The Use of Intelligence in Tourism Destination Management: An Emerging Role for DMOs

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• 作者：Lorn Sheehan ; Alfonso Vargas-Sá ; nchez ; Angelo Presenza and Tindara Abbate
• 刊名：International Journal of Tourism Research
• 出版年：2016
• 出版时间：November/December 2016
• 年：2016
• 卷：18
• 期：6
• 页码：549-557
• 全文大小：196K
• ISSN：1522-1970

文摘

Over time, the acronym DMO has evolved from a meaning centered on marketing (i.e. Destination Marketing Organization) to a meaning centered on management (i.e. Destination Management Organization). Expanding the role of DMOs to one of management implies a greater need to engage stakeholders both within the destination and external to the destination. We assert that this places the DMO in a fundamentally unique position of being a boundary spanner between the internal destination environment and the external competitive environment. This boundary-spanning role requires higher capabilities in knowledge management. The successful DMO of the future will be an intelligent agent of the destination that is able to identify, engage and learn from disparate stakeholders both within and outside the destination. It must acquire, filter, analyze and prioritize data and information from various sources to create knowledge that can be used to fulfill its role in destination management.