Stakeholders’ Perceptions About a Destination Management Organization (DMO): A Case Study in Chimborazo, Ecuador

Abstract

A Destination Management Organization (DMO) is an entity destined to make operative, administrative, organizational, and strategic decisions to maintain a coordinated management of the process associated with the design, marketing, and commercialization of the destination. This study aimed to identify the stakeholders’ perceptions about the Chimborazo DMO, located in the Andean region of Ecuador. Therefore, three focal groups of stakeholders were selected (local residents, tourists, and business owners) and a questionnaire was applied using a 5-point Likert scale. A Cronbach’s alpha was calculated to determine the reliability of the data obtained and a Chi-square contingency analysis was performed between the stakeholder groups to identify if the perception about the role and effectiveness of the Chimborazo DMO differs in dependence of the stakeholder group. Our results evidence that the stakeholders considered in this study have a positive opinion about the role of the DMO in the development, being the main common aspect identified: the need for an adequate promotion of the Chimborazo province. The information generated here could be useful to generate policies that benefit the Chimborazo tourism sector and serve as the basis for further work dealing with the stakeholder’s identification and the assessment of the DMO influence in the territory development.