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DESTINATION MARKETING SYSTEM STRATEGIES IN SCOTLAND AND IRELAND: AN APPROACH TO ASSESSMENT

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This article examines, compares, and contrasts the experience of Scotland and Ireland in their attempts to implement a DMS. Scotland's vision is shown evolving through three distinct waves over more than a decade with rather mixed results, whereas Ireland has, with some apparent success, produced both an initial and a reengineered version of their DMS approach, Gulliver, within a 5-year period. Comparisons are made between the two approaches in terms of technical structure/architecture, funding, and ownership/management and interorganizational issues. The philosophy adopted by the two regions is also explored, and reference is made to the wider European context and selected other DMS projects. Key issues deriving from work of researchers and commentators is examined alongside those emerging from current system implementation. The article concludes by presenting some core system attributes and problems related to implementation and considers some perceived success factors by means of a preliminary assessment framework.
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Keywords: DMS; Destination marketing; Electronic distribution; Gulliver; Ossian; Reservations systems; Tourism information technology; World Wide Web

Document Type: Research Article

Publication date: January 1, 1999

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  • Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.
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