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Bridging the gap: An exploration of how DMO managers use education to overcome challenges

Author

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  • Staci M Zavattaro

    (Mississippi State University, USA)

  • Frank G Adams

    (Mississippi State University, USA)

Abstract

Place branding practices are increasingly taking place within public sector organisations, yet destination marketing organisation managers are insufficiently researched through a lens of managerial theory. Extending previous empirical research on DMO management obstacles, this study contributes to the literature by reporting results of interviews with DMO managers throughout a Southern state, and finds that managers face four major challenges: personnel, technological, political, and educational. The educational challenge manifests in how DMO managers respond to the other three obstacles, extending knowledge regarding how DMO managers justify their organisation’s existence and mission to potentially sceptical audiences.

Suggested Citation

  • Staci M Zavattaro & Frank G Adams, 2016. "Bridging the gap: An exploration of how DMO managers use education to overcome challenges," Urban Studies, Urban Studies Journal Limited, vol. 53(4), pages 669-688, March.
    • Handle: RePEc:sae:urbstu:v:53:y:2016:i:4:p:669-688
    DOI: 10.1177/0042098014568069
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    References listed on IDEAS

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