The intelligent use of Twitter ecosystems by destination management organisations

PURPOSE OF THE PAPER: The paper examines the use of Twitter by destination management orga-nizations in terms of the content communicated and shared and who are the influential players that shape the knowledge conveyed in the ecosystems. It also deepens how the Covid-19 pandemic has impacted these ecosystems. METHODOLOGY: The analysis combines traditional content analy-sis techniques with modern topic modeling using the specific case of Tourism and Events Queensland (TEQ), the state-level DMO in Queensland, Australia. FINDINGS: The analyses of the two “Twitter ecosystems” managed by TEQ have shown that not only does each ecosystem have its own knowledge domain and distinguishing characteristics in terms of variety and representative-ness of stakeholder category, but it is the influence of the latter that matters in shaping the know-ledge domain. RESEARCH LIMITS: The paper deals with a single case study with destination-specific characteri-stics. It follows that findings cannot necessarily be generalized to other contexts. Longitudinal evaluation studies are also needed to assess the paths taken in terms of stakeholders engaged, themes covered, and tools used by DMOs. PRACTICAL IMPLICATIONS: Findings revealed how Twit-ter is a destination-knowledge-management tool that can be used actively and intentionally by DMOs as intelligent agents to create and manage destination-knowledge in different environ-ments. ORIGINALITY OF THE PAPER: This paper sheds new light on the intelligent exploitation, by a DMO, of Twitter to enhance destination knowledge management and value creation.