Marketing Communication and Creative Tourism: An Analysis of the Local Destination Management Organization

Delivering a positive tourism experience is an expanding concern of destinations because the growth industry. The emergence creative has led to continued necessity for local destination management organizations pursue innovative and versatile strategies. This study aims evaluate organizational capabilities promote context develop related activities. conceptual model was tested using mixed-methods approach, combining focus group with quantitative multivariate statistical analysis through structural equational modeling. findings showed that ought prioritize culture by coordinating learning effective knowledge training strengthen marketing communication while focusing on potentiating their resources implementing destination, thereby generating value greater where tourists play active role.