The aim of the project research is to define best practices, difference, and similarities, in the Convention and Visitors Bureaus operations on a global level, based on four main areas of activity: • communication style and methods between the CVB and its members, • geographical marketing and activities employed by the CVB to attract members, • membership activities and CVB organization characteristics, • CVB products marketing and promotions.

1. Management of destination
marketing organizations globally.
The cross cultural perspective.
Krzysztof Celuch Ph.D.
Adjunct Professor
L. Robert Payne School of Hospitality and Tourism Management
San Diego State University
Assistant Professor / Vice-Rector
Warsaw School of Tourism and Hospitality Management

2. THE AIM?

3. THE AIM OF THE RESEARCH IS TO
DEFINE DIFFERENCE AND SIMILARITIES IN THE
CONVENTION AND VISITORS BUREAUS OPERATIONS
ON THE GLOBAL LEVEL
ON THE BASIS OF THE FOUR MAIN AREAS OF ACTIVITY:
• Communication character between CVB and its members
• Geographical marketing and activities
• Membership activities and organization characteristics
• CVB products marketing and promotion

4. RESEARCH
PHASES

5. THE PROJECT IS DEVIDED INTO
TWO RESEARCH PHASES AND
TWO RESEARCH AREAS:
• Phase 1 - research methodology (tools and technics); research
group; research team evaluation; description of geographical
approach (2012-2014)
• Phase 2 - DMO’s organizations characteristics and structure;
DMO’s marketing activities and communication characteristic
(2014-2015)

6. METHODOLOGY

7. THE TARGET GROUP AND METHODOLOGY
WAS CHOSEN IN COOPERATION WITH 4
DIFFERENT INDUSTRY ASSOCIATIONS
• UIA - Union of International Associations
• ICCA - International Congress and Convention Association
• DMAI - Destination Marketing Association International
• MPI - Meeting Professionals International

8. TARGET GROUP

9. REPORT COVERS
FEEDBACK FROM 89 CVB
INCLUDING GENERAL SUMMARY AND
INDIVIDUAL INTERVIEWS WITH CEOS GLOBALLY
INCLUDING:
• 18 CVBs North America
• 28 CVBs South America
• 15 CVBs Europe
• 5 CVBs Africa
• 5 CVBs Middle East
• 9 CVBs Asia
• 7 CVBs Australia

10. RESEARCH SHOWS OPINIONS,
FACTS AND FIGURES WHICH WILL BE
GIVEN AFTER FILLING
QUESTIONNAIRE WITH OPEN AND
CLOSED ANSWERS.

11. THE 21 QUESTIONS WERE STRICTLY
SELECTED AND LINKED TO AREAS LIKE:
MARKETING SALES
DMO
STRUCTURE

12. THE MOST IMPORTANT OF THEM WERE CONNECTED
WITH MENTIONED AREAS AND GIVE ANSWERS TO
BELOW ISSUES:
• opinion about: memberships, size of CVB related to its
communication effectiveness, process of becoming an CVB
member,
• communication style between CVB and its members,
effectiveness and efficiency of communication,
• perception of CVB’s communication with its members,

13. THE MOST IMPORTANT OF THEM WERE CONNECTED
WITH MENTIONED AREAS AND GIVE ANSWERS TO
BELOW ISSUES:
• frequency of communication related to: statutory activities,
organization, promotion and marketing of its products and
services and content related information
• opinion about CVB disseminating information about its
members
• recommendation of changes in communication and future of
organizations like CVB

14. GLOBAL PERSPECTIVE
OF DMOS
COMMUNICATION
• 5 continents
• 89 organizations
• one topic - different
approach

15. RESULTS?

16. 10%3%
30%
43%
14%
Less than 30
31-50
51-100
more 101
size doesn't matter
20%
65%
15%
Definitely yes
Yes
No
Definitely no
THE COMMUNICATION
BETWEEN DMOS AND
THEIR MEMBERS TO BE
EFFECTIVE AND EFFICIENT HOW MANY MEMBERS
SHOULD DMOS HAVE TO
ENSURE THE MOST
EFFECTIVE COMMUNICATION

17. 41%
47%
13%
Too big
Appropriate
Too small
25%
15%
36%
24%
Very important
Important
Neutral
Not important
% OF RESPONDENTS THINK
THAT THEIR DMO SIZE IS
APPROPRIATE IN TERMS OF
COMMUNICATION OUTREACH
% OF DMOS BELIEVE THAT
COMMUNICATION
EFFECTIVENESS SHOULD BE
ONE OF THE MAIN GOALS OF
THE ORGANIZATION.

18. 2%
13%
10%
31%
40%
5%
Very simple
Simple
Average
Complicated
Too complicated
We don't have membership
PROCESS OF BECOMING
MEMBER OF DMO
THE QUALITY OF
COMMUNICATION BETWEEN
A DMO AND ITS MEMBERS
3%
21%
60%
16%
Is very well adapted to specific professional positions
Is very well adapted to specific member groups
Satisfies its members’ needs
Is too focused on selected groups with specific professional position
Is too focused on specific member groups

19. CONCLUSIONS
• The hypothesis of the research was linked to the communication
styles and geographical differences among global destination
marketing organisations.
• The results show that 75% of them have different approach
and different attitude. In addition, more than 50% assume
that their style is good and well-prepared.
• Finally, less that 30% of all DMOs are interested in changing
anything in their cross-cultural and global approach.

20. LIMITATIONS AND
FUTURE RESEARCH

21. • Certainly there is a need to improve the communication style but one
of the limitations that researchers can come accross is the rather
closed character of the discussed group.
• It is really difficult to conduct the research among hospitality
professionals because they stick together and are not willing to share
their opinions about the structures they belong to.
• The author has a plan to carry out a similar research among
members of other bodies focused on destination marketing, incentive
travel or congresses.
LIMITATIONS AND FUTURE
RESEARCH

22. DZIĘKUJĘ!
Krzysztof Celuch PhD
www.kceluch.com
e-mail: k.celuch@vistula.edu.pl
Content + Creativity !
FOT. R. LIPIŃSKI