AN INVESTIGATION OF THE CURRENT SYSTEM OF DESTINATION MANAGEMENT ORGANISATIONS- THE CASE OF CHINA
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This research investigates Destination Management Organisation (DMOs) in China, and looks at their functions and their adoption of Performance Measurement Systems (PMSs). A two-stage questionnaire survey has adopted to achieve the pre-determined aims of the research. Finally, ninety-three DMOs took part in the first stage survey and thirty-four DMOs were involved in the second stage survey. The key findings from the research are as follows. (1) Irrespective of their nature and level, Chinese DMOs attached most importance to the functions of “economic-driver”, “marketing” and “coordination & collaboration”. (2) DMOs attached a second level of importance to the functions of “operator”, “administrator”, “statistics” and “training”; however, particularly at municipality and city levels; also Chinese public DMOs paid more attention to these aspects. (3) Chinese public DMOs, particularly at provincial and city level, placed more emphasis on the functions of “regulator” and “legitimacy”. (4) Chinese higher-level public DMOs paid less attention to the function of “public awareness”, “funding” and “international relations”, however they did performed much better than non-public lower-level DMOs to these tasks. (5) Chinese governmental DMOs at higher-level, and private DMOs, were the best at adopting PMSs in their organisations. (6) The PMSs of Chinese DMOs paid greatest attention to measuring the aspects of “visitor”, “earning” and “marketing”, and medium levels of attention to the aspects of “stakeholder”, “operation” and “event”, and relatively low attention to evaluating their performance of the aspects of “employment” and “innovation” in their organisations. Finally, a refined PMS model that could be adopted by Chinese DMOs in the future was developed at the end. Based on the above findings, the refined model aimed to measure the performance of “stakeholders”, “employees” and “customers” by assessing the outcomes of the aspects of “management” and “marketing” for Chinese DMOs. The refined PMS model was developed and based on the top-down operation system that currently existed in China and was supposed to pursue every major aspect of the system for each stakeholder in the DMOs.
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