Keywords
artificial intelligence; big data; data-driven decision-making; data-driven eco-systems; destination marketing organizations; insight Era; the Internet of Things
Abstract
There has been a growing interest in examining the implementation of insight-era technologies (e.g., AI, social media) and big data for sustainable tourism development. However, actionable guidelines to promote a holistic adaptation and the effective functioning of destination marketing/management organizations (DMOs) in the increasingly data-infused world are still needed. This perspective paper posits a research-based framework that DMOs can use to become more responsive and efficient in their marketing and planning efforts in the current AI-infused world. Four propositions are presented to support DMOs' transition to the insight-era: (a) DMOs' organizational adaptations and workforce development and training, (b) active engagement with destinations' stakeholders and data sharing, (c) leverage user-generated data and emergent technologies for destination marketing, and (d) DMOs' data-driven decision making.
Publication Date
9-1-2022
Original Citation
Huang, A., De la Mora Velasco, E., Haney, A., & Alvarez, S. (2022). The Future of Destination Marketing Organizations in the Insight Era. Tourism & Hospitality (2673-5768), 3(3), 803–808. https://doi.org/10.3390/tourhosp3030049
Document Type
Paper
Language
English
Source Title
Tourism and Hospitality
Volume
3
Issue
3
Copyright Status
Author retained
Publication Version
Publisher's version
Rights
This work is licensed under a Creative Commons Attribution 4.0 International License.
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Huang, Arthur; Velasco, Efren De la Mora; Haney, Adam; and Alvarez, Sergio, "The Future of Destination Marketing Organizations in the Insight Era" (2022). Faculty Scholarship and Creative Works. 1137.
https://stars.library.ucf.edu/ucfscholar/1137
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