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Post-COVID-19 Destination Marketing Organizations: Unmasking the Next Normal.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Post-COVID-19 Destination Marketing Organizations: Unmasking the Next Normal./
Author:	Maisel, Leon.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2022,
Description:	121 p.
Notes:	Source: Dissertations Abstracts International, Volume: 83-12, Section: A.
Contained By:	Dissertations Abstracts International83-12A.
Subject:	Public administration. -
ISBN:	9798802700075

Post-COVID-19 Destination Marketing Organizations: Unmasking the Next Normal.
Maisel, Leon.

Post-COVID-19 Destination Marketing Organizations: Unmasking the Next Normal. - Ann Arbor : ProQuest Dissertations & Theses, 2022 - 121 p.

Source: Dissertations Abstracts International, Volume: 83-12, Section: A.

Thesis (Ed.D.)--University of Southern California, 2022.

This item must not be sold to any third party vendors.

The study investigated destination marketing organizations (DMOs) during the pandemic disaster of the COVID-19 shutdown. DMOs are the epicenter of a city or region's visitor industry marketing effort, including tourism, meetings, and conventions. The research focused on recognizing what challenges DMOs will confront and what strategies DMOs will plan and employ in the next normal, or after the pandemic. The study used a qualitative research design with a purposeful sample of DMO decision-makers. To enable obtaining emergent data, the researcher used a semi-structured interview framework. Findings showed two main areas moving into the next normal: First, the primary challenge was the survival of DMOs after the pandemic, and second, to survive, DMOs would have to reframe themselves. Anticipated challenges such as sustained funding and customer motivation were discussed as threatening survival of the DMO. An unanticipated emergent challenge was a workforce shortage affecting the destination's external stakeholders, hotels, restaurants, attractions, and transportation. To meet the challenges and survive into the next normal, findings pointed to re-framing the role of the DMO beyond marketing. Contextually, the study unveiled how DMOs handled challenges brought about during the pandemic's shutdown and the interventions they applied. Next normal strategies included a new approach to refocus the DMO role, reinvent the convention and meetings business, and create new tourism attractions adhering to social distancing. The study interpreted and discussed challenges and strategies, recommending creative yet realistic solutions and possible future research.

ISBN: 9798802700075Subjects--Topical Terms:

531287
Public administration.
Subjects--Index Terms:

Conventions

Post-COVID-19 Destination Marketing Organizations: Unmasking the Next Normal.
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300 $a 121 p.
500 $a Source: Dissertations Abstracts International, Volume: 83-12, Section: A.
500 $a Advisor: Carbone, Paula M.
502 $a Thesis (Ed.D.)--University of Southern California, 2022.
506 $a This item must not be sold to any third party vendors.
520 $a The study investigated destination marketing organizations (DMOs) during the pandemic disaster of the COVID-19 shutdown. DMOs are the epicenter of a city or region's visitor industry marketing effort, including tourism, meetings, and conventions. The research focused on recognizing what challenges DMOs will confront and what strategies DMOs will plan and employ in the next normal, or after the pandemic. The study used a qualitative research design with a purposeful sample of DMO decision-makers. To enable obtaining emergent data, the researcher used a semi-structured interview framework. Findings showed two main areas moving into the next normal: First, the primary challenge was the survival of DMOs after the pandemic, and second, to survive, DMOs would have to reframe themselves. Anticipated challenges such as sustained funding and customer motivation were discussed as threatening survival of the DMO. An unanticipated emergent challenge was a workforce shortage affecting the destination's external stakeholders, hotels, restaurants, attractions, and transportation. To meet the challenges and survive into the next normal, findings pointed to re-framing the role of the DMO beyond marketing. Contextually, the study unveiled how DMOs handled challenges brought about during the pandemic's shutdown and the interventions they applied. Next normal strategies included a new approach to refocus the DMO role, reinvent the convention and meetings business, and create new tourism attractions adhering to social distancing. The study interpreted and discussed challenges and strategies, recommending creative yet realistic solutions and possible future research.
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