Previous Page  130 / 197 Next Page
Information
Show Menu
Previous Page 130 / 197 Next Page
Page Background

Destination Development and

Institutionalization Strategies

In the OIC Member Countries

120

Figure 38: US Tourism Management Organizational Structure

Source: Brand USA website and DinarStandard Analysis

1.

DMO Development

History

The Oregon TourismCommission, which does business as Travel Oregon, is one of the DMOs featured in this

study because of its success in destination product development as well as in engaging stakeholders. In the

1930s the state built a major highway called the Pacific Coast Scenic Byway that runs through vast stretches

of beaches. This 363-mile highwaymade it possible to reach the state parks, historic lighthouses, beaches and

harbor. In the 1970s, Oregon had a progressive governor who was interested in preserving public space for

people, as a result Oregon passed the Beach Bill which made the entire Oregon coast public. Early visitors to

Oregon were interested in climbing Mount Hood, as well as enjoying the diverse landscape and visiting the

beaches.

The other DMO featured in this case study is Go Great Lakes Bay, which is a regional DMO in the state of

Michigan. The state of Michigan has been a tourism destination for over 100 years, with the City of Detroit

forming the world’s first Convention and Visitors Bureau. Within the Great Lakes Bay region, which consists

of six destinations, themost establishedgeneral tourismdestination is Frankenmuth,Michigan. Frankenmuth

has played host to visitors since around 1900. The communities of Saginaw, Bay City and Midland followed

just shortly after the beginning of the 1900’s, with meetings and conventions playing the largest facets of

tourism growth.

Unique Selling Propositions (USPs)

Oregon is characterized by beautiful scenery, in the form of mountains, beaches, lakes, and forests, and well-

developed tourism infrastructure in the form of accommodation, transportation, roadways, and recreation

US TourismManagement Organizational Struct re

Brand USA

National Travel and

Tourism Office (NTTO)

(US Department of

Commerce)

Travel Oregon

Michigan Travel

Commission

Go Great Lakes Bay

Bay County

Convention & Visitors

Bureau (CVB)

Midland County CVB

Saginaw County CVB

US Travel Association