DOAJ Open Access 2022

The Future of Destination Marketing Organizations in the Insight Era

Arthur Huang Efrén De la Mora Velasco Adam Haney Sergio Alvarez

Abstrak

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.

Topik & Kata Kunci

Personnel management. Employment management

Penulis (4)

Arthur Huang

Efrén De la Mora Velasco

Adam Haney

Sergio Alvarez

Format Sitasi

APA MLA BibTeX

Huang, A., Velasco, E.D.l.M., Haney, A., Alvarez, S. (2022). The Future of Destination Marketing Organizations in the Insight Era. https://doi.org/10.3390/tourhosp3030049

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Informasi Jurnal

Tahun Terbit: 2022
Sumber Database: DOAJ
DOI: 10.3390/tourhosp3030049
Akses: Open Access ✓