Sample Solution

3. Leadership and co-ordination: Here the destination management organisation acts as a facilitator of the efforts of all those involved in the destination team, and creates alliances to reach marketing and product development goals.

4. Product development: Can be described as the sustainable development of tourism products. The Destination management organisation of country is ultimately in charge of the continuous improvements of tourism products a country offers as well as identifying potential tourism product developments and opportunities to attract more and more tourists.

5. Marketing and promotion. Here the DMO takes the role of developing a marketing strategy. This strategy includes selecting the appropriate target market and developing a marketable image of the region.

In the past, the role of a DMO was solely based in marketing and promotional activities, however as tourism continued to grow in a rapid manner the roles of a DMO had to grow in accordance to this.( Ritchie & Crouch, 2003) stated that the “M” in the term DMO would have correctly stood for marketing in the past, but today as their roles have branched out the “M” can now be seen to signify management. Overall the successful implementation of these extended roles of the DMO help promote a destination by exceeding visitor’s expectations, therefore creating repeat visitors and positive word of mouth recommendations in turn effecting the likelihood of potential visitors to be swayed into to coming to the destination (Dwyer et al., 20