Destination marketing and destination management in Tourism

Destination marketing and destination management are often used as
interchangeable concepts and this leads to poor sustainable tourism planning
and management of tourism impacts. Discuss

Tourism is an important socio-economic sector of virtually all countries world over. It earns the

government foreign exchange, revenue and creates employment directly and indirectly for the

citizenry. Tourism encourages development of infrastructure, as well as social amenities in

places with tourism potential within a country which in turn impacts positively upon other

socio-economic sectors of an economy. Tourism fosters international consciousness through

tourists’ appreciation and understanding of other peoples’ cultures which is requisite for

maintenance of international unity, peace and security. Owing to the numerous social and

economic benefits that accrue from tourism, proper and professional management of a

country’s tourism sector is prerequisite for success. The purpose of this task is to discuss

reasons why misunderstanding of concepts destination marketing and destination management

leads to poor sustainable tourism planning and management of tourism impacts.

Literature Review

Success of a country in terms of reaping fruits of its tourism potential is certainly an outcome of

proper and professional management of matters tourism within its borders and within regional

frameworks. Therefore, a country’s destination management and destination marketing

organizations plays a critical role in facilitating improved attraction of visitors internally and

from foreign countries (School of Travel Industry Management, 2006, p.7). In tourism

management studies, concepts destination management and destination marketing though

different tends to be used interchangeably. This misconception has led to poor sustainable

tourism planning and management of tourism impacts. In this section we shall look at what

different scholars have written about these two concepts.

Tourism

Tourism is the human activities and relations emerging from the going and staying of people

away from their usual home surroundings for a range of reasons. These purposes may include

business, leisure and recreation (Ana, 2008, p. 918). According to World Tourism Organization,

a tourist is a person who goes to a place(s) far away from their normal environment for a time

exceeding twenty-four hours and not more than one successive year of leisure, business and

other reasons not linked to the carrying out of a work activity salaried from within the area

visited (Ana, 2008, p. 919).

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