Destination Management/Marketing Organization (DMO) Promotional Strategies and Characteristics

Verification based on successful cases of attracting visitors from Taiwan

Abstract

This research aims to verify successful case of Destination Management/Marketing Organizations' (DMOs) formation and establishment plans and clarify the DMOs' overseas promotional strategies and their characteristics, with Taiwan as the target group. We assessed the relationship between promotional activities and the total number of foreign hotel guests, after selecting DMO^’s successful cases of attracting visitors from Taiwan and conducted co-occurrence network analysis of content described in relation to overseas promotions. The results indicate the DMOs conducted promotional activities centered on "dissemination of information overseas" and "promotions directed at travel agencies," supplemented by "aggressive business sales" and "tourism PR."