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dc.contributor.authorMorgan, Nigel
dc.contributor.authorHastings, Ella
dc.contributor.authorPritchard, Annette
dc.identifier.citationMorgan, N., Hastings, E. and Pritchard, A. 'Developing a new DMO marketing evaluation framework: The case of Visit Wales', Journal of Vacation Marketing, 18(1), 73 - 89en_US
dc.description.abstractDestination Management Organisations (DMOs) are under increasing pressure to demonstrate cost-effectiveness and evidence the additional value which accrues from their marketing interventions. This article reviews traditional destination marketing key performance indicators (KPIs) and suggests they largely evaluate what can be measured not what should be measured. It is argued that these KPIs are particularly unsuited for assessing the impact of DMO digital platforms and provide little strategic direction for brand development in today’s disintermediated marketing environment. The article analyses the process by which one DMO (Visit Wales) responded by developing new KPIs within a marketing evaluation framework and discusses the pilot year of their operation. The outcome of collaboration between tourism’s academic and industry knowledge communities, the article thus transforms organisationally held knowledge into publicly available explicit knowledge, which has the potential to inform sectoral innovation and increase competitiveness.
dc.subjectmarketing evaluationen_US
dc.subjectdestination marketing organisationsen_US
dc.subjectkey performance indicatorsen_US
dc.subjectdestination brand evaluationen_US
dc.titleDeveloping a new DMO marketing evaluation framework: The case of Visit Walesen_US
dc.publisher.departmentCardiff School of Managementen_UK

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