A destination team’s journey into customer-focused marketing – By Neil Wilkins
Some organisations have a complexity of stakeholders that we can only imagine, let alone understand. The Quantock Hills AONB Service, one of 50 teams across Great Britain tasked with protecting areas of outstanding natural beauty, is one such organisation.
AONBs have a remit to inspire people to protect the natural environment around them, to encourage people to enjoy it,
and to maximise its benefits to the local economy. This fine balance is echoed by diverse and complex interrelationships between the various stakeholders. Such stakeholders include tourists, landowners, local residents, local businesses, walkers, horse riders, mountain bikers, day-trippers and the all-important sources of funding like the County Council and Natural England.