Destinations are some of the most difficult entities to manage and market, due to the complexity of the relationships of local stakeholders (Sautter and Leisen,1999). Managing and marketing destinations is also challenging because of the variety of stakeholders involved in the development and production of tourism products. The destination experience is essentially comprised of regions, resources and amalgams of tourism facilities and services, which often do not belong to individuals. Instead they represent a collection of both professional and personal interests of all the people who live and work in the area. Managing often conflicting stakeholders’ interests makes controlling and.
