TY - JOUR
T1 - Strategies for building diverse tourism advocates
AU - Post, Hailey
AU - Knollenberg, Whitney
AU - Schroeder, Ashley
AU - Seekamp, Erin
AU - Freeze, Jonathan
N1 - Funding Information:
This study was funded by the Greater Raleigh Convention and Visitors Bureau.
Publisher Copyright:
© 2022 Elsevier Ltd
PY - 2022/4
Y1 - 2022/4
N2 - Informed by co-management theory this study revealed strategies destination marketing organizations can utilize to develop and engage a diverse set of advocates. Interviews were conducted with 31 destination stakeholders to measure their level of understanding of tourism's role in economic development, value in the community, and their intention to advocate for tourism. Strategies for stakeholder development revealed in this study indicate destination marketing organizations need to expand partnerships throughout the community, improve and personalize communication strategies with advocates, tell a more nuanced story showcasing how tourism contributes to residents' quality of life, and specify advocacy asks with actionable information for tourism advocates. By implementing these strategies destination marketing organizations can educate and empower a diverse set of advocates to limit negative policy impacts on the tourism industry.
AB - Informed by co-management theory this study revealed strategies destination marketing organizations can utilize to develop and engage a diverse set of advocates. Interviews were conducted with 31 destination stakeholders to measure their level of understanding of tourism's role in economic development, value in the community, and their intention to advocate for tourism. Strategies for stakeholder development revealed in this study indicate destination marketing organizations need to expand partnerships throughout the community, improve and personalize communication strategies with advocates, tell a more nuanced story showcasing how tourism contributes to residents' quality of life, and specify advocacy asks with actionable information for tourism advocates. By implementing these strategies destination marketing organizations can educate and empower a diverse set of advocates to limit negative policy impacts on the tourism industry.
UR - http://www.scopus.com/inward/record.url?scp=85129746856&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85129746856&partnerID=8YFLogxK
U2 - 10.1016/j.tmp.2022.100967
DO - 10.1016/j.tmp.2022.100967
M3 - Article
AN - SCOPUS:85129746856
SN - 2211-9736
VL - 42
JO - Tourism Management Perspectives
JF - Tourism Management Perspectives
M1 - 100967
ER -
