Does More Data Create Better Strategies for Destinations?

This research provides insight into the current knowledge management position in Destination Marketing Organizations (DMOs). We explore what kind of tourism data is utilized in the strategy process and how. The main challenges and issues of big data management are addressed. Destinations and tourism businesses need to have a clearly defined strategy on what kind of value they provide and for whom and understand how this strategy leads to a competitive advantage. Access to data and formulation of knowledge for the strategy process is critical. We interviewed 9 Finnish DMO representatives using semi-structured interviews. We identify that enhanced knowledge management skills, resources and successful stakeholder collaboration are needed to enable business strategies based on data and knowledge. The crucial strategy development process still requires an improved understanding of tourism and destination management research.