1 / 25

Building a Destination Management Organization

Building a Destination Management Organization. Brick by Brick. Implementing a Strong Foundation. How are you funded? Who do you report to? Do you have a job description? What is your organization’s mission? What are your primary markets? What is in a name?

ishmael
Télécharger la présentation

Building a Destination Management Organization

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Building aDestination Management Organization Brick by Brick

  2. Implementing a Strong Foundation • How are you funded? • Who do you report to? • Do you have a job description? • What is your organization’s mission? • What are your primary markets? • What is in a name? • Establishing short and long term goals • On-going communication

  3. INTERNAL OPERATIONS • Governing Board • Board of Directors (staggered terms/industry representatives) • Monthly Meetings • Minutes

  4. INTERNAL OPERATIONS • Job Descriptions for all staff members •  Policies & Procedures Manual •  Budget

  5. INTERNAL OPERATIONS • Determining your role/objectives/resources/service strategy • Planning Retreat with Facilitator: • What is your organization’s role/mission? • What are your short/long term objectives? • Identifying your resources • Developing and Posting your “Service Strategy”

  6. INTERNAL OPERATIONS • Marketing Plan: • Inventory of Resources • Community Strengths & Weaknesses • “Achievable” Goals • Report Card of prior year • Traffic/Visitation Counts • Monthly Trade/Travel Show Schedule • Budget • Professional Affiliations

  7. INTERNAL OPERATIONS • Marketing Plan: • Copies of plan to: • City/County Officials • Board Members • Staff • Offer it to your constituents

  8. EXTERNAL OPERATIONS • Product Knowledge • What are your tourism products? • How well versed are you in them?

  9. EXTERNAL OPERATIONS • Identify your markets….who are you targeting and how? • Motorcoaches • Sporting Tournaments • Leisure/Consumer • Conventions • Retirees and Snowbirds

  10. EXTERNAL OPERATIONS • Communication: • Constituents (regular visits, newsletters, direct mail/phone calls) • City and County Officials (Copies of Minutes/Marketing Plan) • Civic Clubs/Organizations (Speakers Bureau; joining affiliated groups)

  11. EXTERNAL OPERATIONS • Communication: • On-going “community awareness” • Press releases, Hospitality Training, Fam Trips • Capitalizing on “National Tourism Week

  12. EXTERNAL OPERATIONS • Communication: • Cultivating your media: • Media Appreciation Events • Press Releases • Ideas for feature stories • Letters to the editor • Law Enforcement

  13. EXTERNAL OPERATIONS • Promotional Items • Identify what your community is known for and “bottle it” • Products: i.e. Georgia Crackers, carpet, sand

  14. EXTERNAL OPERATIONS • Step-on-Guide Service/Volunteers/Interns • Trade/Travel Shows…exhibit booth?…which ones? • Travel Writers (Press Kits/Fam Tours)

  15. EXTERNAL OPERATIONS • Tracking…IS CRITICAL • Track the # of visitors, demographics, groups you service

  16. EXTERNAL OPERATIONS • Training Programs: • Telephone Etiquette • Hospitality Training • Customer Service • Mystery Guest

  17. EXTERNAL OPERATIONS • Image…is “everything”

  18. BLUEPRINT FOR BUILDING A TOURISM PROGRAM • 5 POINT CHECK-LIST • Conduct a visitor-demand study • Inventory existing resources • Position your city’s attractiveness among competing cities and towns • Develop and implement a destination marketing plan • Promote your city as one that delivers a “feel-good” experience

  19. 5 POINT CHECK-LIST 1. Conduct a visitor-demand study • Who is traveling to your city or town? •  What are their demographics? (age, family type) • Visitor segments, needs and interests…

  20. seniors, families, corporate business people • outdoor recreation, sightseeing, shopping, entertainment, business meetings • determine purpose of their trip • attitude about places traveled to and through • length of stay • size of travel party • reasons they would stay longer (new attractions, facilities, events, services) •  Ask questions/conduct surveys…talk to your visitors!

  21. 5 POINT CHECK-LIST 2. Inventory existing resources • Primary reason people visit your area • Identify major generators of visitors • List “everything” to see and do • Survey tourism suppliers (hotels, restaurants, attractions)

  22. 5 POINT CHECK-LIST 3. Position your city’s attractiveness among competing cities and towns • Identify your strengths, weaknesses, opportunities and threats • Are you a “Keep America Beautiful” community? Do you work with and/or support area garden clubs/city and county public works departments to clean up/spruce up? (encourage hospitality related businesses to “Adopt-A-Spot”) • Is signage adequate, legible? • The ‘IMAGE’ of your community is critical in tourism promotion.

  23. 5 POINT CHECK-LIST 4. DEVELOP AND IMPLEMENT A DESTINATION MARKETING PLAN • Identify different visitor segments you want to target and determine benefits, appeals and incentives for each • Match your resources to the needs of each segment • Write a plan • Assign tourism-development and promotion • responsibilities and budget • Determine lodging tax formula and proper use of funds • Hire an expert to conduct a market study on the economic feasibility of proposed tourism-development projects

  24. 5 POINT CHECK-LIST 5. Promote your city as one that delivers a “feel-good” experience • Solicit continual local and regional support of your tourism-promotion efforts. • People “buy” travel destinations for the same reasons they “buy” other products…they want to experience pleasure, satisfaction and reward

  25. Remember…the tourist is YOU – ON VACATION!

More Related