ABSTRACT
The chapter deals with analysing the main role of destination management organisation in a destination network. Due to changing circumstances, the traditional roles of destination management organisations that focus on marketing communication and product development are in decline. Using quantitative data analysis on a typical European community-based destination, the chapter analyses destination networks based on cooperation in marketing activities and knowledge transfer. The results show that the DMO has the ability to be a leader in knowledge transfer among destination stakeholders. The in-depth qualitative survey among tourism businesses builds on the identified knowledge perspective and concludes that the DMO is a data hub in the smart tourism ecosystem, strengthening the competitive position of a destination.
