How can you make destination stewardship a reality?
For Coca Cola, the management of their product is simple. There’s a recipe to follow, and if they keep to the instructions, they’ll continue to create the product that people expect of them. However, a city lives and breathes; every visitor or resident within your place will have a slightly different experience.
Over the years, destination management has gained a lot of interest as a concept, with many destination marketing organisations [DMOs] shifting to become destination marketing and management organisations [DMMOs]. But with so many stakeholders involved – and with most DMOs not owning any of their assets – is true destination management just a pipe dream? And how do you evolve a destination management mindset to one of destination stewardship?
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