JOURNAL 3
A FRAMEWORK FOR RURAL TOURISM DESTINATION MANAGEMENT AND MARKETING ORGANISATIONS
Samuel Folorunso Adeyinka-Ojo,*,Catheryn Khoo-Lattimorea, Vikneswaran Naira (2015)
Framework Review
Below is the framework adapted from this journal.
Below is the framework of the Destination Management and Marketing Organisation (DMMOs) for rural tourism in this research. There is 5 variable consist what function management and marketing in the rural tourism framework. This framework includes the mediating variable (MV), dependent variable (DV), the independent variable (IV), and Moderating Variable.
This research framework is to clarify the roles of management and
marketing in the rural tourism development organization. The framework from
this research is the variables sources from literature review consist of
management and marketing roles. Moreover, this framework helps the organization of
tourism or rural tourism in build and frames the good organization and
stabilizes the marketing strategy.
As mentioned in an earlier case study, a community in the rural the
place is the main course for ruin succeeds rural tourism development. Community
attitude that will show the effectiveness of development either had a positive
or negative impact. The community behavior helps in developing tourism
development to be a success and show it rural tourism had advantages that can
help the local people and also have a disadvantage on the environment.
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ITEMS OF VARIABLE
In this research framework, the variable for MV is DMMOs and as for the
main subject of this research. Related to the MV, DV is the cause of the main
subject to achieve the objectives which are destination management and
marketing roles. Due to this subject items that include from the table of DV
are items such are the IV of this framework. Destination stakeholder's and
mutual benefits are the moderating variables on this framework model.
This
shows the items and variables used in this framework model.
Variable
|
Items
|
Destination
Management Roles
|
- Human
resource development
- Finance
and budgeting management
- Safety,
security and crisis
- Politics
(government, NGOs, community relations and industrial relationship), policy
and destination strategy
- Monitoring
services quality, standards, and destination performance management
|
Destination
Marketing Roles
|
- Destination
marketing communication
- Destination
positioning and branding
- Management
of tourism assets, attractions management, and sustainability
- Services
quality, tourist experience and customer’s relationship management (CRM)
- Tourism
product development and management
|
Destination
Stakeholders
|
- Participating
and involving strategy
|
Mutual
Benefits
|
- Tourism
product development
- Destination
sustainability
- Destination
brand building
- Increase
in tourist arrivals and receipts
- Host
community well being
|
The framework created is showing the relationship between roles, destination stakeholders, and mutual benefit. Theoretical and managerial implications that express in this finding journal are to point that DMMOs should collaboration with the rural tourism stakeholder for the good together like a win-win situation. Otherwise, from the collaboration many advantages that can get that some of its management in financial, marketing effectively way and monitoring to the rural tourism attractions. Besides, increase the performance of tourism development and arrange organization
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THEORY REVIEW
____________________________________________
THEORY REVIEW
STRUCTURATION
THEORY
The theory used in this framework
is the structuration theory. According to Beverley J. Gibbs (2017),
structuration theory is a term in sociology that provides insights on human
actions focused on a combination of structure and agency consequences known as
the "duality of structure". In addition, structuring theory considers
the correlation of context, norms and values, and force, and develops a complex
relationship between these various aspects of society.
The duality of the structure is one of Anthony Giddens' theory that had a two arrow which is two main ideas by mean enable or constraint and reproduces for action and perception, produces and shapes for patterns of action. Result of this structure are depending’s on people behavior and decision made (Liz Folger, n.d). Thus, structuration theory explains how human acts and choices are influenced by previous actions and influence potential behavior.
According to the framework model, the development of rural tourism is counted on all variables which are linked to people in the organization to achieve the objective of the company or firms. As a consequence of stakeholder, management, and marketing departments existing the mutual benefit of rural tourism in this organization.
The method of this framework model that uses to develop the framework is an adaptation from a previous case study that relevant to
the main subject. The main reasons used this method are that past research can
have the techniques and tools to be used in the current situation dictated by
their findings or literature review that are relevant to the organization's application.
Therefore, this framework is improvised from the other framework and findings
of the research.
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Bibliography
Adeyinka-Ojo, S. F.,
Khoo-Lattimore, C., & Nair, V. (2014). A framework for rural tourism
destination management and marketing organizations. Procedia-Social and
Behavioral Sciences, 144(144), 151-163. Retrieved from https://www.sciencedirect.com/science/article/pii/S1877042814042128
Folger, L. (n.d). Structuration
Theory: The Duality of Structure. Retrieved from https://digitalcommons.liberty.edu/cgi/viewcontent.cgi?article=1029&context=symp_grad
Gibbs, B. J. (2017, August 21). Structuration theory. Retrieved from Encyclopædia Britannica: https://www.britannica.com/topic/structuration-theory
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