A literature review on Destination Management Organization (DMO)

This article is focused on the literature reviews that revolves around four themes mainly: Marketing, Destination Management Organization (DMOs), Destination Management and Branding. A methodological review was conducted on more than twenty articles that varied from research based articles (empirical studies), literature reviews articles, case studies, book reviews, conference proceedings, conceptual papers and so on to derive clarity on the DMO concept. The review gathered that the DMO has various functions other than traditionally known marketing function, the structure and type of the DMO varies according to the destinations. The paper concludes on the note that DMOs are necessary for the long term sustainability of the destination.