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MULTI-LEVEL GOVERNANCE AS A CHALLENGE FOR TOURISM DESTINATION DEVELOPMENT A tale of many sandwiches. 1. Introducing Destination Management Organisations (DMOs) 2. Institutionalist perspectives on destination development 3. Challenges of flexible geographical scales - PowerPoint PPT Presentation
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MULTI-LEVEL GOVERNANCE AS A CHALLENGE FOR TOURISM DESTINATION DEVELOPMENT
A tale of many sandwiches
Professor Henrik HalkierAalborg University, Denmark
1. Introducing Destination Management
Organisations (DMOs)
2. Institutionalist perspectives on destination
development
3. Challenges of flexible geographical scales
4. Between public and private challenges
5. Linking consumers and producers
Henrik Halkier, [email protected]
DMOs:Rationales and cross-pressures
What? ”.. the organisations responsible for the
management and/or marketing of destinations” (UNWTO)
public, national/regional/local, diverse tasks
Why? handling of cross-pressures improving outcomes DMO
Inter/national
Local
Private
PublicProducer
Consumer
Henrik Halkier, [email protected]
INSTITUTIONALIST PERSPECTIVESon destination management
Focus on three central relations the destination and its political, social, economic contexts the DMO and it targets: firms, workforce, tourists, institutions last but not least: the DMO and its sponsors
Socio-economic context
Destination TargetsState/regionTouristsCompetitors
SponsoringStrategyResources
OrganisationAimsInstrumentsKnowledge
DMO
Henrik Halkier, [email protected]
CHALLENGING GEOGRAPHIESof destination management
Top-down intervention National institutional
engineering EU (de-)regulation
Case: Regional DMOs
85
95
07
02
Danish Tourist BoardLocal associations
Destination partnershipsTourism export groups
Regional Tourism Boards
Product partnerships
Regional partnerships
Henrik Halkier, [email protected]
CHALLENGING GEOGRAPHIESof destination management
Top-down intervention National institutional
engineering EU (de-)regulation
Case: Regional DMOs Uneven process Overlapping competences Difficult coordination New international
competition
Henrik Halkier, [email protected]
CHALLENGING GEOGRAPHIESof destination management
Top-down intervention National institutional engineering EU (de-)regulation
Bottom-up ungovernability Inter-local competition Civil society anchoring
Case: VisitMariagerfjord
Henrik Halkier, [email protected]
CROSS-SECTOR CHALLENGESof destination management
Public-private interactions Essential for tourist experience Many faces of public sector Strategic dilemmas Competition/cooperation
Case: Top of Denmark
Strategy development
• from service optimisation
• via joint marketing
• to experience development
DMO as cluster organisation?
• external network link
• for local organisations/SMEs
Henrik Halkier, [email protected]
THE ULTIMATE DMO CHALLENGELinking producers and consumers
EURODITEcase studies
Attraction
Cultural Natural
Organi-sation
Individual
Ruhr heritageSkaane filmAntalya brandingNorth Jutland museums
Achterhoek ruralNorth Jutland DMOs
Collective
Antalya football Antalya coastalScope for policy development creative market
intelligence extra-regional sources skills of DMOs/SMEs
DMO activities development of new services knowledge-intensive policies
Henrik Halkier, [email protected]
THE ULTIMATE DMO CHALLENGELinking producers and consumers
Local/present producers More of the same Imitative enterpreneurialism Mobilisation of tacit knowledge
Consumers far away Mobilisation of tacit knowledge Standardised market
intelligence Competition largely ignored
Henrik Halkier, [email protected]
CONCLUSIONSBeyond multi-level governance
Good news Necessity of vertical networking Scope to act at destination level
Unsurprising news Horizontal networking equally important Pragmatic involvement of private actors
Akward news Need for more informed action Creative intelligence on demand and competition
