Author(s): Ephraim Belemu, Erastus Misheng'u Mwanaumo
To enhance and sustain the competitiveness, growth and profitability of the destinations and travel brands, tourism places and governments, establish and fund Destination Marketing Organisations (DMOs), among others. However, open questions on the definition of the purpose, leadership and legitimacy of the DMO in contemporary academic discourses, policy and practice have persisted. In Zambia, this discourse persists despite the several policy and legislation reforms from 2007. The aim of this study was to develop a technical account explaining the shifting expected role of the Destination Marketing Organisation (DMO) among the various tourism industry stakeholders, and that of the structure and core activities of the DMO remaining the same in policy despite the open questions; and to use the account to develop a framework for a DMO business model. The study was approached a complexity theoretical frame of reference of complexity theory with ‘mechanisms of emergence’ as the explanatory frame of reference. A qualitative single case study design was followed and conducted in three sites cross-sectionally. The research problem was philosophically viewed from critical realism, and used the abduction, retroduction and pragmatism logics of scientific reasoning. The study sample was thirty (30) informants chosen through non-random theoretical sampling method from among licensed private sector operators based on their in-depth knowledge of the tourism industry from business organisations with not less than ten years in Zambia and also from among the government and its main agencies in the tourism sector. This methodological approach was found valuable for in-depth and adequate explanation of a complex social and not-empirically-clear contemporary real-life context and phenomena. The study has suggested a useful DMO business model framework based on effectuation. For practice and policy, this development of a DMO business model proposition is useful to decision making and serves as a starting point in the overall conceptualisation, organisation and modelling of destination systems under the contemporary and future environment.