Destination management organisations as meta-designers: Insights from Germany and Montenegro

Abstract

DMOs increasingly find themselves managing complex socio-technological systems. They face 'wicked problems' at the point where humans and technological systems intersect. Such problems require the remit of DMOs to grow from its current status of meta-management into the new concept of metadesign. Whereas meta-management relies on strategic planning and a predictable future, meta-design takes into account unpredictable dynamics of destinations as experience production systems. The term meta-design implies designing design; it targets those structures and processes in destinations that facilitate the co-production of tourism experiences. Based on a survey in Germany and Montenegro this paper investigates whether, and to what degree, DMOs practice meta-design, what factors characterise their meta-design and what circumstances drive them to take on the task of meta-design. Results show that only a small number of DMOs in both countries practice meta-design. The DMOs who adhere most closely to such a role operate at a superordinate geographical level. Digitalisation and user-centeredness are important features of meta-design; however, DMOs realise both of these features to different degrees. Contact with service providers along with available networking resources influence DMOs to practice meta-design. Differences exist between Montenegro and Germany due to their markets and normative settings. In discussing these results, some practical recommendations and further fields of research have been formulated.