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ABSTRACT
Tourism destinations are facing an increasingly competitive environment, and the need to offer a compelling visitor experience is intense. However, destinations are hindered by the fragmented nature of their governance structure, with a disparate group of actors from service providers to local government agencies involved. The purpose of this study is to investigate how the tourism destination can respond effectively to changing market trends and develop a shared vision for the destination among the various actors. The resource-based view (RBV) of the firm perspective is adopted to identify the role of network management capabilities, which facilitate the coordination of actors needed to ensure destination efficacy, thereby addressing a lack of scholarly attention to marketing capability in the tourism destination. The empirical context is set in Killarney, Ireland’s most enduring and popular tourism destination. The findings point to the presence of a dynamic destination sensing capability in Killarney, which is driving a market-sensing capability and orchestration capability. This investigation provides important insight into how a successful tourism destination is able to sustain the magical ingredient of tourist engagement over two centuries.
Acknowledgements
The authors wish to acknowledge the support of Mr Declan Murphy, Client Services Officer, Fáilte Ireland and all of the respondents from the local tourism industry for their cooperation with the fieldwork for this paper.
Disclosure statement
No potential conflict of interest was reported by the authors.
Additional information
Notes on contributors
Noel Murray
Dr Noel Murray is a lecturer in the Department of Marketing & International Business at Cork Institute of Technology. His research interests include entrepreneurship, marketing, destination management, and family businesses. He has recently published his research in Tourism Management.
Patrick Lynch
Dr Patrick Lynch is a lecturer in Marketing and the director of the RIKON research group at the School of Business, Waterford Institute of Technology. His research specialism is service and business process innovation within organizational and network relationships, and data-driven business and market models. His research is published in journals such as Journal of Product Innovation Management, Journal of Business Research, Industrial Marketing Management, and IMP Journal, and his book Managerial Challenges in Irish Organisations: A Case Study Collection is published by Blackhall.
Anthony Foley
Dr Anthony Foley is a lecturer in Marketing at Waterford Institute of Technology. His research interests include marketing strategy and consumer brand co-creation. He has published in a number of journals including the European Journal of Marketing and the International Journal of Management Reviews.