The perspective of the DMOs and its management by business intelligence

Destination Marketing Organizations (DMOs) prioritize business intelligence and its ideas because they provide solutions to improve decision-making processes as well as manage the data generated. However, Business Intelligence (BI) has not yet met many expectations. This study presents the results of some interviews in this field with destination marketing organizations, interprets their approach to business intelligence and their programs and strategies. The results of these studies show that one of the most important factors in the inefficiency of these programs in the Destination Marketing Organization is the lack of understanding of the critical factors that define Business Intelligence programs. It also provides insights into how tourism destinations benefit from the analysis of data produced and processed. This analysis shows that city managers still have many problems in implementing these mechanisms. Finally, there are implications for DMOs.

Keywords:

Destination Marketing Organization , Data analysis , Business Intelligence , Smart Destinations , Management of Destinations