Destination Marketing Organizations – expert interviews

Published: 14 May 2025| Version 1 | DOI: 10.17632/zyhb9cwx42.1
Contributor:
Evangelos Christou

Description

This qualitative study explores "What strategies, if any, are Destination Marketing Organizations (DMOs) employing to recognize or leverage the influence of digital nomads".

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Steps to reproduce

Using purposive and snowball sampling, 14 senior DMO professionals were recruited from across Europe, Asia-Pacific, and Latin America. Participants included directors of marketing, digital strategy leads, and public-private tourism partnership managers. Recruitment emphasized variation in destination type (urban/rural, emerging/established) and digital maturity (e.g., social media presence, influencer program history).

Institutions

  • International Hellenic University

Categories

Tourism, Destination Marketing

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