THE SUSTAINABLE MANAGEMENT OF A TOURISM DESTINATION IN IRELAND: A FOCUS ON COUNTY CLARE

Tourism destination management has significant importance in controlling many impacts of tourism, thus insuring its sustainability. Destination management requires the integration of different planning tools, approaches and concepts that help shape the management and daily operation of tourism related activities. This study examines the sustainable management of a tourism destination, focusing on County Clare, Ireland. Qualitative interviews were conducted with tourism stakeholders. Additionally a theoretical framework incorporating the various elements that emerged from the theory was also utilised to examine existing tourism strategies and plans. Stakeholders all agreed it would be an advantage to have a Destination Management Office (DMO) lead that would coordinate destination management. However, it was found many tourism visions lack consistency and a timeframe with only a few addressing sustainability itself. Also the multiple regulations and guidelines identified by the framework were not communicated effectively to both stakeholders and policy makers when managing tourism in County Clare.