engleski

Destination management organisation literature categorisation 2016-2020

Destination management organisations (DMO) are traditionally, and most commonly, part of public sector mechanism of tourism marketing and management in the specific area. As such, DMO has been under great research focus. Goal of this research is to analyse scientific research papers on DMOs, published in the period 2016 to 2020. Scientific articles published in 10 journals with highest Google Scholar h5-index in category “Business Economics and Management“, subcategory “Tourism and Hospitality“ have been analysed. Key findings of this research suggest that DMOs have been mostly researched in the area of their marketing function, followed by tourism policy. Other key responsibilities of DMOs, like strategic planning, market intelligence, digitalisation and innovation, investment promotion, crisis management, product development, training and HR development or DMO’s efficiency have been just sporadically researched. With most of research focusing on Europe, and local DMOs, research gaps have been very precisely identified through this literature review.

destination management organisation ; areas of research ; research methods ; implications ; research gaps

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