TPC 2 CH3 4
TPC 2 CH3 4
TPC 2 CH3 4
TOUR AND
TRAVEL
MANAGMENT
(TPC 2)
SUBJECT INSTRUCTOR:
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UNIT III – DESTINATION MANAGEMENT
LEARNING OUTCOMES:
1. Role of DMO
2. Objectives of DMO
3. Characteristics of DMO
4. Tools for destination management
DESTINATION AWARENESS
Destination is the basic component of tourism. Identifying and capturing the essence of
the place is vital for the tourism business to do well. If an attractive place is turned into a
destination, the place generates high revenue from tourism. Today, Destination Management is
an important subject in tourism studies. It focusses on the development and management of
destinations to provide highly satisfying experience to the visitors without hampering the local
culture and environment.
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THE FIVE A’S
The following five A’s define the tourist needs and demands:
Accessibility
It is the ability to reach to a place of destination by opting one or multiple means of
transportation. The transportation should be timely, convenient, inexpensive, and safe. Today
there are various means of transportation like airlines, railways, surface transportation, and
water transportation.
Accommodation
It is a place where the tourists can avail food and shelter on payment. Today, a wide range of
accommodations are available ranging from a basic budget accommodation to elite class
seven-star hotel suites.
Attraction
It is a place of interest where tourists visit, typically for its inherent or exhibited, natural or
cultural value, historical significance, or natural or artificial beauty. The attraction creates a
desire to travel to a specific tourist destination. They also offer leisure, comfort, adventure, or
amusement. For example, Paris draws tourists by offering Fashion as attraction.
Activities
Activities are what the tourists perform for fun and amusement. For example, boating, scuba
diving, canoeing, camel riding, and visiting a place.
Amenities
Amenities refer to the beneficial services offered to the tourists like visitor information
centers, telecommunications, roads, drinking water, toilet blocks, garbage bins, etc.
Centered Destination
It is the most common type of tourist destination, where tourists spend most of their time on
occasional excursions to nearby places of attraction. For example, Andaman Island is a
centered destination.
Base Destination
It refers to that type of destination where tourists need to travel and explore surrounding
region. For example, Sossusvlei Desert Camp of Sesriem is a base destination from where
tourists can explore the nearby desert mountain dunes and Sesriem river canyon.
Multi-Centre Destination
Here the destination comprises two or more destinations of equal importance. For example,
India is a multi-center destination where each Indian state or region offers different culture,
nature, and culinary experience.
Touring Destination
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A touring destination refers to a place to visit as part of linear itinerary.
Transit Destination
It is a place of a brief halt en-route while the tourists are heading towards the final
destination.
For example, Abu Dhabi is a transit destination where tourists take a short break for going to
Cape Town, South Africa.
They adopt a holistic approach to managing tourism for their destination and may offer
additional services, like training. Destination management companies tend to be membership-
based and their members and stakeholders may include governments, community leaders, local
businesses, charities and others involved with travel and tourism.
With that being said, tourism can potentially bring downsides too, such as damage to
landscapes, extra pollution, more use of resources and traffic congestion. Tourism management
is, therefore, essential, weighing up pros and cons, looking out for businesses and local residents,
protecting the environment and balancing supply and demand.
Put simply, destination management involves taking the necessary steps to ensure tourism adds
value to a destination.
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One destination may be situated within another destination, which can also confuse matters. The
Great Barrier Reef is considered a destination, but so is the state of Queensland and so is the
town of Port Douglas, which both offer access to it. Why you are defining your destination as
you are? Why does it make sense to manage it collectively?
You also need to give consideration to who makes up the local community, what their priorities
are, as well as who the key stakeholders and partners from the travel industry are. These potential
destination management partners may include local businesses, transport service providers,
activity centers, tour operators and more.
Does your destination have the ability to provide tourists with a memorable or unique
experience? Is your destination actually delivering this for people right now? If not, why not?
You need to think about where tourists are likely to spend their time and money, and what their
decisions mean for the area a whole.
It is important that this step is done last, because it requires you to have an understanding of the
other components. You need to already know how the place is defined, who the people involved
will be and what the product is. Then you can start to think about the effects of tourism on your
destination, where improvements are needed, and so on.
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Since tourism directly depends on the customer’s experience, collecting and auditing
tourists’ experience is vital. A deep understanding of the destination, the market, and the tourists’
experience can help to target the needs, desires, and expectations of a particular market segment.
The destinations are managed so that they provide excellent memorable experience to the tourists
in terms of accommodations, facilities, amenities, activities, and food with a continuous
upgraded progress thereby increasing the tourists’ influx and generating revenue.
Since the tourists are at the destination since they arrive till they leave, the destinations
contribute major portion of enhancing tourism experience. Right from hospitality to a wide range
of services, the provision of excellent experience to the visitors is worked out by united effort of
many organizations. DMO is a collaboration of multiple private and public sector organizations
working together towards a common goal, to promote and market the destination, and to retain
its tourism value all the time.
OBJECTIVES OF DMO
The objectives of DMO are as follows:
To steer destination development.
To increase tourism influx.
To spread the benefits of tourism.
To reduce tourism impacts on environment and local culture.
To promote and market the country ultimately for tourism.
In addition to promoting the destination, a DMO can provide potential travellers with
valuable information, direct travellers to hotels and other forms of accommodation, provide
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access to booking platforms and help tourists to plan their itinerary. They can also work with a
DMC, in order to promote the right aspects of the destination, at the right time, to the right
demographic, in order to ensure tourists are adding value to your destination.
Destination management can go a long way towards making sure tourism adds real value
to a destination. By focusing on the ideas of place, people, product and process, it becomes easier
to consider the interests of all stakeholders, adopt a holistic approach, promote your destination
and come up with a coherent management strategy.
DMO PARTNERSHIPS
The DMO partners with various other organizations as:
Accommodation providers who provide serviced and non-serviced accommodations such
as hotels, bed and breakfast, self-catering establishments, holiday caravans, and camping
sites.
Attraction managers who provide maintenance of attractions, museums, galleries,
countryside sites, boat trips, and walking tours.
Food and beverage providers such as restaurants, pubs, and cafes.
Retail outlets such as specialty and independent shops, and shopping centers.
Transport operators such as surface and air transport providers.
Public sector organizations such as state services for availing licenses and permissions.
CHARACTERISTICS OF DMO
Some common characteristics of a DMO are:
It is an independent, non-profit organization.
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It is a membership-based organization comprising public, private, non-profit, and
academic tourism stakeholders from the region.
It is governed by a board of directors.
It has diverse set of revenue generation from membership fees, hotel taxes, retail
opportunities, online booking commissions, advertising in publications and websites. It
provides services mostly at zero cost to the end users.
The vision works to find a common ground in which each stakeholder plans a part of
their future. Tourism visions describe the style of tourism the destination would like to be
recognized for such as ecotourism, culinary, cruise port, or any other, and the target market for
the destination.
It is then followed by destination-wide meeting, gathering the local responses, and drafting the
vision as a mean to start the work of destination development.
The stakeholders identify the practical aspects of goals, timelines, and the actions needed to
perform to achieve each goal.
Choosing the destination: It takes place under the influence of cost, climate, first-hand
information, internet, and amenities at the destination.
Visiting the destination: Experiencing the place and Forming of opinions, perception
about the destination. Generating the feelings of satisfaction/dissatisfaction.
Post-tour phase: The visitors share pictures and experiences with relatives and friends,
recommend to visit or not to visit the destination.
The DMS organizes the information to facilitate all the stakeholders of tourism to make
their presence felt on the Internet. It also enables the destination and tourism businesses offer
dynamic tour packages. DMS help DMOs by using Content Management System (CMS) to
support the presence of DMO on web and social media.
LEARNING OUTCOMES:
1. Role and Responsibility of DOT 11
2. Duties and responsibilities of tourism in the Philippines
3. Understand the different government agencies and tourism organizations
WHAT IS THE MANDATE OF THE DEPARTMENT OF TOURISM (DOT)?
The DOT is the primary planning, programming, coordinating, implementing and regulatory
government agency in the development and promotion of the tourism industry, both domestic
and international, in coordination with attached agencies and other government instrumentalities.
It shall instill in the Filipino the industry’s fundamental importance in the generation of
employment, investment and foreign exchange.
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undertakings with the private sector for the development of new tourism-related products and
programs.
2. Office of Tourism Development Planning, Research and Information Management. –
Tasked with the preparation, formulation monitoring and evaluation of policies, plans and
programs of the DOT, including the National Tourism Development Plan. It is also tasked
with sourcing of grants or loans from local and foreign funding institutions to implement
tourism policies, plans and projects, as well as pursuing DOT’s interests in multilateral,
international, and regional tourism cooperation, agreements and treaties.
3. Office of Industry Manpower Development. – It is tasked, among others, of conducting
seminars on Philippine history, culture, environment and related subjects, in coordination
with appropriate government agencies and the private sector, as well as encouraging the
development of training courses and apprenticeship programs for tourist guides and other
similar workers jointly with concerned tourism enterprises, appropriate government agencies
and the private sector.
4. Office of Tourism Standards and Regulations. – Tasked with formulating and enforcing
internationally competitive standards of facilities and services.
5. Office of Tourism Coordination. – Tasked to increase linkages between various government
offices and the private sector and among the various entities in the private sector itself to
properly implement tourism policy, including the function of supporting the private sector in
all tourism activities requiring governmental coordination.
6. Office of Tourism Resource Generation. – This office is tasked with the collection of
necessary fees and charges which shall be used by the DOT in the promotion and marketing
efforts of the Tourism Promotions Board (TPB ) and the development of infrastructure
facilities, utilities and services of the Tourism Infrastructure and Enterprise Zone Authority
(TIEZA). The proceeds of such collection shall accrue directly and automatically to the DOT.
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