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Destination Marketing Organisations by Steven Pike

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Chapter 1

Introduction to Destination MarketingOrganisations

In higher education it is important that the sometimes unfashionable public sector is included in programs. This allows students to gain an understanding of the roles and structures of tourism organizations at all levels … what is critical is that students have a thorough understanding of issues of globalization, the public and private sector structures and policies that are in place to both capitalize and protect nations from its effects, and are equipped to enter the work force at a senior level ‘surprise free’ in terms of such issues (Fayos-Solá 2002).

Most tourism activities take place at destinations, and so the destination forms a pillar in any modelling of the tourism “system” ...

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