Development of a balanced score card for the agile destination management organization (DMO) of tomorrow

Project description

In the project, new areas of responsibility and management approaches of Tourismus NRW e.V. are translated into dimensions, objectives and key figures of a balanced score card. In addition, the transferability of the generated key figures to the next destination level (region) will be examined using the example of Ruhr Tourismus GmbH. In the last 25 years, the high competitive pressure between increasingly interchangeable destinations has led to extensive scientific research into questions of measuring the success of destinations and destination management organizations (DMOs). Due to the limited direct influence of DMOs on the travel experience of guests, the large number of stakeholders and the network character of DMOs, approaches to measuring success from other business contexts can only be adapted to a limited extent. Against this background, the balanced score card of Tourismus NRW e.V., which was developed by the German Institute for Tourism Research in 2016, is to be further developed and “modernized” as part of the project. The aim is to combine scientific content considerations, for example on measuring the success of agile working, with application-oriented aspects, such as the question of the possibilities of permeability of indicators to the next destination level. The project began in February 2020 and should be completed in the second quarter of 2021 with a working paper from the German Institute for Tourism Research. The knowledge generated in this research project is to be integrated into teaching as a scientifically sound and practical example. Among other things, the generated research results will form the basis for further publication activities of the institute.