Standing Committee for Commercial and Economic Cooperation of the Organisation of Islamic Cooperation (COMCEC) DESTINATION MARKETING STRATEGIES IN THE ISLAMIC COUNTRIES COMCEC COORDINATION OFFICE September 2018 Standing Committee for Economic and Commercial Cooperation of the Organization of Islamic Cooperation (COMCEC) Destination Marketing Strategies In the Islamic Countries COMCEC COORDINATION OFFICE September 2018 This report has been commissioned by the COMCEC Coordination Office to Servsci LTD. Views and opinions expressed in the report are solely those of the author(s) and do not represent the official views of the COMCEC Coordination Office or the Member States of the Organization of Islamic Cooperation (OIC). 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For further information please contact: COMCEC Coordination Office Necatibey Caddesi No: 110/A 06100 Yücetepe Ankara/TURKEY Phone: 90 312 294 57 10 Fax: 90 312 294 57 77 Web: www.comcec.org E-book: http://ebook.comcec.org ISBN: 978-605-2270-33-2 TABLE OF CONTENTS LIST OF FIGURES ............................................................................................................................................................. ii LIST OF TABLES ............................................................................................................................................................... ii LIST OF ABBREVIATIONS ........................................................................................................................................... iii EXECUTIVE SUMMARY ..................................................................................................................................................1 INTRODUCTION ................................................................................................................................................................3 1. CURRENT TRENDS IN DESTINATION MARKETING................................................................................5 1.1. DESTINATION COMPETITIVENESS .................................................................................................. 5 1.2. DESTINATION MARKETING ORGANIZATIONS (DMOs) ........................................................ 10 1.3. TOURISM DESTINATION MARKET PLANNING ......................................................................... 15 1.4. DESTINATION MARKETING FUNDING ......................................................................................... 27 1.5. CROSS CUTTING ISSUES ...................................................................................................................... 31 2. REVIEW OF DESTINATION MARKETING AT OIC MEMBER STATES ............................................ 45 3. CASE STUDIES ...................................................................................................................................................... 67 3.1. Canada ......................................................................................................................................................... 67 3.2. Turkey.......................................................................................................................................................... 78 3.3. United Kingdom ....................................................................................................................................... 90 4. FIELD VISITS ...................................................................................................................................................... 105 5. POLICY RECOMMENDATIONS .................................................................................................................... 125 CONCLUSIONS ............................................................................................................................................................. 129 REFERENCES ............................................................................................................................................................... 131 i LIST OF FIGURES Figure 1 - The Competitiveness Model of Ritchie and Crouch ......................................................................8 Figure 2 - Critical success factors for market segmentation ...................................................................... 16 Figure 3 - Destination marketing stages in market positioning ............................................................... 19 Figure 4 - Strategic approaches to pricing ......................................................................................................... 22 Figure 5 - Allocation of room taxes in USA ......................................................................................................... 28 Figure 6 - CVB Sources of revenue, USA .............................................................................................................. 29 Figure 7 - Five aspects against which to self-audit ......................................................................................... 45 Figure 8 - Self-audit best practice .......................................................................................................................... 46 Figure 9 - Canada's three operational objectives ............................................................................................ 69 Figure 10 – Canada: Organisational chart of tourism bodies ..................................................................... 76 Figure 11 - The Organisation of Tourism bodies in Turkey ....................................................................... 90 Figure 12 – United Kingdom: Organisational chart of tourism bodies ............................................... 101 Figure 13 - A Schematic of Scotland’s Marketing Approach .................................................................... 102 LIST OF TABLES Table 1 - Jain’s (1985) Guide to strategic guide options .............................................................................. 41 Table 2 - Characteristics of Destination Lifecycle stages and typical responses ............................... 42 Table 3 - Categories of Destination Marketing Organisations ................................................................... 43 Table 4 - Steps, Aims and Responsibilities in DataDriven Segmentation, Targeting and Positioning ....................................................................................................................................................................... 44 Table 5 - Sample Spreadsheet for each Strategic Driver .............................................................................. 47 Table 6 - Key tourism statistics for Jordan ......................................................................................................... 53 Table 7 - Key tourism statistics for Malaysia .................................................................................................... 61 Table 8 - Key Tourism Statistics for Senegal ..................................................................................................... 66 LIST OF ABBREVIATIONS 4 Ps: Price, Product, Place, Promotion ANOVA: Analysis of variance ASEAN: Association of Southeast Asian Nations ATIS: Alberta Tourism Information Service AUD: Australian Dollars BTA: British Tourist Authority CDMO: Community Destination Management Organization CEO: Chief Executive Officer CMV: Common Method Variance COMCEC: Committee for Economic and Commercial Cooperation CPR: Canadian Pacific Railway CVB: Convention and Visitor Bureau DCMS: Department for Digital, Culture, Media and Sport DMC: Destination Management Company DMO: Destination Marketing Organisation EFA: Exploratory Factor Analysis eWOM: Electronic Word of Mouth FMCG: Fast Moving Consumer Goods GDP: Gross Domestic Product HVB: Hawaii Visitors Bureau IACVB: International Association of Convention & Visitor Bureaux IAGTO: International Association of Golf Tour Operators IPS: International Passenger Survey ISED: Innovation, Science and Economic Development KPI: Key Performance Indicator