Actionable Advocacy Insights: Five-Part Series Complete

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The Actionable Advocacy Insights (AAI): Identifying Resources to Advocate for Tourism (4) and Perceived Obstacles to Advocacy Efforts in Tourism (5) complete the five-part series.

The fourth and fifth AAI both draw from a survey of 205 local-level destination marketing/management organizations (DMOs) and 26 interviews with state DMOs and tourism advocacy associations. These AAI offer short, mid, and long-term strategies for tourism leaders to improve their advocacy planning efforts and are 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.

People working together over paper and sticky notes to strategize about something.The fourth AAI focuses on Identifying Resources to Advocate for Tourism. These data demonstrate most DMOs currently use a dedicated team of leaders and reliable data as key resources for advocacy planning. DMOs also recognize a need for more funding dedicated to advocacy planning.

The fifth AAI focuses on Perceived Obstacles to Advocacy Efforts in Tourism. The primary obstacles to advocacy planning were a lack of dedicated funding and human resources. Challenges related to defining advocacy and connecting with policymakers were also key obstacles in advocacy efforts.

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 strategically using resources. Based on research conducted by Dr. Whitney Knollenberg of NC State and Dr. Ashley Schroeder of Destination Analysts, the AAI series provides evidence-based strategies for advocacy planning.

Previous AAI releases are available on this Tourism Extension webpage and include:
AAI 1: Communicating the Value of Tourism
AAI 2: Involving a Broad Range of Stakeholders
AAI 3: The Perceived Effectiveness of Advocacy Strategies

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