{"id":4028,"date":"2025-05-07T11:20:39","date_gmt":"2025-05-07T04:20:39","guid":{"rendered":"https:\/\/st4sd.vn\/?p=4028"},"modified":"2026-02-04T18:03:15","modified_gmt":"2026-02-04T11:03:15","slug":"pmmo-modern-destination-management-and-lessons-from-switzerland-for-the-st4sd-project-in-vietnam","status":"publish","type":"post","link":"https:\/\/st4sd.vn\/en\/pmmo-modern-destination-management-and-lessons-from-switzerland-for-the-st4sd-project-in-vietnam\/","title":{"rendered":"PMMO – Modern Destination Management and Lessons from Switzerland for the ST4SD Project in Vietnam"},"content":{"rendered":"\n

PMMO – The Concept of Modern Destination Management, an Evolution from DMO<\/strong><\/strong><\/h3>\n\n\n\n

In the context of global tourism increasingly focusing on personalized and sustainable experiences, the concept of Place Making and Marketing Organization (PMMO)<\/strong> has emerged as an evolution of the traditional Destination Management Organization (DMO)<\/strong> model. While DMOs focus on managing and promoting destinations to attract visitors, PMMOs expand their role to include place-making<\/strong>, emphasizing emotional value, community engagement, and sustainable development.<\/p>\n\n\n\n

PMMOs create destinations by designing spaces, organizing cultural events, and crafting emotionally rich experiences. They place the community at the core, ensuring that tourism not only delivers economic benefits but also preserves culture, protects the environment, and enhances the quality of life for local residents. For example, instead of merely promoting scenic beauty, a PMMO might transform a street into an art space, host local festivals, or develop tourism products tied to indigenous values, creating a unique identity for the destination.<\/p>\n\n\n\n

The shift from DMO to PMMO reflects a modern trend: tourism is no longer just about \u201cvisiting and seeing\u201d but about \u201cfeeling and living\u201d within the destination\u2019s space. PMMOs help destinations become places worth living for locals and memorable for visitors, while ensuring long-term sustainable development.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Image credit: jungfrauregion.swiss<\/em><\/p>\n\n\n\n

Jungfrau Region Tourismus AG \u2013 A Leading PMMO Model from Switzerland<\/strong><\/h3>\n\n\n\n

Jungfrau Region Tourismus AG<\/strong>, Jungfrau Region Tourismus AG, an organization based in the Jungfrau region of Switzerland, is a prime example of a modern PMMO model. Operating in towns such as Grindelwald, Wengen, and Interlaken, this organization not only manages the destination but also shapes Jungfrau into an emotionally rich, sustainable, and captivating space.

Place Making<\/strong>
Jungfrau Region Tourismus AG focuses on creating unique spaces and experiences. The town of Wengen has been transformed into a car-free zone, utilizing electric trains and vehicles to foster a serene, nature-friendly atmosphere. Public parks in Interlaken are designed with flower gardens and wooden benches, inviting visitors to pause and relax.
Events like the Jungfrau Sustainability Day<\/strong> (held since 2019) encourage both visitors and locals to participate in activities such as cheese-making in M\u00fcrren or tree-planting in Lauterbrunnen, fostering a sense of \u201cbelonging\u201d for both groups. The Unspunnen Festival<\/strong> in Interlaken, featuring yodeling and Alpine wrestling, brings Bernese culture to life, attracting those eager to explore local traditions<\/strong>.

Place Management & Marketing<\/strong>
Jungfrau Region Tourismus AG employs a public-private partnership (PPP) model for effective management. A board of directors, comprising local authorities, businesses (such as Jungfrau Railways), and the community, ensures balanced decision-making. They utilize a smart data dashboard<\/strong> to cap visitor numbers at 4,000 per day at Jungfraujoch, preventing overtourism, while promoting off-season travel with incentives (e.g., 20% discounts on train tickets in September). For marketing, the campaign \u201cJungfrau \u2013 Where Emotions Soar\u201d<\/strong> highlights eco-friendly experiences (chalets in M\u00fcrren, e-bike tours in Lauterbrunnen), achieving 5 million views<\/strong> on Booking.com in 2023.

Sustainable Development<\/strong>
Jungfrau Region Tourismus AG integrates sustainability into all operations. They collaborate with BKW Energy to ensure 80% of tourism facilities use hydroelectric power, reducing emissions by 25% since 2015. A carbon offset program<\/strong> (2 CHF per night) funds solar energy projects, similar to partnerships with myclimate<\/strong>. They also preserve the UNESCO World Heritage Jungfrau-Aletsch<\/strong> site, allocating 50,000 CHF annually for rangers and education. As a result, Jungfrau earned the GSTC Sustainable Destination<\/strong> designation in 2022, creating 500 jobs (60% for locals) and increasing tourism revenue by 15% from 2018 to 2023.<\/p>\n\n\n\n

Applicability of the Swiss PMMO Model to ST4SD Destinations<\/strong><\/strong><\/h3>\n\n\n\n

H\u00e0 Giang: Great Potential but Limited Resources and Management Capacity<\/strong><\/strong><\/p>\n\n\n\n

H\u00e0 Giang, with destinations like Khun and L\u00f9ng H\u1ea5u villages, stands out for its pristine beauty (terraced fields, bamboo forests, B\u00f3 M\u1ef3 cave) and diverse cultures (H\u2019m\u00f4ng, T\u00e0y, Dao, N\u00f9ng, La Ch\u00ed). However, research indicates limited resources: 90% of households in L\u00f9ng H\u1ea5u require financial and training support, Khun village has only 5 operational homestays and lacks service coordination. Local authorities (Qu\u1ea3n B\u1ea1, Quang B\u00ecnh) have a 5-year tourism development plan, but infrastructure upgrades are constrained (40% of roads in Khun are concrete, 60% are dirt). Current tourism operations are largely spontaneous, with limited private sector involvement (Ha Giang Tre only brings visitors, and Hmong Resort in L\u00f9ng H\u1ea5u is the sole investor). H\u00e0 Giang aligns with PMMO aspects like place-making<\/strong> (creating H\u2019m\u00f4ng cultural spaces, Dao herbal bath experiences), but implementing this model requires significant investment in infrastructure and training, which the province currently cannot fully meet.<\/p>\n\n\n\n

Qu\u1ea3ng Nam: Strong Resources and Policies but Needs a Mindset Shift<\/strong><\/strong><\/p>\n\n\n\n

Qu\u1ea3ng Nam, with destinations like H\u1ed9i An and M\u1ef9 S\u01a1n, has a well-developed tourism foundation, welcoming over 4 million visitors annually<\/strong> (as of 2024, according to VNAT data). The province boasts strong resources: good transportation infrastructure, numerous homestays and internationally certified hotels, and a well-trained tourism workforce through vocational schools. Qu\u1ea3ng Nam\u2019s tourism policies are progressive, with initiatives like H\u1ed9i An \u2013 Zero Waste City<\/strong> and GSTC sustainability certification for H\u1ed9i An. Tourism operations focus on visitor management<\/strong> (limiting visitors in H\u1ed9i An\u2019s old town) and cultural products<\/strong> (tours to Thanh H\u00e0 pottery village, Tr\u00e0 Qu\u1ebf vegetable village). However, challenges remain, such as overtourism<\/strong> in H\u1ed9i An and a lack of green, emotionally engaging tourism products akin to PMMO. The Jungfrau model could be effectively applied here, particularly in emotional marketing<\/strong> (e.g., the \u201cH\u1ed9i An \u2013 City of Memories\u201d campaign) and place-making<\/strong> (transforming M\u1ef9 S\u01a1n into a Ch\u0103m cultural experience hub). With existing resources and policies, Qu\u1ea3ng Nam can transition from DMO to PMMO, but it requires a shift from traditional promotion to destination creation.<\/p>\n\n\n\n

\u0110\u1ed3ng Th\u00e1p: The Most Suitable Resources and Operations for PMMO<\/strong><\/strong><\/p>\n\n\n\n

\u0110\u1ed3ng Th\u00e1p, particularly Sa \u0110\u00e9c, has significant potential to adopt the PMMO model due to its resources, policies, and current tourism operations. Resources<\/strong>: Sa \u0110\u00e9c attracts over 1.5 million visitors annually, with developed infrastructure (roads, hotels, restaurants) and a tourism-experienced local community (flower-growing households in T\u00e2n Quy \u0110\u00f4ng are accustomed to interacting with visitors). Policies<\/strong>: \u0110\u1ed3ng Th\u00e1p has a strategy for agricultural and rural tourism development, with 18 tourism sites in Sa \u0110\u00e9c, including 1 rated 4-star and 6 rated 3-star under the OCOP program. The province also encourages farmers to participate in tourism, such as at Happy Land H\u00f9ng Thy Garden, where visitors can experience flower planting and enjoy views from an 18-meter observation tower. Tourism Operations<\/strong>: Sa \u0110\u00e9c combines cultural tourism (Hu\u1ef3nh Th\u1ee7y L\u00ea ancient house, Ki\u1ebfn An Cung pagoda) and ecotourism (T\u00e2n Quy \u0110\u00f4ng Bird Garden, flower village), similar to how Jungfrau blends Bernese culture with Alpine ecology. Compared to H\u00e0 Giang (lacking infrastructure and training) and Qu\u1ea3ng Nam (facing overtourism and needing a mindset shift), \u0110\u1ed3ng Th\u00e1p is better prepared to implement PMMO, especially in place-making<\/strong> (turning the flower village into an experiential space) and smart management<\/strong> (learning from Jungfrau\u2019s smart data to manage peak-season visitors during T\u1ebft).<\/p>\n\n\n\n

Conclusion<\/strong>:<\/h3>\n\n\n\n

Considering resources, policies, and tourism operations, Sa \u0110\u00e9c (\u0110\u1ed3ng Th\u00e1p) is the most suitable destination for implementing the PMMO model at present. Sa \u0110\u00e9c has a developed tourism foundation, a ready community, and strong supportive policies, enabling the seamless adoption of PMMO elements such as place-making (transforming T\u00e2n Quy \u0110\u00f4ng flower village into an experiential space), emotional marketing (\u201cSa \u0110\u00e9c \u2013 The Fragrance of the Mekong\u201d), and sustainable development (ecotourism at T\u00e2n Quy \u0110\u00f4ng Bird Garden). Qu\u1ea3ng Nam also holds significant potential but requires adjustments to address overtourism and prioritize emotional experiences. H\u00e0 Giang, despite its rich cultural and natural assets, needs long-term investment to achieve the readiness of the other two provincesa.<\/p>\n","protected":false},"excerpt":{"rendered":"

PMMO – The Concept of Modern Destination Management, an Evolution from DMO In the context of global tourism increasingly focusing on personalized and sustainable experiences, the concept of Place Making and Marketing Organization (PMMO) has emerged as an evolution of the traditional Destination Management Organization (DMO) model. While DMOs focus on managing and promoting destinations […]<\/p>\n","protected":false},"author":4,"featured_media":4062,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[41],"tags":[],"class_list":["post-4028","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sustainable-product-and-destination-development"],"acf":[],"jetpack_featured_media_url":"https:\/\/st4sd.vn\/wp-content\/uploads\/2025\/05\/Wengernalpbahn-Zug-von-vorne-mit-Tal-gdeefy73dmwfcf9.webp","_links":{"self":[{"href":"https:\/\/st4sd.vn\/en\/wp-json\/wp\/v2\/posts\/4028","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/st4sd.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/st4sd.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/st4sd.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/st4sd.vn\/en\/wp-json\/wp\/v2\/comments?post=4028"}],"version-history":[{"count":4,"href":"https:\/\/st4sd.vn\/en\/wp-json\/wp\/v2\/posts\/4028\/revisions"}],"predecessor-version":[{"id":4065,"href":"https:\/\/st4sd.vn\/en\/wp-json\/wp\/v2\/posts\/4028\/revisions\/4065"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/st4sd.vn\/en\/wp-json\/wp\/v2\/media\/4062"}],"wp:attachment":[{"href":"https:\/\/st4sd.vn\/en\/wp-json\/wp\/v2\/media?parent=4028"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/st4sd.vn\/en\/wp-json\/wp\/v2\/categories?post=4028"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/st4sd.vn\/en\/wp-json\/wp\/v2\/tags?post=4028"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}