DMO の人材とマーケティングに関わる成果の関係性に関する研究

― DMO の組織ケイパビリティの視点より―

抄録

This study examines the relationship between organizational capabilities and the resource acquisition capability of Destination Management Organizations（DMOs）in Japan, with particular attention to how DMOs acquire, possess, and utilize managerial resources to achieve outcomes from digital initiatives and marketing activities. Using a mixed-method approach, the research combined exploratory interviews with a quantitative survey of 89 registered DMOs. Marketing performance was operationalized through search demand growth on Google Trends as an indicator of regional recognition and interest. Principal component analysis revealed that the first component ─ comprising the presence of specialized marketing personnel, established data analytics infrastructure, and flexible financial resources ─ showed a significant positive correlation with performance indicators（r ≈ 0.4, p < 0.01）. The findings suggest that DMO performance depends not merely on individual competence but on the organization's integrated capability to execute data-driven marketing with adequate resource autonomy. The study highlights the decisive role of professional human resources, data infrastructure for KPI monitoring, and discretionary financial capacity. These results provide theoretical and practical implications for designing comprehensive policies that enhance the organizational capability of DMOs toward sustainable regional competitiveness in the digital era.