Bridging the gap: An exploration of how DMO managers use education to overcome challenges

Staci M Zavattaro and Frank G Adams
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Staci M Zavattaro: Mississippi State University, USA
Frank G Adams: Mississippi State University, USA

Urban Studies, 2016, vol. 53, issue 4, 669-688

Abstract: Place branding practices are increasingly taking place within public sector organisations, yet destination marketing organisation managers are insufficiently researched through a lens of managerial theory. Extending previous empirical research on DMO management obstacles, this study contributes to the literature by reporting results of interviews with DMO managers throughout a Southern state, and finds that managers face four major challenges: personnel, technological, political, and educational. The educational challenge manifests in how DMO managers respond to the other three obstacles, extending knowledge regarding how DMO managers justify their organisation’s existence and mission to potentially sceptical audiences.

Keywords: local government; marketing; place branding; qualitative interviews (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:sae:urbstu:v:53:y:2016:i:4:p:669-688

DOI: 10.1177/0042098014568069

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