Please use this identifier to cite or link to this item:
Author(s): Gato, M.
Dias, Á.
Pereira, L.
Lopes da Costa, R.
Gonçalves, R.
Date: 2022
Title: Marketing communication and creative tourism: An analysis of the local destination management organization
Journal title: Journal of Open Innovation: Technology, Market, and Complexity
Volume: 8
Number: 1
ISSN: 2199-8531
DOI (Digital Object Identifier): 10.3390/joitmc8010040
Keywords: Local destination management organization
Destination tourism development
Organizational capabilities
Marketing capabilities
Abstract: Delivering a positive tourism experience is an expanding concern of destinations because of the growth of the tourism industry. The emergence of creative tourism has led to a continued necessity for local destination management organizations to pursue innovative and versatile strategies. This study aims to evaluate the organizational capabilities of local destination management organizations to promote a creative tourism context and develop related activities. The conceptual model was tested using a mixed-methods approach, combining a focus group with local destination management organizations with a quantitative study using multivariate statistical analysis through structural equational modeling. The findings showed that local destination management organizations ought to prioritize organizational culture by coordinating learning and effective knowledge training to strengthen marketing communication capabilities while focusing on potentiating their resources to develop the destination by implementing a local creative tourism destination, thereby generating value for a greater creative tourism local destination where tourists play an active role.
Peerreviewed: yes
Access type: Open Access
Appears in Collections:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica

Files in This Item:
File Description SizeFormat 
article_87426.pdfVersão Editora592,09 kBAdobe PDFView/Open

FacebookTwitterDeliciousLinkedInDiggGoogle BookmarksMySpaceOrkut
Formato BibTex mendeley Endnote Logotipo do DeGóis Logotipo do Orcid 

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.