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What is DMO (Destination Management Organization) in Europe etc.
DMO (Destination Management Organization) is a specialized organization that is responsible for the overall development of tourism areas, such as strategy planning for tourism areas, management of tourism resources, quality improvement, etc., under the coordination of stakeholders in tourism areas.
Major functions of DMO
● It is the formation and adjustment of the main partner of the area.
● Strategy formulation based on marketing by collection and analysis of various data, setting of KPI, implementation of promotion.
● Manage tourist resources throughout the region, improve tourism quality, form brands of tourism areas.
● By doing the above activities, we will be responsible for one stop visitor of tourists to the area.
In Europe, traditional marketing-oriented tourism areas have been created, and in recent years efforts centering on DMOs are progressing more and more.
Importance of Tourism Marketing: ① Strategic Marketing and System Improvement
In Europe and the tourism advanced regions, the importance of tourism marketing, destination marketing is fully recognized, and it is set as the center of tourism promotion policy.
Although it has various forms, in order to effectively implement marketing, it is important to set up institutions and departments with specialized staff to improve the marketing ability in the region.
Specifically, it is necessary to grasp the situation of sightseeing in the area, to secure and nurture specialized marketing staff who considers its development uniquely, invite marketing experts from the outside, invite marketing experts from outside, It is necessary to train professional human resources.
[Germany · Bavaria State: Establish marketing specialized agencies]
· Establishment of tourism marketing expert organization "Bayern · Tourism · Marketing limited company" in order to cut off vested interests, distractions, amenity to local governments, etc., and implement a systematic and strategic tourism strategy.
· The president scouts marketing experts from outside.
【Rothenburg City: Strategic initiatives led by municipalities】
· Regardless of marketing, leave it to the agent, and ultimately emphasize the city's own judgment.
· The term of office of the tourism officer is long and the authority is also great. We have developed a system that can strongly carry out measures under the leadership of the responsible person.
· Take note of the composition ratio of inbound tourists and take a strategy to raise satisfaction as a whole, such as to make half of Germans and foreigners.
【Switzerland】
According to the significance of the market, the Swiss Tourism Bureau analyzes the characteristics and future prospects of tourists in detail, and then selects target markets for destination marketing as (1) Priority markets (EU countries, the United States (3) Strategic growth markets (China, India, Middle East, Russia, etc.), (4) Developing markets (Brazil, South Africa, etc.), and develop a detailed marketing strategy.
【Germany: Efforts of Breisach City (Baden-Württemberg State)】
- Breisach city located in the south-west part of Baden-Württemberg in Germany is famous for its wine production area.
- In the city, the city organization Breisach - Touristik (BT) is responsible for regional tourism promotion.
- Top of BT, after majoring in sightseeing and marketing at university, worked for the marketing department of the hotel company and served as an incumbent since 1993 year.
In BT, efforts based on the following marketing are implemented.
★ Analyze customer attributes for each target group (cruise passengers, campers, day-trip tourists).
★ Survey and publicize the economic effects of the tourism industry on the region (tourism consumption, local tax revenue, economic value added, employment) through entrustment to external organizations.
★ Conduct tourism business training for local small and medium-sized wineries.
Importance of tourism marketing: ② Collaboration among regions
In Europe, efforts to conduct wide-area marketing through regional cooperation are focused on inbound tourists.
In Germany, when selling tourism resources, the technique of creating a highway, selling out the city and the scenic spot along the highway along the highway is widely used.
The romantic road is a pioneer.
Currently, its efforts are becoming more active, and formation of sightseeing routes across regions and borders is thriving. For sightseeing spots with small scale and low profile, it is expected that through the formation of sightseeing routes, you can improve the brand name and be able to implement overseas marketing that is difficult by itself.
Examples of regional cooperation efforts in Europe today
【European Culture and Tourism Route Organization (EICR)】
EICR supports the formation of cultural tourism routes between European regions.
The route certified by EICR amounts to 24 in the fields of wine, food culture, music, hot springs and so on.
【Upper Rhine Valley 】
The Upper Rhine Valley project is a wide area tourism collaboration project across Germany, France and Switzerland 3 countries.
The fantastic road starts with the cooperation of cities and areas of 10 in the southern part of Germany.
Both are intended to increase the number of tourists from abroad, such as Asia.
Unnamed: Nguyen Mai Huong (Nguyen My Fun). Born in Thanh Hoa Province, Vietnam. Occupation: Oka Daishi Literature
I work as an internship at 123Server. I like reading and writing from the time of elementary school students and I entered a specialized language class in high school. I decided to study in Japan to want to challenge myself.
I enrolled in a Japanese university, learned knowledge in various fields, and become interested in marketing among them.
We will begin writing articles towards the goal of finding something in common among the countries of the world and developing tourism business, whether Vietnam or Japan.
