The Future of Destination Marketing Organizations in the Insight Era

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 holistic adaptation effective functioning destination marketing/management organizations (DMOs) increasingly data-infused world are still needed. This perspective paper posits research-based framework that DMOs can use become more responsive efficient their marketing planning efforts current AI-infused world. Four propositions presented support DMOs’ transition insight-era: (a) organizational adaptations workforce development training, (b) active engagement with destinations’ stakeholders sharing, (c) leverage user-generated emergent marketing, (d) data-driven decision making.