The Effectiveness Of Destination Marketing Organizations In Promoting Sustainable Tourism

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dc.contributor.authorAkerele, Edward E.
dc.contributor.authorLawal, Olufunmilayo O.
dc.contributor.authorYusuf, Ismail P.
dc.contributor.authorFolorunso, Olusola Samson
dc.contributor.authorBashiru, Adekunle A.
dc.date.accessioned2025-06-08T12:25:07Z
dc.date.available2025-06-08T12:25:07Z
dc.date.issued2025
dc.descriptionThis study examines the role of Destination Management Organizations (DMOs) in fostering sustainable tourism, with a particular focus on Nigeria’s Olumirin Waterfalls and the Osun Osogbo Sacred Grove. While DMOs are essential in promoting sustainable tourism, their effectiveness in many developing nations, including Nigeria, is hindered by institutional weaknesses, limited stakeholder involvement, and ineffective marketing strategies. The objectives of this research are to: investigate the roles of DMOs in sustainable tourism promotion; assess the impact of DMO marketing strategies—specifically destination branding, stakeholder engagement, and tourist information services—on sustainable tourism outcomes; and to identify best practices and challenges faced by DMOs.
dc.description.abstractThis study examines the role of Destination Management Organizations (DMOs) in fostering sustainable tourism, with a particular focus on Nigeria’s Olumirin Waterfalls and the Osun Osogbo Sacred Grove. While DMOs are essential in promoting sustainable tourism, their effectiveness in many developing nations, including Nigeria, is hindered by institutional weaknesses, limited stakeholder involvement, and ineffective marketing strategies. The objectives of this research are to: investigate the roles of DMOs in sustainable tourism promotion; assess the impact of DMO marketing strategies—specifically destination branding, stakeholder engagement, and tourist information services—on sustainable tourism outcomes; and to identify best practices and challenges faced by DMOs. Utilizing a desk-based research methodology, the study synthesizes secondary data from academic sources, reports, and case studies. The findings reveal that Nigerian DMOs face considerable challenges, including inadequate funding, poor coordination between national and local agencies, and a lack of meaningful community participation, which impede the successful implementation of sustainable tourism initiatives. Furthermore, destination branding is underdeveloped, stakeholder engagement is limited, and tourist information systems are either outdated or non-existent. Based on these findings, the study recommends strengthening institutional frameworks, fostering greater community involvement in tourism decision-making, and adopting digital technologies to enhance tourist education and destination management. The study’s limitations include its reliance on secondary data and the focus on specific Nigerian destinations, suggesting that future research should incorporate primary data and expand its geographical scope to better understand the role of DMOs in sustainable tourism.
dc.identifier.citationAkerele et al., 2025
dc.identifier.issn2320-2882
dc.identifier.urihttps://kwasuspace.kwasu.edu.ng/handle/123456789/5539
dc.language.isoen
dc.publisherInternational Journal of Creative Research Thoughts
dc.relation.ispartofseries13; 5
dc.titleThe Effectiveness Of Destination Marketing Organizations In Promoting Sustainable Tourism
dc.typeArticle
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