Destination Marketing System Strategies: Refining and Extending an Assessment Framework
The paper describes an approach to assessing the success of Destination Management System strategies and a range of critical success factors have been extended and modulated through iterative feedback from a variety of systems experts; system developers and operators as well as those involved in academic research and in consultancy work in the area. Key system attributes are examined from the perspectives of database, distribution, operation and management issues and the final format has been ranked and appropriately weighted. This range of factors has then been applied to systems representing Austria, England, Ireland and Scotland with a tentative score being generated for each factor and for each overall system. The results provide a means of rating each system as at presently configured and additionally a similarly rated comparison was generated based on the DMS operator’s own future projections. The paper concludes by proposing a broader validation and an extension of the scope of the work.
KeywordsAssessment Framework Critical Success Factor Tourism Management Destination Marketing Destination Management System
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