Speech at Move 2017 Conference in Pamplona Navarra, 2017 22th november, about the touristicity key, an indicator elaborated by the prospective committee of Tourism Offices National Network, Offices de Tourisme de France

1. Organized by With the participation ofWithin the framework ofWith the contribution of

2. Measuring the efficiency of DMO
Jean-Luc Boulin
MONA, France
Jean-luc.boulin@monatourisme.fr
monatourisme.fr
@JeanLucBoulin
@monatourisme

3. Who I am
• Manager of MONA
• Chairman of prospective
committee “Offices de Tourisme
de France”
• Associate Professor at University
of Bordeaux Montaigne
• Editor “Etourisme.info”
@JeanLucBoulin
@monatourisme

4. French DMO : Office de Tourisme
@JeanLucBoulin
@monatourisme

5. French DMO
• The old story of French “Offices de Tourisme” :
a special mix between public power and
private economy
• French DMO and Destination are very often
different
• For each DMO manager, the same question :
Am I efficient?
@JeanLucBoulin
@monatourisme

6. French DMO Disruption
• Three big impacts for DMO :
– Society impacts
– Technology impacts
– Organization impacts
@JeanLucBoulin
@monatourisme

7. The necessity of the measure
• For the public shareholders : municipality,
local government, and for the touristic
industry
• For the teams : how engage a team without
measuring the performance of the company?
• For the strategy : the good decision for the
DMO
@JeanLucBoulin
@monatourisme

8. The efficiency is different of effectiveness
• The good results of a DMO can be easily
measured : it’s the performance, the
effectiveness
• But if you compare the results at the
resources employed, you’ll assess the
efficiency : (ability to optimize productive
resources)
@JeanLucBoulin
@monatourisme

9. Stage one : “touristicity key”
• The idea of measuring the potential that is
available to the destination
• Touristicity Key Based on four sections :
– Tourist accommodations offer
– Tourist entertainment offer
– Attractivity of the territory
– Accessibility
• Built by OTF prospective committee in 2013
@JeanLucBoulin
@monatourisme

10. TOURIST ACCOMMODATION OFFER
@JeanLucBoulin
@monatourisme
• Number of touristic lodging (hotels, gites,
camping, and holiday home)
• Touristic function key : rapport between resident
population and touristic capacity

11. TOURIST ENTERTAINMENT OFFER
@JeanLucBoulin
@monatourisme
• Places of visit :
– museum, castle, amusement park, etc.
– Non-commercial places : historical villages, point of
view, natural attraction, beach, etc.

12. ATTRACTIVITY OF THE DESTINATION
@JeanLucBoulin
@monatourisme
• World heritage
site
• Festivals
• “Station
classée”
(French label)
• Michelin Guide

13. ACCESSIBILITY OF THE TERRITORY
@JeanLucBoulin
@monatourisme
• Train station
with/without
TGV
• Airport
with/without
lowcost
• Highway exit

17. A TOURISTICITY KEY BASED ON 100
– The maximum total possible of points is 115
– After correction, the touristicity key is defined
between 0 and 1
– Touristicity doesn’t mean “touristic”. This key
reveals the potentials
@JeanLucBoulin
@monatourisme

18. Mulhouse : 0,98
Bocage Bressurais : 0,33
Nogaro : 0,54
FIRST RESULTS

19. Stage 2 : THE « CLUB INDICATEURS »
• We tried, in link with University of Perpignan,
to assess the performance analysis of
Destination Management Organizations
(DMO), using the Data Envelopment Analysis
(DEA) method.
• We did it on a group of Tourism Offices in
South West France.

20. THE « CLUB INDICATEURS »
The method needs Inputs and Outputs

21. THE « CLUB INDICATEURS »
We can see that the first tourist office is less efficient that
the second, with a better touristicity key

22. WHAT’S NEXT?
• Improving the touristicity key by testing on
differents destinations
• Using the DEA method to generalize our « club
Indicateurs » in all over France
• Proposing a tool for each DMO to test his one
efficiency and compare itself to others

23. Thanks for your attention
Jean-Luc Boulin
MONA, France
Jean-luc.boulin@monatourisme.fr
monatourisme.fr
@JeanLucBoulin
@monatourisme