Management of destination marketing organizations globally. The cross cultural perspective.

Krzysztof Celuch Ph.D.

Adjunct ProfessorL. Robert Payne School of Hospitality and Tourism Management

San Diego State UniversityAssistant Professor / Vice-Rector

Warsaw School of Tourism and Hospitality Management

THE AIM?

THE AIM OF THE RESEARCH IS TO DEFINE DIFFERENCE AND SIMILARITIES IN THE

CONVENTION AND VISITORS BUREAUS OPERATIONS ON THE GLOBAL LEVEL

ON THE BASIS OF THE FOUR MAIN AREAS OF ACTIVITY:

• Communication character between CVB and its members

• Geographical marketing and activities

• Membership activities and organization characteristics

• CVB products marketing and promotion

RESEARCH PHASES

THE PROJECT IS DEVIDED INTO TWO RESEARCH PHASES AND

TWO RESEARCH AREAS:

• Phase 1 - research methodology (tools and technics); research group; research team evaluation; description of geographical

approach (2012-2014)

• Phase 2 - DMO’s organizations characteristics and structure; DMO’s marketing activities and communication characteristic

(2014-2015)

METHODOLOGY

THE TARGET GROUP AND METHODOLOGY WAS CHOSEN IN COOPERATION WITH 4 DIFFERENT INDUSTRY ASSOCIATIONS

• UIA - Union of International Associations

• ICCA - International Congress and Convention Association

• DMAI - Destination Marketing Association International

• MPI - Meeting Professionals International

TARGET GROUP

REPORT COVERS FEEDBACK FROM 89 CVB

INCLUDING GENERAL SUMMARY AND INDIVIDUAL INTERVIEWS WITH CEOS GLOBALLY

INCLUDING:

• 18 CVBs North America

• 28 CVBs South America

• 15 CVBs Europe

• 5 CVBs Africa

• 5 CVBs Middle East

• 9 CVBs Asia

• 7 CVBs Australia

RESEARCH SHOWS OPINIONS,

FACTS AND FIGURES WHICH WILL BE

GIVEN AFTER FILLING

QUESTIONNAIRE WITH OPEN AND

CLOSED ANSWERS.

THE 21 QUESTIONS WERE STRICTLY

SELECTED AND LINKED TO AREAS LIKE:

MARKETING SALESDMO

STRUCTURE

THE MOST IMPORTANT OF THEM WERE CONNECTED WITH MENTIONED AREAS AND GIVE ANSWERS TO

BELOW ISSUES:

• opinion about: memberships, size of CVB related to its communication effectiveness, process of becoming an CVB member,

• communication style between CVB and its members, effectiveness and efficiency of communication,

• perception of CVB’s communication with its members,

THE MOST IMPORTANT OF THEM WERE CONNECTED WITH MENTIONED AREAS AND GIVE ANSWERS TO

BELOW ISSUES:

• frequency of communication related to: statutory activities, organization, promotion and marketing of its products and services and content related information

• opinion about CVB disseminating information about its members

• recommendation of changes in communication and future of organizations like CVB

GLOBAL PERSPECTIVE OF DMOS

COMMUNICATION

• 5 continents

• 89 organizations

• one topic - different approach

RESULTS?

10%3%

30%

43%

14%

Less than 30 31-5051-100more 101size doesn't matter

20%

65%

15%

Definitely yesYesNoDefinitely no

THE COMMUNICATION BETWEEN DMOS AND

THEIR MEMBERS TO BE EFFECTIVE AND EFFICIENT HOW MANY MEMBERS

SHOULD DMOS HAVE TO ENSURE THE MOST

EFFECTIVE COMMUNICATION

41%

47%

13%

Too bigAppropriate Too small

25%

15%

36%

24%

Very important ImportantNeutralNot important

% OF RESPONDENTS THINK THAT THEIR DMO SIZE IS

APPROPRIATE IN TERMS OF COMMUNICATION OUTREACH

% OF DMOS BELIEVE THAT COMMUNICATION

EFFECTIVENESS SHOULD BE ONE OF THE MAIN GOALS OF

THE ORGANIZATION.

2%

13%

10%

31%

40%

5%

Very simpleSimpleAverageComplicated Too complicatedWe don't have membership

PROCESS OF BECOMING MEMBER OF DMO

THE QUALITY OF COMMUNICATION BETWEEN

A DMO AND ITS MEMBERS

3%

21%

60%

16%

Is very well adapted to specific professional positionsIs very well adapted to specific member groupsSatisfies its members’ needsIs too focused on selected groups with specific professional positionIs too focused on specific member groups

CONCLUSIONS

• The hypothesis of the research was linked to the communication styles and geographical differences among global destination marketing organisations.

• The results show that 75% of them have different approach and different attitude. In addition, more than 50% assume that their style is good and well-prepared.

• Finally, less that 30% of all DMOs are interested in changing anything in their cross-cultural and global approach.

LIMITATIONS AND FUTURE RESEARCH

• Certainly there is a need to improve the communication style but one of the limitations that researchers can come accross is the rather closed character of the discussed group.

• It is really difficult to conduct the research among hospitality professionals because they stick together and are not willing to share their opinions about the structures they belong to.

• The author has a plan to carry out a similar research among members of other bodies focused on destination marketing, incentive travel or congresses.

LIMITATIONS AND FUTURE RESEARCH

DZIĘKUJĘ! Krzysztof Celuch PhD

www.kceluch.com e-mail: k.celuch@vistula.edu.pl

Content + Creativity !FOT. R. LIPIŃSKI