Actionable Advocacy Insights: Involving a Broad Range of Stakeholders

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The Actionable Advocacy Insight (AAI): Involving a Broad and Diverse Range of Stakeholders in Advocacy is the second in a five part seriesThis AAI provides insights from a survey of 205 local-level destination marketing/management organizations (DMOs) and 26 interviews with state DMOs and tourism advocacy associations.

Image shows circles recognizing adovates internal advocates as smallest circle insde core advocates inside auxillary advoacates to show the tiers of advoacates necessary

DMOs Three Layers of Advocates

These data illustrate the need for DMOs to take a “layered” approach when developing advocates, to ensure they have the right PERSON, to tell the right STORY, to the right AUDIENCE. DMOs should ensure they have advocates across three “layers”: internal (e.g., staff and board members), core (e.g., local tourism businesses, state tourism offices), and auxiliary (e.g., film industry leaders, civic organizations). Other examples of potential advocates across these layers – and the role of residents – are provided in the AAI.

Beyond providing examples of potential tourism advocates this AAI offers a short, mid, and long-term strategies for tourism leaders to identify and engage with their advocates. Involving a Broad and Diverse Range of Stakeholders in Advocacy is available as a powerpoint file for tourism leaders to integrate into presentations for internal (e.g., staff and board members) and external (e.g., potential advocacy partners) stakeholders. Presenter notes are provided and the presentation features a “Conversation Starters” slide with questions presenters can use to initiate conversations with their audience around the definition of advocacy.

Actionable Advocacy Insights (AAI) is a five part series designed to help tourism industry leaders improve their advocacy planning efforts. It’s never been more important for the tourism industry to engage in advocacy, but advocacy efforts require planning and the strategic use of resources. Based on research conducted by Dr. Whitney Knollenberg of NC State and Dr. Ashley Schroeder of University of South Carolina the AAI series provides evidence-based strategies for advocacy planning.

  • Find previous AAI releases here, including:
  • Subsequent AAI topics that will be released in the coming weeks include:
    • The Perceived Effectiveness of Advocacy Strategies
    • Identifying Resources to Advocate for Tourism
    • Perceived Obstacles to Advocacy Efforts in Tourism

Keep up to date with Tourism Extension and the newest AAI topics by following us on Twitter @NCExtTourism and NC State Tourism Extension on Facebook.

This research was funded by American Society of Association Executives (ASAE) and Travel and Tourism Research Association (TTRA), and supported by Southeast Tourism Society (STS).

Research Contacts:

Whitney Knollenberg, Ph.D.
North Carolina State University
 Ashley Schroeder, Ph.D.
Destination Analysts