Operationalizing Business Intelligence for Local Level Tourism Destination Performance

There is a tough competition among various local tourism Destination Management Organizations (DMO) as destination developers to attract visitors and resources. Despite smart tourism concept development and appreciation of its importance, tourism specialists working in the local tourism DMOs throughout various countries have encountered problems to ground the business intelligence to the practical level of their scale and needs. There are various technological advances and forms of data analytics used by national DMOs, but digital gap on a local level having competitive advantage from it is a common issue. How to manage and turn data into insights for tourism development and make it operational? This framework combines the structure of geographic information system (GIS) database management, business analytics, tourism development performance management, and data visualization to guide the local DMO tourism specialist in drawing knowledge from the various related data. A case study from a local DMOs in Latvia is conducted to demonstrate the practical validity of the proposed business intelligence framework to manage destinations more effectively and toward sustainability.