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Woodside Arch G. (Boston College, USA), Sakai Marcia Y. (University of Hawaii, USA)
Case Study Research on Evaluations of Destination Management Organizations' Actions and Outcomes
Folia Turistica / Akademia Wychowania Fizycznego im. B. Czecha w Krakowie, 2011, nr 25, s. 145-181, rys., bibliogr. 85 poz.
Issue title
The Master Classes
Turystyka, Marketing turystyczny, Audyt
Tourism, Tourism marketing, Audit
summ., Artykuł dostępny także w języku polskim w numerze 25(2)
The present article includes a case study that describes and analyzes three performance audit reports over a three decade period for one U.S. state government's destination management organization's (DMO) actions and outcomes. This report extends prior studies [Woodside and Sakai 2001, 2003] that support two conclusions: (1) the available independent performance audits of DMOs' actions and outcomes indicate that frequently DMOs perform poorly and fail to meaningfully assess the impacts of their own actions and (2) the audits themselves are shallow and often fail to provide information on DMOs' actions and outcomes relating to these organizations largest marketing expenditures. The article calls for embracing a strategy shift in designing program evaluations by both by government departments responsible for managing destinations' tourism marketing programs and by all government auditing agencies in conducting future management performance audits. The article offers a "tourism performance audit template" as a tool for both strategic planning by destination management organizations and for evaluating DMOs' planning and implementing strategies. (original abstract)
Full text
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