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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.