Moral responsibilisation in destination management: The strategic framing of civic practices by DMOs

This paper examines moral responsibilisation as an emerging destination governance mechanism through which destination management organisations (DMOs) and local stakeholders mobilise visitors to support sustainability goals. Drawing on an intrinsic qualitative case study of the Danish DMO, Wonderful Copenhagen , we develop a practice theory-based model showing that responsibilisation extends beyond narrative persuasion to include the organisational and material reframing of civic conduct. Analysis of interviews, participant observation, documents, and netnography identifies four interrelated stages: interpellation, involvement, intervention, and institutionalisation. Together, these stages connect inspirational messaging with participatory experiences, reward schemes, and decentralised service design. The findings also reveal tensions around the relevance, inclusivity, and feasibility of emerging civic practices. Resistance to responsible subject positions stems from stakeholders’ differing interpretations, negotiations, and disengagement from DMO-prescribed roles. The study advances the understanding of responsibilisation as a practice-based mode of governance and offers insights that may inform destination managers in varied tourism contexts.