Benchmarking National Tourism Organisations and Agencies. by J. John Lennon, Hugh Smith, Nancy Cockerell and Jill Trew

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By J. John Lennon, Hugh Smith, Nancy Cockerell and Jill Trew (Auth.)

"This publication examines comparative functionality and top perform in nationwide Tourism Organisations/Administrations from vast study performed in 2003 and 2004. research contained intimately for 8 nationwide Tourism agencies established in 4 Continents."--Jacket.

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There are natural synergies between business events and major events in terms of bidding expertise, Australian Government support, unified tourism industry support for bids, and logistical support (such as venues, service suppliers and hospitality) for event delivery. There are also some significant differences between business events and major events. These include: ● ● ● ● Major events are generally for public consumption and are not confined to a common interest group; Attendees pay for themselves or are hosted; Although major events attract significant overseas visitors, the majority of attendees are Australian residents; Business events are principally vocational and normally have a conference/meeting component.

Other Activities A multitude of tasks Although this would almost certainly not be typical of a larger cross-section of NTOs, most of those studied in the context of this survey are fortunate enough to be able to concentrate their activities on marketing and promotion. Maison de la France is one example, although its remit also encompasses research, co-operation in branding development and all areas of new media (from development to e-marketing). Tourism Ireland also has a remit that is enviable because of its simplicity — on paper, at least.

States will continue to undertake marketing activities in the region, adding value to the overall strategy by being destination specialists. Each organisation will maintain control over its strategic marketing activities. Tourism Australia (Europe) is expected to provide a number of benefits for the ATC, STOs and the tourism industry in Europe including: ● ● ● ● ● ● ● agreed strategy and direction for each market; increased operational synergies and scale benefits; increased penetration of distribution system which will reach more partners, more often; improved service to partners from a co-ordinated approach; increased ability to focus on new markets and niches; individuality and flexibility within the framework; increased market growth, product dispersal and development targeted to agreed segments.

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