are outlined below:
1. Establishing a competitive edge. Two requirements are critical for destinations
to achieve a competitive advantage over their rivals, namely:
 Establishing a strong and unique positioning, i.e. offering a different kind of
experience compared to other destinations, by developing the destination’s
attractions and resources in a way that highlights its unique characteristics.
 Delivering excellent quality experiences and superior value for money, by
ensuring that all aspects of the visitor experience are of the highest standard are
coordinated.

• Both these success factors require a coordinated management approach based on

a collective vision and strong partnerships.
2. Ensuring tourism sustainability. Sustainable tourism development with
proper management and planning ensures that the destination maintains its
environmental integrity and the resources and character that made it attractive in
the first place are protected.
• Good management can also help to avoid social and cultural conflicts and
prevent tourism from affecting local lifestyles, traditions and values adversely.

3. Spreading the benefits of tourism. Tourism expenditure and consequent

benefits could be spread e.g. by supporting the development of Community based
products and experiences, advancing rural and experiential tourism, promoting
small business development, exploring the potential of arts and crafts industries,
etc.
4. Improving tourism yield. Through focused spatial development and targeted
marketing, destinations could lengthen the average visitor length of stay, increase
per capita visitor expenditure and reduce unwanted seasonality in visitor arrivals;
all contributing to an improved return on investment and yield per visitor.

5. Building a strong and vibrant brand identity. DMOs are increasingly

realizing the value and power of strong destination brands. By consistently
delivering excellent value, brand loyalty increases and visitors return to the
destination on a regular basis.
Advantages of Managing a Destination
 Establishing a competitive
edge.
 Ensuring tourism
sustainability.
 Spreading the benefits of
tourism.
 Improving tourism yield.
 Building a strong and vibrant
brand identity.
 Thank you
for your attention
Quiz
 QUIZ
5%

1. Write the difference between destination and attraction by using examples.

2. Write the elements of destination.

3. List the advantage of managing destination.

Time allowed 10’ms only