Six fundamentals of strategic implementation of information systems for destination management organizations
by David Y. Chang (Pamplin College of Business, Virginia Polytechnic Institute and State University)
DMOs recognize the importance of destination image and IS for promoting their destinations. While adoption of the Internet does change the competition in the marketplace; it does not equate IS or IT, however. The distorted pricing strategies blur the use of IS. The six fundamentals, dispelling the myth of Internet marketing, right goal, articulating risks, differentiation, co-alignment, and continuity, rectify the course and reveal that the source of competition is information that shapes the destination image in the minds of tourists and investors. Returning to these fundamentals facilitates strategic IS implementation. The winners will be those that use IS wisely.
Keywords: strategy, tourism, destination management organization (DMO), Internet, information technology (IT), information system (IS)
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