Destination Development and
Institutionalization Strategies
In the OIC Member Countries
55
Managing Communication with Community Stakeholders
Community engagement is critical to succeed as a destination management organization. Positive
community involvement and sincere support from the community can transform a destination198.
Communities can also benefit from tourism and to support tourism a community must realize the benefits
of tourism. A successful destination requires friendly and hospitable greeting from community members.
An example of a community engagement program is illustrated by Gold Coast Tourism of Australia, which
listed the following as a plan of action in the management plan:
“Foster local community engagement through the appointment of ambassadors, industry champions,
school education awareness programs and links to service and community volunteer groups.” 199
Another example taken from Ramsey County in the United States included the following community
engagement efforts:
“Pop-up workshops, listening sessions, community open house, public survey, and interactive online
maps”.200
To assess a community’s attitude and level of engagement with tourism we need to determine the
community’s awareness of tourism’s economic benefits, impact on social structure, impact on decision
making, and impact on environment.
Negative community attitude has led to protests in Italy and Spain. In 2017, Venice (Italy) had over 2,000
locals protest through the city to lower rent and lower the impact of cruise ships and the pollution they
cause to the city environment. Protests and anti-tourismmarches are also planned in Mallorca (Spain) and
San Sebastian (Spain) where Airbnb has had a major impact on the local housing market.201
198 Hociung , G. (2011). QUALITY FROM INSIDE OUT - AN INTERNAL COMMUNICATION APPROACH FOR TOURISM ORGANIZATIONS.
Journal of Doctoral Research in Economics, 3(4), 19-30. Retrieved from
199 Gold Coast Destination Tourism Management Plan 2014-2020. (2014). QLD: Gold Coast (Qld.). Council.
200 Community Engagement Report (Rep.). (n.d.). Retrieved
201 Coldwell, Will (2017). “First Venice and Barcelona: now anti-tourism marches spread across Europe”, The Guardian.