The Destination Marketing Organization as an intelligent agent: Evaluating engagement in knowledge management practices

Abstract

DMOs have been increasingly called upon to adopt the role of knowledge management, becoming intelligent agents with the capacity to gather, assess, and disseminate information among internal and external stakeholders. While knowledge management has remained a prominent topic in the literature, its application within the field of tourism management has been limited. The purpose of this study, therefore, was to ascertain to what extent DMOs have engaged in knowledge management practices through a nation‐wide survey of 30 Canadian DMOs. The results demonstrate that, while DMOs have made progress toward becoming intelligent agents, there remains a long way to go.