NTOIntroduction National Tourism Organization (NTO) isthe body charged with the responsibility of formulating and executing nationaltourism policies (Wang & Hsu, 2010). It isalso the appropriate instrument for the implementation of the nationwidegovernment’s functions, including controlling, directing, as well as promotingtourism activities. All the nations that are involved in tourism have a NTO,which performs an important role in realizing the government’s tourisminitiatives.
Therefore, the NTOs should play functions that ensure the highestpossible value from international tourism to the country for its economic,cultural, social, and political benefit. The Functions NTOs ShouldPerform The National Tourism Organization forms an essential part of acountry’s tourism market. They were originally founded by governments toaddress the needs of tourists. However, prior to the rise of mass travel, theseorganizations had scarce financial and human resources (Wang& Hsu, 2010). They initially acted as the source of information,including offering brochures to international customers, and had minimalcontact with media in promoting tourism. Today, with huge movements ofindividuals, tourism has gained value for most nations.
Hence, NTOs are most likelyto perform the following broad roles.Inbound Tourism Promotion Plans As their nation’s national tourism offices, the NTOs must assume amajor function in coordinating international PR as well as advertisingcampaigns (Wang & Hsu, 2010). In particular,they need to disseminate information on the many tourist and culturalattractions that their countries offer. Besides, NTOs also seek to increaseinbound visitors through supporting different travel companies, especially indeveloping, creating, and marketing national-bound tour products. Using overseas networks, NTOs should directlyapproach international mass media platforms to ensure appropriate and reliabletopics on their countries’ tourism. In efforts to improve the appeal of nationsand the interest of possible visitors, there is need for NTOs to contactairline in-flight publications and magazines with branding proposals. NTOs shouldalso advance to invite international journalists into their countries andsupport them in information gathering. Periodically, they should also inviteforeign tour operators to their countries to design high-quality national-boundtour products (Wang & Hsu, 2010).
Furthermore,NTOs must strive to offer opportunities not only to familiarize these operatorswith prospective tourist avenues, but also organize meetings to collaborate withlocal suppliers, who include tourism related associations and firms.Improving Tourist Reception NTOs should consider enhancing and increasingelements of domestic tourist reception infrastructure to increase foreign travelers.In partnership with local public and private sectors, NTOs has to broaden its supportto foreign visitors in many ways such as improvement of the reception environmentand provision of tourist information centers (Wang , 2010).
These organizations also should work closely with localtransport companies to offer guest reception training courses for those workingwith local accommodation facilities. Other duties include offering guests withfree interpretation and guidance services (Wang , 2010), and increasing the availability of foreign languages on streettraffic signs. Manage and Market Tourism Destinations Whenpromoting a tourism destination, the market is vital because marketers need tounderstand the desires of the customers. Variations in customers’ behaviors canbe caused by personal differences in social, economic, and psychologicalissues. Excellent travel conditions often contribute to a high number ofcustomers and completely support the demand of visitors. National tourismorganizations are known as destination management entities (Wang & Hsu, 2010).
They are defined by WorldTourism Organization as agencies responsible for the management and promotionof destinations. Thus, destination management entities occur in different forms,including regional management organizations, and local management authorities. Regional management organizations shouldbe responsible for the promotion of tourism activities within a geographicalregion in coordination with local, state, or county governments. The localmanagement authorities, based in smaller ecological areas such as in towns andcities, should ensure high security and transportation facilities to attractvisitors (Wang & Hsu, 2010). Both, the regionaland local, authorities should undertake two fundamental responsibilities.First, they should act as economic drivers, thereby, creating new incomes, jobopportunities, and taxes to the economy. Another function is coordinating theindustry, where they should provide clear focus and support less marketsegmentation to share in the gains of tourism.
Tourist Statistics Creation and Reporting NTOs must also endeavor to developdiverse visitor statistics. They especially need to compile tourism informationand evaluate characteristics emphasizing on social-economic as well asresilient capacity. They ought to explain the information regardingaccommodation, travel, safety and security, as well as leisure sectors todetermine a bearing on domestic tourism. Moreover, they too need to provideguidelines for sustainable growth of domestic tourism and encourage bestpractices in terms of strategies, product design, and policies (Mshenga et al.
, 2010). In addition, NTOs have to increasestakeholders’ awareness of the home market, which would bring about importantsocio-economic development. Monitor Visitors’ Satisfaction and Forecast Demands Every NTO should promote its country as adestination for international guests and increase the number of touristsvisiting their nation annually. According to Lee, Cho, and Hwang (2014), recentadvancements have seen increased levels of competition in the travel industry.
Just like in any sector, market wars among companies uplift performancestandards, and set firms into motion to display their uniqueness and enrichtheir customer experiences. In this case, NTOs should attempt to ensure thattheir presence is firmly established. Guests’ perception towards the authenticityof a region’s attraction and heritage is one of the primary aspects, whichdetermines their decisions to visit a destination. Thus, their satisfaction iscentral in strengthening the performance of the tourism route.
Because customersatisfaction is one of the critical issues in any given industry, NTOs should makesure that tourists’ needs are accurately addressed. ConclusionNational tourism organizations have been founded on a view ofpromoting as well as creating the identity of countries. NTOs also strive toimprove the reputation of travel industry at the national level.
However, theirroles should exceed promoting reputation and national image of their countriesto include inbound tourism plans, development of marketing intelligence, monitoringcustomer satisfaction, managing tourism destinations, and improving customerreception.