洞察时代目的地营销组织的未来

IF 1.6 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism and Hospitality Management-Croatia Pub Date : 2022-09-13 DOI:10.3390/tourhosp3030049

Arthur Huang, Efrén de la Mora Velasco, Adam Haney, S. Alvarez

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引用次数: 5

摘要

人们越来越有兴趣研究洞察力时代技术(如人工智能、社交媒体)和大数据在可持续旅游发展中的应用。然而，在日益数据化的世界中，仍然需要可操作的指导方针来促进目的地营销/管理组织(DMOs)的整体适应和有效运作。这篇前瞻性论文提出了一个基于研究的框架，dmo可以使用这个框架在当前人工智能充斥的世界中，在营销和规划工作中变得更具响应性和效率。提出了四个主张来支持dmo向洞察时代的过渡:(a) dmo的组织适应和劳动力发展与培训，(b)与目的地利益相关者的积极参与和数据共享，(c)利用用户生成的数据和新兴技术进行目的地营销，以及(d) dmo的数据驱动决策。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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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 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.

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来源期刊

Tourism and Hospitality Management-Croatia HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

1.90

自引率

23.10%

发文量

审稿时长

15 weeks

期刊介绍： Tourism and Hospitality Management is an international, multidisciplinary, open access journal, aiming to promote and enhance research in all fields of the tourism and hospitality industry. It publishes double-blind reviewed papers and encourages an interchange between tourism and hospitality researchers, educators and managers. Editors of Tourism and Hospitality Management strongly promote research integrity and aim to prevent any type of scientific misconduct, such as: fabrication, falsification, plagiarism, redundant publication and authorship problems. All submitted manuscripts are checked using Crossref Similarity Check (iThenticate). Nurturing a scientifically based approach to research, the journal publishes original papers along with empirical research and theoretical articles that contribute to the conceptual development of tourism and hospitality management. Editors look particularly for articles about new trends, challenges and developments, as well as the application of new ideas that are likely to affect the tourism and hospitality industry. The general criteria for the acceptance of articles are: contribution to the scientific knowledge in the field of tourism and hospitality management, scientifically reliable research methodology, relevant literature review and quality of the English language.