Changes in DMO’s Orientation and Tools to Support Organizations in the Era of the COVID-19 Pandemic

Following the COVID-19 pandemic, the tourism industry has been hit by the biggest crisis in its history. Its effects are visible throughout the tourism industry, including the management system (DMOs). The study aim is to the determine the changes that have been taking place in the operation of the destination management organizations (DMOs) in Poland as a result, including the usage of existing or expected organizational support tools. The study consisted of three stages: desk research, diagnostic survey, and qualitative and statistical analyses. Empirical data from all 16 regional DMOs in Poland were collected, including the use and effectiveness of the anti-crisis assistance programs, expectations towards the support tools, actions taken to mitigate the pandemic effects, and the changes in selected marketing activities and support strategies in the pre- and post-pandemic period. The study results indicated the insufficient availability of tools supporting the organizations’ activities during a pandemic and little use by the DMOs of most of the tools offered by the anti-crisis programs, alongside a moderate assessment of their effectiveness. The need to modify anti-crisis programs and/or expand them to include other forms of assistance available to the DMOs was identified. The proposed research tool can be implemented to assess the necessary actions taken during the crisis in other types of tourism organizations in various regions.