|
DMOs (destination marketing organisations) and
CVBs (convention & visitors bureaux) have often
played a catalytic role in the Marketing and
Development of destinations. What makes some
of them successful or very successful while
some other can not make an impact? This will
be the topic developed by Dr.
Koutoulas during the Philoxenia Destination
Marketing Workshop.
Says Dr. Koutoulas:
"securing a high marketing budget is not enough
to succeed on the competitive tourism market.
The proper organisational structure, know-how
and staffing is needed to make efficient use
of available marketing and tourism development
funds. Many DMOs - be they national tourism
organisations or local-level CVBs - often overlook
this aspect and keep spending lots of money
with very little market impact."
The presentation
of Dr. Koutoulas will comprise a practical approach
to operating DMOs in an efficient manner. Benchmarks
and easy-to apply methods will be presented
covering issues such as the departmental structure
and the hierarchical pyramid of DMOs, staffing
with properly trained and motivated staff as
well as ways of assessing return on funds spent.
Having worked as
a consultant in the fields of marketing and
tourism since 1990, Dr. Koutoulas has been involved
in several consultation projects concerning
DMOs in Greece and internationally, including
the Netherlands and Malaysia. He also played
a crucial role in preparing the reorganisation
plan of the overseas representation network
of the Greek National Tourism Organisation.
Dr. Koutoulas banked
on his expertise in DMO management and conducted
a global study titled "Benchmark Survey of Convention
and Visitors Bureaux" - the first of its kind
- in 2004. The survey report has been acquired
by public and private-sector organisations -
including dozens of CVBs - throughout the world
and has been extensively quoted both by academic
and industry media globally.
|
