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Questions and Answers of Marketing Strategy

1.What are bylaws, and how do these relate to destination governance?
1.In the operations of boards of directors, who should take the responsibility for setting board culture, scheduling meetings and preparing meeting agendas? How should these tasks be approached?
1.How do DMO organizational structures affect destination governance?
1.How can a DMO demonstrate transparency, and what is the relationship between transparency and accountability?
1.What is accountability, and which actions does a DMO need to take to prove it is being accountable?
1.What are the main dimensions of destination governance?
1.How would you define destination governance?
1.How should DMOs effectively coordinate the activities of other parties?
1.What are the major leadership roles that DMOs should assume within their destinations?
1.Why does a DMO need to establish a code of conduct for board members?
1.What are the most important considerations for the relationships between boards of directors and DMOs?
1.For DMOs with membership programmes, what types of benefits can be provided to members?
1.What are the benefits to DMOs and their members from operating membership programmes?
1.Which actions should be included in DMO member relationship management?
1.How do DMOs provide leadership and coordination for tourism sector stakeholders?
1.What types of actions and initiatives should be included in planning for stakeholder relationships and involvement?
1.Who are the tourism sector stakeholders within the destination?
1.What are the different strategies available for managing relationships and involvement with stakeholders?
1.How can a DMO determine which stakeholders are the most important?
1.How is the term stakeholder defined?
1.What types of actions and initiatives should be included in a community relationship and involvement plan for local community residents?
1.How do community residents influence the success of tourism in a destination?
1.Why are community relationships and involvement important to destination management?
1.What are the characteristics of effective teams?
1.What are the differences between partnership and team building, and how are they interrelated?
1.Which types of teams are frequently assembled by DMOs and what are their purposes?
1.It is important for a destination and DMO to be proactive in planning for its destination partnership and team building role. What steps should a DMO follow in destination partnership planning?
1.What are the main ingredients of successful destination partnerships?
1.What are the types of destination partnerships available to DMOs?
1.What are the major barriers and challenges to the formation of destination partnerships?
1.Public–private partnerships (PPPs) are becoming more popular in destination management and marketing. What are the reasons behind this trend?
1.What are some good examples of destinations forming partnerships when they share the same or similar resources?
1.Shared resources are often the bases for destination partnerships.
1.How should a DMO identify potential partners?
1.Who are a DMO’s potential partners?
1.What are the benefits of destination partnerships?
1.What is the relationship between destination governance and destination partnerships?
1.How does partnering help a DMO to accomplish all its roles of destination management?
1.How should the terms synergy and synergistic relationship be interpreted in the context of destination management?
1.What are the definitions for destination partnership and destination team building?
1.What are the roles of interpretation in tourism and what can the DMO do to improve the quantity and quality of interpretation?
1.What is experience design and what are the characteristics of wellcrafted visitor experiences?
1.What are the roles and benefits of programming in tourism? What roles can the DMO play in encouraging more programming in its destination?
1.What are the roles and benefits of packaging in tourism? How should a DMO get involved with packaging?
1.How important are the people in a destination and what should a DMO do to encourage human resource development?
1.How important are tourism signs to visitors and how can the DMO ensure that there is a good signage system in place?
1.What are the steps that can be taken by a DMO to encourage a higher level of accessible tourism within the destination?
1.Visitor information centres can perform several key roles for a destination. What are the types of roles that VICs can play?
1.What are the steps that should be followed in completing an analysis of a new physical product development?
1.What product strategy models can be applied in destinations?
1.What are the reasons and benefits for managing destination quality?
1.What are the dimensions of destination quality?
1.What is the difference between hard and soft product development?
1.The levels of involvement of DMOs in product development vary significantly. Can you explain the continuum of involvement indicating the roles that a DMO can play?
1.What are the stages of the tourism area life cycle (TALC) model and how do these stages impact the product development role of a DMO?
1.How can a DMO encourage the adoption of a sustainable tourism development approach?
1.Which principles should be articulated to guide product development within a destination?
1.The destination product has several components. What are these components?
1.What is the definition of the destination product as it relates to the destination management role of product development?
1.What should be the contents of a destination management research plan?
1.Why is it important for a DMO to do performance measurement and reporting?
1.How important is competitive analysis for a destination and how should a destination select the competitors to evaluate?
1.How can destinations measure the economic impact of tourism?
1.What is a destination audit and how can destination product research help to improve the destination product?
1.How important is it to determine resident attitudes and opinions about tourism and how can this research be accomplished?
1.People’s images of destinations have a significant influence on where they travel. Which destination image measurement techniques can be applied?
1.What methods can be used to analyze potential markets for a destination?
1.How should a study of existing visitors (visitor profile study) be conducted?
1.Research results can often be boring. What are some techniques that can be used to more interestingly and effectively communicate a DMO’s research findings?
1.Secondary and primary research data and information are both important in destination management research. How would you differentiate these two concepts?
1.Which steps are followed in the research process for destination management?
1.What are the essential differences among these three research agenda categories?
1.Ongoing research, periodic research and as-needed research are the three components of a destination management research agenda.
1.What are the contributions of research for each of the roles of destination management?
1.How are destination marketing control and evaluation accomplished?
1.What are the 8 Ps of destination marketing, and which steps does each of them involve?
1.What are the three parts included in a destination marketing plan?
1.What is the difference between a DMO vision and a DMO mission?
1.Which timeframes are specified within the destination marketing planning process?
1.What are the management functions represented by each of the letters in the PRICE model?
1.Which five questions comprise the destination marketing system?
1.What are the key destination marketing professional principles?
1.What are the steps in conducting a destination visioning process?
1.What are the advantages of using tourism planning toolkits to guide destination planning processes?
1.Strategic planning and visioning are different processes. How would you describe the key differences between these two planning methods?
1.What process should be applied in tourism planning for destinations? How important is the selected process to the overall success of the planning?
1.At which geographic levels is tourism planning done? What are the advantages to integrating across these various geographic levels?
1.Which topics should be covered in a tourism plan for a destination?
1.The DMO should target which outcomes to be desired as the result of conducting tourism planning and from implementing the plan?
1.What are the major benefits that a destination will realize from initiating a tourism planning process?
1.What have been the major influences on tourism planning over recent decades?
1.What are the relative benefits and weaknesses of government-run DMOs?
1.What are the typical roles of national DMOs?
1.What is destination governance?
1.What are the 10 As of successful destinations?
1.What are the features that make destination management and marketing unique?
1.Who are the five groups of stakeholders in destination management?
1.What are the major differences between destination management and destination marketing?
1.What is destination marketing?
1.How would you define destination management?

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