研究ノート
デスティネーション・マーケティング・オーガニゼーション（DMO）におけるパフォーマンス・メジャーメントの研究
― 英国政府観光庁の事例検証からの考察 ―
2020 年 27 巻 p. 123-131
詳細
2020 年 27 巻 p. 123-131
Destination Marketing Author Pike argues that performance measurement at DMO is one of the least reported topics in the tourism literature. This paper examines performance measurement at DMO with a clear focus on VisitBritain. After hearing survey toward VisitBritain, it is revealed that VisitBritain has pre-selected 13 key performance indicators (KPI) and its target in discussion with the Department for Culture Media and Sports (DCMS). KPI does not specify the number of visitors to Britain neither the length of stay in Britain but specify seasonal spread, regional spread, PR ad value, web traffic, commercial sales, profiled database and so forth. Status report is kept updated across their offices worldwide on Intranet over marketing dashboard.
