The Digital Tourist - Challenging the future role of Destination Djursland and the influx of the digital era

Wildenhoft, Martin Harpøth ; Lauridsen, Nicolai Houmark

4. term

Tourism, Master

2017

2017-05-31

177

This thesis examines the digital tourist, how technology is reshaping destination management organizations (DMOs), and how Destination Djursland (DEDJ) can strategically respond to the digital era. Grounded in DEDJ’s 2012–2015 and 2016–2018 strategies and a literature review of consumer behavior, technology in tourism, and strategic planning, we apply an exploratory sequential mixed-methods design. We first conducted an in-depth interview with DEDJ’s tourism director, Flemming Rasmussen, thematically analyzed against the literature; this informed a self-completion online questionnaire distributed via digital forums and completed by 115 digital tourists. Findings indicate that DEDJ recognizes the importance of digital advances and values collaboration, yet lacks an explicit focus on the digital tourist and shows uncertainties in the planning component of its management approach. Comparing DEDJ’s strategies and statements with tourist responses revealed four gaps: desire to share opinions versus limited avenues to do so; mismatches in perceived and expected service quality; demand for product development versus perceived lack thereof; and a disparity between the optimal and actual number of available beds. Addressing these gaps could sharpen DEDJ’s alignment with digital tourists. While limited to the participants involved, the study offers guidance for future research and practice on integrating technology and strategic planning in DMOs.

Dette speciale undersøger den digitale turist, hvordan teknologi påvirker destination management-organisationer (DMO’er), og hvordan Destination Djursland (DEDJ) strategisk kan svare på den digitale udvikling. Med afsæt i DEDJ’s strategier 2012–2015 og 2016–2018 samt en litteraturgennemgang af forbrugeradfærd, teknologi i turisme og strategisk planlægning anvender vi et eksplorativt sekventielt mixed methods-design. Først gennemførte vi et dybdegående interview med DEDJ’s turistdirektør, Flemming Rasmussen, som blev tematisk analyseret i lyset af litteraturen; på denne baggrund udviklede vi et selvadministreret online spørgeskema distribueret via digitale fora og besvaret af 115 digitale turister. Analysen viser, at DEDJ anerkender betydningen af digitale løsninger og prioriterer samarbejde, men uden en udtalt fokus på den digitale turist og med usikkerheder i den praktiske planlægningsdel af styringsværktøjet. En sammenstilling af DEDJ’s strategier og udsagn med turisternes svar peger på fire centrale gap: ønsket om at dele feedback kontra manglende muligheder, uoverensstemmelser i forventet og oplevet servicekvalitet, efterspørgsel efter produktudvikling kontra oplevet mangel herpå, samt forskel mellem optimalt og faktisk antal sengepladser. At adressere disse gap kan skærpe DEDJ’s relevans for den digitale turist. Resultaterne er begrænset til de involverede respondenter og interviewpersonen, men kan inspirere fremtidig forskning og praksis i integration af teknologi og strategisk planlægning i DMO’er.

[This apstract has been generated with the help of AI directly from the project full text]

gaps ; service quality ; digitalisation ; strategy ; tourism ; Djursland ; consumer behaviour ; consumer behavior ; strategic planning ; social media

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Wildenhoft, Martin Harpøth:

• The Digital Tourist - Challenging the future role of Destination Djursland and the influx of the digital era (2017)

Lauridsen, Nicolai Houmark:

• The Digital Tourist - Challenging the future role of Destination Djursland and the influx of the digital era (2017)