The Role of the DMO in Creating Value in EU-funded Tourism Projects

In the network society national, regional and local destination-marketing organizers (DMOs) are under severe pressure to decide how to promote their destination due to increased competition. However, by integrating their activities and resources in cooperative processes DMOs are able to coordinate destination marketing effectively and efficiently. Networking activities also support the value creation process and contribute to regional development but must not be seen as simple and spontaneous. This study focuses on examining the role of a regional DMO in coordinating cooperation and enhancing the value creation process in projects partly funded by the EU, in Finland, angstrom land, Sweden and the Baltic region. The case analysis, in the three networks explored, found that the influence of EU funding, in the first case study, has remained on the level of providing basic information regarding the needs and strengths of the participating entrepreneurs. In the second, the influence of EU funding has generated a network of interactive and learning destinations. In the third, the project's knowledge and experience has been transferred to similar projects. By taking active roles in project management, the DMO is able to enhance the value creation process through integrated marketing efficiency. In order to fulfill the needs of the entrepreneurs, an effective follow up is necessary. When creating value through network learning it is essential to map the educational needs of the actors in order to benefit all the participants.