Destination Marketing Organizations (DMOs) bring various interests and perspectives stakeholders together in collaboration processes (Fyall, Garrod, and Wang, 2012). The specific roles of DMOs are coordination, leadership and the development of facilities and provision of services, and even to function as a link between the destinations and external organizations (such as government agencies, tour wholesalers and travel agents). In this sense, DMO sometimes takes on the role as a management organization, as much as a marketing organization. While some stakeholders (such as hotels and local or regional government agencies) are vital to the success of DMOs because of their financial and partnership resources, there is a multitude of other relevant stakeholders whose views must also be considered.