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The Role of Destination Marketing Organisation in Strategic Marketing Management for Tourism

McCamley, Claire, Gilmore, Audrey and McCartan-Quinn, Danielle (2012) The Role of Destination Marketing Organisation in Strategic Marketing Management for Tourism. In: Proceedings of the Academy of Marketing Conference 2012: Marketing: Catching the technology wave. Academy of Marketing. ISBN 9780854329472

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Abstract

Destination Marketing Organisations are central to the marketing of regional tourism. They fulfil several roles, including visitor servicing and product development as well as operating as an interface between public sector tourism initiatives and private sector businesses
delivering tourism. Sheehan (2007) states that while considerable resources are targeted at DMOs, there is little known regarding the extent to which DMOs recognise stakeholders in their destinations and the problems that may occur between the two. This paper investigates the role of DMOs in the context of a wider research programme focusing on two heritage sites in Northern Ireland. In order to provide context for this research, a Northern Ireland wide study of Destination Marketing Organisations has been carried out.

Item Type: Book Section
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Tourism Industry
Divisions: School of Business > Staff Research and Publications
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 07 Nov 2017 11:58
Last Modified: 07 Nov 2017 11:58
URI: http://trap.ncirl.ie/id/eprint/2757

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