Chapter 9
Performance Measures
Good management starts with good measurement (Aaker 1996: 316).
Chapter Perspective
It is fitting to conclude by considering how effective DMOs are. Do they generate an appropriate return for the millions spent on promotion? What is an appropriate return on investment? Is it actually possible to quantify the contribution of DMO efforts? If so, are such quantifiable short run measures actually appropriate for DMOs? With no direct control over tourism businesses there is no direct profit return from marketing spend, with which to reinvest in future marketing. DMOs are instead relying predominantly on grants provided by government and are not therefore accountable to shareholders in the same way as a commercial enterprise ...
Get Destination Marketing Organisations now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
