Reengineering destination marketing organisations: The case of Switzerland

Abstract

Like most traditional forms of tourism also alpine tourism has lost its strategic success positions due to the ongoing globalisation of the tourism sector. The traditional structures in tourism marketing — based on political and institutional boundaries — have to make place to a more market oriented structure. The association of swiss tourism managers decided to follow a destination management approach that will lead to corresponding tourism structures. A proposition for such structeres has been presented last year.