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Understanding the adoption of data-driven decision-making practices among Canadian DMOs

Author

Listed:
  • Michelle Novotny

    (Toronto Metropolitan University)

  • Rachel Dodds

    (Toronto Metropolitan University)

  • Philip R. Walsh

    (Toronto Metropolitan University)

Abstract

With the rapid developments in ICTs in recent years, destination management organizations (DMOs) have been increasingly expected to adopt data-driven decision-making practices towards fulfilling their role as destination managers. While data-driven decision-making offers a smarter approach to building more sustainable and competitive destinations, there remains a limited understanding surrounding its adoption in practice. Therefore, this study applied a mixed methods approach in efforts to identify the existing practices and barriers facing DMOs at each phase of Athamena and Houhamdi’s (2018) model of the data-driven decision-making process. The findings suggest that Canadian DMOs have been slow to engage in data-driven decision-making practices. Specifically, there remains a need to address the lack of data related to sustainability indicators, the quality of data sources, and the resource limitations faced by DMOs. Theoretical and practical implications are discussed.

Suggested Citation

  • Michelle Novotny & Rachel Dodds & Philip R. Walsh, 2024. "Understanding the adoption of data-driven decision-making practices among Canadian DMOs," Information Technology & Tourism, Springer, vol. 26(2), pages 331-345, June.
    • Handle: RePEc:spr:infott:v:26:y:2024:i:2:d:10.1007_s40558-023-00281-w
    DOI: 10.1007/s40558-023-00281-w
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