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Organising tourist destinations in Scotland and Denmark: Multi-level governance versus localism

This paper presents a comparative study on the multi-level governance of tourism destinations in Scotland and Denmark. It explores the activities of destination marketing organizations, public-private relations, and the impact of governance on destination management. The study also reflects on the implications for DMOs in these countries and beyond.

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Organising tourist destinations in Scotland and Denmark: Multi-level governance versus localism

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  1. 23rd Nordic Symposium Conference, Copenhagen, 2nd- 4th October 2014 Organising tourist destinationsin Scotland and Denmark:Multi-level governance versus localism Dr. Constantia Anastasiadou & Prof. Henrik Halkier Literaturereview: MultifacetedDMOs Methodology Contexts: Public sector reforms in Scotland and Denmark Initial findings: DMO activities, public-private relations, multi-levelgovernance Reflections on DMOs: Scotland, Denmark, and beyond

  2. Literature Review: Multifaceted DMOs • Studies on aspects of destination marketing organisations • Functions & Structures (Ritchie and Crouch, 2003; Pike 2004; Wang et al., 2011); management and planning (Laesser and Beritelli, 2013) • International Benchmarking (Lennon et al., 2006; Doussa and Koutoulas, 2009; Wight, 2013) • Performance Measurement(d’ Angella et al, 2010; Morgan et al., 2012); Learning and Decision Making; Brand Performance (Bornhorst, et al, 2010;) • Marketing (Buhalis, 2000; Ritchie and Ritchie, 2002; Pike, 2008); collaboration (d’Angella and Go, 2008) • Stakeholder management and networking; (Wang and Fesenmaier, 2006; Nordin and Swenson, 2007; Presenza et al., 2013) • Governance (Beaumont and Dredge, 2010; d’ Angella, 2010; Ruhanen et al, 2010; Hall, 2011); Leadership and Trust

  3. Literature Review: Multifaceted DMOs • Trends highlighted in the literature: • Change of activities: from marketing to management? • Increasing multi-level governance of destinations? • Reconfiguring of public-private relationships?

  4. Methodology • Comparative study between Denmark and Scotland • Three-step and mixed method approach • Desk & Web research (identification of organisations & literature review) • Quantitative survey of destination development bodies to establish: • composition and structures • style of decision and policy making • division of labour with local, regional and national partners • Samples achieved of subnational bodies: Scotland 35% (N=40) Denmark 59% (N=47) • Additional in-depth qualitative interviews – in process

  5. National Contexts: Scotland and Denmark • Governance in general: • Public sector reforms (Scottish devolution 1997, Danish local government reform 2007) • Governance of tourism development:

  6. Initial Findings 1: Marketing to Management Data from question on marketing in relation to other functions- Training is the most important activity, followed by marketing and development

  7. Initial Findings 2: Public- private relations • Very similar picture but differences in terms of inhibitors

  8. Initial Findings 3: Multi-level governance

  9. Reflections on the Scottish and Danish experience • The role/relevance/importance of the National Tourism Body- redefinition of objectives? Purpose? • The variety of Destination Organisations in Scotland- linkages to other stakeholders/layers of governance • Effectiveness/Efficiency assessment • Networks between Destinations- positioning within the wider regional/local economy • Impact/influence of funding initiatives and schemes • The adjustment to the rescaling of structures in Denmark

  10. Thank you! Dr. Constantia Anastasiadou– c.Anastasiadou@napier.ac.uk‎ Prof. Henrik Halkier – halkier@cgs.aau.dk

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