Abstract
The advancement of technology has revolutionised the tourism industry. However, Destination Management Organisations (DMOs), in general, have yet to undertake holistic technological solutions in addressing their expected roles and responsibilities, particularly with regards to its role in supporting online collaborations. Greater understanding is required on the functional capabilities needed by both business stakeholders and visitors to provide holistically integrated applications for digital collaborations. Therefore, this research aims to critically discuss the roles and mechanisms in which DMOs become points of consolidation and collaboration for tourism businesses through digital platforms and the functionalities for end-user experience creation. Hence, identifying the characteristics and operational capabilities that enhanced digital platforms of DMOs need to have as part of their functions.
A design-based research approach with three phases was used for the research. Phase 1 explored the understanding and usage of current digital offerings as well as existing collaboration practices. Findings from Phase 1 were used to guide the development of a digital trial platform in Phase 2. The subsequent platform testing in Phase 3 was conducted to further strengthen the understanding of digital collaborations and to establish the needed functionalities for enhanced digital platforms. Data were collected primarily through qualitative methods (interviews and focus groups) with the support of quantitative and visual methods using an eye-tracker device. Findings demonstrate the need for DMOs to provide distinct value propositions of experience creation on their digital platform for business stakeholders and visitors. Therefore, an enhanced digital platform must be equipped with the functionalities for knowledge exchange, networking and marketing for business stakeholders, and personalisation of itineraries and travel information for visitors. The functional capabilities of digital collaboration are underpinned by the concepts of trust, control, leadership, and the willingness to collaborate. As such, the research contributes to the existing knowledge on technology influenced DMO management.