Destination Development and
Institutionalization Strategies
In the OIC Member Countries
53
regions has also increased labor mobility across borders. Both academic and industry stakeholders are
recognizing the mutual benefits of developing a more co-operative relationship. 195
3.4. Step 4 – Engaging with the Community
Tourism culture refers to the local community and businesses being receptive to tourism, understanding
the value that tourism adds to their community, both economically and otherwise. Communities desire to
maintain a good quality of life with minimal environmental and socio-cultural change. By developing
tourism culture, communities can understand value added tourism benefits including tourism
expenditure, job creation, and tax revenues.
1. Community engagement and education by DMOs is essential in helping community members
understand the benefits of tourism. The community building approach to tourism culture
initiatives goes beyond public outreach to ensure that “ordinary” community members are among
the decision makers. In addition, it encourages communities to identify and distinguish
characteristics that differentiate them from others. 196
2. It is important for DMOs to work with local community members to identify and communicate
sustainable, economic and local opportunities for local people and businesses to secure benefits
from developing a destination and heritage attractions. Promoting entrepreneurship and
sustainable business practices are key to creating tourism culture.
3. Tourism culture can be further developed by supporting local tourism businesses by encouraging,
celebrating and rewarding those that act responsibly. Securing community development funds and
investing in projects that empower local people to establish businesses and enter the marketplace
is beneficial.
4. Creating incentives for businesses to develop public spaces that can be enjoyed by both tourists as
well as the local community.
5. Facilitating legislative and regulatory support from local government agencies can ease the barrier
to entry for local tourism businesses.
Key elements to develop tourism culture 197:
195 Cooper, C., & Shepherd, R. (1997). The Relationship Between Tourism Education and The Tourism Industry: Implications for Tourism
Education. Tourism Recreation Research, 22(1), 34-47. doi:10.1080/02508281.1997.11014784
196 Partners for Livable Communities - Cultural Heritage Tourism. (2018). Retrieved fro
197 Datzira-Masip, J. Cultural heritage tourism — opportunities for product development: The Barcelona Case . Tourism Review, 6 (1), 13-
20. Retrieved fro