Why I feel sorry for CEO’s of Regional Tourism Organisations, Local Tourism Organisations and even a few State Tourism Organisations Imagine a job where you are hired and evaluated by one group of people and funded by another. The group evaluating you sees your work responsibilities as properly focused on short term industry specific results because members of the group/board are themselves evaluated on those results or need these results for their own business. But the group funding you sees your work responsibilities as focused on long-term regional wide results as members of this group are evaluated that way. To make this job more challenging, imagine that neither group understand the perspective of the other nor members of both group have no idea of what it requires to achieve either goals. The members of each group are preoccupied with pressing issues in their own jobs and tend to be ignorant of or indifferent to the other group needs, wants and political realities both local state and national. On top of all this imagine that the task for which you are hired and evaluated is to sell an intangible product that is subjectively measured and over which you have no control with respect to pricing, quality or quantity. And even if you persuade a customer to buy the product, the organisation that owns controls it may not want to sell it to the customer on the terms the customer wants. In that situation you will have to sell the product owner on the customer after you have sold the customer on the product just to meet the goals for which you will be evaluated. On top of that those in both groups have no understanding of a specialist skill that requires years of on the job training and constant updating called “destination marketing”. Finally combined this with town by town and even village by village blatant parochialism and inefficient ineffective infighting and sabotage you will see that to be a CEO of a Destination company is madness.
Posted on: Fri, 08 Aug 2014 04:20:48 +0000
Trending Topics
Recently Viewed Topics
© 2015