ASSESMENT OF DMO’S ROLE UNDER THE VIEW OF STAKEHOLDERS: EXPLORATORY STUDY OF DANANG DESTINATION

Abstract

A destination management organization (DMO) is the result of an organized tourism community. The original DMOs were primarily oriented towards marketing and policy making. Achieving your destination's long-term and sustainable competitiveness requires a broader direction than sales and marketing. The increasing difficulties of achieving destination competitiveness requires DMOs to actively focus on the management of destination's resources, socio-cultural and environmental issues and take responsibility for innovation as well as tourism development. This study explores what the roles of the DMO from the perspectives of stakeholders in the Danang destination. The research shows that while the external destination marketing function is focused on, the internal management function of the destination has not been fully received and many necessary activities have not been paid attention. This may affect the sustainable development of the destination