A Socio-Demographic Analysis of the Board of Directors of Selected Destination Marketing Organisation (DMOs).

Abstract

Destination marketing organisations (DMOs), specifically those at local level play a critical role in marketing towns and cities. However, it is not just the marketing that is key, but also how the DMO is managed and governed by the board of directors. This paper reviews the constitutions of selected DMOs in two provinces in South Africa, as well as the socio-demographic composition of the board of directors of DMOs. The study revealed that the constitution of DMOs that are funded by both the public and private sector do not specifically prescribe any equity or gender parameters in as far as the election and appointment of directors are concerned. This is disconcerting, given South Africa’s segregated past and the need to ensure that imbalances at board level are addressed. The study also indicated that whilst boards of directors in the Western Cape Province had younger directors compared with the Eastern Cape Province the latter had a greater proportion of board members who were older than 60 years of age. In addition, the Western Cape Province had more female directors than the Eastern Cape Province, which suggests that the Western Cape Province possibly have more females in management positions in tourism, who can be nominated and elected for positions on the board of directors. Furthermore, in both provinces, directors from previously disadvantaged backgrounds were under-represented. This implies that more focus needs to be given to enhancing the representivity and gender of board of directors of DMOs.

Keywords

• Destination marketing organisations (DMOs)
• board of directors
• local municipalities
• stakeholders
• representivity