Original title: Marketing management in destination organisation management
Authors: VYSUŠILOVÁ, Petra
Document type: Doctoral theses
Year: 2024
Language: eng
Abstract: This dissertation investigates the challenges and potential solutions for destinations experiencing or at risk of overtourism, utilizing case studies from Melaka, Český Krumlov, Colmar, and Vannes. A mixed-methods approach, including interviews, surveys, and a Delphi study, was employed to understand resident perceptions, evaluate DMO practices, and propose universally applicable mitigation strategies. Residents across destinations reported negative consequences of overtourism, including over-crowding and disruptions to daily life. However, they acknowledged the economic benefits of tourism, mitigating negative attitudes towards visitors. DMO strategies and resident concerns varied across destinations. Some DMOs focused on attracting more tourists, while others prioritized regulating tourism flows or improving infrastructure. The Delphi study confirmed the resident´s perception of overcrowding as a key indicator of overtourism. It emphasized the significance of fostering open communication between residents and visitors and the beneficial impact of positive interactions. The panel identified universally applicable tools and practices, including promoting alternative routes, off-season promotion, visitor education, and stakeholder cooperation. The research highlights the importance of resident well-being and proactive DMO strategies in managing overtourism. Destinations can achieve a sustainable tourism model by combining universally applicable solutions with tailored approaches.
Keywords: communication; Destination management organisation; local inhabitant; marketing; overtourism; strategy
Citation: VYSUŠILOVÁ, Petra. Marketing management in destination organisation management. České Budějovice, 2024. disertační práce (Ph.D.). JIHOČESKÁ UNIVERZITA V ČESKÝCH BUDĚJOVICÍCH. Ekonomická fakulta

Institution: University of South Bohemia in České Budějovice (web)
Document availability information: Fulltext is available in the Digital Repository of University of South Bohemia.
Original record: http://www.jcu.cz/vskp/60601

Permalink: http://www.nusl.cz/ntk/nusl-668772


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Universities and colleges > Public universities > University of South Bohemia in České Budějovice
Academic theses (ETDs) > Doctoral theses