A model of destination management in small tourist destination
A Business & Finance project
The general objective of this research is to study the evolution of the Destination Management Organisations in times of changes in the market, in technology and in legislation.
The definition of a destination, the stakeholders involved in the process of establishment, their role and objectives would be analysed also according to changes carried by the ICT and Internet.
The social networks analysis and the Stakeholder Theory will be used in order to define a model of destination management organisation to be adopted by a small tourism destination. The analysis will be focused on the Treviso (Italy) area, in the Veneto Region.
Competitiveness in the tourism industry depends on the ability to give value to local resources and, in this context, the managerial dimension of the supply is a key factor.
To qualify an area as a “community” destination, the availability of resources is not enough, even if rare and irreproducible, but a managerial approach is needed; this can be achieved by the coordination and integration of the tourist supply in a systemic view where cultural and social components are represented.
The structure of the research can be divided as following
First chapter – Introduction
Justification and opportunity of the thesis, setting of the problems, hypothesis and objectives, methodology and structure of the investigation will be described in details.
Second Chapter – Basis theories
In sequence, the problem of the approach by demand or by supply in the analysis of tourist problems with reference to the basic theories that were deemed most appropriate in the analysis of tourism issues in a managerial key: the Theory of the District, the Stakeholder Theory, the Cluster Theory, the Resource-Based Theory with the framework VRIO management, the Knowledge based approach.
Third chapter – Destination management organizations
In this chapter specific literature about tourism and destinations, their generations and development, highlighting the globalised environment of tourism and sustainability of supply will be researched. Moreover, the issues of qualification of a tourist area in order to describe the factors that characterise a destination and its governance.
Fourth chapter – Destination marketing in the era of Internet
It will be carried out the description of Destination Marketing that must balance the interest of the different stakeholders in a prospective of Service Logic in four dimension: ICT and Internet, internal marketing, brand and quality. It will be analysed the existence of similarities with the mass distribution business models.
Fifth Chapter– Geographical framework
The Treviso area (Veneto, Italy) will be described considering tourism facts and figures, governance, legislations and lifecycle phase of the destination.
Sixth chapter – Methodology
The assessment of the relationship dynamics would be carried out by the Social Network analysis and Stakeholder Theory. A survey will be carried out among a selected group of public and private stakeholders; the collected data will be operated by UCINET and NETDRAW and it will allow us to define the relationship among the stakeholders of the destination. The information will carry to define a model of D.M.O. suitable for the considered destination that will be validated by a group of experts selected among local and international academics and professionals.
Seventh Chapter – Conclusions and proposals
In this chapter the conclusions will be described along with strategic and operative proposals for the DMO along with the specifications of the limit of the research and, then, further stimulation for the research.
LEVEL OF INNOVATION
The research will consider a process of settlement of a Destination Management Organisation in a specific area from the preliminary activities to the establishment of it. It is the first time that this process is implemented in that territory and, as it is mandatory by law, it is innovative also from the relationships dynamics that will be studied.
Moreover, this research will increase the scientific knowledge on small tourist destinations on its dynamics, organisation, resources and marketing.
For this reason, the methodology of this research can be replicated in other small destinations both in the same regions and outside the country.
In terms of dissemination, it is provided at least the publication of an article on one or more journals listed in Scopus or Journal Citation Report.
More publications in other European journals are provided.
The thesis will be distributed in electronic format to all the stakeholders involved in the destination and a conference will be organised in the area with the cooperation of public and private stakeholders in order to present and discuss about the results and proposals of this research.
|Academic Institution:||University of Jaen (Spain)|
|Course:||Law and Economics, 2017-2017|
|User Profile:||Francesco Redi|
What is your motivation for doing a PhD?
Improving and sharing my knowledge in the tourism industry
Why did you choose your research topic/title
There are huge opprotunities for small tourist destination while there is lack skills and resources
My achievements - from 2015 I'm indipendent expert at European Commission - EASME for the assessment of project proposals to be co-financed under specific calls - from 2013 I'm coordinator of a small Destination management organisation in the Venice area (Italy) and I will apply the model achieved by my PhD work - from 2011 to 2012, while appointed contract professor for Local development policies at the Second University of Naples in Italy, I was director of a local development agency, so I could practice what I preached - from 2009 to 2013 I was director at European Universty for Tourism a private Albanian University.
What difference will this research make in your life and the lives of others?
In theory tourist destinations are defined by the tourists perception and for this reasons all efforts at government level are focused on big ones: nations, regions or big cities as Venice, Paris or New York. But in the reality, a huge number of small destinations makes the market, provides motivations for travelling and assure employment, payment and sustaianbility in tourism. On the contrary, a lot can be done as their management lacks organisation,skills and resources. I think there are fruitful opportunities.