Development Pattern of Overseas Promotion by Destination Management/Marketing Organizations

：As an Example of Community-based tourism from Taiwan

Abstract

This research aims to clarify the development pattern of the overseas promotional strategy of Destination Management/Marketing Organizations(DMOs), using inbound tourism from Taiwan as an example. We surveyed DMOs in Japan and verified the DMOs’ formation and establishment plans. The results indicate the following aspects of DMOs’ overseas promotional strategy in Taiwan: 1) digital promotion targeting a wide variety of tourism-related organizations and tourists; 2) promotions targeting specified tourism-related organizations; and 3) promotions targeting travel agencies in Taiwan.We thus clarified that DMOs' strategy consists of the above three patterns, however, the combination of the three significantly differs by DMO.