Tiedon rooli matkailualan johtamisessa

In this editorial, we focus on the importance of knowledge in the dynamic and constantly changing tourism industry. Although more knowledge is available than ever before, its application in the development of the tourism industry has been challenging. Leading with knowledge requires an understanding of how knowledge can influence decision-making, strategic development, and the innovation of new services. The use of knowledge should not be confined to analytics and reports; it is a creative process that demands the courage to try new things and learn from mistakes. The tourism industry still needs to develop a culture that encourages experimentation and innovation, as well as managerial practices in leading with knowledge. Through these approaches, the tourism industry can fully utilise the enormous potential of knowledge and propel itself towards a sustainable and successful future.