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Autor
Woodside Arch G. (Boston College, USA), Sakai Marcia Y. (University of Hawaii, USA)
Tytuł
Case Study Research on Evaluations of Destination Management Organizations' Actions and Outcomes
Źródło
Folia Turistica / Akademia Wychowania Fizycznego im. B. Czecha w Krakowie, 2011, nr 25, s. 145-181, rys., bibliogr. 85 poz.
Tytuł własny numeru
The Master Classes
Słowa kluczowe
Turystyka, Marketing turystyczny, Audyt
Tourism, Tourism marketing, Audit
Uwagi
summ., Artykuł dostępny także w języku polskim w numerze 25(2) http://www.folia-turistica.pl/attachments/article/402/FT_25(2)_2011.pdf
Abstrakt
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)
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Bibliografia
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ISSN
0867-3888
Język
eng
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