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The Role and Future of DMO’s in the Tourism Ecosystem Enter 2002 Innsbruck, Austria Anna Pollock DestiCorp Limited
Purpose and Scope ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
From “Industry” to “Ecosystem” A capitalist economy can best be comprehended as a living ecosystem.  Key phenomena observed in nature – competition, specialisation, cooperation, exploitation, learning, growth and several others – are also central to business life. …. Information is the essence of both systems.  Michael Rothschild (1990)
From “Industry” to “Ecosystem” The new paradigm requires thinking in terms of whole systems – that is, seeing your business as part of a wider ecosystem and environment.  Our traditional notions of vertical and horizontal integration fail us in the new world of cooperating communities.  In place of industry I suggest a more appropriate term:  business ecosystem   James Moore (1996):  Death of Competition
Out with the Old ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is a Destination Web ©? Tapscott’s “Business Web” applied to tourism…. A  Destination Web  © is an electronically inter-connected community of autonomous but interdependent, travel-related enterprises that collaborate in order to provide value to visitors, profit for providers and partners and benefits to the host community.  DestiCorp
How is a DW like an ecosystem? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Do Destination Webs Exist? They are emerging…… Destinations currently comprise collections of fragmented enterprises focusing on their own customers and products The means to act collectively in response to external change (such as an act of terrorism) or internal change (e.g., rising costs of capital or declining labour availability) is limited.  Diffusion of innovation and creativity is slow and uneven – ability to adapt is limited.
Features of a Destination Web ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why the metaphor? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Role of the DMO Guest Provider Host DMO Territory Intermediary Space
DW Environment Culture Social Political Economic Visitors Channels
DMO Traditional Mechanical Perspective Providers Accommodation  Attractions, Events Dining Shopping Transport etc Partners Travel Trade Trade Press Intermediaries Customers Business Leisure Domestic International Holiday Short Break Host  Community Regional Agencies County Councils Local Authorities Tourist Info Centres Environment
The Destination Marketing Organisation   channels Customers Business Leisure Domestic International Holiday Short Break brands Place Sector Theme Market TIC Web Telephone Kiosk Print Car, mobile Providers Accommodation Attractions, Events Dining  Shopping Transport etc Partners Travel Trade Trade Press Associations Host  Community Regional Tourism  Boards County Councils Local Authorities Tourist Info - Centres Destination Marketing Organisation Destination Management System
DW Environment Culture Social Political Economic Visitors Channels
The DMO? DMO as “brain” ? Visitor Provider Host Partner
DMO As Cell Membrane Sensing, responding Visitor Provider Host Partner
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Implications
Developing the Destination Brand ,[object Object],[object Object],[object Object],[object Object],[object Object]
Developing the Destination Brand ,[object Object],[object Object],[object Object],[object Object]
Dancing with the Customer ,[object Object],[object Object],[object Object],[object Object],[object Object]
Focus Visitor Partner Industry Host Community Resources Strategic Services Quality Assurance Marketing
Visitor Provider Partner Host How do we organise ourselves and work together? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Visitor Provider Partner Host How do we organise ourselves and work together? Visitor  Services Marketing &  Sales Trade Relations Media relations Industry Relations New Products Conference Bureau Research, Planning Policy, Brand, Corporate Strategy Operational Resources Finance Personnel Technology Facilities infostructure Internal support Think, plan, guide Execute, do
Dancing with the Visitor? Reflect stimulate Inform evaluate Reward Recommend Search Compare Select Dream Plan Reject Experience Buy Return sell support
At each stage in the cycle? ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],DMO’s Have Other Customers Too!
The Issue is Managing Complexity ,[object Object],[object Object],[object Object],[object Object],[object Object]
Lessons from Nature ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Slime Cells Working Together ,[object Object]
Slime Cells Working Together ,[object Object]
Slime Cells Working Together ,[object Object]
To Control or To Enable? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conclusion ,[object Object],[object Object],[object Object],[object Object],Smart DMO’s will
Conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You ,[object Object],[object Object],[object Object]

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The Role Of DMOs In The Tourism Ecosystem

  • 1. The Role and Future of DMO’s in the Tourism Ecosystem Enter 2002 Innsbruck, Austria Anna Pollock DestiCorp Limited
  • 2.
  • 3. From “Industry” to “Ecosystem” A capitalist economy can best be comprehended as a living ecosystem. Key phenomena observed in nature – competition, specialisation, cooperation, exploitation, learning, growth and several others – are also central to business life. …. Information is the essence of both systems. Michael Rothschild (1990)
  • 4. From “Industry” to “Ecosystem” The new paradigm requires thinking in terms of whole systems – that is, seeing your business as part of a wider ecosystem and environment. Our traditional notions of vertical and horizontal integration fail us in the new world of cooperating communities. In place of industry I suggest a more appropriate term: business ecosystem James Moore (1996): Death of Competition
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  • 6. What is a Destination Web ©? Tapscott’s “Business Web” applied to tourism…. A Destination Web © is an electronically inter-connected community of autonomous but interdependent, travel-related enterprises that collaborate in order to provide value to visitors, profit for providers and partners and benefits to the host community. DestiCorp
  • 7.
  • 8. Do Destination Webs Exist? They are emerging…… Destinations currently comprise collections of fragmented enterprises focusing on their own customers and products The means to act collectively in response to external change (such as an act of terrorism) or internal change (e.g., rising costs of capital or declining labour availability) is limited. Diffusion of innovation and creativity is slow and uneven – ability to adapt is limited.
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  • 11. Role of the DMO Guest Provider Host DMO Territory Intermediary Space
  • 12. DW Environment Culture Social Political Economic Visitors Channels
  • 13. DMO Traditional Mechanical Perspective Providers Accommodation Attractions, Events Dining Shopping Transport etc Partners Travel Trade Trade Press Intermediaries Customers Business Leisure Domestic International Holiday Short Break Host Community Regional Agencies County Councils Local Authorities Tourist Info Centres Environment
  • 14. The Destination Marketing Organisation channels Customers Business Leisure Domestic International Holiday Short Break brands Place Sector Theme Market TIC Web Telephone Kiosk Print Car, mobile Providers Accommodation Attractions, Events Dining Shopping Transport etc Partners Travel Trade Trade Press Associations Host Community Regional Tourism Boards County Councils Local Authorities Tourist Info - Centres Destination Marketing Organisation Destination Management System
  • 15. DW Environment Culture Social Political Economic Visitors Channels
  • 16. The DMO? DMO as “brain” ? Visitor Provider Host Partner
  • 17. DMO As Cell Membrane Sensing, responding Visitor Provider Host Partner
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  • 22. Focus Visitor Partner Industry Host Community Resources Strategic Services Quality Assurance Marketing
  • 23.
  • 24. Visitor Provider Partner Host How do we organise ourselves and work together? Visitor Services Marketing & Sales Trade Relations Media relations Industry Relations New Products Conference Bureau Research, Planning Policy, Brand, Corporate Strategy Operational Resources Finance Personnel Technology Facilities infostructure Internal support Think, plan, guide Execute, do
  • 25. Dancing with the Visitor? Reflect stimulate Inform evaluate Reward Recommend Search Compare Select Dream Plan Reject Experience Buy Return sell support
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