The Digital Tourist - Challenging the future role of Destination Djursland and the influx of the digital era
Authors
Wildenhoft, Martin Harpøth ; Lauridsen, Nicolai Houmark
Term
4. term
Education
Publication year
2017
Submitted on
2017-06-30
Pages
177
Abstract
This thesis examines how the rise of the digital tourist and new technologies affect destination management organizations (DMOs), and how Destination Djursland can strengthen its role and strategy in the digital era. Using Destination Djursland as a case, the study combines a literature review on consumer behavior, technology in tourism, and strategic planning with an analysis of the destination’s strategies for 2012–2015 and 2016–2018. An exploratory, sequential mixed-methods design was applied: an in-depth interview with tourism director Flemming Rasmussen informed an online, self-completion questionnaire for digital tourists (115 respondents). The interview was analyzed thematically against the literature, and the survey captured tourists’ digital behavior, expectations of the destination, and overall views of Djursland. Findings indicate that Destination Djursland recognizes the importance of digitalization and its limitations, yet lacks an explicit focus on the digital tourist in strategies and statements. The organization demonstrates understanding of strategic planning but appears less robust in the planning execution, while collaboration is emphasized as a priority. Comparing strategies, interview insights, and tourist responses revealed four gaps: (1) tourists’ willingness to share opinions vs. limited use of this input, (2) discrepancies in perceived and expected service quality between tourists and the DMO, (3) limited product development vs. demand for it, and (4) a mismatch between desired and actual bed capacity. Addressing these gaps could enhance emphasis on the digital tourist and strengthen the destination’s future role. While results are specific to the interviewee and respondents, the study offers guidance for practice and future research on digital tourists, technology integration, and strategic planning.
Denne afhandling undersøger, hvordan den digitale turist og nye teknologier påvirker destinationsselskaber (DMO’er), og hvordan Destination Djursland kan styrke sin rolle og strategi i den digitale æra. Med Destination Djursland som case kombinerer studiet en litteraturgennemgang af forbrugeradfærd, teknologi i turisme og strategisk planlægning med en analyse af destinationens strategier fra 2012–2015 og 2016–2018. Et eksplorativt, sekventielt mixed-methods design blev anvendt: et dybdegående interview med turistdirektør Flemming Rasmussen informerede et online, selvadministreret spørgeskema til digitale turister (115 respondenter). Interviewet blev analyseret tematisk i lyset af litteraturen, og spørgeskemaet kortlagde turisters digitale adfærd, forventninger til destinationen og deres generelle vurderinger af Djursland. Fundene viser, at Destination Djursland anerkender digitaliseringens betydning samt visse begrænsninger, men at der mangler en eksplicit satsning på den digitale turist i strategier og udsagn. Organisationen viser forståelse for strategisk planlægning, men fremstår mere tvivlsom i selve planlægningsdelen, samtidig med at samarbejde og partnerskaber prioriteres højt. Sammenstillingen af strategier, interview og turistsvar peger på fire kløfter: (1) turisters lyst til at dele meninger vs. manglende udnyttelse heraf, (2) forskelle i opfattet og forventet servicekvalitet mellem turister og Destination Djursland, (3) oplevet mangel på produktudvikling vs. efterspørgsel herpå, og (4) ubalance mellem ønsket og faktisk kapacitet af sengepladser. At adressere disse kløfter kan øge fokus på den digitale turist og styrke destinationens fremtidige rolle. Resultaterne gælder for de involverede respondenter og interviewpersonen, men kan inspirere praksis og videre forskning i digitale turister, teknologiintegration og strategisk planlægning.
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Keywords
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Wildenhoft, Martin Harpøth:
Lauridsen, Nicolai Houmark: