Creative Tourist Experience: Role of Destination Management Organizations

Background

With more than 4% growth in tourist arrivals annually and 10% contribution in GDP, tourism sector has been identified as one of the main international economic drivers in the twenty-first century (UNWTO, 2016). Considering the sector’s contribution to generation of employment opportunities and also to safeguard a destination’s art and culture, development of tourism has been a priority for many governments. However, regularizing tourism sector involves more challenges due to involvement of various suppliers catering to the tourist demand. Buhalis (2000) claims that destinations are amalgams of tourism products, offering an integrated experience to consumers. A tourist would consume a variety of tourist products ranging from airlines, ground transportation, hotels, restaurants, information bureaus, tour guides, to shopping and attractions. The integrated experience thus is shaped by multiple experiences which might differ depending on the delivery of the service which in turn is largely affected by the service providers’ efforts and abilities to deliver! Owing to this distinctive nature of tourism sector, there has always been a need of coordination amongst these suppliers to deliver standardized service eventually leading to increased level of satisfaction. With several inherent attributes of a tourism destination established, perceiving a management organization is pretty logical that will oversee the variety of functions within a destination. The innate corollary is a tourism destination organization. Several terms have been used to define and describe such organizations which are part of this discussion. Functionally the tourism sector works on its organizations. These organizations have complex interaction within a preconceived framework, often strictly, on a practical level. The tourism sector is a combination of various industries performing a dual role i.e. catering to the local populace along with the tourist. Tourism has become a key sector with ramification in all aspects of nation’s life. To foster it and develop it on a scale proportionate to its national importance, as well as to mobilize all available national resources to that end, it seems necessary to centralize the policy making authority within the state which can thus take appropriate measures for creating a suitable framework for the promotion and development of tourism by the various sectors concerned. State’s role in tourism includes:

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  Coordination,

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  Planning,

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  Legislation, and

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  Regulation.