Destination Development and
Institutionalization Strategies
In the OIC Member Countries
136
5.4 How the OIC Countries Compare in Terms of Product Development and
Promotion
Destinations are the core products of tourism, and their development is a critical part of a DMO’s role.
A well-developed destination has strong core resources. The ability of tourists to enjoy those resources is
enabled by well-established supporting resources which make travel feasible and pleasant, and a supporting
environment that enables tourists to access and enjoy core resources over a period of time.
Figure 46: Parameter 3: Product Development Elements
Source: DinarStandard Analysis
Comparing the OIC with best practice examples
In best practice examples, DMOs have taken a leading role in developing a destination, including ensuring
supporting resources were sufficient, and improving it to benefit local communities, such as in the case of
Oregon developing the town of Oakridge.
In the OIC countries, the illustrative DMOs reviewed have showed at the more advanced end, strong practices
in developing destinations. However, at the earlier stage of development, political will, and the limited
effectiveness of the DMO in pushing through required supporting resources, has held back destination
development, despite very strong core resources.
Product
Development
Elements
Core Resources Supporting
Resources
Supporting
Environment
Natural
resources
Cultural
resources
Infra-
structure
Activities Linkages Accessibility
Supra-
structure
Community
Support
Facilitating
resources
and services