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The Future of Destination Marketing Organizations in the Insight Era

Author

Listed:
  • Arthur Huang

    (Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd, Orlando, FL 32816, USA)

  • Efrén De la Mora Velasco

    (Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd, Orlando, FL 32816, USA)

  • Adam Haney

    (Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd, Orlando, FL 32816, USA)

  • Sergio Alvarez

    (Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd, Orlando, FL 32816, USA)

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.

Suggested Citation

  • Arthur Huang & Efrén De la Mora Velasco & Adam Haney & Sergio Alvarez, 2022. "The Future of Destination Marketing Organizations in the Insight Era," Tourism and Hospitality, MDPI, vol. 3(3), pages 1-6, September.
    • Handle: RePEc:gam:jtourh:v:3:y:2022:i:3:p:49-808:d:913309
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    References listed on IDEAS

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