Destination Development and
Institutionalization Strategies
In the OIC Member Countries
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Table 10: DMO Community Impact
Benefits Drawbacks
Community involvement and pride Crowding and traffic
Investment opportunities Pollution
Public facilities Increased taxes
Boost local business and economy Increased costs and prices
Preserves culture heritage
Focus on environment
New jobs
Source: DinarStandard Analysis
In the context of the stakeholder structured interviews conducted within the scope of this study,
respondents were asked about how to promote tourism culture. Respondents provided a number of
suggestions including providing information about tourism importance and impact in the education
curriculum in general, as well as carrying out events to make the local community aware of the importance
of tourist attractions. Other suggestions included designing tourism products in collaboration with the
local community that offer authentic experiences to tourists through direct interaction with members of
the local community, such as having local meals in communal areas. In an interviewwith the President and
CEO of Guam Visitors Bureau, the CEO pointed out: “local people are the custodians of heritage and
working with them ensures a better tourist experience”.
3.5. Step 5 - Activating Destination Product Development Strategies
After the local community and infrastructure of a destination are developed, the ecosystem of services
including accommodations, attractions, operators, and activities can be established. Once the full suite of
services is expanded, a destination can attract visitors. A DMO must work with industry stakeholders to
develop tourism services. The ecosystem of services must also be supported by regulatory agencies and
financial management services.
Destinations can increase their competitiveness by developing and expanding their ecosystem of services.
For example, destination wide products and services including convention centers with annual events,
nature based tourism activities, and festivals can attract visitors. For example, the International
Convention Centre Sydney, Australia’s largest convention, exhibition and entertainment center is an
example of a developed product, which is expected to host 20 international conventions and is heavily
marketed by Destination NSW, a state level DMO in Australia.
The final step in utilizing a destination’s resources is to market and attract potential visitors. By developing
a strong brand reputation with notable tourism experiences, destinations can differentiate themselves
from others.