Assessment of the activity of destination management organizations: implications for theory and practice

Abstract

The considerations included in the article resulted from several years of research carried out by the author on the activity of destination management organizations (DMO) in various European countries. Their purpose is to identify possible implications for science and practical solutions resulting from an assessment of the activity of destination management organizations. In the article, the most important changes that occur in the organizations examined are indicated with emphasis on a visible transition from the marketing orientation to more comprehensive tourism management in a given area. Those observations originated from the author's previous research described in a separate monograph. That initial part of study was followed by the research carried out in March 2016, which allowed for verification of the previously obtained results based on the opinions of the representatives of 34 European DMOs. The participants of the study highly appreciated the recommendations and solutions proposed by the author aimed at streamlining the activities of destination management organizations. Their interest also convinced the author of the need of further research in relation to those entities.