A Comparative Examination of the Implementation of Destination Marketing System Strategies: Scotland and Ireland

  • Andrew J. Frew
  • Peter O’Connor


The paper examines, compares and contrasts the recent experience of Scotland and Ireland in their attempts to implement a DMS. Scotland’s vision is shown evolving through three distinct waves over more than a decade while Ireland has produced an initial and a re-engineered version of their DMS approach, Gulliver, in a five-year period. The apparently strong contrasts in the structure, technical infrastructure/architecture, funding, ownership/management, and the philosophy adopted by the two approaches is explored, and reference made to the European context. The paper concludes by examining key system attributes and problems of implementation.


Tourism Management Tourism Business Public Sector Funding Bespeak Software Destination Marketing Organisation 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag/Wien 1998

Authors and Affiliations

  • Andrew J. Frew
    • 1
  • Peter O’Connor
    • 2
  1. 1.Napier UniversityEdinburghScotland
  2. 2.Groupe ESSECIMHIParisFrance

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