Sustainable Destination Management
Strategies in the OIC Member Countries
172
Table 33: Key Performance Indicators 551
Measurement
Approach/Model
Key Performance
Indicators
Measurement
Visitor Metrics552 Visit Statistics Number of Visitors, Average Length of Stay, Tourist Spending
ROI Ratio of Visitor Spending to Corridor Management Spending
Marketing
Communications553
Activity Number of Programs/Campaigns, Total Reach and Total
Frequency
Performance Advertising Awareness, Brand Image Changes
Productivity Conversion Rates, Cost-per-Conversion Rate
Consumer-
Based
Brand
Equity
(CBBE)554
Brand Salience Mindset, Decision Set
Brand Associations Cognitive Attributes, Affective Perceptions
Brand Resonance Previous Visits, Intent to Visit
Brand Loyalty Repeat Visits, Word-of-Mouth Referrals
Organizational
Effectiveness
Appropriateness of
Objectives
Clarity of Objectives, Feasibility of Objectives
Achievement of
Objectives
Progress towards Objectives
Implementation
Efficiency
Efficient Resource Allocation, Cost-Effectiveness
Stakeholder Tourist
Evaluation555
Satisfaction with Access to Services, Accommodation, and
Transport
Local Industry
Evaluation556
Satisfaction with Destination Promotion, Satisfaction with
Industry Support
Local Community
Evaluation557
Satisfaction with Quality of Life
Sustainability
Metrics558
Social Impact Residents’ Satisfaction with Tourism Impacts on Destination
Identity
Economic Impact Percentage/Value of Local Products Sold to Tourism
Facilities
Environmental
Impact
Water, Energy Consumption & Waste Production per Tourist
Night Compared to General Population per Person
Source: DinarStandard Analysis
551 Adapted from previous COMCEC studies: Destination Development and Institutionalization Strategies in the OIC Member
Countries (Ankara: COMCEC, 2018); Sustainable Destination Management Strategies in the OIC Member Countries (Ankara:
COMCEC, 2019).
552 Steven Pike, Destination Marketing: An Integrated Marketing Communication Approach (London: Routledge, 2008).
553 "Standard DMO Performance Reporting - a Handbook for Destination Marketing Organizations (DMOs)," Destination
Marketing Association International, last modified May, 2011.
554 Steven Pike, Destination Marketing: An Integrated Marketing Communication Approach (London: Routledge, 2008).
555 Aimee Epp, Assessing the Impact of Stakeholder Engagement on Perceptions of DMO Performance (ICRT occasional paper n.
28, 2013).
556 A Manual for Evaluating the Quality Performance of Tourist Destinations and Services Office for Official Publications of the
European Communities (Luxembourg2003).
557 Geoffrey I. Crouch and J. R. Brent Ritchie, "Destination Competitiveness and Its Implications for Host-Community QOL," in
Handbook of Tourism and Quality-of-Life Research: Enhancing the Lives of Tourists and Residents of Host Communities, ed.
Muzaffer Uysal, Richard Perdue, and M. Joseph Sirgy (Dordrecht: Springer Netherlands, 2012).
558 Indicators sourced from the European Tourism Indicator System and Indicators of Sustainable Development.