The Future of Destination Marketing Organizations in the Insight Era

Arthur Huang (), Efrén De la Mora Velasco, Adam Haney and Sergio Alvarez
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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

Tourism and Hospitality, 2022, vol. 3, issue 3, 1-6

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.

Keywords: destination marketing organizations; artificial intelligence; insight Era; data-driven decision-making; data-driven eco-systems; big data; the Internet of Things (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2022
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