Theory and Management Diagnosis of DMO: A Survey to Clarify the Concept of DMO

Abstract

DMO is in the spotlight as the main vehicle of regional vitalization through tourism. However, research on DMO is limited to the level of introducing successful cases mainly in Europe and the United States, and the theoretical research is insufficient. In addition, although research from tourism studies is scattered, in the field of marketing management, only case studies are introduced, and academic research on DMO is inadequate. In this study, we will theoretically approach DMO based on an academic framework.